• The Colab Brief
  • Posts
  • The Colab Brief - 139: The PR Pyramid - Foundation First

The Colab Brief - 139: The PR Pyramid - Foundation First

Welcome to The Colab Brief

Author

Ash + Lizzy
October 12, 2024

In partnership with

We've all heard those founder fairytales: a scrappy startup launches, drops one earth-shattering announcement, and suddenly, they're gracing the front page of TechCrunch. Phones are ringing off the hook, investors are lining up, the pipeline is full (OpenAI, anyone?)! 

Sounds dreamy, right?

Well, we hate to be the bearer of bad news, but that's not how PR typically works.

Today, we're going to talk about why building a solid foundation is crucial before you can reach those lofty heights of top-tier coverage. It’s a little something we like to call “The PR Pyramid.”

Read Time: 4 minutes

It's All About That Base 🥁

Picture your PR program as a pyramid. 

At the base, you've got your industry-specific publications and smaller outlets. As you move up, you've got your mid-tier business press, and right at the tippy-top, you've got your New York Times and Wall Street Journals of the world.

Too many founders want to start at the top. But just like you can't build a pyramid upside down, you can't expect to land those major hits without first laying the groundwork.

Why the Foundation Matters 🔺

  1. Credibility Building: Each piece of coverage, no matter how small, adds a brick to your credibility wall. When a top-tier journalist Googles your company, seeing a steady stream of mentions in reputable industry publications can make all the difference.

  2. Announcement Amplification: This is especially relevant if you want to make an announcement. You don’t want your embargoed pitch to be the first time any of these journalists are hearing from you. Build your name up in the trades, so when it comes time to issue a release, reporters have already heard of you.

  3. Practice Makes Perfect: Starting with smaller outlets allows you to refine your messaging, practice your interview skills, and iron out any kinks in your PR strategy.

  4. The Snowball Effect: As you build momentum in your industry verticals, larger publications start to take notice. It's like a PR snowball rolling down a hill, gathering more mass and speed as it goes.

  5. SEO Benefits: Consistent coverage in various publications helps boost your SEO, making it easier for potential customers (and journalists!) to find you organically.

4 Tips for Implementing Your PR Pyramid Strategy 💡

  1. Embrace the Trade Pubs Don't underestimate the power of industry-specific publications. They might not have the name recognition of Bloomberg, but they often have highly engaged, targeted audiences that matter to your business. Plus, securing coverage here is typically easier and faster than with top-tier outlets.

  2. Consistency is Key - PR isn't a one-and-done deal. It's about maintaining a steady drumbeat of coverage over time. Aim for regular mentions, even if they're small. Remember, seeing your name pop up consistently over time is more powerful than one big splash that quickly fades.

  3. Maximize Every Piece of Coverage - Got a mention in an industry blog? Don't just sit on it! Share it on social media, include it in your newsletter, and add it to your press page. Make every piece of coverage work overtime for you.

  4. Be Patient and Persistent - Building a solid PR foundation takes time. Don't expect overnight miracles. Instead, focus on gradual growth. Keep pitching, keep refining your story, and keep building those media relationships. The big hits will come, but only after you've put in the work at the base of the pyramid.

The Power of the Long Game ⛳

When it comes to PR, slow and steady often wins the race. That New York Times feature? It might come after months (or even years) of consistent coverage in smaller outlets. But when it does, you'll be ready. You'll have a wealth of experience, a refined message, and a trail of credibility to back you up.

So, the next time you're tempted to shoot straight for the Wall Street Journal, take a step back. Look at your PR pyramid. Have you built a solid foundation? If not, it's time to start laying those bricks.

Remember, in the world of PR, it's not just about reaching the top – it's about building a structure that can support you once you get there.

Until next time -

Like The Colab Brief?

The next generation of life-saving injections is here – meet Pirouette

  • Backed by Y Combinator & top-tier VCs including Safar Partners

  • 21 patents awarded & 3 patents pending

  • 93% intended patient adoption rate; 70% intended prescriber adoption rate