How to get PR in a new startup by befriending journalists

Friday, December 08, 2023

I learned this strategy from the billionaire founder of Salesforce Marc Benioff. If you haven’t read his book Behind The Cloud its an absolute must read if you’re a founder of a B2B software or services company.

And in the book Marc talks about how he would befriend journalists in the early days of Salesforce. He talks about how reporters are writers so you should tell them a story.

So a few years ago when I started my company Order Solutions I modeled this by finding the influential journalists in my industry which was the restaurant industry. At the time I had no idea what the influential publications were. But I googled restaurant magazines, publications, things like that and found Fast Casual Magazine, QSR Magazine, Nations Restaurant News. Then I would scan the articles and then would find the names of the writers of those articles that I thought might be interested in my company.

By the way you can do the exact same strategy for your company as well. So then what I did was go on LinkedIn and find the name of that journalist and send them a personalized note to connect with them. Once I connected with them I would send them a message by complimenting them. Everyone loves compliments and if you’ve read the book How To Win Friends And Influence People it’s straight out of there. And then tell them about my company and send them a pre-written article I wrote that they could use to make their life easier. This worked several times, became incredible marketing pieces for us and helped us build credibility in the marketplace.

Do this for your niche or industry. Or if you work in a variety of industries. Maybe try creating a service that focuses on one industry and give it a try.

Also if you want a cheat sheet click on the link in my bio or below this page and I’ll shoot over a cheat sheet that breaks this whole process down step by step. And If you found this helpful please like it and share it so I’ll share other tips on how to get traction and scale your business.

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