Startup PR: Getting Press on a Tight Budget from Udemy

What's inside

Learning objectives

In this course, you will learn how to perfect your startup's pitch and effectively communicate with the press.

By the end of the course, you will have the tools and knowledge needed to catch the attention of almost any journalist you're attempting to reach.

In this course, you will learn how to perfect your startup's pitch and effectively communicate with the press.
By the end of the course, you will have the tools and knowledge needed to catch the attention of almost any journalist you're attempting to reach.

Syllabus

INTRODUCTION

An introduction to the course, what you'll learn, and your instructor, Erica Swallow.

PERFECTING YOUR PITCH

Before sending out any pitches, take time to craft your company’s message. Be able to explain your startup in one sentence so that anyone — techie or not — can understand its purpose. In this lesson, you'll learn how to craft a concise, value-driven message to explain what your startup does.

It's important that startups have a go-to, one-sentence pitch that explains what they do. In this lesson, you'll learn how to write your company's one-sentence pitch.

Before you begin pitching your startup, stop to think about what is truly newsworthy, especially to the publications you’re targeting. A few starter ideas for newsworthy events:

The startup’s launch
The launch of a new product, feature or offering
The release of a compelling study or interesting data
The company’s response to a current event
News of a high profile partnership

By only pitching newsworthy events, you're more likely to get a higher response rate from journalists and you'll be ever so closer to getting a coveted press mention. The goal here is not to inundate writers, but to supply them with interesting, relevant news when it arises.

When pitching, include data and numbers that support your ideas when possible. In fact, an interesting study, infographic or other data sometimes warrants its own pitch. If your company has gathered proprietary information that tells a compelling story, pitch it.

This quiz will test your knowledge on what defines a newsworthy event that's relevant for pitching. Good luck!

COMMUNICATING WITH JOURNALISTS

Journalists are flooded with emails every day. If you want your messages to stand out, you'll need to approach them from a genuine place of common interest. It's all about making a connection. This lesson will introduce the concept of treating journalists like humans - an oddly little-known secret to dealing with the press - and arm you with some actionable tips for researching and getting to know journalists.

If you aren't well-versed on journalism lingo, there are at least two terms you should understand: exclusive and embargo.

This quiz will test your knowledge of the vocabulary you may encounter while communicating with journalists. Good luck!

A majority of startup pitching occurs via email, so your job is to become an Inbox Maven. This lesson will provide you with some of my best practices for engaging with journalists via email.

This quiz will test your knowledge on how to best get a journalist's attention via email. Good luck!

FINDING JOURNALISTS

Because Twitter is a conversation-focused social network, many journalists seem to spend a lot of time on it, sharing and consuming news. The microblogging site is a great place to connect with writers and journalists of almost any stripe.

Instead of pitching reporters, let them pitch you. Sound like a dream? Nope. It's reality! Learn how you can benefit from reverse pitching.

This quiz will test your knowledge on the basics of getting press via reverse pitching. Good luck!

CONCLUSION

You're just about finished with the course! Here are my final works of wisdom as you get ready to rock the startup PR world.

As a final review for this course, read my article, "10 Essential PR Tips For Startups," as first seen on Mashable. It's a basic look at what you've learned in this course and should help tie everything together.

BONUS: STARTUP PR PANEL

While this video may be a few years old, the commentary is as relevant as ever. This is one of my favorite panels on the subject of startup PR and is perhaps the most informative panel I've ever sat on or been a part of, featuring the following speakers (titles and bios circa 2010):

Press

Nick Saint, Reporter, Business Insider/SAI.
Erica Swallow, Assistant Editor, Mashable.
Devindra Hardawar, Lead Mobile Writer, VentureBeat.

Startups

James Moran and Vin Vacanti, Founders at Yipit. Featured in over a dozen publications like The New York Times, Wired Magazine and national TV.
Ben Kessler, Director of Communications at SeatGeek. Ben previously worked at LaunchSquad PR, a boutique agency that serviced top-notch tech startups like SeetGeek.
Jordan Goldman, Founder at Unigo. Jordan is master of getting press and telling stories, with Uniqo covered in a New York Times Magazine expose and literally every other major outlet out there.

Agency

Adam Isserlis, Director of Digital Media at Rubenstein Communications. Although Rubenstein is famous for their account with the New York Yankees, Adam's led the agency's digital efforts in recent years with key relationships throughout the industry.

Moderator

Dave Ambrose, co-organizer of Hackers and Founders, knows a thing or two about getting buzz. He started his career at Burson-Marsteller, one of the largest PR agencies throughout the world and then transitioned into his own startup journey with his college roommate to create Scoop St. - helping New Yorkers discover their city with unbeatable deals powered by group buying. Scoop St.'s been featured in The New York Times, Time as well as The Business Insider, among others.

Raw and off-the-cuff, this video should be a real treat. Enjoy!

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Focuses on helping students gain media coverage for their startups

Taught by a tech journalist with experience in the field

Provides practical tips and strategies for pitching to journalists

Includes a number of case studies of successful pitches

Covers basic public relations strategies for startups

Requires some background knowledge in public relations

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Startup PR: Getting Press on a Tight Budget with these activities:

Watch a tutorial on how to create a press kit for your startup

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This tutorial will provide you with a step-by-step guide on creating a professional press kit for your startup.

Browse courses on Media Relations

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Search for and find a relevant tutorial.
Watch the tutorial and take notes on the key steps involved in creating a press kit.
Follow the steps outlined in the tutorial to create your own press kit.

Review 'The Lean Startup' by Eric Ries

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This book will reinforce the principles of crafting an innovative startup PR strategy.

View The Startup Way: How Modern Companies Use... on Amazon

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Read the book thoroughly and make notes.
Summarise the key takeaways from the book.
Identify and outline the lessons that are most relevant to your startup's PR strategy.

Create a one-page media fact sheet for your startup

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Providing a media fact sheet will assist journalists in quickly understanding your startup's core information.

Browse courses on Media Relations

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Gather and summarise the key information about your startup.
Create a one-page document that includes this information in a clear and concise manner.
Proofread and edit your media fact sheet.

Five other activities

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Practice writing and refining your startup's pitch

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Pitching is a crucial skill for securing press coverage.

Browse courses on Pitching

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Craft a concise and compelling elevator pitch.
Rehearse your pitch out loud and time yourself.
Seek feedback from peers or mentors and refine your pitch.
Practice your pitch in different scenarios, such as networking events or meetings with journalists.

Create a media list for your startup

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This project will give you hands-on training with finding and developing relationships with journalists.

Browse courses on Media Relations

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Define your target audience and research relevant media outlets
Identify key journalists and their contact information
Create a spreadsheet or database to track your media list
Personalise your outreach to each journalist
Follow up regularly and build relationships with the journalists

Review 'Traction' by Gabriel Weinberg and Justin Mares

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This book provides practical advice on how to generate interest and build a customer base for your startup.

View Traction on Amazon

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Summarise the key takeaways from the book.
Read the book thoroughly and make notes.
Identify and outline the lessons that are most relevant to your startup's PR strategy.

Attend a startup networking event

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Networking events are valuable platforms for developing connections with journalists.

Browse courses on Networking

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Research and identify relevant startup networking events in your area.
Register for the event and prepare an elevator pitch.
Attend the event and actively network with other attendees.
Follow up with any promising contacts after the event.

Write a blog post about your startup's unique value proposition

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This content will provide a compelling narrative that effectively positions and promotes your startup to the target audience.

Browse courses on Marketing

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Brainstorm and outline the key points of your unique value proposition.
Write a draft of the blog post.
Edit and proofread your blog post.
Share your blog post on social media and other relevant channels.

Career center

Learners who complete Startup PR: Getting Press on a Tight Budget will develop knowledge and skills that may be useful to these careers:

Public Relations Director

A Public Relations Director is responsible for overseeing all aspects of a company's public relations efforts. They develop and implement public relations strategies, manage media relations, and work to improve the company's public image. This course, which introduces the basics of Public Relations strategies and engaging the press, may be useful to a Public Relations Director who is looking to develop their skills in media relations and gain a deeper understanding of the PR landscape.

See salaries and explore the career path for Public Relations Director

Media Relations Specialist

A Media Relations Specialist acts as the main contact between a business and media outlets. They create and maintain relationships with key media contacts and help promote the company's message. This course can be useful to a Media Relations Specialist who is looking to improve their skills in communicating with the press. The course introduces the basics of Public Relations strategies and engaging the press. It will help Media Relations Specialists build a foundation in the basics of PR so they can better engage the press and get media coverage for their clients.

See salaries and explore the career path for Media Relations Specialist

Reporter

Reporters research, write, and report on news stories. They work for a variety of organizations, including newspapers, magazines, websites, and television networks. This course, which introduces the basics of Public Relations strategies and engaging the press, may be useful to a Reporter who is looking to develop their skills in media relations and gain a deeper understanding of the PR landscape. The course will help Reporters build a foundation in the basics of PR so they can better understand how to work with public relations professionals and get the information they need to write their stories.

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Marketing Manager

Marketing Managers are responsible for developing and implementing marketing strategies for their organizations. They oversee all aspects of marketing, including advertising, public relations, and social media. This course, which introduces the basics of Public Relations strategies and engaging the press, may be useful to a Marketing Manager who is looking to develop their skills in media relations and gain a deeper understanding of the PR landscape.

See salaries and explore the career path for Marketing Manager

Journalist

Journalists research, write, and report on news stories. They work for a variety of organizations, including newspapers, magazines, websites, and television networks. This course, which introduces the basics of Public Relations strategies and engaging the press, can be useful to a Journalist who is looking to develop their skills in media relations and gain a deeper understanding of the PR landscape. The course will help Journalists build a foundation in the basics of PR so they can better understand how to work with public relations professionals and get the information they need to write their stories.

See salaries and explore the career path for Journalist

Communications Manager

Communications Managers are responsible for developing and implementing communications strategies for their organizations. They oversee all aspects of communications, including media relations, public relations, and social media. This course, which introduces the basics of Public Relations strategies and engaging the press, can be useful to a Communications Manager who is looking to develop their skills in media relations.

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Editor

Editors oversee the content of a publication, such as a newspaper, magazine, or website. They work with writers and reporters to develop and edit stories, and they make sure that the publication meets its editorial standards. This course, which introduces the basics of Public Relations strategies and engaging the press, may be useful to an Editor who is looking to develop their skills in media relations and gain a deeper understanding of the PR landscape. The course will help Editors build a foundation in the basics of PR so they can better understand how to work with public relations professionals and get the information they need to write their stories.

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Public Affairs Manager

Public Affairs Managers are responsible for developing and implementing public affairs strategies for their organizations. They work with government officials, community leaders, and other stakeholders to promote the organization's interests. This course, which introduces the basics of Public Relations strategies and engaging the press, may be useful to a Public Affairs Manager.

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Business Development Manager

Business Development Managers are responsible for developing and implementing business development strategies for their organizations. They identify and pursue new business opportunities, and they manage relationships with key clients and partners. This course, which introduces the basics of Public Relations strategies and engaging the press, may be useful to a Business Development Manager who is looking to develop their skills in media relations and gain a deeper understanding of the PR landscape.

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Event Planner

Event Planners are responsible for planning and executing events for their organizations. They work with vendors, speakers, and attendees to create successful events. This course, which introduces the basics of Public Relations strategies and engaging the press, may be useful to an Event Planner who is looking to develop their skills in media relations and gain a deeper understanding of the PR landscape.

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Social Media Manager

Social Media Managers are responsible for developing and implementing social media strategies for their organizations. They create and manage social media content, and they engage with customers and followers on social media platforms. This course, which introduces the basics of Public Relations strategies and engaging the press, may be useful to a Social Media Manager who is looking to develop their skills in media relations and gain a deeper understanding of the PR landscape.

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Media Buyer

Media Buyers are responsible for planning and executing media campaigns for their organizations. They work with media outlets to purchase advertising space and time. This course, which introduces the basics of Public Relations strategies and engaging the press, may be useful to a Media Buyer who is looking to develop their skills in media relations and gain a deeper understanding of the PR landscape.

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Media Specialist

A Media Specialist is responsible for developing and implementing media strategies for their organizations. They work with the media to promote the organization's message and build relationships with key media contacts. This course, which introduces the basics of Public Relations strategies and engaging the press, may be useful to a Media Specialist.

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Press Officer

A Press Officer is responsible for managing all aspects of a company's media relations. They develop and implement media strategies, write press releases, and manage crisis communications. This course, which introduces the basics of Public Relations strategies and engaging the press, may be useful to a Press Officer.

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Public Relations Writer

Public Relations Writers craft press releases, speeches, and other materials for their clients with the intent of securing media coverage. A Public Relations Writer must have a deep understanding of how to get press coverage. This course, which introduces the basics of Public Relations strategies and engaging the press, may be useful to a Public Relations Writer who is looking to master their craft and hone their skills at securing press coverage.

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