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We debated that question (of how to get coverage) at the latest TheFunded event. I'll give you a quick summary. Issuing a press release will not be picked up by

We debated that question (of how to get coverage) at the latest TheFunded event. I'll give you a quick summary. Issuing a press release will not be picked up by anyone. Writers will write about you if you contact them and manage to actually interact with them. Phone is best. Everytime geeks hear the word phone, they revert to sending a shy email instead. If really you can't be bothered to pick up a phone, then maybe paying thousands of dollars to have a PR agent do it for you makes sense. Just think of much you are paying for phone calls... Shoot high and have a human angle, a story, some kind of connection (I do get Guy Kawasaki to reply to my emails, but that took 6 months). Bottom line: if you haven't done any of the ground work and you need your news to come out today, you're out of luck. But if you have two months, plan ahead and establish those contacts starting TODAY. Hope this helps.

critic 18y ago
How much do those PR agents charge exactly and what do they do for you, specifically?
- socialtistics 18y ago
  PR companies can charge anywhere from a couple hundred to thousands of dollars. It all depends on what you are looking for and the services you require. If you just want a simple press release and it distributed to the major wires you are looking at a few hundred (the wire services charge a fee based on the length or number of words in your release). Contrary to popular belief you do not need a PR company to get your press release on the wires. Where a PR company can be helpful with press releases is to get major reporters to cover your story. They do this typically through preestablished connections with those reporters. While press releases are not the only service PR companies offer they are a good part of it. Many PR companies offer additional services such as website review (functionality & design), copy editing for your website, media training, and help with your overall marketing efforts. As I said before costs can range from a few hundred to several thousand, but most PR companies will want you to engage them with a monthly retainer. The retainers for reputable firms can run from $10-20K a month. For startups I would highly recommend against engaging a PR company. Everything you will need as a startup you can do yourself or by hiring a college student to handle for you. Your main concerns in a startup environment typically will be to make sure your website makes sense and is clear, building connections with bloggers who have an interest in your space, and utilizing those connections to get the word out. The wire services are a waste of time really. Your story is not going to make it in the NY Times are Washington Post by releasing a press release on the wires.
- ollirums 18y ago
  In my experience, PR companies help with messaging more than press releases. They help your company to have a cohesive message so when you talk to press, it is very clear what your comapny is doing. This can be very helpful as it can be difficult to explain technical concepts to a general audience. They give media training to prepare executives to talk to the press. They also draft speaking and awards submissions for your company. Pricing varies and sometimes they charge retainers and other times they charge hourly fees. It can be a big expenditure for a startup, but PR companies often have relationships with reporters that can help get your name out there.
- andrewljohnson 18y ago
  I worked in PR at a boutique agency between 2004-2006. We charged clients between $5000-$15000 per month, billing at about $100/hour. With this kind of service, the agency will define your target media and create a media list, create messaging and operational strategy, call reporters and pitch stories about you, and report to you on the stories that are placed about you. You might also get services like media training for interviews, ghost-writing of articles to place in magazines, research on competitors media placements, and maybe even something like a PR emergency plan if you are a large business or in a business with high media risk.
catone 18y ago
As a blogger, speaking from my own personal experience, cold calling is perhaps the absolute worst way to pitch. I generally end up just ignoring calls unless I'm expecting them for a planned product/news brief. They're distracting, take up too much of my time for potentially little reward, and break up my work day making it harder for me to concentrate on blogging. My former colleague Marshall Kirkpatrick put up a post last April about the wrong ways to pitch ReadWriteWeb: http://www.readwriteweb.com/archives/pitching_rww.php http://www.readwriteweb.com/archives/pitching_rww.php -- #2 is via phone (though Marshall didn't mind it as much, Sarah, Richard, and I all preferred pitches by email). In July I wrote a post the original poster (or anyone else) might find helpful about how to pitch a blogger: http://www.sitepoint.com/blogs/2008/07/12/how-to-pitch-a-blogger/ http://www.sitepoint.com/blogs/2008/07/12/how-to-pitch-a-blo... I was mostly writing about how to pitch me, but I think the advice might be helpful when figuring out the best way to pitch any blogger. The short version: 1. Don’t Cold Call — Email First 2. Engage Us In Our Natural Habitat 3. Personalize Your Communications 4. Offer An Exclusive 5. Pitch An Angle 6. Be Flexible 7. Give Adequate Lead Time

critic 18y ago

How much do those PR agents charge exactly and what do they do for you, specifically?

socialtistics 18y ago
PR companies can charge anywhere from a couple hundred to thousands of dollars. It all depends on what you are looking for and the services you require. If you just want a simple press release and it distributed to the major wires you are looking at a few hundred (the wire services charge a fee based on the length or number of words in your release). Contrary to popular belief you do not need a PR company to get your press release on the wires. Where a PR company can be helpful with press releases is to get major reporters to cover your story. They do this typically through preestablished connections with those reporters. While press releases are not the only service PR companies offer they are a good part of it. Many PR companies offer additional services such as website review (functionality & design), copy editing for your website, media training, and help with your overall marketing efforts. As I said before costs can range from a few hundred to several thousand, but most PR companies will want you to engage them with a monthly retainer. The retainers for reputable firms can run from $10-20K a month. For startups I would highly recommend against engaging a PR company. Everything you will need as a startup you can do yourself or by hiring a college student to handle for you. Your main concerns in a startup environment typically will be to make sure your website makes sense and is clear, building connections with bloggers who have an interest in your space, and utilizing those connections to get the word out. The wire services are a waste of time really. Your story is not going to make it in the NY Times are Washington Post by releasing a press release on the wires.
ollirums 18y ago
In my experience, PR companies help with messaging more than press releases. They help your company to have a cohesive message so when you talk to press, it is very clear what your comapny is doing. This can be very helpful as it can be difficult to explain technical concepts to a general audience. They give media training to prepare executives to talk to the press. They also draft speaking and awards submissions for your company. Pricing varies and sometimes they charge retainers and other times they charge hourly fees. It can be a big expenditure for a startup, but PR companies often have relationships with reporters that can help get your name out there.
andrewljohnson 18y ago
I worked in PR at a boutique agency between 2004-2006. We charged clients between $5000-$15000 per month, billing at about $100/hour. With this kind of service, the agency will define your target media and create a media list, create messaging and operational strategy, call reporters and pitch stories about you, and report to you on the stories that are placed about you. You might also get services like media training for interviews, ghost-writing of articles to place in magazines, research on competitors media placements, and maybe even something like a PR emergency plan if you are a large business or in a business with high media risk.

catone 18y ago

As a blogger, speaking from my own personal experience, cold calling is perhaps the absolute worst way to pitch. I generally end up just ignoring calls unless I'm expecting them for a planned product/news brief. They're distracting, take up too much of my time for potentially little reward, and break up my work day making it harder for me to concentrate on blogging. My former colleague Marshall Kirkpatrick put up a post last April about the wrong ways to pitch ReadWriteWeb: http://www.readwriteweb.com/archives/pitching_rww.php http://www.readwriteweb.com/archives/pitching_rww.php -- #2 is via phone (though Marshall didn't mind it as much, Sarah, Richard, and I all preferred pitches by email). In July I wrote a post the original poster (or anyone else) might find helpful about how to pitch a blogger: http://www.sitepoint.com/blogs/2008/07/12/how-to-pitch-a-blogger/ http://www.sitepoint.com/blogs/2008/07/12/how-to-pitch-a-blo... I was mostly writing about how to pitch me, but I think the advice might be helpful when figuring out the best way to pitch any blogger. The short version: 1. Don’t Cold Call — Email First 2. Engage Us In Our Natural Habitat 3. Personalize Your Communications 4. Offer An Exclusive 5. Pitch An Angle 6. Be Flexible 7. Give Adequate Lead Time