Public Relations and Content Hacks for the Lean Start-Up

As the founder or leader of a start-up, you have your hands full. While already juggling myriad responsibilities, you’ve given some thought to the idea that your company might benefit from a public relations and content program. But these fields are a mystery to you. You don’t have the resources to hire a PR consultant (or full-fledged agency), and you certainly don’t have the time to learn about – and execute – these initiatives on your own. You feel overwhelmed, confused and frustrated. What’s a scrappy start-up to do? Give up on PR and content entirely?

Absolutely not!

DIY PR: Public Relations and Content Hacks for the Lean Start-up was written precisely for you. This book was designed to teach you the foundation of what you need to know about the often-murky world of public relations and give you actionable guidance on launching your own PR and content efforts. When you’ve finished reading, you’ll walk away with an understanding of the prongs of public relations and content, why they matter and an exact sequence of steps you can start following immediately.

Think of this book as a conversation between the two of us. I understand your challenges, and am super stoked to start providing you with doable solutions. So what are you waiting for? It’s time to learn how to do your own PR, until you can engage with an agency and no longer have to do it yourself. Let’s go!

PR & Writing resources to help you get started

DIY PR and would like further structure and guidance, you've come to the right place. Scroll down to get a glimpse of all the resources included!

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Here's what you'll get:
‍PR Readiness ChecklistEercise to Identify your Company’s ‘Voice’Sample Content CalendarPop Quiz (to test your media relations knowledge)FlowChart (to help you determine if you should distribute news through a press release, media alert or blog post)Media Alert TemplatePress Release TemplateMediaist FrameworkStandard Content LengthsTop AP Style Mistakes to AvoidMedia Kit Packing ListGlossary of Terms Unable to connect...

about me

I LOVE writing. Since a young age, I've been an aspiring novelist and never would have imagined that my first published book would be a piece of non-fiction. But the further I progressed in my career, the more I noticed a void in the resources available to small businesses (especially about public relations and content). As the daughter of a serial entrepreneur and a lover of the start-up world, I wanted to help. I saw a need to make these fields accessible to young businesses - so diy PR was launched.

My most fervent hope is that any founder or business leader who picks up my book will walk away more knowledgeable, empowered and maybe even a little bit entertained.

I guess I should now tell you a little more about my career journey. Luckily for my readers, I have extensive writing and PR experience under my belt. I spent time as an associate editor of a magazine, and then as a leader at a well-respected public relations agency so I understand both sides of the PR equation. Throughout my career, I've served an impressive roster of clients (if I do say so myself) and earned my sea legs in the strategy, development and execution of PR and content programs. After my boyfriend and I welcomed our precious baby girl in May of 2014, I founded my own company, Quotable PR & Content, through which I continue to serve a select group of clients.

I'm at my best - and happiest - when writing, spending time with my daughter and loved ones, and practicing Bikram Yoga, ballet or boxing.

I'd really love to connect with you and hear your stories and feedback. Feel free to drop me a note or a question via email and be sure to find me on Twitter! I'll respond back as I can, time permitting. Thank you for being part of the diy PR community!

Through the Eyes of a Seasoned Business Reporter: 5 Minutes with Hayley Ringle

Most start-up founders and leaders are anxious to earn their first real mention in the press. Sure, you understand that focusing on your business itself is your top priority, but there’s also that part of you that daydreams about nabbing a big feature story. In order to get there, you need to do two things: 1) understand how the media works, and 2) learn to present the right type of pitch to the right journalist. Wouldn’t it help to get some insight into these areas from someone who truly “gets it” from the inside? Luckily, I know just the person to give you some tips.

Hayley Ringle is a highly respected reporter with the Phoenix Business Journal, and has been covering news in Arizona for many years. I’ve worked with her on behalf of numerous clients and have always been impressed by her professionalism and ability to thoroughly report on news, despite facing incredibly tight deadlines. Whether you’re based in Phoenix or not, you can learn a lot by reading the perspective she offers below. Plus, there are business journals in cities all across America so your city will likely have a similar, if not related, publication.

Becoming an “Overnight Success” & Dealing with the Cynics

You’ve probably heard some variation of the quote, “it takes all your life to become an overnight success.” This idea has always floored me. There’s something innate in human nature that makes people want to discredit the hard work of others, and chalk their success up to “luck” or“fate.” I’ve experienced this in my own life and also seen it happen with others.

It’s very frustrating to encounter this. When you’ve applied your time, talents and energy to a goal – and finally achieved it – you’re ecstatic! You probably can’t wait for other people to delight in your accomplishments with you. But then something funny happens. Certain folks will try to minimize what you’ve done. “Oh, sure you wrote a book – but it’s just an e-book. And how many copies have you sold anyway?” Or, “Yeah, you closed a round of funding. But the investment company is run by your family friend, so lucky you! You had a shortcut.”

Blog Posting Frequency: How Much is Too Much (or Too Little)?

First, let me get something out of the way… I have not posted a new blog post in quite some time. Guilty as charged. Go ahead and say your worst.

Okay, now that we’ve cleared the air, I feel much better. Don’t you? Let’s move on.

When considering the next topic I wanted to write about, I decided to ignore my content calendar this time around (Shock! Horror!). I’m being a little bit cheeky in tackling the subject of blog posting frequency when I, myself, have been a terribly negligent blog owner for the last few months. But I also thought this was a perfectly appropriate time to share a piece of reality with you…

The world continued turning when I was not posting, and my business continued humming along! In fact, I had some of my richest professional months to date, and some of my most fulfilling personal months during this time. I made a conscious decision to send my blog on a lovely, relaxing vacation so I could focus on items that needed my attention more. And now here I am, refreshed and ready to get back to it!

How to be Self-Promotional (Tactfully) when You’d Rather do Anything Else

I don’t like talking about myself. No, really. I know you’re thinking that I talk about myself on my blog and in social media outlets, etc... but I assure you, I’d much rather keep my life primarily private. I do totally enjoy sharing my thoughts about my passions and the things (and people) who matter to me, but talking about my accomplishments or strengths feels…. slimy. I even used to jokingly refer to my mom as my “walking resume” because I always shied away from crowing about myself but she happily touted my achievements to anyone who would listen!

But the problem comes in when I’m supposed to promote myself, and we all know promotion is a key component of business. I’m an author and need to promote my book (and myself, too). I’m a business owner and need to promote my business and my skills. I’m signed with a talent agency and need to promote my own personal brand via social media in order to land great work.

1. You don’t have a choice sometimes, but you do have options.

As much as you might want to refrain from indulging in self-promotion, you might need to in order to achieve certain objectives. But don’t feel boxed in to promoting yourself and your services like everybody else does. If you contribute pieces of content to third party publications, but feel a little squirmy about posting a self-congratulatory tweet about it… you don’t have to! Instead, you could simply retweet the publication’s post that links to your article. You’re still sharing it, but you’re letting the publication toot your own horn instead of doing it yourself. There are plenty of ways to present factual pieces of information that speak to your expertise, while leaving the lens of your own interpretation out of it.

2. Let your digital presence do the sharing so your face-to-face self doesn’t have to.

If you were having a conversation with someone and he kept listing off his achievements while sporting an obnoxiously smug smile… you’d do a 180-degree turn and run the other way! Right? Patting your own back while sitting with someone face-to-face is a major turnoff, in any kind of interpersonal communication. So don’t feel like you need to ram your own successes down an innocent friend or customer’s throat in order to have them understand why you and your company are great. Instead, focus on beefing up your digital presence! Your website should detail all of your strengths and do so with vigor. If you’ve won awards, proudly display those badges on your home page. Have compelling case studies? Place them prominently on your site, and extract exciting excerpts to place in other key spots too. Be sure your website and your own personal LinkedIn are bursting with testaments of your skills and competence. This way, your interpersonal conversations can be just that – conversations that are human-to-human, and free from bombastic distractions.

3. Retain self-awareness at all times.

As you all know, I wrote a book about PR, but I’m convinced on a daily basis that my next book needs to be about self-awareness (this is partially written in jest, and partially written in dire seriousness). I have found that, within just about every area of PR and business and life, everyone could benefit from an extra dose of healthy self-awareness. The same holds true when trying to be tactful in your efforts around self-promotion. Try to think about how that picture you’re going to post, or that thinly veiled boastful email you’re about to send will be taken. If you were to be on the receiving end, would it cause you to think more highly of the individual who sent it or would it make you annoyed about the somewhat subliminal arrogance? Try to keep perspective and consider your ultimate goal whenever promoting yourself, your business and your products/services. If the promotional technique at hand doesn’t help you fulfill a specific purpose, nix it and find something else that does.

So the conclusion of all this is that yes, self-promotion and promotion of your company is important in today’s business landscape. Without it, you run the risk of fading into the background and being overlooked. But remember that there’s a time and place for certain types of promotion, and that “promotional” doesn’t have to be synonymous with “self-aggrandizing.” In fact, sharing your strengths can be handled tactfully in order to serve a purpose – and ultimately yield you some great results.

Being PC in PR: Where do you Draw the Line?

At this time of year, I’m always struck by how individuals – and businesses – often carefully tiptoe around their phrasing and messages. A coffee shop might play only non-religious Christmas carols, and clerks might wish you “Happy Holidays” instead of a “Merry Christmas” in an effort to avoid offending those who may not celebrate the Christmas holiday. But while it’s magnified in this season, the issue of political correctness doesn’t only apply right now; it extends throughout the year and crops up frequently for businesses.

Smart entrepreneurs are wise to give this consideration. After all, the societal landscape has changed in recent years. Whereas a flippant (or even well-intentioned) comment may have gone without notice in decades past, today’s consumers are quick to complain or even pursue legal action if they don’t like something they hear or read. And with social media, expressing outrage or claiming discrimination is only a few keyboard clicks away.

And let’s be honest about this for a second. Sometimes the objections are justified, but other times they’re the result of a delicate culture that’s become accustomed to crying foul. So what do you do in your business, especially in public-facing communications? Stand your ground and say what you feel? Or kowtow to the vocal few, while trying to please everyone? As with most things, the answer lies somewhere in the middle.

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3 Signs your Ego is Killing your Business

Something peculiar I’ve found is that many of the best entrepreneurs I’ve met lack self-assurance. They might be wondrously creative and brilliant people, but still could use a giant ego boost when it comes to their abilities! I wish everyone possessed confidence and a healthy dose of authentic self-belief.

But every so often a well-meaning entrepreneur errs on the side opposite of humility. He gets a little big for his britches, and needs a bit of a reality check. Egos are a funny thing. Each of us has one – even the most humble among us – but most people are revolted by those with an especially high opinion of themselves. So where do you fall on the spectrum? Here are three ways to tell if your ego is getting in the way of your success.

In a position of high leadership within a start-up, it’s natural to be involved in the day-to-day activities as you grow. But the ultimate goal is to get to a point where you’re primarily spending your time on your biggest talents. Review decisions based on how they will affect the business and other people, start giving more autonomy to the people you manage and try your best to only weigh in on matters when you’re invited to do so. If something requires your attention, it’ll eventually get to you. But in the meantime, you’ll maintain a happier workplace, increase productivity and enjoy all the glorious benefits of healthy confidence, not an inflated ego.