Want my best PR pitching hack? ๐Ÿ”ฅ

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 ๐Ÿ’Ž

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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