My Journey to Developing the PRISM Ascend PR Framework—and How We Use It to Transform Client Campaigns

I’ve often been asked: “How did you develop the PRISM Ascend PR framework? What sparked the idea to build a streamlined yet powerful system for handling everything from relationship-building with journalists to crafting unforgettable brand messaging?” My answer usually begins with a knowing smile because the truth is, I never set out to invent a new framework. PRISM Ascend PR evolved from years of trial, error, and adaptation—layered with a drive to simplify the process of delivering impactful public relations (PR) campaigns for my agency and our clients.

In this article, I will walk you through the genesis of PRISM Ascend PR, how it transformed from a loose collection of techniques into a cohesive system, and why we believe it’s the missing piece for many brands struggling to gain traction in the digital age. By the end, you’ll see how each component of PRISM—Proprietary Tools, Relationship Building, Insights & Reporting, Simplified Workflow, and Messaging Development—works together to help businesses cut through the noise and truly connect with their audiences.

This journey isn’t just about me or a “lightbulb moment.” It’s about a series of pivotal experiences—wins and failures—shaping my belief that PR does not need to be convoluted. Over the years, I noticed the same frustrations for small startups and established companies: disorganized outreach, unclear messaging, complex internal processes, and a lack of actionable data. PRISM Ascend PR emerged as my answer to these common pain points.

So, settle in for a personal deep-dive into how the framework came to be, the bumps we hit along the way, and how we apply it in practice. If you’re a brand, entrepreneur, or marketer looking to rethink how you approach PR, my story might spark the inspiration you need to recalibrate your efforts.

1. Early Struggles: My Foundation in PR

When I launched my career in public relations, I was enthusiastic but, frankly, a bit clueless about the operational pitfalls that lurked beneath every “just wing it” approach. Like many new entrants in the field, I figured that strong pitches and a decent media list would be enough to secure coverage for clients. And while there were early successes—scattering press mentions across niche blogs, local newspapers, or even a TV spot—there were also days I would spend hours cold-calling journalists who had zero interest in my clients’ stories.

On top of that, as I grew busier, I started juggling multiple campaigns simultaneously. Each project had its spreadsheets, email threads, timelines, and media contacts, and it was chaos trying to maintain consistency across them all. Some of the biggest obstacles I faced included:

1. Fragmented Approaches: Client A wanted a formal PR plan, Client B had an ad hoc approach, asking for coverage “wherever possible,” and Client C only wanted big-name outlets. It felt like every new project required me to reinvent the wheel.

2. Inconsistent Messaging: In the rush to land coverage, it was easy to churn out pitches without ensuring they aligned with the brand's larger narrative. I’d see contradictory phrases or disconnected brand stories across different media materials.

3. Lack of Data Visibility: I’d collect coverage logs in a spreadsheet, note website traffic, and keep social media stats in yet another. There was no single place to gather and analyze all these insights meaningfully.

4. Communication Overload: I’d send a pitch, forget to follow up, or track which journalists expressed interest. My inbox became an endless scroll of missed opportunities or duplicated efforts.

Through sheer will, I managed to push forward. However, I quickly realized that my ad hoc methods weren’t sustainable, especially if I wanted to scale or serve clients consistently. I also noticed that many small businesses faced similar stumbling blocks—they might have a great product, a charismatic founder, or an important cause. Still, they floundered because they couldn’t coordinate their outreach effectively.

I remember one particularly hectic week. I was representing three clients: a sustainable fashion startup, a tech platform for freelancers, and a boutique fitness studio. Each demanded short-notice coverage in different verticals—fashion, technology, and lifestyle media. My notes, email inbox, and sticky notes told a story of near-panic. It was the perfect storm. I nearly missed a significant opportunity for the tech platform because I lost track of an editor’s response in my cluttered inbox. Thankfully, I found it in time to salvage the chance. But that close call hammered the need for something more systematic, robust, and streamlined.

Little did I know, I was stepping onto the path toward creating what would become PRISM Ascend PR.

2. The Spark: Realizing a Gap and the Need for Innovation

I’ve always been a problem-solver at heart. When an old process starts to strain under new demands, I can’t help but try to piece together a better way. The impetus for PRISM PR came when I began noticing recurring themes with clients:

• They wanted not just coverage but coverage aligned to specific brand values.

• They needed real-time data on how PR affected brand visibility, website traffic, and lead generation.

• They were frustrated by the duplication of efforts—like repeating the same brand pitch across channels or having to restate their key messages to different team members or agencies.

I began scribbling notes on “The Perfect PR System,” where each step would logically flow into the next, and data would be accessible at every stage. My initial scribbles revolved around:

1. Creating consistent messaging frameworks that could be adapted for different outlets.

2. Building an easy-to-follow workflow so that even if you swapped out one team member, the process wouldn’t suffer.

3. Ensured every pitch was based on real data (past coverage, social media engagement, brand sentiment).

4. Emphasizing relationship-building over volume-based pitching—quality over quantity.

Between client calls and late-night brainstorming sessions, I started drafting a skeleton. It was a cycle rather than a linear path that would allow continuous refinement. The more I fleshed it out, the more I realized a significant piece was missing—proprietary tools and resources. With so many generic PR software solutions on the market, I needed to identify or build tools to give me and my clients a competitive edge.

At this point, the seeds of PRISM Ascend PR were planted. I just hadn’t given it a name. However, I recognized that I was onto something more concrete than a random list of best practices. This was shaping up to be a framework that could standardize my approach with every client while still allowing personalization.

3. Birth of PRISM Ascend PR: Defining the Acronym

One night, while refining a pitch for a client, I realized my process was starting to break down into straightforward categories. I made a note in my journal: “It’s a bit like a prism—light goes in one end (the brand’s story), and out the other end, we get all these different colors (angles, coverage, insights).” That metaphor stuck with me. A prism doesn’t just bend light; it reveals its hidden elements visually stunningly.

Suddenly, “PRISM” felt like the perfect encapsulation of what I was building. I made “PRISM,” an acronym representing the framework’s key pillars. At first, I jotted down random associations, but gradually, I settled on:

• P: Proprietary Tools

• R: Relationship Building

• I: Insights & Reporting

• S: Simplified Workflow

• M: Messaging Development

I still remember the thrill of seeing that acronym come together. Each letter represented the cornerstones of a PR strategy that was both agile and methodical, creative and data-driven. Let’s be honest—there’s no shortage of marketing acronyms out there, but PRISM Ascend was gratifying because it encapsulated everything I found missing in existing off-the-shelf PR processes. This was my blueprint for a more holistic PR approach.

The next step was to flesh out each letter, define it clearly, and tie it back to real-world client needs. That step would be the true test: could I apply PRISM to an ongoing campaign and see tangible, improved results?

4. Leveraging Proprietary Tools: The “P” in PRISM

The P in PRISM stands for Proprietary Tools, a crucial foundation for the entire framework. This pillar emerged from my frustration with juggling multiple generic tools that didn’t talk to each other: one for media lists, another for pitch tracking, another for analytics, and so on. It was inefficient, expensive, and prone to data errors. My vision was to unify or tailor these tools to make the PR process frictionless.

Innovative Resources

• Media Database Customization: Rather than relying on broad, universal media databases, I began creating custom spreadsheets or advanced contact management systems fine-tuned for each client’s industry. This meant we weren’t blindly pitching random journalists but leveraging curated relationships.

• Project Management Platforms: I experimented with Trello, Asana, and Monday.com, searching for a base that I could customize with PR-specific boards and templates. We embedded pitch schedules, editorial calendars, and “follow-up needed” tasks. It might not sound revolutionary, but standardizing how we track tasks saved hours each week and drastically reduced overlooked follow-ups.

• Email and CRM Integration: I wanted a system that would allow automated follow-up triggers if a journalist didn’t respond within a set timeframe. Moreover, if a journalist opened or replied, we’d log that data automatically. Some CRMs offered this feature, but I often found them lacking the nuance PR professionals need. So, I began integrating or building add-ons that would display a journalist’s beat, last contact date, and personal preferences.

Exclusive Strategies

As part of the “proprietary tools” ecosystem, I also documented our intangible strategies—like how to craft a personal and data-backed pitch or identify the “right moment” to approach a journalist. Over time, we created a repository of templates, whitepapers, and checklists:

1. The “Perfect Pitch” Checklist: This quick reference ensures that each outreach includes a strong subject line, a concise brand story, a compelling stat or anecdote, and a clear call to action.

2. Industry-Tailored Scorecards: Using these, we rated the potential newsworthiness of different angles for a press release. This allowed us to prioritize stories that were more likely to be covered.

3. Time-Saving Email Scripts: While personalization is key, certain portions of an email—like the brand background—could be adapted from a well-crafted template and edited to suit each journalist’s preference.

Essentially, the “P” pillar ensures we’re not constantly reinventing the wheel. We build upon tried-and-tested resources, refined over years of experience, to give clients a head start. Standardizing these resources accelerates our workflow and delivers consistent, high-quality outputs.

5. Relationship Building: The “R” in PRISM

Ask any publicist or PR strategist, and they’ll tell you that relationships are everything. But how often do agencies rely on mass-blasted pitches without a personal greeting? The “R” in PRISM stands for Relationship Building, underscoring the human element that differentiates effective PR from spammy outreach.

Personalized Outreach

In my early days, I sent generic emails: “Dear Editor, I have a client who might interest you…”—you get the picture. The response rate was dismal. Journalists receive hundreds of such pitches daily. The game-changer? Personalized outreach. By digging into a journalist’s recent articles, social media posts, or professional interests, I could tailor the pitch to show genuine appreciation for their work. For example:

• Addressing Past Work: “I loved your piece on sustainable packaging in last month’s issue. The angle about consumer psychology was so insightful!”

• Sharing Mutual Interests: “I noticed you mentioned your love for artisanal coffee. My client is hosting a coffee-themed event next month—perfect for that angle you’ve written about.”

It’s incredible how a sentence or two of genuine personalization can open doors. Today, our approach emphasizes forging authentic connections with media contacts—no more copy-paste generic intros. We see journalists as people with distinct tastes and passions, not just “contacts” to exploit.

Tailored Pitches

Tailored pitching goes beyond personalization. It involves structuring the pitch's content to fit each journalist’s style, beat, and editorial calendar. For instance, if I’m pitching a technology writer who focuses on AI, I’ll highlight the client’s innovations in that realm, possibly including a data point or interesting anecdote that speaks to AI’s real-world applications.

We’ve developed an internal guide to tailor pitches effectively:

1. Identify the Journalist’s Beat: Are they a general tech writer or a niche AI specialist?

2. Hook Them Early: A compelling or provocative statement, e.g., “80% of small businesses plan to adopt AI-driven tools by 2025—are we ready?”

3. Connect to Their Audience: Outline how your client’s story or product fits into the journalist’s typical coverage.

4. Offer Value-Add: Provide an additional resource, such as an embargoed study, unique infographic, or introduction to a relevant expert.

You have fewer pitches but a far better response rate when done right. We track these relationships over time, ensuring that if a journalist shows interest but can’t fit the story immediately, we circle back with updates or fresh angles later. This cyclical approach builds trust—and, yes, more media features.

6. Insights & Reporting: The “I” in PRISM

I can’t count the number of times I’ve seen PR agencies celebrate “brand mentions” without any context: Where did the mention appear? Did it drive traffic? How did the audience react? Merely obtaining coverage can be a vanity metric. That’s why the “I” in PRISM is Insights & Reporting.

Data Collection

Gone are the days when we rely solely on “We got you three hits!” as the measure of success. In my framework, we collect data on multiple fronts:

• Media Mentions: The publications or platforms featuring our client, including links, screenshots, and a summary of the piece’s angle.

• Website Traffic: We track any spikes related to the coverage date using Google Analytics or similar tools. This helps attribute how many visitors came from the published article or mention.

• Social Media Engagement: Monitoring likes, shares, comments, and new follower counts after a PR push. For instance, if a tweet from a major influencer triggers a wave of retweets, that’s relevant data.

• Lead Generation: We implement trackable links or landing pages for specific clients, especially those selling high-ticket services, to see if a media feature translates into sign-ups or appointments.

The gist is that every PR coverage should ideally yield measurable outcomes, such as brand awareness, direct leads, or an uptick in brand sentiment. Even intangible boosts, like brand authority or trust, can be gauged through surveys or social listening if we’re meticulous about data collection.

Actionable Insights

Collecting data is meaningless unless we turn it into insights. We generate PR dashboards every week or month (depending on the client’s preference). These typically show which outlets performed best, which messaging angles resonated the most, and how our coverage correlated with web or sales metrics.

From these dashboards, we might discover that “TechCrunch coverage didn’t drive as many site visits as anticipated, but the LinkedIn posts discussing that coverage generated an unexpectedly high engagement rate.” These insights inform our strategy: next time, we might integrate LinkedIn-based promotion more deeply or craft a follow-up story that better suits TechCrunch’s audience.

Insights & Reporting is also where we might spot the need to pivot messaging, especially if certain narratives fall flat or an emerging industry trend begs for a new angle. If journalists repeatedly pick up one specific part of the client’s story—their sustainability practices—that might prompt us to build an entire campaign around eco-friendly angles. This data-led agility ensures we’re not just “spraying and praying” but systematically refining our approach.

7. Simplified Workflow: The “S” in PRISM

Nothing frustrates me more than seeing team members or clients bogged down in endless approval loops, complicated file-sharing systems, or redundant tasks that kill momentum. Hence, the “S” in PRISM stands for Simplified Workflow. It ensures our PR machinery runs smoothly and efficiently, with minimal friction and maximum clarity.

Efficiency

Over the years, I’ve tried complex Gantt charts, detailed spreadsheets with hundreds of tabs, and full-blown enterprise software meant to “manage everything.” Often, these systems were so cumbersome that people spent more time updating the tool than doing real PR work. The answer, I discovered, was to keep it lean. For instance, I might have a single “master doc” that outlines the key milestones, deadlines, and ownership. Then, we supplement it with a short daily or weekly check-in, ensuring tasks move along.

• Automated Reminders: We rely on auto-alerts for follow-ups to ensure that no pitch or lead slips through the cracks.

• Checklists & Templates: A templated approach ensures nothing gets overlooked—like double-checking brand guidelines before sending a pitch or verifying that a press release includes relevant quotes and stats.

• Version Control: If multiple stakeholders need to review or edit a press release, we store it on a cloud-based system with version control, so no one overrides or loses essential changes.

Control

A major perk of a simplified workflow is maintaining a high level of control without micromanaging. Because tasks are clearly outlined, team members understand the process from pitch drafting to final sign-off. If a client needs last-minute changes, we know exactly where to implement them and can trace the impact on the timeline.

I’ve found that clarity is empowering. Team members know exactly what’s expected of them, and clients can see progress without rummaging through countless email chains. This transparency fosters trust.

Flexibility

No matter how well you plan, PR is rife with unexpected twists—breaking news, competitor announcements, or sudden editorial calendar changes. A simplified workflow leaves enough room for quick pivots. Maybe we expedite a press release if a time-sensitive news hook emerges or swap out an angle at the eleventh hour if the market shifts. Because the entire system is straightforward, changes don’t cause a domino effect of confusion.

For me, flexibility also means customizing the process for each client. While the skeleton remains the same (pitch creation, approval, outreach, follow-up, etc.), the specifics—like how many rounds of editing or the frequency of check-ins—can be adjusted based on each brand’s needs. Some clients want daily updates; others prefer weekly reports. Our system accommodates both without losing coherence.

8. Messaging Development: The “M” in PRISM

Finally, we arrive at the “M” in PRISM—messaging Development. This might be my favorite part, as it speaks to a brand's heart and soul. Messaging turns a product or service from a commodity into a story, a belief system, or a movement that people want to be part of.

Key Messaging

In my experience, many brands confuse features with messaging. They’ll say, “We have the fastest software in the market,” or “Our product uses organic materials.” That’s a feature, but it doesn’t necessarily spark an emotional response or create a narrative. Key messaging translates features into benefits, values, or missions that resonate with an audience’s deeper needs or desires.

• Uncover Core Values: I ask, “Why does your brand exist beyond making profits? What deeper value do you offer?” For instance, maybe the brand championing organic materials is actually about sustainability and stewardship of the earth.

• Develop Brand Narratives: A brand might have multiple storylines—for instance, a female founder narrative, a technological innovation angle, or a philanthropic dimension. The trick is weaving these together to align under one cohesive “North Star.”

• Audience Relevance: We also focus on the audience. What do they care about? If you’re marketing to busy parents, your messaging about “saving time and reducing stress” might trump your product's technical specs.

Consistency

Inconsistency can undo a brand’s greatest messaging. One day, they talk about “innovative solutions,” and the next day, they’re pushing “affordability,” with no link between the two. PRISM’s final step is ensuring that everything—press releases, social media updates, email campaigns—reflects the same brand voice and values.

I often create a “Messaging Playbook” for clients, which outlines:

• Brand Voice: The tone (professional, witty, warm, authoritative, etc.).

• Core Value Statements: One-liners or short paragraphs that anchor the brand’s stance on key issues.

• Story Arcs: Short outlines of the top 2–3 narratives, each with bullet points for how they might be pitched or shared across different media.

• Do’s and Don’ts: Words or phrasing to avoid if they conflict with the brand voice, plus guidelines for how to handle hot-button topics.

Consistency doesn’t mean repeating the same lines verbatim. It means staying rooted in the same values, offering the same emotional resonance, and delivering a unified experience across channels. This synergy cements a brand’s position in people’s minds and fosters loyalty.

9. Putting It All Together: How PRISM Ascend PR Flows in Practice

Imagine you’re one of my clients launching a new eco-friendly skincare line. Here’s how PRISM Ascend PR might play out:

1. Proprietary Tools (P): We begin by onboarding you to our curated media database focusing on beauty and sustainability. We then set up your brand in our project management software, complete with checklists for product launch PR.

2. Relationship Building (R): We identify top journalists in the natural beauty space and craft personalized outreach. One writer at Allure might appreciate data on the environmental impact of conventional skincare, while a local paper might love your brand’s origin story.

3. Insights & Reporting (I): As coverage starts rolling in, we track each mention, website click-through, and social media uptick. We produce a weekly dashboard showing how different angles perform, quickly revealing that “clean beauty for busy millennials” resonates most.

4. Simplified Workflow (S): Each step—pitch drafting, client approval, outreach, and follow—up—is mapped out. If a journalist replies with interview questions, we know exactly who handles them and how soon we’ll respond. There is no frantic emailing or missed deadlines.

5. Messaging Development (M): We refine your brand narrative around “sustainable self-care,” ensuring that your website copy, press releases, and influencer collaborations reflect this central theme. No matter the platform, your brand’s voice exudes warmth, authenticity, and an environmental commitment.

After a few weeks, we noticed a significant surge in traffic when we shared short educational videos about eco-friendly skincare routines on social media. So, we adjusted our strategy to pitch more media outlets that can highlight these videos—maybe a TV morning show with a lifestyle segment. That’s the real-time adaptability PRISM fosters.

10. Looking Ahead: The Evolution of PRISM Ascend PR

Even though PRISM PR feels robust, I never view it as a finished product. The PR landscape shifts constantly—new social platforms emerge, journalists move to different publications, and consumer expectations evolve. My vow is to keep refining each letter of the framework:

• P (Proprietary Tools): I always seek cutting-edge software or new database integrations. We might experiment with AI-driven pitch personalization or advanced analytics to predict coverage success.

• R (Relationship Building): Building stronger, long-term ties with journalists might mean hosting meetups or participating in press networking events. Digital communication is convenient, but there’s no substitute for face-to-face contact.

• I (Insights & Reporting): Data science has much untapped potential. Predictive analytics and machine learning for sentiment analysis are areas I’m keen to integrate more deeply.

• S (Simplified Workflow): As remote work and distributed teams become the norm, streamlining collaboration will remain a top priority. Tools that unify real-time chat, file sharing, and approval processes might be our next big leap.

• M (Messaging Development): With social responsibility and brand activism rising, we may expand our messaging frameworks to tackle how brands communicate stances on societal or environmental issues, ensuring they remain genuine and not performative.

I foresee PRISM PR evolving alongside these trends, which always reflect my core philosophy: PR shouldn’t be an afterthought or a chaotic scramble for attention. It should be a methodical yet creative process that fosters genuine relationships, harnesses data-driven insights, cuts through complexity and tells stories that truly connect.

Closing Thoughts: Why PRISM Ascend PR Matters to Me—and Potentially to You

If you’ve made it this far, you’ve followed me through years of trial, triumph, and the eventual crystallization of the PRISM Ascend PR framework. For me, PRISM is more than a catchy acronym—it reflects a deeply held belief that PR can transform a brand’s relationship with its audience when done right. I’ve seen it empower small businesses to stand toe-to-toe with industry giants. I’ve watched it open doors for female entrepreneurs who once struggled to have their voices heard in saturated markets. I’ve witnessed it ignite entire communities around a brand’s mission.

While I’d love to say that PRISM is the “secret sauce” only I possess, the truth is that the underlying principles—custom tools, authentic relationships, data insight, simplified processes, and compelling messaging—are universal. Anyone can adopt them. However, what sets PRISM apart is the careful, systematic integration of these pillars into one fluid framework. It’s a blueprint I continue to refine in collaboration with clients, journalists, and marketing colleagues who share my passion for meaningful communication.

If you’re a brand considering a new approach to PR, or if you’re simply a marketing enthusiast eager to understand how PR can align with real business outcomes, then I hope my journey resonates. Perhaps you’ll be inspired to refine your internal methods or design a system that suits your niche. Or maybe you’ll explore how our team can apply PRISM to your unique challenges.

Either way, I stand by the notion that in an age awash with digital noise, quality relationships, and authentic storytelling will always prevail. Data might help us steer the ship, but the synergy of strategy, creativity, and good old-fashioned human connection keeps it afloat.

Thank you for joining me on this dive into my journey with PRISM Ascend PR. If nothing else, I hope it reminds you that every challenge you face in PR—every missed email, every confusing workflow, every messaging hiccup—can lead to innovation. It led to a framework that simplified my life and transformed how I serve clients. And that’s a win that goes far beyond any single media placement.

How to Craft a Winning Media Pitch

Crafting a winning media pitch is both an art and a science. On the one hand, you’re blending narrative elements—like storytelling and emotional resonance—to make a compelling case for why a journalist, blogger, podcaster, or influencer should care about your news. On the other hand, you need a strong, systematic approach—identifying relevant outlets, aligning to editorial calendars, and pitching the right person at exactly the right time.

Over the years, our team at Marquet Media has refined the media pitching process into a repeatable method. We’ve had the pleasure of representing clients ranging from emerging female founders to established lifestyle brands to celebrity entrepreneurs. In each scenario, the goal is to secure coverage that not only elevates our client’s visibility but also contributes meaningful insight or value to an outlet’s audience.

Below, I’ll walk you through each step of crafting a pitch that garners attention instead of getting lost in the cluttered inboxes of busy editors and reporters. And as you read, you’ll see how our own process—and our Spotlight Success: Engage PR package—supports brands and entrepreneurs aiming for high-impact media coverage. This article is lengthy for a reason: by the end, you’ll have a comprehensive understanding of what it takes to make your pitch stand out in a hyper-competitive media environment.

Understanding the Purpose of a Media Pitch

A media pitch is essentially your “foot in the door” with journalists, editors, and content creators. You’re not just emailing a random news update; you’re proposing a story that aligns with their publication’s brand, audience interests, and editorial direction. This distinction is crucial. A common mistake is to spam your press release to hundreds of media contacts, hoping someone bites. But successful pitching is about precision and personalization.

• Why the Journalist Cares: Journalists (and producers, editors, hosts, etc.) have content quotas or editorial goals, but they also have gatekeeper responsibilities. They must filter through hundreds of potential stories every day to find what resonates with their audience. They'll move on to the next email if you can’t show them the “hook” quickly—whether it’s timeliness, a fresh angle, or compelling data.

• Why You Should Care About Their Needs: It’s a two-way street. By tailoring your pitch to the audience your target journalist serves, you’re not just being polite—you’re increasing your chance of acceptance. A pitch that aligns with current trends, resonates with the publication’s tone, and offers real insight is far more likely to be considered newsworthy.

• The End Goal: Often, people think the goal is merely “publicity.” But truly impactful coverage should position you as a thought leader, an innovator, or a solution to a pressing problem—whatever is most relevant to your brand. Coverage without strategic alignment or thoughtful messaging can be fleeting. Ensure every media mention contributes to your broader brand or business goals.

Understanding the bigger picture—how your pitch serves the journalist, their audience, and your overarching objectives—lays the foundation for every subsequent step.

Laying the Groundwork: Research, Research, Research

Before sending out a single email, you need to do your homework. This step can feel tedious, but it’s the bedrock of any successful pitch.

1. Identify the Right Outlets: Not all media outlets are created equal. Start with a wide list of potential targets, from niche blogs to major news networks, then narrow down based on audience demographics, editorial style, and relevance to your niche.

2. Find the Right Contacts: Within each publication, figure out who covers your beat—technology, lifestyle, wellness, finance, or entrepreneurship. Sending a fashion-tech pitch to a politics columnist is a surefire way to get ignored. Look for bylines, read past articles, and check LinkedIn or Twitter to confirm the contact’s focus areas.

3. Understand Their Editorial Calendar: Many magazines, newspapers, and digital platforms have editorial calendars or monthly themes. If your pitch aligns with a future theme—say, “Women in Business Month” or a “Tech Innovations” spotlight—time your outreach accordingly.

4. Study Their Past Coverage: Familiarize yourself with how they cover your topic. Is it Q&A style? Do they prefer in-depth investigative pieces or quick-hit news bites? Tailor your pitch accordingly.

At Marquet Media, the preliminary phase often involves building extensive media lists, creating custom research briefs on top journalists, and analyzing editorial windows. This upfront work serves as the blueprint for a well-planned campaign. Clients who choose our Spotlight Success: Engage package benefit from these dedicated research processes, ensuring we pitch the right story to the right person at the right time.

Crafting the Hook: What Makes Your Story Newsworthy?

The success of your media pitch hinges on how well you articulate the “hook”—that unique element that makes your story timely, relevant, and interesting.

• Timeliness: Is there a current event, emerging trend, or seasonal angle that makes your pitch urgent? For example, if you’re unveiling a new wellness product right before the New Year, tie it into the common theme of resolutions and health goals.

• Uniqueness or Rarity: Do you have research, data, or a personal backstory that sets you apart? Perhaps you’ve discovered an underserved market or solved a consumer pain point in a particularly creative way.

• Influential Voices: Are you or someone on your team recognized in your industry? If you have celebrity endorsements, big-name clientele, or high-stakes partnerships, don’t shy away from mentioning it—just ensure you have permission and that it’s relevant to the story you’re pitching.

• Human Interest: Sometimes, compelling personal narratives can capture a journalist’s attention more than raw data. Did you overcome adversity to launch your startup? Did you pivot from an entirely different career? Human-interest angles add depth to brand stories.

Your hook should be the centerpiece of your pitch. You’re answering the question: “Why would someone who has never heard of me or my brand care about this now?” Your pitch isn't ready to send if you can’t answer that question convincingly.

The Anatomy of a Winning Pitch Email

The pitch email is your calling card. It needs to grab attention without overwhelming the reader. Here’s a simple framework:

1. Subject Line:

   • Short, specific, and intriguing. For instance, “Exclusive: Data Reveals Surprising Shift in Women-Led Startups” or “Introducing the Anti-Burnout Tech Taking Over Silicon Valley.”

   • If you have a noteworthy statistic or time-sensitive angle, highlight it here.

2. Greeting and Introduction:

   • Address the recipient by name—avoid generic salutations like “Dear Editor.”

   • Start by mentioning a recent piece they wrote or a podcast they hosted that aligns with your topic. This shows you’ve done your research.

3. Value Proposition (First Paragraph):

   • State your main hook within the first two lines. Journalists receive hundreds of emails daily, and they need to see right away why your pitch is relevant.

4. Supporting Details (Second Paragraph):

   • Provide necessary context: key data points, a succinct backstory, or potential interview angles.

   • If you’re pitching an interview or a guest piece, outline the talking points briefly.

5. Why Now (Third Paragraph):

   • Emphasize timeliness—align your story with current trends, events, or a new product launch.

6. Call to Action:

   • Invite them to learn more: “Would you be interested in discussing this further?” or “I’d be happy to send additional data or arrange an interview.”

   • Make it clear how they can follow up. Always provide your contact information, including a phone number if possible.

7. Sign-Off:

   • Keep it warm but professional. “Best Regards,” or “Looking forward to your thoughts,” followed by your name, title, and company details.

Be concise. Aim for 200-300 words if possible, though this can change depending on your story. The key is ensuring each sentence propels the journalist toward understanding why your pitch is a potential fit.

Packaging Your Supporting Materials

A pitch is stronger when accompanied by credible, well-prepared assets:

• Press Release or One-Pager: A succinct summary of your announcement or story. It should be journalistic in tone—think of it as a ready-made article that editors could, in theory, run with minimal changes.

• High-Resolution Images: If you’re launching a product or have a compelling brand personality, include a link to an online press kit with images. Visuals help journalists envision the story.

• Fact Sheet or Data Points: If you conducted proprietary research or have statistics supporting your claim, include them in an easy-to-digest format (bulleted list, infographic, or simple chart).

• Relevant Links: Link to your website, social media profiles, or previous coverage that might offer context. Just ensure you’re not overloading the pitch with extraneous references.

At Marquet Media, we often develop a polished digital press kit once we finalize a brand's pitch angle. For entrepreneurs who opt for our Spotlight Success: Engage package, we handle everything from drafting a killer one-pager to designing a media-ready infographic. This streamlined approach ensures that when a journalist is intrigued, they have all they need in one place—no need for endless email back-and-forth.

Timing Is Everything: When (and How) to Send

Even the best-crafted pitch can land on deaf ears if it hits the inbox at the wrong time. While there’s no universal rule, consider these guidelines:

• Avoid Mondays and Fridays: Mondays are often swamped with weekend catch-up; Fridays are when journalists try to wrap up for the week. Midweek (Tuesday-Thursday) tends to see higher response rates.

• Early Mornings, But Not Too Early: Many editors scan their emails from 7:00–10:00 a.m. local time. If you send it too early (say, 4:00 a.m.), your email may be buried beneath later arrivals.

• Be Mindful of Time Zones: If you’re targeting outlets in multiple regions, stagger your pitch schedule.

• Editorial Calendars and Lead Times: Magazines can require several months’ lead time, especially for print. Websites and TV segments may have shorter windows. Plan accordingly.

Once your pitch is out, keep an eye on your inbox. Journalists who respond often have follow-up questions or last-minute requests. Responding promptly and professionally cements your reputation as a reliable source.

The Follow-Up Process: Persistence Without Pestering

Journalists don’t always respond on your first attempt. Sometimes they’re swamped, missed your email, or flagged it for later. A polite follow-up can be the nudge that leads to coverage—just ensure you’re not overdoing it.

• Wait a Few Business Days: Give them time to process your initial pitch. A general rule is to wait three to five business days before sending a follow-up.

• Keep It Brief: Your follow-up email should reference the original pitch, reaffirm your key angle, and offer additional info if needed. Something like: “Just circling back in case this aligns with any upcoming stories you’re working on.”

• Know When to Move On: After two or three follow-ups with no reply, it’s usually wise to pivot. Some journalists just aren’t interested at that moment. Respect that boundary and try a different publication or angle next time.

At Marquet Media, our approach is both strategic and empathetic. We rely on an internal media contact management system to track follow-ups. For Spotlight Success: Engage clients, we employ a personalized sequence—one that’s gentle yet consistent—maximizing opportunities for coverage without crossing the line into spam territory.

Common Pitfalls (and How to Avoid Them)

Even seasoned pros can stumble. Being aware of these silly yet common mistakes can save you a lot of headaches:

1. Generic, Mass Emailed Pitches: Journalists can spot these from a mile away. Personalize every pitch.

2. Overhyping or False Promises: Claiming something is “revolutionary” or “the biggest story of the year” rarely plays well. Be honest about your angle.

3. Ignoring the Outlet’s Audience: If the story doesn’t fit the publication’s readership, no amount of fancy writing will help.

4. Too Much Fluff: A verbose pitch is a quick path to the trash folder. Keep it punchy and meaningful.

5. Lack of Clarity: If your subject line or first paragraph doesn’t make the pitch’s focus clear, you’re likely to lose attention fast.

6. Poor Grammar or Typos: It’s essential to proofread. Simple mistakes can ruin your credibility.

7. Not Having a Strong Call to Action: Leaving it ambiguous can cause the journalist to move on. End with a clear next step, like offering an interview or additional data.

Avoiding these pitfalls often comes down to preparation, editing, and empathy—thinking from the journalist’s perspective at every stage.

Measuring Success: Beyond One-Time Coverage

Securing one piece of coverage can open the doors for more—if you leverage it. Here’s how to measure and maximize your success:

• Track Metrics: Watch for spikes in website traffic, social media engagement, and email sign-ups that correlate with your media hit. Google Analytics or social media insights can illuminate exactly how coverage impacts your brand awareness.

• Social Proof: Display any credible media mentions on your website, pitch decks, or marketing materials. This “as seen in” credibility can boost conversions and trust.

• Build Relationships: If a journalist covered you once, nurture that connection. Comment on their articles, share their work on social media, and keep them updated on future news. Long-term relationships often lead to recurring coverage.

• Iterate on Feedback: If certain outlets turned you down, consider soliciting feedback (when appropriate) or analyzing what might have misaligned. Use those insights to refine future pitches.

At Marquet Media, we treat media coverage as a starting point for brand-building, not a one-off event. For clients in our Spotlight Success: Engage program, we offer post-coverage strategy sessions—discussing how to amplify a new feature via social channels, newsletters, and website promotions. This holistic approach increases the ROI of each media success story.

Spotlight Success: Engage—How Our Package Takes You Further

You might wonder how to implement all these steps cohesively without losing momentum or missing a vital detail. That’s precisely why we developed the Spotlight Success: Engage package at Marquet Media. It’s our full-service offering designed to guide you through the entire publicity cycle—from brand positioning to pitch execution to post-coverage amplification.

Key Highlights of Engage:

• Strategic Brand Assessment: We begin by auditing your brand’s current public persona and messaging. This helps us identify what angles or stories truly stand out.

• Tailored Media Lists & Research: Instead of mass outreach, we build custom lists aligned to your niche, ensuring you reach the right journalists and editors.

• Proprietary Pitch Frameworks: We don’t just draft a pitch; we create a cohesive narrative framework around your brand’s unique value proposition, weaving it into every communication.

• Professional Press Materials: From designing eye-catching press kits to polishing your press release, we handle every asset with precision.

• Scheduled Campaign Execution: We manage every aspect of timing, lead times, and follow-ups so nothing falls through the cracks.

• Post-Coverage Amplification: Once you land a feature, we help you repurpose and leverage that coverage—turning a single media mention into a ripple effect of brand awareness.

The reason clients consistently see results with Engage is that it marries deep industry expertise with a personalized, white-glove approach. We understand that publicity is more than just “getting your name out there.” It’s about aligning coverage with your business goals and shaping the narrative so that each media hit reinforces your brand message.

Real-World Example: Turning a Niche Solution into Mainstream Coverage

Let’s ground these principles in a brief case study (details anonymized for client privacy). A wellness coach approached us with an innovative method for reducing anxiety through micro-meditations. Although the technique was powerful, the brand was relatively unknown and overshadowed by bigger names in the wellness space.

Our Strategy

1. Story Angle: We positioned her approach as “the science behind 2-minute mindfulness,” backing it up with emerging mental health data and unique client testimonials.

2. Targeted Media List: Instead of pitching every lifestyle publication, we focused on mid-tier health and self-improvement blogs first—outlets known for discovering and showcasing new voices.

3. Time-Sensitive Hook: We tied our pitch to the surge in mental health challenges at the onset of the holiday season—a time when stress and anxiety typically spike.

The Pitch

Our subject line read: “How 2-Minute Mindfulness Can Save You During Holiday Burnout.” The email was concise and data-driven, offering exclusive interview access to the coach and bullet points on her unique method.

The Outcome

Several online magazines and podcasts covered the story. Traffic to the client’s website spiked by over 300% during the campaign, and newsletter sign-ups increased by nearly 40%. This opened the door to subsequent coverage in larger mainstream outlets, solidifying her position as a rising authority in quick relaxation techniques.

The entire process—story discovery, pitch crafting, strategic outreach, and post-coverage amplification—followed the same blueprint we discussed. The difference makers were thorough research, a timely angle, and curated outreach.

The Art of Iteration: Refining Your Approach Over Time

Your pitching process should evolve as your brand grows. Here are some ways to iterate:

1. Test and Learn: If you’re not getting responses, examine your subject lines, angle, or the outlets you’re targeting.

2. Recycle and Refresh: Certain angles or data points can be updated over time. For instance, if you pitched summer travel trends one year, consider a fresh spin for the next season.

3. Leverage Audience Feedback: If you secure coverage, see how your audience responds. Which talking points did they find most compelling? Use those insights in future pitches.

4. Diversify Outlets: Consider branching out once you’ve conquered your core niche. For example, if you’re a tech startup, try pitching business-focused outlets, lifestyle magazines, or even podcasts discussing work-life balance.

Our Spotlight Success: Engage clients benefit from structured feedback loops. We track performance metrics, gather journalist feedback, and tweak real-time strategies. This agile approach ensures that each round of pitching becomes increasingly efficient and effective.

Sealing the Deal with a High-Impact Media Pitch

A winning media pitch is about more than just writing a compelling email. It’s a holistic approach that involves market research, strategic timing, polished messaging, relationship-building, and post-coverage maximization. When done right, media coverage can catapult a brand’s visibility, fuel business growth, and position you as a go-to authority in your field.

But it’s also a process that demands persistence, agility, and a touch of creative flair. You have to deeply understand the needs of the outlets you’re pitching, craft a story that resonates, and follow through with consistent communication. And once you secure coverage, the real work begins—amplifying that coverage to ensure it lives on well beyond the initial publish date.

If you’re craving a more turnkey approach, that’s where our Spotlight Success: Engage package shines. We handle each stage of the campaign, from ideation to follow-ups, so you can focus on what you do best—running and growing your business. We’ve invested years refining our pitching frameworks and forging relationships across the media landscape, so you can trust that your story is in capable hands.

No matter where you are in your PR journey—whether you’re just starting to build a media list or eyeing top-tier national outlets—there’s always room to refine your approach. Treat each pitch as an opportunity to deepen your brand’s narrative, foster relationships, and strengthen the public’s connection to your mission. With the right strategy, persistence, and a dash of creativity, you’ll find your story cutting through the noise and landing squarely in the spotlight it deserves.

Ready to see how the right pitch can transform your media presence?

Visit our Spotlight Success: Engage page to learn how we can help you develop a tailored PR strategy, secure meaningful coverage, and amplify your brand’s story for maximum impact. Whether you’re a rising entrepreneur or an established brand looking for the next level of visibility, our proven process can help you reach the journalists, editors, and influencers who matter most.

Craft your pitch confidently, stay agile, and never stop refining your story. The media world is waiting—you must show them why your story deserves center stage.

How to Leverage Local and National Media for Maximum Impact

In today’s competitive business landscape, media coverage is a powerful tool for building your brand, boosting visibility, and positioning yourself as an authority in your industry. Whether you’re an emerging startup or an established business, effectively leveraging local and national media can be the difference between staying unnoticed and skyrocketing to success.

But securing and maximizing media coverage requires strategy, persistence, and the right tools. That’s where our Engage PR Package offers a step-by-step approach to help brands of all sizes navigate the complex media landscape. This article will dive into how to make local and national media outreach and coverage work for your brand.

The Power of Media Coverage

Why does media coverage matter so much?

• Third-party validation: Being featured in respected publications or on television adds instant credibility to your brand.

• Audience reach: Media outlets—local and national—have built-in audiences that you can tap into, often at no cost.

• SEO benefits: Coverage in reputable online publications improves your website’s search engine rankings.

• Brand authority: Consistent media mentions position your business as a leader in your field.

When done correctly, media coverage creates a ripple effect, where one story leads to more opportunities, expanding your reach exponentially. The trick is to balance local and national efforts to get the best of both worlds.

Step 1: Define Your Media Goals

Before you pitch to any journalist or media outlet, you need to understand what you’re trying to achieve. Ask yourself:

• Who is my target audience? Are you focusing on local consumers, a national demographic, or a specific niche?

• What is my key message? Define the story you want to tell and ensure it aligns with your business goals.

• What outcomes do I want? Is your goal brand awareness, increased sales, or attracting investors?

With the Engage PR Package, we help you identify and refine your media objectives to target the right outlets and achieve measurable results.

Step 2: The Case for Local Media

While national media may seem more glamorous, local media should not be overlooked. It’s often more accessible, and its relevance to your local audience can drive immediate results.

Benefits of Local Media Coverage:

• Targeted audience: Reach people in your community who are more likely to engage with your brand.

• Easier access: Local outlets are less competitive and more likely to cover businesses that impact the community.

• Foundation for national coverage: Many national journalists look to local stories for inspiration.

How to Secure Local Media Coverage

1. Start with your story: Find a local angle that resonates with your community. For instance, if you’re launching a product, emphasize how it impacts the local economy or solves a community-specific problem.

2. Build relationships with local journalists: Research reporters who cover your industry and reach out with personalized pitches. Follow them on social media, engage with their work, and position yourself as a valuable resource.

3. Participate in community events: Sponsoring or attending local events increases your visibility and provides organic opportunities for coverage.

4. Leverage press releases: A well-crafted press release remains one of the most effective tools for gaining local media attention. Highlight key details, such as who, what, when, where, and why, and distribute it to local newsrooms.

With Marquet.Company’s Engage PR Package, you’ll receive customizable press release templates designed to attract local journalists’ attention and help you make a strong impression.

Step 3: Breaking into National Media

National media coverage provides broader visibility and positions your brand as a leader in your industry. However, securing national features requires a more strategic approach.

What Makes a Story National?

National outlets prioritize stories with widespread appeal. Your story should:

• Solve a universal problem.

• Tie into trending topics or breaking news.

• Offer a unique perspective or exclusive data.

How to Pitch to National Media

1. Research the right outlets: Not every national outlet will be the right fit. Identify publications, TV shows, or podcasts that align with your industry and audience.

2. Craft a compelling pitch: Focus on the “why now?” factor. Explain why your story is timely, relevant, and valuable to their audience.

3. Leverage editorial calendars: Many national publications plan content months in advance. Find their editorial schedules and align your pitch with upcoming themes.

4. Use PR platforms: Services like Sourcebottle allow you to connect with journalists looking for expert sources.

5. Establish yourself as an expert: Position yourself as a thought leader through bylined articles, expert commentary, and unique data insights.

The Engage PR Package includes tailored strategies and templates to help you craft pitches that stand out to national editors and journalists.

Step 4: Balancing Local and National Efforts

To maximize media impact, your strategy should include a balance of local and national efforts.

Why Both Matter

• Local media: Builds grassroots support, credibility, and trust within your community.

• National media: Elevates your brand to a broader audience, opening new markets and opportunities.

Integrating Local and National Strategies

1. Start local: Begin by securing coverage in your local market. Use these wins to build momentum and credibility.

2. Leverage local for national pitches: Mention local media wins when pitching to national outlets to demonstrate your relevance and newsworthiness.

3. Stay consistent: Continuously share updates, press releases, and pitches to maintain media interest at both levels.

The Engage PR Package provides a roadmap for seamlessly integrating local and national strategies into your PR efforts.

Step 5: Amplify Your Media Wins

Securing coverage is just the beginning. To maximize its impact, you need to amplify it across multiple channels.

Ways to Amplify Media Coverage

1. Social media: Share links to your coverage on platforms like Instagram, Facebook, Twitter, and LinkedIn. Tag the journalist or outlet for added reach.

2. Website: Create a dedicated “In the Media” page to showcase your features. This adds credibility for visitors and potential clients.

3. Email marketing: Highlight media wins in your newsletters to engage your audience and reinforce your authority.

4. Paid advertising: Use media coverage in ad campaigns to add a layer of social proof.

5. Content repurposing: Turn articles or interviews into blog posts, videos, or infographics for broader reach.

Common Challenges (and How to Overcome Them)

Even with the right tools and strategies, media outreach can come with challenges. Here are a few common roadblocks and solutions:

Challenge: Lack of Response

Solution: Journalists receive hundreds of pitches daily. Follow up politely after a few days, and refine your pitch to make it more compelling.

Challenge: No Media Hook

Solution: Tie your story to current trends, seasonal events, or upcoming holidays to create a newsworthy angle.

Challenge: Limited Resources

Solution: Marquet.Company’s Engage PR Package offers affordable tools and resources to streamline your media outreach efforts without breaking the bank.

Tools to Simplify Your Media Strategy

Navigating the media landscape can be overwhelming, especially if you manage it independently. That’s where our Engage PR Package can help.

What’s Included in the Engage PR Package?

Your Own Senior PR Expert

Think of us as an extension of your team. Your dedicated PR professional will handle your media outreach, craft your press releases, and act as your go-to for all things PR.

• Three Custom Press Releases Per Month

  Each press release is tailored to your story and your audience, written to grab the attention of journalists. Whether you’re launching a product, sharing news, or celebrating a milestone, we’ll craft a narrative that stands out.

• Media Outreach to 20-25 Outlets

  We’ll identify 20-25 media outlets and journalists who are the best fit for your brand and pitch your story directly to them. No mass pitching, no generic emails—just thoughtful, targeted outreach.

• A Ready-to-Go Press Kit

  Your press kit will include your bio, product information, and any other media-friendly materials. It’s the resource journalists need to write about your business, delivered in a professional and visually stunning format.

• Access to the PR Resource Library

  As part of Engage, you’ll also get exclusive access to our PR Resource Library, packed with:

  Templates for emails, press releases, and pitches.

  Guides on how to maximize your media coverage.

  Strategies for leveraging social media alongside your PR efforts.

  This library is designed to empower you with tools and knowledge that extend beyond our direct support.

• Media Monitoring and Monthly Performance Reports

  We track your media mentions and placements, so you’ll know exactly what’s working. Every month, we’ll send you a performance report that outlines what we’ve achieved and where we’re headed next.

Real-Life Success Stories

Many clients have used Marquet.Company’s Engage PR Package to achieve incredible results. For example:

• A local boutique: Increased foot traffic by 23% after securing features in community newspapers and radio shows.

• A tech startup: Landed feature in Entrepreneur and Inc.com after leveraging local media wins to build credibility.

• A wellness coach: Gained national attention in Women’s Health after being quoted in several local health publications.

These case studies and stories demonstrate the power of combining local and national media strategies.

Effective leveraging local and national media requires strategy, persistence, and the right tools. By targeting the right outlets, crafting compelling pitches, and amplifying your wins, you can position your brand for long-term success. Marquet.Company’s Engage PR Package is your ultimate toolkit for navigating the media landscape confidently. Whether you’re just starting or looking to expand your media presence, our resources and expertise will help you achieve maximum impact.

Ready to elevate your media strategy? Contact us today at Kristin@MarquetMedia.co to learn how the Engage PR Package can help you achieve your PR goals.

Top PR Tools Growing Businesses Can’t Ignore: Unlocking Success with the PRISM Framework

Elevate Your PR Game: Essential Tools for Growing Businesses

In today’s fast-paced world, building a thriving business isn’t just about having a great product or service—it’s about standing out. Public relations is the secret that helps companies achieve visibility, credibility, and long-term growth. But while PR has the power to transform businesses, it’s no walk in the park. It requires the right strategies and tools to make a real impact.

At Marquet Media, we developed the PRISM Framework, a results-driven approach to simplify and amplify PR efforts. This framework focuses on various practices to ensure every campaign achieves measurable success. Combined with the right tools, the PRISM Framework is your ticket to gaining the media attention and audience trust your brand deserves.

The PRISM Framework: Your Blueprint for PR Success

Before diving into the tools, let’s explore the PRISM Framework in detail. It’s more than a strategy; it’s a step-by-step guide to help you structure, execute, and refine your PR campaigns.

1. Prep and proprietary tools: Setting goals, building foundational materials like press kits and bios, and identifying your unique value proposition.

2. Research and insights: Identifying your audience, the right media outlets, and journalists who align with your brand’s vision.

3. Implementation and management: Crafting tailored pitches, distributing press releases, and executing outreach.

4. Strategic Planning: Ensuring campaigns align with your overall business objectives.

5. Measurement and Evaluation: Tracking results, analyzing performance, and adjusting for better outcomes.

Each step in the PRISM Framework is backed by tools that help you execute effectively, save time, and maximize results.

Preparation: Building Your PR Foundation

A successful PR strategy starts with preparation. This phase lays the groundwork by creating the materials you’ll need to tell your brand’s story.

1. Canva

Best For: Designing professional media kits, press releases, and social media graphics.

Why It’s Essential: Canva’s user-friendly platform allows you to create visually stunning and branded assets that stand out in crowded inboxes. Whether you’re designing a press kit or infographics, Canva makes it easy.

PRISM Alignment: Creates polished materials that showcase your brand’s unique story, setting the tone for all future outreach.

Pro Tip: Use Canva Pro to access premium templates, fonts, and brand kits that maintain consistency across all your assets.

2. Grammarly

Best For: Writing error-free pitches, press releases, and blog posts.

Why It’s Essential: PR success hinges on clarity and professionalism. Grammarly ensures your writing is polished, concise, and impactful, saving you from embarrassing typos or grammar mistakes.

PRISM Alignment: Elevates the quality of your foundational materials, ensuring they resonate with your audience.

3. Dropbox or Google Drive

Best For: Storing and sharing PR materials like images, videos, and documents.

Why It’s Essential: Journalists and media professionals expect easy access to high-quality materials. Dropbox and Google Drive let you organize and share files efficiently.

PRISM Alignment: Keeps your press kits, bios, and visuals organized and readily available for media outreach.

Research: Finding the Right Media Opportunities

Effective PR requires targeting the right people. The research phase helps you identify media outlets, journalists, and opportunities that align with your brand.

4. Muck Rack

Best For: Finding journalists and tracking media coverage.

Why It’s Essential: Muck Rack’s searchable database makes finding journalists who cover your industry easy. The platform also tracks mentions of your brand, ensuring you stay updated on media coverage.

PRISM Alignment: Facilitates precise targeting, ensuring you reach the right people.

5. LinkedIn Sales Navigator

Best For: Building relationships with media professionals and influencers.

Why It’s Essential: LinkedIn Sales Navigator allows you to find and connect with journalists, editors, and decision-makers. Personalized engagement on LinkedIn often leads to more meaningful connections.

PRISM Alignment: Supports targeted outreach and relationship building during the research phase.

Implementation: Executing Your Campaigns

With your materials prepared and your audience identified, it’s time to bring your campaign to life. The implementation phase is where the action happens.

6. Prowly

Best For: Distributing press releases and managing media outreach.

Why It’s Essential: Prowly combines media contact management, press release creation, and distribution in one platform. It streamlines the process, ensuring your messages land where they need to.

PRISM Alignment simplifies campaign execution, enabling you to focus on crafting impactful messages.

7. Google Workspace

Best For: Collaborating on PR materials with your team.

Why It’s Essential: Tools like Google Docs, Sheets, and Slides make it easy to collaborate on pitches, press kits, and reports in real-time.

PRISM Alignment: Ensures seamless communication and collaboration during the implementation phase.

8. Mailtrack

Best For: Tracking email pitches.

Why It’s Essential: Mailtrack lets you see when recipients open your emails, providing insights into how your pitches are being received.

PRISM Alignment: Improves follow-up strategies by showing which pitches generate interest.

Strategy: Aligning PR with Business Goals

The strategy phase ensures your PR efforts support your broader business objectives. This is where thoughtful planning and execution come together.

9. BuzzSumo

Best For: Identifying trending topics and understanding what content resonates with your audience.

Why It’s Essential: BuzzSumo helps you create relevant content that aligns with your target audience’s desires and interests.

PRISM Alignment: Guides your content and messaging strategies, ensuring they align with audience preferences.

10. Notion

Best For: Planning and managing PR campaigns.

Why It’s Essential: Notion allows you to organize every detail of your campaign, from timelines to task lists, ensuring nothing falls through the cracks.

PRISM Alignment: Keep your strategy organized and aligned with your goals.

Measurement: Analyzing and Optimizing Your Campaigns

Measuring your results is integral to seeing and understanding what works and refining your strategy for future success.

11. Google Analytics

Best For: Measuring website traffic and referral sources.

Why It’s Essential: Google Analytics helps you track how your PR campaigns drive traffic and conversions, offering valuable insights into ROI.

PRISM Alignment: Provides data to assess campaign success and guide adjustments.

12. Meltwater

Best For: Media monitoring and performance analysis.

Why It’s Essential: Meltwater tracks media mentions, analyzes sentiment, and measures the reach of your PR efforts.

PRISM Alignment: Delivers actionable insights to improve future campaigns.

A Real-World Example: How the PRISM Framework Delivered Results

When Sarah, the founder of an eco-friendly skincare brand, approached Marquet Media, she struggled with visibility. Using the PRISM Framework, we identified her brand’s unique story, crafted media-ready assets, and targeted journalists in the beauty industry.

In six months:

• Sarah’s brand was featured in three national publications and five niche blogs.

• Website traffic increased by 15%.

• Sales grew by 10%, with media coverage driving new customer acquisition.

Sarah’s success highlights how the right tools and strategy can turn media opportunities into tangible results.

Final Thoughts: Empower Your Business with PR Tools and Strategy

Building a successful PR campaign is more achievable than ever when you combine the right tools with a proven framework. The PRISM Framework ensures every aspect of your strategy is intentional, measurable, and aligned with your goals.

Whether you’re a growing startup or an established business looking to expand your reach, these tools will simplify and amplify your overall results. If you’re ready to take your PR efforts to the next level, Marquet Media’s PRISM PR Package can help you create a tailored strategy that delivers measurable success.

Schedule a consultation with Marquet Media today and discover how the PRISM Framework can transform your PR strategy.

How to Build a PR Strategy That Supports $10M+ Growth Goals

In today’s competitive market, achieving ambitious growth goals, such as reaching or surpassing $10 million in revenue regardless of your industry, requires a well-crafted and executed PR strategy. Public relations (PR) is more than just media coverage; it’s about building a cohesive narrative that positions your brand as a leader in its space, builds brand awareness, attracts the right audience, and drives tangible business outcomes.

Below, we’ll explore how to design a PR strategy tailored to support your $10M+ growth aspirations.

The Importance of PR in Achieving Growth Goals

A strong PR strategy is instrumental in creating the visibility, credibility, and trust required to reach $10M+ in revenue.

Here’s why PR is critical:

• Increases Brand Awareness: PR ensures your brand becomes recognizable to your target audience.

• Builds Credibility: Media coverage, thought leadership, and endorsements establish trust.

• Drives Leads: A compelling PR narrative can funnel more prospects into your sales pipeline.

• Attracts Investors: Positive public perception can bring in funding and partnerships.

Whether you’re a startup or scaling enterprise, leveraging PR strategically can accelerate growth.

Why Credibility Matters

Credibility goes beyond a name in the news. It’s about creating a sense of trust that influences purchasing decisions, investor confidence, and long-term brand loyalty. Stories backed by genuine customer success or industry recognition can open doors to partnerships that align with your $10M+ growth goals.

Step 1: Define Clear Objectives

The cornerstone of any successful PR strategy is a clear understanding of your goals. For a company aiming for $10M+ in growth, these goals might include:

• Expanding Market Reach: Enter new regions or demographics.

• Establishing Thought Leadership: Position your brand as an industry leader.

• Driving Customer Acquisition: Generate more leads and conversions.

• Attracting Talent and Investors: Enhance appeal to top talent and financial backers.

Setting SMART Objectives

PR goals should follow the SMART framework:

• Specific: Focus on targeted metrics, such as securing coverage in three top-tier publications.

• Measurable: Use KPIs like increased web traffic or media impressions.

• Achievable: Aim for goals that stretch your team without overwhelming them.

• Relevant: Ensure PR objectives align with revenue and marketing plans.

• Time-bound: Establish clear deadlines, such as a six-month timeline for initial results.

By aligning PR objectives with broader business goals, you create a unified roadmap to success.

Step 2: Understand Your Target Audience

PR is most effective when it speaks directly to the audience you aim to influence. Start by building detailed personas.

Key Questions to Address:

• Who are they?

  • Demographics: Age, gender, income level.

  • Psychographics: Interests, values, and lifestyle choices.

• What are their pain points?

  • Challenges your product or service solves.

• Where do they consume information?

  • Preferred platforms, publications, or forums.

Secondary Audiences to Consider:

• Investors and Partners: Highlight growth potential.

• Industry Influencers: Engage them to amplify your message.

Building Customer Empathy

Understanding your audience isn’t just about demographics; it’s about empathy. What keeps them awake at night? What would make their day easier? Address these insights directly in your PR campaigns to create authentic connections.

Step 3: Develop Your Brand’s Key Messaging

Your key messages should convey your brand’s value proposition in a way that resonates with and build connections your target audiences. Focus on the following:

• Core Value Proposition: What makes your brand unique?

• Proof Points: Use data, customer testimonials, and case studies.

• Mission and Vision: Align your narrative with long-term goals.

Tips for Effective Messaging:

• Keep it Simple: Avoid jargon; focus on clarity.

• Make it Memorable: Use storytelling to create an emotional connection.

• Back It with Data: Credibility comes from evidence.

Example in Action:

A SaaS platform aiming to reduce enterprise costs might highlight, “Streamline operations by 30% with our proven automation tools,” supported by a Fortune 500 client case study.

Step 4: Choose the Right PR Tactics

A mix of PR tactics ensures maximum impact. Let’s explore the most effective methods.

Media Relations

• Build relationships with journalists.

• Pitch story ideas that align with current trends.

• Secure features in high-authority publications.

Content Marketing

• Publish thought leadership articles.

• Create downloadable resources like eBooks or white papers.

• Use SEO to drive organic traffic.

Social Media

• Share compelling content on platforms like LinkedIn, Instagram, or Twitter.

• Use paid social campaigns to amplify reach.

• Engage directly with followers.

Event Marketing

• Host webinars or attend industry conferences.

• Leverage speaking opportunities to build authority.

Influencer Collaborations

• Partner with thought leaders to co-create content.

• Use influencers to expand your reach within niche communities.

Diversifying Your PR Arsenal

A diversified approach keeps your strategy agile and relevant. Combine traditional media with digital strategies to maximize reach and build a dynamic presence.

Step 5: Leverage Data and Analytics

Tracking and analyzing PR outcomes is essential for scaling to $10M+ revenue. Key metrics to monitor include:

• Media Mentions: How often is your brand mentioned?

• Website Traffic: Are PR campaigns driving visitors?

• Lead Generation: Measure new leads and conversions.

• Social Media Engagement: Monitor likes, shares, and comments.

Tools to Consider:

• Google Analytics: Measure website performance.

• Meltwater: Track media coverage.

• HubSpot: Manage campaigns and CRM.

Using Analytics to Refine Messaging

Analytics don’t just measure results; they inform adjustments. For example, if social media engagement outpaces media mentions, focus efforts on influencer collaborations and platform-specific content.

Step 6: Build a Strong Brand Narrative

Your brand’s story should connect emotionally with your audience while reinforcing your expertise. Here’s how to craft a compelling narrative:

• Emphasize Impact: Showcase customer success stories.

• Highlight Innovation: Position your brand as forward-thinking.

• Incorporate Values: Align your story with shared values for authenticity.

For example, if your mission is to empower small businesses, highlight real examples of how your solutions have transformed clients’ operations.

Storytelling Techniques

Use anecdotes, before-and-after comparisons, or visual media to bring your narrative to life. The goal is to make your brand unforgettable.

Step 7: Align PR with Sales and Marketing

A PR strategy doesn’t operate in isolation. Collaborate with sales and marketing teams to:

• Ensure Messaging Consistency: Create a seamless experience across all channels.

• Drive Campaign Success: Align PR efforts with sales objectives.

• Leverage Feedback: Use customer insights to inform PR strategies.

Example:

If launching a campaign targeting C-suite executives, combine PR efforts (e.g., securing a Forbes feature) with marketing strategies like email outreach to create a cohesive initiative.

Step 8: Prepare for Crisis Management

Every company faces challenges, but how you handle them defines your brand. Develop a proactive crisis management plan:

• Identify Potential Risks: Anticipate negative scenarios.

• Train Spokespeople: Ensure key individuals can handle media inquiries.

• Respond Quickly: Transparency is key in crisis situations.

Practicing Crisis Drills

Run simulations to test your team’s readiness. The better prepared your team is, the quicker you can manage public perception during critical moments.

Step 9: Scale Strategically

As your company grows, so should your PR efforts. Strategies for scaling include:

• Expanding Teams: Hire in-house experts or partner with agencies.

• Increasing Budgets: Invest in high-impact activities like event sponsorships.

• Exploring New Markets: Tailor PR strategies for regional or global audiences.

Scaling with Agility

Remain flexible during growth. PR strategies that worked at $1M revenue may need reinvention at $10M. Adapt quickly to stay ahead.

Step 10: Build and Nurture Relationships

PR thrives on relationships. Focus on:

• Engaging Journalists: Provide value and exclusivity.

• Building Community: Foster loyalty through authentic interactions.

• Collaborating with Influencers: Leverage their reach to amplify your message.

Nurturing Long-term Partnerships

Relationships aren’t just for campaigns. Maintain them through ongoing engagement. A journalist who covered your launch may revisit your brand as you scale.

Case Study: Scaling to $10M with PR

Consider the example of a SaaS company that successfully scaled:

• Goal: Increase revenue from $5M to $10M.

• Tactics: Secured features in major tech publications and hosted a series of webinars.

• Outcome: Media coverage drove a 40% increase in website traffic, and webinars generated over 1,000 qualified leads, resulting in $3M in new contracts.

Building a PR strategy that supports $10M+ growth requires a clear vision, strategic planning, and consistent execution. By focusing on your audience, refining your messaging, and leveraging data-driven insights from the tools that you have available, you can create a PR plan that not only builds brand awareness but drives measurable business success. Remember, PR is a long-term game; persistence and adaptability are your keys to achieving ambitious growth goals.

The PRISM PR Framework: A Step-by-Step Guide to Elevating Your Brand Visibility

In today's competitive landscape, a solid public relations (PR) strategy is not just about getting your brand in front of the media—it's about building lasting relationships, delivering meaningful insights, and crafting messages that resonate. This is where the PRISM PR Framework comes in.

Developed by Kristin Marquet, the PRISM approach has become vital for entrepreneurs, startups, and established brands looking to enhance visibility and connect more impactfully with their audience.

The PRISM framework comprises five core components: Proprietary Tools, Relationship Building, Insights, Simplified Workflow, and Message Development. Each plays an important role in crafting a comprehensive PR strategy that ensures your brand stands out and achieves its desired results. Let's explore each component in more detail and see how it can help transform your brand's visibility.

Proprietary Tools: Building a Strong Foundation for Your Brand

One of the most valuable aspects of the PRISM PR framework is the use of proprietary tools that allow businesses to streamline their PR efforts. These tools are designed to provide a structured yet flexible approach to managing and executing PR campaigns.

At this component's heart is a specialized resource suite that enables brands to efficiently create media lists, develop press materials, and monitor media coverage. Proprietary tools can also include templates for media outreach, press releases, and media kits, which save time and ensure consistency across communications.

Client Case Study: A great example of the power of proprietary tools is a client needing help to gain media traction despite having a strong product. By leveraging the PRISM framework's media kit templates and strategic media outreach tools, we featured their product in several well-known publications within three months. This resulted in increased media mentions and a direct uptick in sales.

Relationship Building: Cultivating Meaningful Connections

Building relationships with journalists, influencers, and industry leaders is crucial for sustained PR success. However, relationship building is not about transactional interactions—it's about cultivating trust, understanding the needs of your audience, and positioning yourself as a thought leader in your space.

The PRISM framework encourages founders to focus on long-term relationship building by creating authentic connections with key media players and industry influencers. This process involves personalized outreach, regular communication, and providing value through expert insights and relevant content.

Client Case Study: For a wellness client, we used PRISM's relationship-building component to establish connections with top-tier health and wellness influencers. By taking the time to understand the influencers' interests and creating a tailored approach for each relationship, we helped our client gain consistent, high-quality exposure. This approach increased their media mentions and led to partnerships with major brands in the industry, further boosting their visibility.

Insights: Using Data to Drive Decisions

Understanding your audience and staying apprised of emerging news and trends is critical to a successful PR strategy. The Insights component of the PRISM framework emphasizes using data to help guide strategic decisions and shape PR campaigns. By analyzing key metrics like audience demographics, media coverage, engagement rates, and competitor strategies, brands can make data-driven decisions to ensure their PR efforts hit the mark.

The PRISM framework emphasizes continuous learning and adaptation based on insights gathered from analytics. This approach allows businesses to pivot their strategies and tactics, ensuring their PR campaigns always align with their goals and objectives.

Client Case Study: One fashion industry client needed help connecting with its target audience. Using PRISM's insights component, we analyzed their social media performance, competitor content, and customer behavior. This led us to adjust their messaging to focus on sustainability, a hot topic for their target demographic. As a result, their engagement rates on social media soared, and they gained media coverage in several sustainability-focused fashion outlets.

Simplified Workflow: Streamlining PR Processes for Maximum Efficiency

PR campaigns can quickly become overwhelming, especially for small teams or entrepreneurs handling multiple tasks. The PRISM framework addresses this challenge by creating a simplified workflow for executing PR campaigns. This workflow is designed to eliminate the guesswork, reduce time spent on administrative and mundane tasks, and ensure that all steps are clearly outlined.

By using a streamlined process that combines planning, execution, and follow-up, businesses can manage their PR efforts without feeling bogged down. The PRISM framework ensures that all key steps—from media outreach to reporting—are mapped out easily so founders can focus on what truly matters: building their brand.

Client Case Study: For a startup in the tech industry, the PRISM workflow proved invaluable in helping them efficiently manage their PR campaigns. With a small team, they needed a clear, actionable plan. Following PRISM's simplified process, they could pitch the product to relevant media outlets and influencers, increasing coverage and investor interest. The streamlined workflow allowed them to focus on what worked and track their progress.

Message Development: Crafting a Strong and Consistent Brand Voice

Crafting a straightforward messaging platform is the backbone of any PR strategy. The Message Development component of PRISM emphasizes the importance of creating a consistent brand narrative. A strong message should reflect the core values and mission of your brand while also speaking to the needs of your clients and customers.

PRISM helps businesses develop engaging messages that align with the company's long-term vision. By ensuring that all communications—whether a press release, social media post, or media pitch—share a unified message, brands can build stronger relationships with their audience and increase brand recognition.

Client Case Study: We used the PRISM framework's message development component for a real estate industry client to refine their core message. By focusing on their commitment to sustainable development and community engagement, we crafted a message that resonated with their target audience and the media. This resulted in positive press coverage, increased brand loyalty, and increased client inquiries.

Conclusion: How PRISM Transforms Brand Visibility

The PRISM PR framework is a comprehensive approach to developing a strong and sustainable brand presence in the market. By leveraging Proprietary Tools, focusing on Relationship Building, using Insights for data-driven decisions, streamlining processes through a Simplified Workflow, and crafting a compelling Message, businesses can significantly enhance their visibility and achieve sustainable growth.

As the case studies demonstrate, this step-by-step approach can lead to successful business outcomes across various industries, from fashion and wellness to real estate and tech. By following the PRISM framework, entrepreneurs can create a PR strategy that amplifies their brand and strengthens their relationships with key stakeholders, ultimately driving long-term success.

10 Common PR Mistakes Startups Make (And How PRISM Can Help You Avoid Them)

For startups, PR is often the secret sauce that builds brand awareness, drives growth, and establishes credibility. However, in the race to gain traction, many startups make critical mistakes that can reduce their PR efforts or harm their brand. Understanding these pitfalls—and knowing how to avoid them—can make a significant difference in how effectively a startup tells its story.

PRISM, Marquet Media's proprietary PR framework, is designed to guide businesses through the complexities of public relations with a structured, actionable approach. Here's a closer look at startups' ten common PR mistakes and how the PRISM methodology can help avoid them.

1. Neglecting to Define Clear Objectives

The Mistake: Many startups start PR campaigns without a clear purpose, treating it as a catch-all for "getting noticed" rather than a targeted approach. PR campaigns often need more direction and clear objectives, leading to scattered results that align with business goals.

How PRISM Helps: The PRISM framework begins with "Purpose," emphasizing the importance of defining precise goals. Are you looking to drive brand awareness, position yourself as an industry thought leader, or attract potential investors? By clarifying these goals early on, PRISM ensures your PR efforts are purposeful and aligned with your startup's broader mission.

2. Failing to Understand Your Target Audience

The Mistake: Startups frequently approach PR with a "one-size-fits-all" mentality, assuming that their message will resonate with everyone. But this can lead to generic messaging that fails to connect.

How PRISM Helps: The "Research" phase in PRISM emphasizes identifying and understanding your target audience. Through thorough research, PRISM helps startups pinpoint who they're talking to, what matters most to this audience, and where they spend their time. This insight allows for messaging that resonates deeply and reaches the right people.

3. Inconsistent Messaging Across Channels

The Mistake: Startups often need more fragmented messaging across social media, press releases, and customer interactions, which can create confusion around their brand identity.

How PRISM Helps: PRISM emphasizes consistency in the "Identity" phase, focusing on crafting a cohesive brand voice and messaging that aligns across all channels. This consistency strengthens brand recognition and trust, ensuring that each piece of communication supports a unified image.

4. Overlooking Media Relationships

The Mistake: Some startups see PR as a purely transactional process—send out a press release and get published. This short-sighted approach overlooks the importance of building relationships with journalists and media outlets.

How PRISM Helps: PRISM's "Media" phase is dedicated to relationship-building, encouraging startups to view PR as a long-term strategy rather than a quick fix. By focusing on authentic engagement with media contacts and offering valuable insights, PRISM helps startups establish credibility and foster lasting connections.

5. Focusing Solely on Product Launches

The Mistake: Many startups only engage in PR around product launches, missing out on opportunities to keep their brand in the spotlight year-round. This sporadic approach can limit visibility and create gaps in brand awareness.

How PRISM Helps: The PRISM framework encourages startups to maintain an ongoing PR presence rather than limiting it to launch events. By continuously generating news, sharing insights, and promoting thought leadership, startups can keep their brand relevant and top-of-mind for customers and investors alike.

6. Using Jargon and Buzzwords

The Mistake: Startups sometimes assume that industry jargon and buzzwords make them sound more credible. However, this language often confuses readers or comes across as insincere.

How PRISM Helps: PRISM's "Identity" phase emphasizes clear, authentic communication. By focusing on approachable language that conveys value without unnecessary complexity, startups can build a more trustworthy and relatable brand image. PRISM encourages simplicity and clarity in messaging to make a genuine impact.

7. Neglecting Crisis Management Preparation

The Mistake: Startups rarely anticipate the need for crisis management. However, in today's fast-paced media environment, issues can escalate quickly, and a lack of preparedness can turn small problems into PR disasters.

How PRISM Helps: PRISM includes crisis management strategies that help startups prepare for potential issues. By proactively planning responses to common crisis scenarios, startups can mitigate damage and handle crises in a way that reinforces their credibility. PRISM equips startups with tools to respond confidently and transparently, minimizing reputational harm.

8. Ignoring the Importance of Social Proof

The Mistake: Startups often need to remember the power of testimonials, case studies, reviews, and customer success stories in PR. Without social proof, potential customers may view the startup as unproven or unreliable.

How PRISM Helps: PRISM's focus on building credibility extends to encouraging startups to gather and share social proof actively. By incorporating customer stories and testimonials into PR efforts, startups can create a compelling narrative highlighting real-world impact, making it easier to gain trust and traction.

9. Failing to Track and Measure Results

The Mistake: Many startups need to measure the outcomes of their PR efforts, making it difficult to understand what's working and what isn't. With data, strategies can be refined and better results achieved.

How PRISM Helps: PRISM's "Metrics" phase prioritizes tracking and evaluation, helping startups implement systems to measure the impact of their PR initiatives. By analyzing metrics such as media coverage, social engagement, and website traffic, PRISM provides valuable insights into the effectiveness of campaigns, allowing startups to make data-driven adjustments.

10. Setting Unrealistic Expectations

The Mistake: Startups sometimes expect immediate results from PR, viewing it as a shortcut to success rather than a long-term investment. This mindset can lead to disappointment.

How PRISM Helps: PRISM sets realistic expectations from the outset, emphasizing that PR is a marathon, not a sprint. The framework encourages startups to adopt a steady, consistent approach that builds credibility and visibility over time. By setting achievable goals and focusing on sustainable growth, PRISM helps startups maintain motivation and see the value of PR as an ongoing strategy.

Navigating the PR world can be challenging for startups, but understanding these common pitfalls is the first step in developing and implementing a successful PR strategy. The PRISM framework provides a roadmap to avoid these mistakes and maximize PR impact. By focusing on purpose, research, identity, media, and metrics, startups can build a strong PR foundation that supports growth and longevity.

PR isn't just about getting attention—it's about building a brand that resonates, endures, and leads. With the guidance of PRISM, startups can achieve their PR goals and create meaningful, lasting connections with their audience and industry influencers.

Why Data-Driven PR Is the Future: How Our PRISM Framework Leverages Analytics

In today’s digital era, public relations (PR) is no longer just about pitching stories or maintaining media relationships. It’s about leveraging data to shape strategies, measure impact, and refine messaging in real time. Data-driven PR allows brands to craft more targeted campaigns, better understand their audience, and achieve tangible results.

At Marquet Media, we’ve built our PRISM framework to harness the power of analytics, helping our clients stand out in the competitive landscape. In this post, we will share why data is crucial for PR success and how the PRISM framework uses analytics to drive exceptional client outcomes, with FemFounder as a prime example.

The Shift Toward Data-Driven PR

The PR industry has transformed over the past decade. What used to be an industry reliant on intuition and media relationships has evolved into one that values measurable outcomes and precision targeting. Today, PR professionals must be able to show the impact of their work using concrete data. The increasing popularity of digital channels, social media, and advanced data analytics tools has made it easier to quantify the effectiveness of PR strategies. Data-driven PR isn’t just a trend—it’s become an essential practice for those looking to thrive in a constantly evolving media landscape.

The Role of Data in Modern PR

1. Enhanced Audience Understanding: With analytics tools, PR professionals can delve into audience demographics, behaviors, and interests. Understanding your audience and what they care about allows for more effective message crafting and channel selection, ensuring your stories resonate with the right people.

2. Precise Targeting: Data allows PR teams to create campaigns that reach the right people at the right time. This precision is crucial for brands with niche audiences, like FemFounder, which caters to female entrepreneurs. Data ensures that resources are used efficiently, with messaging customized to the needs and preferences of each audience segment.

3. Measuring ROI: Traditional PR often struggled to quantify success. Today, data helps PR teams track media mentions, website traffic, engagement rates, and even conversions directly tied to PR efforts. These metrics prove the value of PR in a way that was previously difficult to achieve, helping clients know the return on investment.

4. Real-Time Adaptation: Data enables PR professionals to track the effectiveness of campaigns as they unfold. This means strategies can be adjusted quickly, ensuring that messaging remains relevant and impactful throughout the campaign’s lifecycle. It allows brands to pivot quickly when needed, maintaining momentum and adapting to the latest trends.

Introducing the PRISM Framework

The PRISM framework was born from recognizing that successful PR must be rooted in data and driven by insights. The PRISM model stands for Proprietary Tools, Relationship Building, Insights, Simplified Workflow, and Message Development. Each framework component uses analytics to ensure our PR strategies are effective, efficient, and aligned with our clients’ goals.

Proprietary Tools: Harnessing the Power of Data

Data is only as useful as the tools that capture it. At Marquet Media, we leverage proprietary tools that help us track and analyze key performance indicators (KPIs) across all channels. These tools allow us to monitor social media trends, track media coverage, analyze website performance, and gather sentiment analysis from various digital platforms.

Example from FemFounder: When FemFounder launched a new blog series aimed at female entrepreneurs, our tools allowed us to track engagement rates and click-throughs from social media channels. These insights showed that posts about work-life balance resonated most with the audience, leading us to create more content around this theme. As a result, FemFounder saw a 25% increase in time spent on its website.

Relationship Building: Data-Enhanced Connections

While data is essential, the human element remains a cornerstone of effective PR. However, data enhances our ability to build and maintain media relationships. Using data analytics, we can identify which journalists and bloggers are writing about topics relevant to our clients, track engagement with past stories, and craft pitches that align with their interests.

Example from FemFounder: Our data-driven approach identified key journalists in the startup and wellness spaces who frequently covered female entrepreneurship. By targeting these journalists with tailored pitches, we secured media placements for FemFounder in leading publications like Inc. and SheKnows, resulting in a 25% increase in media mentions.

Insights: Transforming Data into Strategy

Insights are the fuel that powers effective PR strategies. Our team uses data to uncover trends, understand audience preferences, and identify emerging opportunities in the media landscape. With the PRISM framework, we turn raw data into actionable insights that guide our messaging and outreach efforts.

Example from FemFounder: We discovered that conversations around “female founders” and “work-from-home challenges” were trending among FemFounder’s target audience through a social listening exercise. This insight led us to launch a blog series and webinar addressing these topics, which quickly became some of the most popular content on the site. This data-driven pivot increased FemFounder’s blog traffic by 30% within two months.

Simplified Workflow: Efficiency through Automation

Data and analytics can be complex, but our PRISM framework simplifies the process, ensuring that our team spends less on manual tasks and more on strategic initiatives. By automating data collection and reporting, we create a streamlined workflow that allows us to focus on crafting compelling narratives and building relationships.

Example from FemFounder: By automating our monthly media monitoring reports, we saved significant time, which allowed us to focus more on strategic partnerships and content creation. This efficiency helped us secure an exclusive interview series with high-profile female entrepreneurs, further boosting FemFounder’s credibility.

Message Development: Data-Driven Storytelling

Data isn’t just about numbers; it’s about storytelling. The PRISM framework uses data to refine messaging, ensuring that every press release, social media post, and email campaign speaks directly to the audience’s needs and desires. By A/B testing headlines and analyzing engagement data, we can continuously refine our approach for better results.

Example from FemFounder: By analyzing the open and click-through rates of FemFounder’s email campaigns, we discovered that subject lines featuring phrases like “exclusive access” and “founder tips” performed the best. We used this insight to adjust our messaging across channels, resulting in a 22% increase in email engagement.

The Future of PR is Data-Driven

The PR industry is at a turning point, with data and analytics playing an increasingly central role in shaping strategies. Brands embracing a data-driven PR approach are better positioned to navigate today’s media landscape. Here’s why data-driven PR is not just a trend but the future of the industry:

1. AI and Predictive Analytics in PR: AI tools can analyze large datasets to identify patterns, predict media trends, and suggest optimal times for press releases and social media posts. Predictive analytics can forecast audience reactions to different messages, allowing PR teams to fine-tune their campaigns before they go live.

2. Personalized PR Campaigns: Data allows brands to craft highly customized PR campaigns that speak directly to individual interests and preferences. By analyzing customer data, PR teams can segment audiences and tailor their messaging, leading to higher engagement and more meaningful connections.

3. The Integration of PR and Digital Marketing: Data has blurred the lines between PR and digital marketing. Today’s most successful PR campaigns integrate with SEO strategies, social media marketing, and content creation. This ensures consistent messaging across all channels and allows brands to leverage PR coverage to drive website traffic, improve search rankings, and generate leads.

Real-World Results: FemFounder’s Data-Driven Success

The PRISM framework has transformed how FemFounder approaches PR, allowing the brand to leverage data for better results. Here are some of the key successes achieved through our data-driven approach:

1. Increased Website Traffic by 35%: By analyzing which topics resonated most with FemFounder’s audience, we optimized the content strategy to focus on high-performing themes. This led to a 35% increase in organic website traffic over 10 months.

2. Growth in Email Subscribers: Through A/B testing of subject lines and content, we refined FemFounder’s email marketing strategy, growing the subscriber list by 100,000 members in less than a year. This new audience directly contributed to a 27% boost in inquiries for Marquet Media’s PR services.

3. Secured High-Profile Media Placements: Using data to target journalists covering the startup and wellness spaces, we secured features in top-tier publications like Forbes, Allure, and FastCompany. These placements significantly increased FemFounder’s visibility and credibility, attracting more collaborators and partnerships.

Conclusion: Embrace the Future with Data-Driven PR

Data-driven PR is not just about numbers; it’s about making informed decisions that amplify your brand’s story and drive meaningful results. At Marquet Media, our PRISM framework leverages data to craft PR strategies that are both strategic and agile, allowing us to adjust and refine our approach in real-time. For brands like FemFounder, data-driven PR has been a game-changer, helping us connect with the right audiences, build lasting media relationships, and achieve measurable success.

If you’re ready to take your PR efforts to the next level with a data-driven approach, contact us at Marquet Media. Let’s explore how our PRISM framework can help you achieve your PR goals, amplify your brand’s message, and build a more engaged and loyal audience. Together, we’ll transform data into insights and insights into success.

Unlocking Growth: How Our PRISM PR Framework Empowers Clients to Thrive

In today's rapidly evolving and fiercely competitive marketplace, businesses must adapt. PR plays a significant role in landscape, bridging organizations and their target audiences. The PRISM PR Framework is at the core of our success in delivering the best possible PR services—a strategic, comprehensive approach designed to propel our clients toward their growth aspirations. This article dives into how the PRISM PR Framework aids our target audiences and clients in achieving remarkable growth, all while maintaining the confidentiality of its proprietary methodologies.

Understanding the PRISM PR Framework

The PRISM PR Framework is a model that encapsulates the essential elements of effective public relations. PRISM stands for Proprietary tools, Relationship building, Insights, Simplified Workflow, and Message Development and Measurement. Each piece is vital to ensuring that our PR efforts are impactful and aligned with our clients' goals and market dynamics.

Proprietary Tools

At the heart of our process are the proprietary tools that power our PRISM Framework. These tools allow us to streamline the planning, research, and execution phases of PR while providing our clients with data-driven insights that enhance strategy and performance. From media tracking platforms to custom analytics dashboards, we use advanced technology to measure the reach and impact of every campaign. Our tools also provide real-time feedback, enabling us to adjust strategies quickly and efficiently to align with client goals.

Key Activities:

• Analytics and Media Monitoring: Real-time tracking of media coverage, audience sentiment, and engagement across all channels.

• KPI Dashboards: Proprietary dashboards that provide clients with an overview of campaign performance and results against key objectives.

• PR Workflow Automation: Tools that automate outreach, reporting, and follow-ups, allowing us to focus on high-value strategy and relationship building.

Relationship Building

Successful PR is built on strong relationships with media professionals, influencers, and key stakeholders. Relationship building is the cornerstone of our approach. We cultivate meaningful connections with journalists, bloggers, and industry influencers to ensure our clients' stories are heard and amplified through the right channels. We also build trust and collaborate with our clients, ensuring that we seamlessly extend their internal teams. The relationships we develop ensure sustained visibility and credibility over time.

Key Activities:

• Media Relations: Building relationships with reporters, editors, and influencers to secure meaningful coverage.

• Client Collaboration: Partnering closely with clients to ensure alignment between their brand vision and our PR efforts.

• Industry Networking: Attending key events, conferences, and forums to strengthen industry connections and gain insights into media trends.

Insights and Data-Driven Strategy

Our data-driven insights form the foundation of every strategy we develop. We gain an understanding of industry trends, competitor activity, and audience behavior using research and analytics tools. These insights guide us in crafting strategies that are not only creative but also effective in achieving measurable outcomes. Our data-driven approach allows us to tailor every message and campaign to resonate with the specific audience segments that matter most.

Key Activities:

• Competitor Benchmarking: Analyzing competitors' strengths and weaknesses to uncover opportunities for differentiation.

• Market and Audience Research: Gathering data on audience preferences, industry trends, and media consumption habits to develop targeted campaigns.

• Sentiment Analysis: Monitoring public perception, sentiment, and tone around our clients' brands to identify areas of improvement and opportunities for positive storytelling.

Simplified Workflow

We understand that PR and branding can be complex, so we've developed a simplified workflow that ensures seamless execution of every campaign from start to finish. Our streamlined processes reduce friction, ensuring campaigns are timely and within budget. By automating routine tasks such as outreach tracking and reporting, we enable our teams to focus on what matters most—strategy, creativity, and building relationships. This workflow enhances client collaboration by providing clear timelines, transparent communication, and real-time reporting throughout the campaign lifecycle.

Key Activities:

• Automated Outreach and Follow-Ups: Using proprietary tools to track media interactions and automate communications for efficiency.

• Timeline Management: Establishing clear timelines and milestones to ensure campaigns stay on schedule.

• Collaborative Platforms: Providing clients access to our platforms for real-time campaign progress and results updates.

Message Development and Measurement

Effective messaging is central to every campaign we run. We strategically craft vital messages and narratives that align with our clients' brand values and resonate with their audiences. These messages are carefully developed through research, brainstorming, and collaboration, ensuring they reflect the brand's authentic voice and align with business objectives. Measurement is equally important, allowing us to assess how well these messages are received and where adjustments are needed to maximize impact.

Key Activities:

• Message Crafting and Storytelling: Developing consistent, compelling narratives highlighting the client's unique value proposition and strengths.

• Channel Selection and Adaptation: Tailoring messages for each channel, whether social media, traditional media, or direct outreach, to ensure maximum relevance and engagement.

• KPI-Driven Measurement: Tracking key metrics—such as media mentions, audience engagement, and sentiment—against campaign goals to evaluate success.

• Reporting and Continuous Optimization: Providing detailed reports to clients and refining strategies based on data insights to optimize future campaigns.

Together, these five pillars—proprietary Tools, Relationship Building, Insights, Simplified Workflow, and Message Development and Measurement—create a holistic PR and branding strategy that delivers measurable, sustainable results. They ensure that our work is not only efficient and impactful but also aligned with our clients' long-term goals. By combining cutting-edge technology with meaningful relationships, data-driven insights, streamlined processes, and effective messaging, we provide comprehensive PR solutions that help our clients grow.

How PRISM Drives Client Growth

The PRISM PR Framework is not just a theoretical model but a practical, results-driven approach that has consistently delivered growth for our clients. Here's how each component contributes to their success:

Enhancing Brand Visibility

Planning and implementing targeted PR campaigns, we significantly increase our clients' visibility in their respective markets. This heightened presence ensures potential customers become aware of their offerings, increasing brand recognition and trust.

Building Strong Relationships

Research and strategy are pivotal in understanding and connecting with the right audiences. Building meaningful relationships with media outlets, industry influencers, and key stakeholders, we create a robust network that supports our clients' growth objectives.

Driving Engagement and Interaction

Effective implementation ensures that our PR activities are engaging and interactive. Whether through compelling content, interactive events, or dynamic social media campaigns, we create opportunities for our clients to interact meaningfully with their audiences.

Example: A retail fashion brand wanted to boost its social media presence. We developed a series of interactive campaigns, including live Q&A sessions, user-generated content contests, and exclusive online events. These initiatives resulted in a 40% increase in social media followers and a significant rise in customer engagement.

Measuring and Optimizing Performance

Continuous measurement and optimization are at the core of the PRISM Framework. Analyzing performance data and feedback ensures that our strategies remain aligned with our clients' needs.

The PRISM Advantage: Why Choose Our Framework?

Tailored Approach

Every business is unique, and so are their PR needs. The PRISM Framework is flexible and adaptable, allowing us to tailor our strategies to align with each client's goals and market conditions.

Proven Results

Our track record speaks for itself. The PRISM Framework has consistently delivered measurable results, driving growth and enhancing the reputation of our clients across various industries.

Strategic Insight

Our deep industry knowledge and strategic insight enable us to anticipate market trends and position our clients ahead. This proactive approach ensures sustained growth and long-term success.

Client Case Study: Serenity Mind & Wellness – Scaling Mental Health with PRISM PR Framework

Client Overview

Serenity Mind & Wellness is a mental health-focused online shop and media brand founded by a licensed therapist. It offers products such as guided journals, self-care kits, digital workbooks, and a content hub featuring mental health resources, expert-led workshops, and articles on well-being. Since its launch, Serenity has become a trusted platform for individuals seeking mental wellness solutions. With our PRISM PR Framework, Serenity set out to boost media visibility, grow its online audience, and increase product sales.

The brand has now been featured in Forbes.com, FastCompany, Inc., SheKnows, Luxe Living, Oprah Magazine, Allure.com, Newsweek.com, Healthline, Psych Central, and countless others, building credibility and trust in the mental health space. Serenity also expanded its email list to several thousand subscribers and now attracts thousands of monthly readers to its media property.

Challenges

1. Limited Market Visibility: Despite high-quality offerings, serenity is needed to help build brand recognition in a competitive wellness space.

2. Crowded Market Landscape: With mental health becoming a growing focus, Serenity needed to differentiate itself from other wellness brands.

3. Lack of Media Connections: The team must establish relationships with journalists and influencers to garner meaningful media coverage.

4. Managing Growth Efficiently: With a small team, Serenity needed streamlined workflows to manage PR campaigns while focusing on product development and community engagement.

How the PRISM PR Framework Fueled Growth

Proprietary Tools: Precision-Driven PR Campaigns

We tracked Serenity's coverage, audience engagement, and campaign performance using proprietary analytics tools and media monitoring platforms. Our custom KPI dashboards allowed the team to monitor which campaigns drove the most traffic and sales, making optimizing efforts in real-time easy.

• Analytics & Media Monitoring: Identified high-impact platforms and tracked referral traffic from media placements.

• KPI Dashboards: Provided Serenity with real-time updates on campaign performance, including media mentions, social media engagement, and email list growth.

• PR Workflow Automation: Automated follow-ups and outreach, helping the team manage media relationships efficiently.

Relationship Building: Connecting with Key Media and Influencers

Our success in building meaningful relationships with journalists, editors, and influencers was critical to Serenity's visibility boost. We focused on targeting mental health, lifestyle, and wellness media outlets to position the brand as both a product line and a trusted source of mental health content.

• Media Outreach: Secured product features and founder interviews in FastCompany, Inc., SheKnows, Oprah Magazine, Newsweek, and Allure.

• Influencer Collaborations: Partnered with influencers in the wellness space to promote Serenity's products through organic social media campaigns.

• Client Collaboration: Worked closely with Serenity's founder to align PR strategies with the brand's values and mission.

Insights: Data-Driven Campaign Strategy

With our data-driven insights, we segmented Serenity's audience into distinct groups—mental health professionals, self-care advocates, and digital content consumers—and tailored messaging accordingly. Competitor analysis revealed gaps we could exploit, helping Serenity position itself as an e-commerce platform and a media brand.

• Audience Segmentation: Identified messaging that resonated with Serenity's primary customer groups, including those seeking practical mental wellness tools.

• Competitor Benchmarking: Analyzed competitors' media strategies to identify opportunities for differentiation.

• Sentiment Analysis: Monitored audience feedback and public sentiment to ensure messaging aligned with mental health conversations.

Simplified Workflow: Streamlining Campaign Execution

With Serenity's small team focused on product development, we implemented a streamlined workflow to manage PR campaigns smoothly. We handled outreach tracking, reporting, and follow-ups using automated tools, ensuring campaigns stayed on schedule without overburdening the Serenity team.

• Timeline Management: Developed a detailed campaign timeline with milestones for product launches and media outreach.

• Collaborative Platform: Provided Serenity access to real-time reports and campaign progress, keeping communication seamless.

• Automated Follow-Ups: Ensured timely engagement with journalists and influencers, increasing the chances of media coverage.

Message Development & Measurement: Crafting Compelling Stories

We worked closely with Serenity to develop key messaging that reflected the brand's commitment to mental health and self-care. This narrative positioned Serenity as an online shop and a trusted media platform offering educational content.

• Storytelling & Messaging: Crafted narratives highlighting Serenity's mission and product value.

• Channel-Specific Adaptation: Tailored messaging for social media, digital publications, and influencer campaigns to increase relevance and engagement.

• KPI Measurement: Monitored referral traffic, sales, and email subscriptions from each media placement and campaign.

• Continuous Optimization: Adjusted messaging and outreach strategies in response to performance data.

Results and Impact

1. Significant Media Visibility: Serenity was featured in top-tier publications, including FastCompany, Inc., SheKnows, Luxe Living, Oprah Magazine, Allure.com, and Newsweek.com.

2. Email List Growth: The brand expanded to several thousand subscribers, creating a strong base for direct marketing efforts.

3. Increased Web Traffic and Engagement: Serenity now attracts thousands of monthly readers to its media property, significantly boosting its audience reach.

4. Social Media Growth: Engagement on Serenity's social media platforms increased by 50%, with a surge in new followers from organic campaigns.

5. Sustainable Growth: The combination of PR, influencer outreach, and optimized messaging positioned Serenity as a trusted mental health resource and a growing e-commerce brand.

How PRISM Elevated Serenity's Success

The PRISM PR Framework was pivotal in Serenity Mind & Wellness's transformation from a small online initiative to a leading mental health brand and media platform. By leveraging proprietary tools, building strong media relationships, applying data-driven insights, streamlining workflows, and crafting compelling messaging, we helped Serenity achieve remarkable growth and visibility.

Today, Serenity continues to thrive, offering meaningful products and content to its expanding audience. With ongoing features in top-tier media, a growing email list, and increased product demand, Serenity has established itself as a go-to brand in the mental health space. The PRISM Framework fueled Serenity's rise and set the foundation for sustained, long-term success.

*Client name has been changed.

How Startups Can Leverage Cutting-Edge PR Strategies to Propel Growth

In today's hyper-competitive digital landscape, startups require more than innovative products and services to succeed. They need robust public relations strategies that help carve out a unique market space and foster sustainable growth. Marquet Media, a pioneer in advanced public relations solutions, has introduced a new suite of PR strategies designed specifically for startups, helping them maximize visibility, engage effectively with target audiences, and accelerate growth. This guide provides a comprehensive breakdown of these strategies and offers a step-by-step approach to integrating them into your startup's growth plan.

Understanding the Importance of Tailored PR Strategies

Startups face distinct challenges differentiating them from established companies, including limited resources, brand recognition, and a limited customer base. Traditional PR tactics often need to address these challenges. Marquet Media's tailored PR strategies are crafted to meet the specific needs of emerging businesses, offering them the tools to compete and stand out in a crowded marketplace.

Step 1: Develop a Customized Brand Narrative

Building a Connection Through Storytelling

A compelling brand narrative is crucial for startups. It transcends basic product descriptions to convey your business's values, mission, and vision, forming an emotional connection with your audience.

• Identify Core Values: Clearly define what your startup stands for. What problems are you solving, and why should people care? These values will form the backbone of your narrative.

• Craft Your Story: Work with Marquet Media to turn these values into a story that resonates with your target audience. This narrative should be engaging, authentic, and reflect your brand's identity.

• Maintain Consistency: Consistently integrate this narrative across all platforms. Whether through website content, social media posts, or press releases, ensure your brand's story is unified and compelling.

Step 2: Enhance Digital Visibility

Expanding Your Online Presence

In the digital age, visibility is critical to attracting and retaining customers. Startups must be visible online and captivating enough to maintain audience interest.

• Implement SEO Best Practices: Use SEO techniques to improve your website's visibility on search engines. This involves optimizing content with relevant keywords, enhancing site speed, and ensuring mobile compatibility.

• Create Valuable and Relevant Content: Design a content marketing strategy, including blogs, infographics, and videos that provide value to your audience and position your startup as a thought leader.

• Leverage Social Media: Use all social media platforms at your fingertips to amplify your content and engage directly with your audience. Tailor your messages according to the specific demographics of each platform.

Step 3: Execute Precision-Targeted Media Strategies

Crafting and Placing Impactful Media Pitches

Effective media outreach can dramatically increase a startup's visibility and credibility. It involves identifying the right media outlets and crafting pitches highlighting your startup's unique aspects.

• Target Appropriate Media Outlets: Identify which publications and platforms cater to your audience and industry. Marquet Media's proprietary database can help pinpoint these outlets.

• Develop Custom Pitches: Create tailored pitches for each outlet. These should highlight how your startup's story aligns with its content and audience interests.

• Monitor and Adjust Strategies: Track which pitches gain traction and why. Use this information to refine future media strategies.

Step 4: Build Strategic Influencer Collaborations

Enhancing Reach and Credibility through Influencers

Influencer marketing can be particularly effective for startups looking to establish trust and expand their reach quickly.

• Choose Relevant Influencers: Select influencers with significant followings and audiences that align closely with your target market.

• Collaborate on Authentic Content: Work with influencers to create genuine content that provides value to their followers. This could include product reviews, behind-the-scenes looks at your startup, or co-created content.

• Measure the Impact: Use tools to track the effectiveness of influencer collaborations in terms of engagement, reach, and, ultimately, conversions.

Step 5: Implement Robust Crisis Management

Preparing for Potential Setbacks

No startup is immune to potential crises. Effective crisis management involves preparation and quick, transparent communication.

• Develop a Crisis Response Plan: Identify potential crises and outline response strategies for each scenario. This should include designated spokespeople and pre-approved messages.

• Conduct Regular Training: Train your team on crisis response techniques to ensure everyone knows their role during a crisis.

• Engage Proactively: Monitor online mentions and customer feedback actively. Quick, thoughtful responses can mitigate damage and demonstrate your commitment to customer service.

Leveraging Marquet Media's PR Expertise

Marquet Media's new suite of PR strategies provides startups with the tools they need to survive and thrive. By developing a strong brand narrative, enhancing digital visibility, executing targeted media strategies, engaging with influencers, and preparing for crises, startups can build a solid foundation for lasting success.

Following this guide, startups can leverage Marquet Media's cutting-edge PR strategies to propel their growth and establish a strong market presence. Each step is designed to build upon the last, creating a comprehensive approach to startup marketing that attracts attention and builds lasting customer relationships and brand loyalty.

Digital Publicity and Design Thinking: Navigating the New Age of Marketing

Digital publicity and design thinking have become increasingly intertwined in the digital transformation era, forming a powerful duo in the marketing world. This article dives into how these two concepts synergize to create impactful marketing strategies in the digital age. We will discuss design thinking, its application in digital publicity, and its effects on consumer engagement and brand building.

The Evolution of Digital Publicity

The Digital Landscape

Digital publicity, the practice of promoting brands through digital channels, has evolved dramatically with the advent of the Internet and social media. It encompasses various activities, including social media marketing, content marketing, email campaigns, and search engine optimization (SEO). The digital ecosphere delivers a vast playground for brands to interact with their target audience, gather insights, and build lasting relationships.

The Power of Analytics

One of the most significant aspects of digital publicity is the ability to track and analyze consumer behavior in real-time. Tools like Google Analytics, social media insights, and various CRM platforms offer a wealth of data, allowing marketers to customize strategies to audience needs and preferences.

Design Thinking: A Catalyst in Marketing

Understanding Design Thinking

Design thinking is a problem-solving approach traditionally associated with product design and engineering. It involves empathy, ideation, prototyping, testing, and iteration. In marketing, design thinking shifts the focus from the product to the user experience, emphasizing a deep understanding of the customer's needs and desires.

The Five Stages of Design Thinking

1. Empathize: Understanding the customer's experience and perspective.

2. Define: Identifying the core problems the customers face.

3. Ideate: Brainstorming creative solutions.

4. Prototype: Developing a minimum viable product or campaign.

5. Test: Evaluate the effectiveness and make necessary adjustments.

Integration of Design Thinking in Digital Publicity

Customer-Centric Campaigns

Marketers can create more customer-centric campaigns by applying design thinking to digital publicity. This involves crafting messages and designing experiences that resonate with target audiences, leading to higher engagement and loyalty.

Agile Marketing Strategies

The iterative nature of design thinking aligns perfectly with digital publicity. Marketers can quickly prototype various digital campaigns, test them in real time, gather feedback, and refine their strategies. This flexibility is essential in the fast-paced digital world, where consumer trends and preferences constantly evolve.

Harnessing the Power of Multiple Platforms

In digital publicity, using multiple platforms is not just a trend but a necessity. Today's digital landscape comprises many channels - social media, websites, email, mobile apps, and more. Navigating this multifaceted environment requires a strategic approach leveraging the strengths of each platform while maintaining a cohesive brand message. This is where the application of design thinking becomes crucial, as it provides a framework for creating integrated, cross-platform strategies that resonate with diverse audiences.

Understanding Platform-Specific Dynamics

Each digital platform has its unique set of rules, user behaviors, and engagement patterns. For instance, the content that thrives on Instagram may have a different impact on LinkedIn. Design thinking, with its emphasis on empathy, helps marketers delve into the specific characteristics of each platform and understand the nuances of the audiences they cater to. This understanding is pivotal in crafting content and campaigns that are platform-appropriate but also compelling and relevant.

Creating a Unified Brand Experience

One of the critical challenges in using multiple platforms is maintaining a consistent brand experience. Consumers engage and interact with brands across digital touchpoints; their experience should be seamless and unified. Design thinking aids in mapping out the customer journey across these platforms, ensuring that every interaction aligns with the brand's core values and messaging. Consistency builds trust and strengthens the brand's identity in the digital space.

Leveraging Data for Cohesive Strategies

Data plays a significant role in formulating effective cross-platform strategies. Marketers can get insights into consumer behavior by analyzing data from different channels. Design thinking integrates these insights into the ideation process, where strategies are developed based on creative intuition and grounded in user data. This data-driven approach ensures that cross-platform strategies are creative and effective in reaching and engaging the target audience.

The Benefit of Iterative Testing Across Platforms

The iterative nature of design thinking is particularly beneficial in a cross-platform context. It allows marketers to test different strategies, content types, and campaigns across various platforms, gather feedback, and make real-time adjustments. This iterative process is vital in a digital landscape where consumer preferences and platform algorithms constantly change. It enables brands to stay agile and responsive, continually refining their strategies to maximize impact.

Integrating Emerging Technologies

Cross-platform strategies also benefit from the integration of emerging technologies. AI can customize content across platforms, while AR and VR can create immersive experiences from social media to mobile apps. Design thinking helps in exploring and implementing these technologies in a way that they complement and enhance the overall cross-platform strategy rather than functioning in silos.

The synergy of cross-platform strategies in digital publicity is a testament to the complex and interconnected nature of the digital marketing landscape. By applying design thinking, marketers can navigate this complexity, creating cohesive strategies across various platforms and resonating deeply with their target audience. This approach is critical to building a strong, versatile, and impactful digital presence in today's ever-evolving digital world.

Case Studies: Successful Application of Design Thinking in Digital Publicity

Example 1: Social Media Campaigns

A notable example is a fashion brand that used design thinking to revamp its social media strategy. The brand identified a desire for more authentic and interactive content by empathizing with its young audience. They prototyped various content formats and iteratively tested them, resulting in a highly engaging social media presence.

Example 2: Email Marketing

Another example is an e-commerce company that applied design thinking to email marketing campaigns. By defining the problem of low engagement rates, the company ideated and tested different email formats, subject lines, and personalized content, leading to a significant increase in open rates and conversions.

Challenges and Opportunities in Combining Digital Publicity with Design Thinking

Overcoming Resistance to Change

One of the main challenges is the resistance to change, as traditional marketing methods are deeply ingrained in many organizations. Adopting a design thinking approach requires a cultural shift towards a more iterative and user-centric methodology.

Opportunity for Innovation

However, this integration presents significant opportunities for innovation. By focusing on the user experience and continually testing and refining their approaches, brands can create more effective and memorable digital publicity campaigns.

The Role of Technology in Digital Publicity and Design Thinking

Leveraging AI and Machine Learning

AI and machine learning advancements are pivotal in digital publicity and design thinking. These technologies enable marketers to analyze vast amounts of data, predict consumer behavior, and personalize campaigns at an unprecedented scale.

The Use of Virtual and Augmented Reality

Virtual and Augmented Reality (VR and AR) technologies are also emerging as powerful tools. They offer unique ways to engage customers, create immersive brand experiences, and stand out in the crowded digital space.

The Dynamic Influence of Consumer Behavior

In digital marketing, understanding and adapting to changes in consumer behavior is crucial. The digital age has changed how consumers interact with brands and their expectations and decision-making processes. This section explores the dynamic relationship between consumer behavior, digital publicity, and design thinking.

Increased Demand for Personalization

Consumers now anticipate that brands will recognize them as individuals and cater to their unique preferences and needs. This demand for personalization has significant implications for digital publicity. Marketers must harness data analytics and customer insights to tailor their campaigns. Design thinking plays a pivotal role here, focusing on empathizing with users and creating solutions that meet their specific needs.

The Rise of the Informed Consumer

Today's consumers are more informed than ever before. They can access a wealth of information and are likely to research extensively before purchasing. This trend necessitates a shift in digital publicity strategies. Content marketing, for instance, becomes crucial in providing valuable and informative content that aids consumers in their decision-making process. Design thinking helps understand the kind of content that would be most beneficial to consumers, ensuring that it is informative and engaging.

The Preference for Authenticity and Brand Transparency

Consumers are increasingly valuing authenticity and transparency from brands. This trend impacts how companies approach their digital publicity efforts. Brands are now expected to be more open about their processes, values, and challenges. 

Engagement Through Interactive and Immersive Experiences

The digital era has also seen a rise in consumer preference for interactive and immersive experiences. This is where technologies like AR and VR come into play, offering new avenues for engagement in digital publicity campaigns. Design thinking aids in creating these immersive experiences by focusing on how consumers interact with these technologies and what kind of experiences will be most engaging and memorable for them.

The Influence of Social Media and Peer Reviews

Social media and peer reviews have a profound impact on consumer behavior. Consumers are not only influenced by what brands say about themselves but also by what others say about these brands. This means leveraging social media platforms effectively and encouraging user-generated content in digital publicity. Through design thinking, marketers can ideate and prototype different ways to engage users on these platforms and encourage them to share their experiences.

Adapting to the Ethical Consumer

The growing concern for ethical practices is an emerging aspect of consumer behavior. This consciousness affects how brands approach their digital publicity. Consumers are looking for brands that align with their values and are willing to change their purchasing behavior accordingly. Design thinking helps understand and integrate these values into digital marketing strategies, ensuring the brand's messaging aligns with its ethical stance.

The interplay between consumer behavior, digital publicity, and design thinking is dynamic and continuously evolving. Marketers can create more effective, engaging, and ethical digital publicity strategies by understanding and adapting to these behavioral shifts. This approach aligns with modern consumers' expectations, drives meaningful engagement, and builds lasting brand loyalty.

The Future of Digital Publicity and Design Thinking

Predictions and Trends

The future of digital publicity, intertwined with design thinking, will likely be characterized by even more personalized and interactive experiences. We may see a rise in voice search optimization, interactive video content, and more sophisticated use of AR and VR in marketing campaigns.

The Importance of Ethical Considerations

As digital publicity continues to evolve, ethical considerations will become increasingly important. Data privacy, consumer consent, and the responsible use of AI will be at the forefront of marketing discussions.

Conclusion

Integrating digital publicity and design thinking marks a new era in marketing, offering a more dynamic, customer-centric, and innovative approach. As technology evolves, so will how brands connect with their audience. The future of marketing lies in the ability to empathize with consumers, rapidly prototype ideas, and continuously refine strategies based on real-world feedback. This approach enhances the effectiveness of digital campaigns and builds more profound, meaningful relationships with consumers.

Overall, digital publicity and design thinking are not just complementary; they are now inextricably linked in the pursuit of marketing excellence. Brands that embrace this synergy will be well-positioned to succeed in the ever-changing digital landscape.

PR and Design Thinking: A Strategic Symbiosis

In the fast-changing public relations (PR) environment, traditional media broadcasting messages to the masses have given way to more nuanced, strategic approaches. Design thinking, a methodology traditionally associated with product and service design, has emerged as a powerful strategy in the PR toolkit. This article dives deep into how design thinking can revolutionize PR practices by fostering creativity, enhancing audience engagement, and crafting impactful messages.

Understanding Design Thinking in PR

Design thinking is a methodology centered around solving problems by profoundly empathizing with users, questioning preconceived notions, reimagining challenges, and innovating to develop and refine solutions. PR involves:

• immersing oneself in the audience's perspective,

• grasping their necessities, aspirations, and concerns, and

• devising messages and tactics that connect meaningfully and inspire action.

The Five Phases of Design Thinking in PR

1. Empathize: This stage involves understanding the audience, stakeholders, and the context in which they interact with the brand. For PR professionals, empathy means going beyond demographics and delving into their audience's attitudes, emotions, and underlying motivations. This deep understanding is crucial for crafting messages that resonate and actions that impact.

2. Define: Once the audience's needs and challenges are understood, PR professionals define the core problems they are addressing. This might involve redefining a brand's image, managing a crisis, or changing public perceptions. Clear problem definition helps in creating focused, effective PR strategies.

3. Ideate: With a clear understanding of the audience and a well-defined problem, PR teams can begin brainstorming creative strategies and tactics. This is where out-of-the-box thinking is encouraged, leading to innovative campaigns that stand out and capture attention.

4. Prototype: Before launching a full-fledged movement, PR professionals create prototypes or pilot versions of their strategies. This might involve testing a message with a small target audience segment, trialing a social media campaign, or piloting an event. This stage helps in refining ideas and approaches based on honest feedback.

5. Test: The final step involves testing the complete PR strategy with the target audience. Feedback is collected, and strategies are refined. This iterative process ensures that the PR efforts continually improve and stay aligned with audience needs and expectations.

The Impact of Design Thinking on PR

1. Audience-Centric Strategies: By deeply understanding the audience, PR strategies become more tailored, impactful, and effective. Messages resonate deeper, leading to stronger brand loyalty and engagement.

2. Innovative Solutions: Design thinking encourages creativity and innovation, leading to memorable campaigns. This can significantly boost a brand's visibility and differentiate it in a crowded market.

3. Adaptive and Responsive: The iterative nature of design thinking means PR strategies are constantly evolving and adapting based on real-world feedback. This agility is crucial in today's fast-paced, ever-changing media landscape.

4. Collaborative Efforts: Design thinking is inherently collaborative, involving cross-functional teams and stakeholders. This leads to more holistic, aligned, and effective PR efforts as different perspectives and expertise are combined.

5. Crisis Management: In times of crisis, the empathetic and iterative design thinking approach can help manage and mitigate issues more effectively. Understanding public sentiment and rapidly prototyping responses can protect and even enhance a brand's reputation.

Ethical Considerations in Design Thinking for PR

As the PR industry embraces design thinking, it's essential to integrate ethical considerations and proactive reputation management into every process stage. This section explores how incorporating ethics and focusing on reputation can enhance the impact of design thinking in PR strategies.

1. Empathy and Responsibility: Design thinking requires a deep understanding of the audience's needs and perspectives. This empathy should extend to considering the ethical implications of PR campaigns and strategies. It's about being responsible for the messages put out into the world and understanding their broader impact on different segments of society.

2. Transparency and Authenticity: Design thinking encourages open and authentic communication. In PR, this translates to creating messages that are not only effective but also truthful and transparent. This helps build trust and maintain credibility in the long term.

3. Inclusivity and Diversity: Understanding and representing diverse perspectives is a critical component of design thinking. In PR, this means ensuring that campaigns and strategies are inclusive, represent various voices, and not perpetuate stereotypes or biases.

Reputation Management through Design Thinking

1. Proactive Crisis Management: Design thinking's iterative nature allows PR professionals to be more agile and proactive in managing crises. By constantly testing and getting feedback on their strategies, organizations can anticipate potential issues and address them before they escalate.

2. Building Long-Term Relationships: By consistently focusing on the audience's needs and values, design thinking helps develop and maintain long-term relationships with stakeholders. This approach leads to a more positive reputation and a loyal audience base.

3. Adaptive Brand Positioning: As markets and public perceptions change, design thinking provides the tools to adapt quickly and effectively. This ensures the brand's reputation remains strong and positive even as it evolves and adapts to new challenges and opportunities.

Integrating ethical considerations and focusing on reputation management within design thinking can lead to more effective, responsible, and sustainable PR practices. It's about creating value not only for the brand but also for the audience and society at large. 

By doing so, organizations can ensure that their PR efforts are successful and aligned with broader ethical standards and societal expectations. This approach safeguards the brand's reputation and contributes to a more honest and empathetic public discourse.

Implementing Design Thinking in PR

1. Training and Mindset Shift: For PR teams accustomed to traditional methods, integrating design thinking requires training and a shift in mindset. Teams need to embrace empathy, collaboration, and iterative development.

2. Audience Research Tools: Investing in tools and methods to understand the audience—such as social listening tools, market research, and direct feedback mechanisms—is crucial.

3. Cross-functional Teams: Encouraging collaboration between different departments, such as communications, operations, marketing, customer service, and product development, can enhance the effectiveness of PR strategies.

4. Rapid Prototyping Techniques: PR teams should adopt techniques for quickly developing and testing ideas, such as digital mock-ups, pilot campaigns, and focus groups.

5. Feedback Mechanisms: Establishing robust channels for collecting and analyzing feedback ensures that PR strategies are continually refined and optimized.

Design Thinking in Action: Case Studies

1. Crisis Management: A major airline used design thinking to revamp its crisis response strategy. The airline improved its reputation and customer satisfaction by understanding passenger concerns and rapidly prototyping responses.

2. Brand Relaunch: A consumer goods company employed design thinking to rebrand itself. Through deep market analysis and creative ideation, the company launched a new brand identity that captured the public's imagination and drove sales.

3. Public Health Campaign: A public health organization used design thinking to create a campaign to increase vaccination rates. The campaign significantly improved public health outcomes by empathizing with the target audience and testing different messages.

Integrating Digital Transformation in Design Thinking for PR

Digital technology has revolutionized the Public Relations (PR) landscape, providing new tools and platforms that can significantly enhance the design thinking approach. By integrating digital transformation, PR professionals can leverage the power of social media analytics, virtual reality, and online collaboration tools to create more effective and engaging campaigns. Here's how each of these digital advancements plays a crucial role:

Social Media Analytics: Understanding and Engaging Audiences

• Real-time Insights: Social media platforms offer a wealth of data that can be analyzed to gain real-time insights into audience behavior, preferences, and trends. 

• Targeted Messaging: With detailed demographic and psychographic data available through social media analytics, PR campaigns can be more accurately targeted to reach the right audience with the right message.

• Engagement Tracking: Analytics provide detailed metrics on how audiences engage with content, from basic likes and shares to more complex sentiment analysis. This helps in refining messages and strategies to enhance engagement and resonance.

Virtual Reality: Immersive Storytelling for Deeper Impact

• Engaging Experiences: Virtual reality (VR) offers a unique way to tell stories and present content. By creating immersive experiences, PR campaigns can captivate audiences, providing a deeper emotional connection to the message.

• Innovative Presentations: VR can present products, ideas, or brand stories creatively and memorably. This can be effective for product launches, pop-up shops, brand activations, or when conveying complex information in a digestible format.

• Empathy and Understanding: Through VR, audiences can be placed in scenarios that foster a deeper understanding of a cause or issue. This is particularly powerful for non-profit and advocacy campaigns, where compassion and empathy can drive action.

Online Collaboration Tools: Enhancing Team and Stakeholder Engagement

• Efficient Coordination: With teams often spread across different locations, online collaboration tools are essential for coordinating PR campaigns. These tools allow for real-time communication, project management, and file sharing, ensuring everyone is on the same page.

• Stakeholder Involvement: Online platforms enable more efficient and inclusive stakeholder engagement. Whether gathering feedback, hosting virtual focus groups, or co-creating content with the audience, digital tools can bring stakeholders into the creative process.

• Agility and Adaptability: Digital tools facilitate a more agile work environment. Teams can quickly prototype, launch, and test elements of their campaigns, using online feedback and analytics to iterate and improve in real time.

Integrating digital transformation into the design thinking process in PR does not just enhance the efficiency and effectiveness of campaigns but opens up new possibilities for creativity and innovation. 

By leveraging social media analytics, virtual reality, and online collaboration tools, PR professionals can create more resonant, engaging, and successful campaigns. This digital integration ensures that PR strategies align with current trends and technologies and are positioned to adapt and thrive.

Challenges and Considerations

While design thinking offers numerous benefits, implementing it in PR can be challenging. It requires a cultural shift, investment in new skills and tools, and a willingness to embrace uncertainty and failure. Moreover, measuring the impact of design thinking-driven campaigns can be complex, requiring new metrics and evaluation methods.

Sustainable Practices and Social Responsibility in Design Thinking for PR

In an era where consumers increasingly prefer brands that demonstrate ethical integrity and environmental stewardship, integrating sustainable practices and social responsibility into PR through design thinking is more than a strategic advantage—it's a necessity. 

With its empathetic and user-centric approach, design thinking provides a robust framework for understanding and aligning with audience values around sustainability and social responsibility. Here's how design thinking can deepen the commitment to these areas:

Empathizing with Stakeholder Values:

• Understanding Deeply: Start using the empathize phase of design thinking to understand stakeholders' values, concerns, and expectations around sustainability and social responsibility. This involves engaging with customers, community members, and even critics to get a holistic view of the societal impact they expect from the brand.

• Value Alignment: Aligning your brand's values with those of your stakeholders is crucial. Design thinking helps identify and bridge gaps between current practices and stakeholder expectations. This alignment is about messaging and genuinely adopting practices that reflect a commitment to sustainability and social responsibility.

Innovating for Sustainability:

• Sustainable Solutions: Use the ideate and prototype stages to develop solutions that lower environmental impact, whether through greener supply chains, sustainable products, or eco-friendly event management. The key is to find creative ways to minimize the carbon footprint and waste.

• Storytelling and Awareness: Craft compelling narratives highlighting the brand's commitment to these practices. Innovative storytelling can make sustainability efforts more relatable and inspiring to the audience. This isn't just about promoting the brand, raising awareness, and encouraging broader societal shifts towards sustainable living.

Integrating Social Responsibility:

• Community Engagement: Design thinking involves creating with the community, not just for them. Get involved with communities to understand their needs and co-create initiatives with a positive social impact. This might include supporting local economies, improving education, or promoting health and well-being.

• Transparent Reporting: Be open and honest about your efforts and progress in sustainability and social responsibility. Use the PR platform to report on both successes and areas of improvement. Transparency builds trust and credibility with audiences.

Iterating for Continuous Improvement:

• Feedback Loops: Implement mechanisms to continuously gather feedback on the company's sustainability and social responsibility efforts. This feedback should inform ongoing improvements and innovations, ensuring the brand's practices remain relevant and impactful.

• Adaptive Strategies: The test phase in design thinking isn't just a one-off; it's part of an ongoing, iterative process. Regularly reassess and refine sustainability and social responsibility strategies to adapt to new challenges, stakeholder expectations, and technological advancements.

By adopting design thinking in PR focusing on sustainable practices and social responsibility, brands can create deeper connections with their audiences based on shared values and a commitment to help make a better world. 

These efforts help position brands as leaders and innovators in sustainability and social responsibility, contributing to a positive brand image and meaningful societal change. This approach ensures that PR isn't just about managing perceptions and driving real and positive impact, aligning brand success with societal well-being.

Final Thoughts

As the PR landscape evolves, design thinking provides a strategic advantage. It enhances creativity, ensures audience engagement, and fosters a continuous improvement cycle. By adopting a design thinking approach, PR professionals can craft more impactful, innovative, and adaptable strategies, driving success in a competitive, fast-paced world. 

Ultimately, design thinking isn't just about creating better messages or campaigns; it's about fostering a deeper connection between brands and their audiences, leading to lasting relationships and sustained brand success.

Publicity 101: 6 Proven Tips to Secure PR for Your Startup or Small Business

Getting publicity for your small business or startup can seem like an insurmountable task for even the most seasoned founder, entrepreneur, speaker, or coach. But it doesn’t have to be. When you have the right knowledge and tools in your marketing arsenal, securing media coverage in any publication or on any podcast or television show is attainable. 

 Continue reading to learn how you can secure media coverage for your startup or small business within the next 30 days! You will save tens of thousands of dollars on hiring a public relations agency.  

If you’re a small business owner, coach, speaker or startup founder, crafting a compelling story for the media can seem like an overwhelming and intimidating task. It’s one thing to produce content for your social media channels, your company blog, your email newsletter, or communicate with customers over email and a live chat, but it’s an entirely new ball game to come up with content for a journalist, editor, television producer, or podcast host.

It’s important to understand that publicity is crucial to the long-term success of any business; however, trying to figure out what story or pitching angle that will resonate with the media the most is very difficult even when you have a PR background or a newspaper or magazine’s editorial calendar in front of you. So, don’t be fooled—PR people have just as hard of a time as regular entrepreneurs. 

But to help you maximize your chances of securing media coverage while shortening your learning curve, I’m going to share my top tried-and-true PR tips below.

1.     PR Newsworthiness and Media Interest: Figure out what makes you and your small business or startup newsworthy to secure publicity. Before you pitch any story, you will need to determine what makes your business newsworthy. A newsworthy story can be anything from a prestigious new hire, opening a new office in a new city, releasing a book, taking a controversial stand, or hosting an event. Announcing the launch or the release of something can be considered newsworthy. Just keep in mind why the media should care about this launch and how this angle will be of interest to whatever outlet you’re pitching. My best piece of PR advice is to consider how your story will help the media or be of interest to the media’s audience/viewership.

2.     Where Your Story Can Fit in What Outlets and What Columns: Now that you know what makes your business newsworthy, it’s time to determine where your story can fit in what types of publications, as well as which column. I encourage you to read all of the websites, blogs, magazines, and newspapers, as well as watch/listen to the television stations and podcasts where your story can fit.

Start by looking at your local news. If you own a restaurant or brick-and-mortar business, then your story can fit into your local newspaper, magazine, or on a local television segment. However, if you own an e-commerce shop, then depending on what you sell, your story can fit into a wide range of media. For instance, if you own a women’s apparel brand, you may be able to secure publicity on ELLE.com or Glamour.com. If you own a SaaS business, then try looking at Mashable.com or business outlets. Determining where your story can fit is just as important as figuring out what makes your business newsworthy enough to generate PR.

3.     Create The Media List of Your Top 10 Outlets: Now that you know why you and your business could be considered interesting to the media as well as which outlets that may want to run your story, it’s time to figure out which media professionals to pitch. I like to build my media lists in Google Sheets and segment it by Name, Outlet, Title, Location, Email, Beat(s), and Status (so you can keep track of who you pitched and when). Beats are topics that editors cover, btw. Keeping a spreadsheet allows me to know who, when, and what I pitched and helps me stay organized because it’s easy to forget who you pitched and when with what story angle. There’s nothing more annoying to journalists than sending the same pitches to them over and over again.

Please note--today it’s easier than ever to find the right media contact through LinkedIn.com, on Twitter, or Instagram. You can also find the right media contacts by looking at the masthead of a magazine, newspaper, or website. If email addresses are not visible, you can use this useful tool to find out the right email format. This resource will show you the format for the largest and notable magazines, websites, and newspapers.

4.     Start Building a Relationship with the Media Before Pitching Your Story: So now that you have your media list, it’s time to build a connection before pitching your story. But I’m sure you’re asking, “Kristin, how do I introduce myself to an editor or journalist without sounding awkward or like an idiot?” Well, I like to reach out to an editor or journalist before I pitch them, so they become familiar with who I am and the types of clients I represent. A short introduction goes a long way. I would use an introduction like the following one.

Subject Line: Introduction to Name or Company Name

Hi Name, (Make sure you spell their name correctly because it shows laziness if you don’t).  

I read your (article name) in (X publication) and I found it useful (in Y way). I wanted to reach out to introduce myself. I’m (name) and I do (insert job title), and in case you’re ever in need of (X), I’m available to comment on:

·      Topic 1

·      Topic 2

·      Topic 3

·      Topic 4

·      Topic 5

Thanks, and I look forward to hearing from you soon.

Kristin 

End with a short media bio. Here’s an example of mine.

In some cases, you will hear back from the editor or journalist, which is exactly what you want to happen. When you do hear back, be sure to respond within 24 hours with what the journalist is asking for, if not sooner. But if you don’t receive a response, it’s okay because now they’ve seen your name and your pitch yourself accordingly. Just be polite and respectful when you do send your pitch.

5.     Making Sure to Pitch Your Story to the Right Media Professionals: Okay, so you’ve reached out to the top 10 outlets to introduce yourself to all of the places where you want to be featured, but now you’re stumped on how to draft a pitch that someone actually wants to read and respond to. Your pitch should be relevant and timely, as well as concise and written in the tone of the outlet in which you’re pitching. Your pitch’s subject line should include who, what, and why, the text of the pitch should be fewer than 500 words, answer the five W’s and how in the first paragraph, include a handful of bullet points, and a media bio or boilerplate. Here’s an example of an outline/format of a pitch that I use for all pitches.

Subject Line: Include What You’re Pitching, When, and What Type of Story You Are Pitching  

Hi Name,

You recognize what beat the editor covers and the topic you're pitching (one sentence)

Your introduction (one sentence)

What/who you're pitching and how it relates to the editor's readership (one to two sentences) Why/where/when/how you're pitching it (one to two sentences)

Five to seven bullet points (each one has its own line)

Closing (one line)

Contact information (Telephone number, company, and email address)

Bio or Boilerplate (Four to five lines) Website (one line)

Social Media links (two lines)

If you haven’t heard back from an editor, journalist, or television producer after the first pitch, you can follow up two more times (over the course of two weeks) before marking that publication’s pitch a “no” and moving into the next publication. It doesn’t necessarily mean you were rejected, but it’s more than your story wasn’t the right fit at that time. It happens all of the time, so try not to let it bother you. You can always reach out with a new angle a few months later. 

6.     Syndicate your placements to leverage bigger media opportunities: You’ve secured publicity—a story on an industry website or the digital version of a national magazine or newspaper. That’s very exciting but it’s only the first step. To ensure you promote this credibility and attract more and larger media opportunities, you should syndicate your media features. Here are a few ways we encourage our clients to promote their publicity features.

·      Social Media: Promote all of your publicity features on your social media networks. Twitter.com, LinkedIn.com, Facebook.com, and Instagram.com are the best places to promote your PR stories.

·      Videos: Create videos featuring your publicity stories and upload them to Instagram Stories, Facebook Stories, and YouTube.

·      Email Marketing: If you send out newsletters, include all of your media features in the footer of the emails. These features enhance your credibility.

·      Email Signatures: Include links to your publicity in your email signatures.

·      Your Website: Add a media or press page to your website and include an “As Featured In” section on your website’s homepage. Featuring press on a single banner on the homepage is a great way to show off those media placements along with increasing your credibility.

·      Tag the Media that Cover You and Your Small Business on Social Media: Tag all the media in your social media posts that featured you. In some cases, they will repost your posts. This also helps make the editor’s job easier because the media run will get more traffic, reads, and shares.

·      Blogging: Write blog posts about each PR feature. This is great for showing off your credibility and can help improve search engine rankings.

·      Internal Team: Ask your team members to promote any and all features in their email signatures.

·      Content Syndication: Create a publication on Medium.com and post all of your media features there.

Keep in mind, if an editor or television sees you were featured in a top-tier publication—whether it’s on your website or in a magazine or newspaper--they will be more likely to reach out to you for a comment or quote, over someone who has not had any publicity. A perfect example of this is, a client of mine had been featured in many top-tier women’s publications, so an editor from one of the biggest women’s beauty magazines used her expertise and quote over all of the other experts in her field. This was due to the fact that my client had earned a tremendous amount of publicity and was notable.  

o   Please remember this one thing when it comes to content syndication, Google can penalize your content if it’s duplicated on multiple websites. My recommendation would be to add canonical tags to your duplicate content to prevent any penalties. You can learn more about canonical tags here.  

Getting publicity for your startup or small business can seem like a grueling task for an entrepreneur, but if you follow the six steps above, it will make the process of getting PR a lot easier than hiring a PR firm--which can cost in the mid-four to low five figures per month.