Make some noise with PR

This practical guide is Step 5 of our Startup Kit written by Emma Jones, founder of Enterprise Nation. The course walks you through turning your idea into a thriving business.

Sales are starting to come in, customers are happy and you want to tell the world about you and your new business. Profile brings new customers and new sales. Get yourself known in the press and online by making friends with the media and industry influencers, hosting events, entering awards and embracing social media.

Size is irrelevant – if you have an interesting story, pitch it to media. When it comes to approaching the media, here’s what to do.

1. Plot the script

Imagine yourself as the star of your own Hollywood movie. Are you an action hero, battling against the odds (think James Dyson) or a brand leading lady (think Mary Portas)? Plot the action and write the script. It will help you define your message to the media.

2. Find the right contacts

Research the journalists and influencers you think are interested in your field. Note their email addresses from the bottom of their articles, follow them on Twitter, get to know them and send them exclusive stories about you and your business. If you’re being featured online ask the journalist if they can include a live link to your site. That way, readers can be on your site with one click.

3. Write a press release

Writing a press release costs nothing but your time, yet it can generate thousands of pounds’ worth of publicity. If you’re emailing a press release to journalists, write the text in the body of the email and include it in an attachment too. Your press release should have an attention-grabbing headline, the main facts in the first sentence, and evidence and quotes from as high-profile people and companies as possible in the main body of the text. Include great quality images wherever you can to lift the piece and put a face to the brand. Here’s a press release example for what to include.

You could also use a press-release distribution service to secure wider exposure. My personal favourite is ResponseSource but there’s also PR Newswire and PRWeb.

If you don’t get a response, follow up!

Next, I’ll take you through managing startup finances and how to keep a healthy cashflow. Or get started with my Startup Kit that helps you to build and grow your own business.


About Emma Jones

Emma is founder of small business network Enterprise Nation. Emma has since written a number of best-selling business books, including Spare Room Start-Up, Working 5 to 9, Go Global and the StartUp Kit. Emma was awarded an MBE for services to enterprise in 2012.


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