Research
Startr Co.‘s media relations process begins with research. Knowing that we can only be truly effective if we read, watch, and listen to the outlets and journalists we want to work with, we spend time every day doing just that. We read articles, watch TV segments and listen to podcasts. We share news and crave information. We also find out everything we can about the people behind the media—how they prefer to cover subjects, what they find most interesting, how they prefer to receive pitches, where they are based, what they are saying on social media, whether or not they have a dog, etc. Our relationship with media is based on the utmost respect for what they do and with that in mind, we spend time doing our homework.
Media List Building
As a result of ongoing research, we begin curating the perfect media list for clients based on the goals they are looking to accomplish with their PR campaign. We note their dream outlets, which media reaches their target demographic, and which will be most impressive to their investors. We craft different media lists based on the priority at hand—national vs regional, business vs consumer, etc. We ask clients for their input but rely on our expertise to craft the perfect list complete with all of the outlets that present opportunities to tell our clients’ stories in a meaningful way. From there, we constantly optimize lists based on feedback, the emergence of new media, and the identification of new journalists. The media list building process changes as the campaign grows and changes.
Pitching
Media pitching is the culmination of all the preparation we do to get our clients’ news out into the world. At Startr Co., we see pitching as a one-on-one conversation with a journalist based on all the factors we know about them, their work, and our client. We are true believers in creating relationships between media and the brands we represent and as such, never mass pitch or e-mail blast. Instead, we craft personalized messaging and content for each journalist we reach out to, with the intention of providing them with a story idea that speaks to them. Keeping this approach in mind, our team sends out a variety of different pitches at any given time.
The types of pitches we send out usually fall into one of three categories: company news, themed content, or breaking news. Company news is inclusive of all internal announcements or developments that are to be shared with the public. These come from within the brand and can be anything from the launch of a new product to a financial announcement. Themed content is when we incorporate our client into a concept that is accepted by and regularly featured within editorial. An example of this would be including a brand in a holiday-themed pitch during November or December. Last but not least, breaking news are stories that pop up unexpectedly in the news cycle. These cannot be planned for and in order to capitalize on them, our team reacts quickly to incorporate our client into fitting stories by piggybacking off of the media coverage already in motion.
Journalists are dynamic and to best work with them, Startr Co. remains creative and flexible. We pitch clients for a wide range of stories including features, roundups, profiles, gift guides, awards, trend pieces, expert news, and much more.
Desksides
Desksides take the pitching process one step further by presenting media with the opportunity for an in-person meeting, usually at their desk (hence the name). During desksides, our team, and sometimes the client or a client representative, will speak to media face-to-face about the business, product, or service. Desksides are a great addition to ongoing pitching to promote big news or to explain a product or service that is more complex and harder to comprehend via email or phone. Desksides typically take place in New York City where most national media outlets are based but can take place in other cities depending on where targeted media reside. While each deskside meeting may be no longer than 15 minutes, these brief in-person conversations can yield great media coverage results.
Follow Up
While there is inherent power in a good pitch, results come from follow up. Our team knows that it is crucial to stay abreast of the story development process, and we have regular check-ins planned from the moment we conduct initial media outreach, until the time a story publishes. Follow up can include providing media with additional story angles, making sure they have the samples/product necessary for coverage, providing assets and information, and conducting fact checks. Regardless of how concrete a potential media opportunity is, our team follows the journey to press coverage to ensure our clients earned media comes to fruition.
Monitoring
As part of our media relations process, Startr Co. is constantly monitoring all forms of media to be able to accurately report on coverage as it comes out. We make it a priority to inform clients of big wins as they happen so that they can be maximized across social media and sent to all stakeholders.
Maximization
Even after a piece of press comes out, our team advises clients on how media coverage can be maximized in sales, retailer relations, marketing, etc. We want the work we do to have maximum impact and work with clients to find ways to report on media relations that make sense for their organization.
