Question 1

How do I find journalists to pitch?

Accepted Answer

Read publications covering your space—note bylines. Use tools like Muck Rack, JustReachOut. Twitter/X for journalist lists. HARO for reactive opportunities. Build relationships before you need them.

Question 2

What makes a story newsworthy?

Accepted Answer

Timely, relevant, novel, impactful. Funding announcements, major launches, unique data/insights, trend commentary, founder stories. "We exist" isn't news—your angle matters.

Question 3

How do I write a pitch email?

Accepted Answer

Short (under 200 words), personalized, clear hook in first line. Why this story, why now, why you? Include key facts. Make journalist's job easy. Subject line is crucial.

Question 4

Should I hire a PR agency?

Accepted Answer

Not initially—you know your story best. Agencies help at scale or for major launches. DIY PR works for most startups. If you hire, expect $5-15k/month minimum.

Question 5

What's HARO and how do I use it?

Accepted Answer

Help A Reporter Out: journalists post source requests. Respond quickly with relevant expertise. Great for backlinks and quotes. Free tier works fine. Volume game—respond to many.

Question 6

Should I send press releases?

Accepted Answer

Rarely—journalists prefer pitches. Press releases work for major announcements (funding, acquisitions). Wire services (PR Newswire) for wide distribution. Most startups over-rely on releases.

Question 7

How do I prepare for an interview?

Accepted Answer

Know your key messages (3 max). Practice answering tough questions. Have data points ready. Speak in soundbites. Be honest—don't speculate or go off-record casually.

Question 8

What's an embargo and how does it work?

Accepted Answer

Giving journalists early access with a set publish date. Useful for coordinated announcements. Only works with trusted journalists. Be clear about terms in writing.

Question 9

How do I pitch podcast appearances?

Accepted Answer

Listen to episodes first. Pitch specific episode topics, not yourself. Explain what you'll teach their audience. Smaller shows often more receptive. Build from there.

Question 10

How often should I follow up on pitches?

Accepted Answer

Once, after 3-5 days. No response = not interested (usually). Don't pester—journalists get hundreds of pitches. If topical, might try again with new angle months later.

Question 11

What's a press kit and do I need one?

Accepted Answer

Collection of assets: company overview, founder bios, logos, photos, recent press. Makes journalist's job easier. Simple Notion page or PDF works. Update quarterly.

Question 12

How do I measure PR success?

Accepted Answer

Media placements (quantity and quality), referral traffic, backlinks, brand mentions, search volume increase. Hard to attribute directly to sales—PR builds awareness.

Question 13

Is trade press or mainstream media better?

Accepted Answer

Trade press for B2B often matters more—your buyers read it. Mainstream media for broad awareness or consumer products. Match to where your audience pays attention.

Question 14

How do I handle negative press?

Accepted Answer

Respond factually if needed, don't escalate emotionally. Sometimes silence is best. Address legitimate issues, don't feed trolls. Prepare for crises before they happen.

Question 15

What's the best time to do PR?

Accepted Answer

Around major milestones: funding, launches, big customer wins. Avoid competing with major news cycles. Monday-Thursday is best for pitching. Summers and holidays are slow.

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