Chapter 18: Press and PR
Timeless principles. Real-time signals. The thinking stays the same, the tools don't.
Core Principle: Third-Party Credibility Beats First-Party Claims Every Time
Chapter 18 reveals PR's true power: when someone else tells your story, it carries infinitely more weight than self-promotion. Press introduces new audiences, builds belief, and creates the context that makes sales feel natural.
📰 Media Database & Outreach
HARO (Help A Reporter Out) - Journalist query platform
Why now: 75% of journalists use HARO to find expert sources daily
Use case: Position yourself as an expert by responding to relevant media queries
Prowly - PR CRM and media database
Why now: Personalised pitches get 30% higher response rates than generic outreach
Use case: Build and maintain relationships with journalists in your industry
✍️ Press Release Distribution
PR Newswire - Global press release distribution
Why now: Distributed press releases create valuable backlinks for SEO
Use case: Amplify major announcements across news outlets and search engines
EIN Presswire - Cost-effective press distribution
Why now: Smaller businesses need affordable PR distribution options
Use case: Distribute announcements without enterprise-level PR budgets
📊 Media Monitoring & Analytics
Google Alerts - Free brand mention monitoring
Why now: Brand conversations happen everywhere, requiring constant monitoring
Use case: Track when your brand, competitors, or industry keywords are mentioned
Mention - Comprehensive media monitoring
Why now: PR impact extends beyond traditional media to social and web mentions
Use case: Monitor brand sentiment and identify PR opportunities in real-time
🎯 Influencer & Creator Relations
AspireIQ - Influencer relationship management
Why now: 49% of consumers depend on influencer recommendations for purchases
Use case: Build long-term relationships with content creators in your niche
Upfluence - Influencer discovery and campaign management
Why now: Micro-influencers often provide better ROI than traditional PR
Use case: Find and collaborate with influencers who align with your brand values
📝 Content Creation & Management
Notion - PR campaign planning and content organisation
Why now: Successful PR requires coordinated content across multiple formats
Use case: Plan campaigns, store media assets, and track outreach progress
Canva - Press kit and media asset creation
Why now: Visual press materials get 94% more views than text-only releases
Use case: Create professional press kits, infographics, and visual stories
🔗 Digital PR & Link Building
Ahrefs - PR opportunity identification and tracking
Why now: Digital PR backlinks are 40% more valuable than traditional link building
Use case: Find journalists who have covered competitors and track PR-driven links
BuzzSumo - Content research and journalist outreach
Why now: Data-driven story angles get 60% higher pickup rates
Use case: Identify trending topics and journalists who cover your industry
PR Strategy Framework
Story Development
Do you have compelling news hooks that journalists care about?
Are your stories tied to larger industry trends or current events?
Can you provide data, quotes, and visuals to support your narrative?
Media Relations
Have you built relationships with key journalists before needing coverage?
Are you providing value to journalists beyond just pitching stories?
Do you respond quickly and helpfully to media inquiries?
Content Assets
Do you have a professional press kit with high-quality assets?
Are your spokespeople media-trained and available for interviews?
Can you provide different story angles for different publications?
Measurement & Follow-up
Are you tracking media mentions and their impact on business metrics?
Do you follow up with journalists after coverage to maintain relationships?
Are you leveraging press coverage across your other marketing channels?
PR Campaign Types & Opportunities
Product Launches
Create embargo strategies for synchronised coverage
Provide exclusive early access to key publications
Develop different angles for different audience segments
Thought Leadership
Position executives as industry experts and commentators
Contribute to industry publications and podcasts
Participate in relevant conferences and speaking opportunities
Crisis Communications
Develop response protocols for potential negative situations
Train spokespeople for difficult media situations
Monitor sentiment and respond quickly to emerging issues
Awards & Recognition
Apply for relevant industry awards and recognition programs
Leverage customer success stories and case studies
Highlight team achievements and company milestones
Emerging PR Trends
Podcast pitching reaching audiences through audio storytelling
LinkedIn journalism targeting business audiences on professional platforms
TikTok creators as new influencers for younger demographics
Data-driven stories using proprietary research for media interest
Sustainability messaging incorporating environmental responsibility
PR Performance Metrics
Media Coverage
Number and quality of media placements
Reach and impressions from earned media
Share of voice compared to competitors
Digital Impact
Backlinks and SEO value from PR coverage
Social media amplification of press mentions
Website traffic driven by media coverage
Business Outcomes
Lead generation from PR activities
Sales attribution to media coverage
Brand awareness and sentiment improvements
Quick PR Readiness Check
Story Audit - Do you have newsworthy stories ready to pitch?
Media Kit - Are your press materials professional and complete?
Spokesperson Prep - Is your team ready for media interviews?
Monitoring Setup - Are you tracking brand mentions and opportunities?
Relationship Building - Do you have connections with relevant journalists?
PR Pitching Best Practices
Email Subject Lines
Keep them specific and newsworthy
Avoid sales language and hype
Include the key news hook upfront
Pitch Content
Lead with why this story matters now
Include data, quotes, and supporting evidence
Offer additional resources and expert access
Follow-up Strategy
Wait 3-5 days before following up
Provide additional value or angles
Respect journalists' time and preferences
PR Mistakes to Avoid
Mass emailing generic pitches to journalists
Pitching stories without clear news value
Not providing supporting materials and access
Failing to follow up appropriately on coverage
Ignoring the relationship-building aspect of PR
