Want my best PR pitching hack? 🔥
As y’all know I’m a big fan of reverse engineering.
Take advantage of your startup’s “comp” companies and their previous media placements.
(Comps meaning, a well-known company that you compare yourself to that helps new people understand what you do, and how you do it).
Most startups have a solid “comp” they use when pitching.
For example a diamond startup we worked with was pitched as the:
“Kayak for Diamonds”
Take advantage of that – here’s how:
Step 1. Find a well-known comp for your startup.
The key here is to make sure the comp is super well-known and has a track record of media coverage.
Create your comp.
EX: We are the X of Y (X is the comp, Y is the industry)
Step 2: Research all the reporters and coverage that your well known comp company received
Step 3: Pitch the relevant reporters using the comp company’s name in the subject line.
EX: Meet the Kayak for Diamonds 💎
Key word here is relevant. It’s important to pitch where there is already industry crossover.
This process will allow you to strategically use your startup’s comp company — and ensure that you’re pitching people who already get the connection. If they already covered the comp – when they see your email, it should get immediate opens.
(I am actively using this strategy today and heard back immediately from a USA Today reporter.)
Give it a try after the holiday weekend and let me know what kind of responses you get!
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