Public Relations


Key Concepts

1. Media Strategy

2. Communications

3. Press Outreach

4. Review Unit Requests

5. Special Efforts

6. Media Relations

Service | Public Relations


1. Media Strategy

The first step to our public relations campaigns is to plot out what publications and media outlets are going to be most interested in our client. From there, we sort the outlets based on which ones are are going to drive the most sales if they cover our client, and prioritize our press outreach based on this. We provide extra focus on publications we know are a great fit, both in terms of likelihood to cover the product and in the publication’s average return rate.


2. Communications Strategy

In order for an effective campaign to take place, it is of the utmost importance to efficiently turn a product into story pitches (also known as “angles”). Often times these pitches/angles have more to do with the startup or founders than the product, although on gear blogs or product focused sites all about the product and the publication’s need for daily content. Media Relations is more important with product focused publications compared to tech or startup focused publications.


2. Press Outreach

Outreach means reaching out and contacting, and thanks to our “Media Relations Program“, we are frequently able to perform this outreach through direct lines of communication. When a publicist says they have connections at a media outlet, this is what they are referring to. Cold outreach takes the form of email messages (since journalists cell numbers are not public information). Warm outreach always occurs over the phone, via text, or in person.


4. Review Unit Requests (Only Applies to Crowdfunding!)

Whenever review units are not available, our team must work our magic to get journalists to cover the client without sending them a media sample. This process starts with identifying the original reason for the review unit request. When a journalist requests that they are sent a product for them to check out it either means one of two things: either they have doubts the product functions as advertised, or they like the product and want to get one for free.

If the journalist has doubts the product works (which is often the case with technology projects that make bold claims) then we must prove to the journalist that the product actually works. Our job here is to find ways to demonstrate a product’s functionality without having to show them in person. If the journalist simply wants a free product, then we often arrange for them to receive one after the crowdfunding campaign ends, so that they can write a review about it at that time. We always push for an article now and then a review once they receive a unit as a way to double up the coverage.


5. Special Efforts

In certain campaigns we take extra steps to get the word out about our clients that go beyond ordinary press outreach. Each effort is different depending on the product and what media category it falls under. A great example of a special effort is dropping in on journalists at their office to pitch them a client (assuming the normal efforts have been ineffective).


6. Media Relations

Having a relationship with the journalist we are pitching provides a huge advantage. Relationships are the the single most important factor when it comes to producing results as a public relations firm. For more information on how we build working relationships with journalists, please visit our media relations service description page.