Always Show a Journalist Gratitude

Always Show a Journalist Gratitude

If you constantly pitch reporters - or manage someone who does - you may have trouble remembering that on the other end of that pitch is - another person too. On the Mention blog, Danny Schreiber, lead marketer at Zapierprovided one useful tip the next time you're experiencing this kind of PR-related amnesia: A relationship with a reporter shouldn’t be a one-time event.

It's easier than just focusing on what you may get out of the relationship as you definitely wouldn't want to not be helpful to others.

If you're pitching that reporter in the future, it might be helpful to recall which story you pitched previously, if you garnered press coverage or not, what they were writing about, what they're writing about now, and how you can continue to be a credible resource before you think about what you may get in return.

Why Startups Need to Outsource Social

Why Startups Need to Outsource Social

If you’re a startup, it’s common to think that you can manage social on your own, without any outside help. You know your business best, right?

Well, that’s exactly why you should outsource your social. You’re running a business.

If you’re just starting out it’s a no brainer that you need have a presence on Twitter and LinkedIn. But, you also may need to be on Facebook and Instagram too.

Why Does it Matter? 

As the saying goes, a jack of all trades is a master of none. Leave it up to the pros to help you make the best of social. A social media consultant will be on top of best practices and use your messaging, voice, style, and tone to best keep up with competitors and speak to your markets.

Taking a step back, you will also be working with someone who has an objective view of the organization and you may not scale your efforts in down times or come up with creative ideas to post being that you are too close to the company to always see outside of the box.

What Should it Cost? 

Just throwing out a number because it fits within your budget won’t make sense for you. Social media consultants can range between $2,500 to $4,000 per month when they’re only managing your organic, non-paid efforts. This monthly retainer can be based upon their experience overall, knowledge of your market, skills on Photoshop, and hands-on success with social media tools. 

Your Biggest Risk 

The biggest risk you can take managing social for your startup is that it won’t get done. Everyone has great ideas, but someone has to execute them. There’s frequency, timing, hashtags, link building, and more!

Above all, don’t let your competitors out market you when you can get rolling on social to help build your share of voice.

Have more questions? We’re happy to help. Just fill out the form below, and we’ll give you a no cost consultation.

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Newsjacking: How to Get PR for your Tech Startup

Newsjacking: How to Get PR for your Tech Startup

Elementary, My Dear Watson – Sherlock Holmes

And, that’s what it feels like. It’s criminal. You just convinced a reporter to include your company in a story that isn’t about your company. The tactic is called “Newsjacking.”

What is Newsjacking?

It’s the not so simple skill of being able to recognize what’s news, what’s newsworthy to you, and how to get your company mentioned in a story on the news subject. What? Yep. It’s a quick – and not so dirty - process.

Here’s how to make it happen:

  1. Track Keywords – Use a search engine or social media tool to track keywords that are of most important to your business. For example, if you’re a cybersecurity firm, you may want to track “hospital” and “ransomware”. When a story pops up on your radar that seems of interest to many, go to Step 2.

  2. Create a Media List – Quickly, and I mean lickety-split, then crawl the web to corral together a list of journalists, publications they write for, and their email addresses.

  3. Draft a Pitch – You’re gonna need to draft a pitch to these journalists which convince them why your company should comment on this news and why they should quote your company. Maybe you have hospitals as customers? Maybe you’re a well renown expert in ransomware? Or you recently authored a report/study on this subject and have content to share? Either way, it’s up to you to newsjack the story. Now pitch!!!

  4. Take a Step Backwards – Now that you know how to roll out the process, here’s some critical points to keep in mind:

    1. If you newsjack, make sure that you have a spokesperson on hand in case anyone you pitch wants an immediate phone or TV interview.

    2. Back up your pitch with relevant data!

    3. Don’t be commercial in your pitch or interview.

    4. Establish a relationship with the journalist so that you may be able to offer a quote in the future.

Good luck!