Douglas has been in media and PR for over two decades. He’s the founder of Betakit Inc and has been running Betakit, Canada’s TechCrunch, for nearly 10 years. He understands what startups need to do to leverage PR, and how PR can help startups hire, fundraise and sell.

On this episode, we get tactical and go deep on exactly when it makes sense to use PR and how founders can get the most from it.

Why you should listen

• Why you should treat PR like a subset of inbound marketing
• PR is all about telling the right stories to the right audiences
• How to conduct media profiling to find the right journalists in the right channels so you can get other people to write about you

Keywords

PR, media strategies, startups, business goals, target audiences, media storytelling, marketing initiatives, traction, leads, stories, funding announcements, product launches, media profiling, channels, audiences, founder, pitch, media, framing, storytelling, target audience, channels, journalists, PR, origin story, company values, thought leadership, customer stories, employee stories

Timestamps:
(00:00:00) Intro
(00:05:19) The 101 of Media PR
(00:06:04) Three Questions
(00:08:40) An Operational Lens for Media Engagement
(00:12:16) Understanding the Target Audience
(00:19:55) Inbound Marketing
(00:25:20) A Super Important Caveat
(00:29:08) Roam Auto as an Example
(00:34:00) The Right Channel
(00:36:40) Treating Media Pitching Like Investor Pitching
(00:43:04) Be Professionally Interested
(00:44:49) Putting a Human Face on Your Company

Send me a message to let me know what you think!