pr-media-outreach

PR & Media Outreach

Press Release Structure

FOR IMMEDIATE RELEASE (or EMBARGOED UNTIL [date])

[Headline — Active Voice, <10 Words]
[Subhead — Expand with Key Detail]

[City, State] — [Date] — [Opening paragraph: Who, What, When, Where, Why]

[Body ¶1: Supporting details, data points, market context]

[Body ¶2: Quote from executive — make it sound human, not corporate]

[Body ¶3: Product/feature specifics, availability, pricing]

[Boilerplate: Company description, 2-3 sentences]

Media Contact:
[Name] | [Email] | [Phone]
###

Rules: Lead with news, not company. Include one hard data point. Keep under 500 words. Link to press kit.

Journalist Pitch Template

Subject: [Specific hook] — [why their audience cares]

Hi [First Name],

[1 sentence: Reference their recent article/beat to show you read their work.]

[2-3 sentences: The news — what's happening, why it matters NOW, one proof point.]

[1 sentence: The ask — exclusive, interview, demo, or just sharing for consideration.]

Happy to send more details or jump on a quick call.

[Your name]

Pitch rules: Under 150 words. No attachments on first email. Personalize or don't send. Follow up once at +3 days, once at +7, then stop.

Media List Building

Build a spreadsheet: Name, Outlet, Beat, Email, Twitter, Last Pitched, Notes. Keep under 50 targets per campaign — quality over quantity.

HARO Strategy

1. Sign up at helpareporter.com (free tier works)
2. Filter to your categories — respond within 2 hours (speed wins)
3. Format: [Subject line matching query] → 2-3 paragraph expert response with credentials
4. Include headshot + bio link. Don't hard-sell.
5. Track responses → ~5-10% conversion to placement is good

Press Kit Essentials

• Company one-pager (mission, stats, founding story)
• Founder/exec bios + high-res headshots
• Product screenshots and logos (SVG + PNG, light/dark)
• Recent press coverage links
• Fact sheet (users, revenue if public, milestones)
• Brand guidelines (colors, logo usage)
• Host at /press or Notion page. Keep updated quarterly.

Embargo Management

• Set clear terms in writing: "Embargoed until [date/time/timezone]. By replying, you agree."
• Only embargo genuinely significant news
• Give 3-7 days lead time for complex stories
• Send lift confirmation morning-of
• If broken: document, flag to journalist, adjust future access

Product Launch PR Timeline

Crisis Communications Playbook

1. Detect — Set Google Alerts, social monitoring for brand + keywords
2. Assess — Severity (low/med/high), audience affected, legal implications
3. Align — Single spokesperson, approved holding statement within 1 hour
4. Respond — Acknowledge, take responsibility if appropriate, state next steps
5. Update — Regular cadence until resolved (every 2-4 hours for high severity)
6. Review — Post-mortem within 1 week, update playbook

Golden rules: Never say "no comment." Don't speculate. Show empathy. Be faster than the news cycle.

Thought Leadership Placement

• Target byline-accepting outlets: TechCrunch guest posts, Forbes Councils, industry blogs
• Write about trends, not your product. Establish expertise first.
• Pitch editors with a 2-sentence abstract + outline, not a finished piece
• Repurpose across LinkedIn, company blog, newsletter

Podcast Guesting

• Use Listennotes.com or Podchaser to find shows by topic
• Pitch: "Here's a story I can tell your audience" (not "let me promote my thing")
• Prepare 3 talking points + 1 memorable anecdote
• Send host a follow-up thank you + share episode with your audience

PR Measurement

See references/ for pitch templates, press release examples, and media list spreadsheet template.