Why Startups Should Hire a PR Agency

You’ve made the big plunge! Congrats on your incredible startup adventure. You’re probably thinking, “Now where do I go next?”

It’s no secret that starting a new business, no matter how much professional experience you have under your belt, is a challenging endeavor. And when it comes to showcasing a new company, it can be intimidating (especially when you’re trying to stay on a budget). By partnering with a PR agency, some of that weight is lifted off your shoulders, allowing you to focus more intently on running your business.

Investing in PR
Public relations is about making news happen and ultimately allowing any new business to truly shine. Not only does PR help tell your story, but it’s also all about increasing visibility and building relationships. This is key when you’re just starting off!

Although the value of adding PR to a business is huge, there are a few things that you’ll need to be able to do before hiring an agency:

  • Define your target audience
  • Determine the spokespeople you’ll offer to the media
  • Determine your budget for PR
    • It’s crucial that you budget enough to see results, and this means creating a relationship with an agency that lasts beyond a couple of months.
  • Define your competitors
  • Outline your business objectives and initiatives

New owners are often attracted to a marketing regimen that immediately results in sales. How on earth does one measure success with public relations? Public relations actually CAN (and does) drive measurable results. Website traffic directed from secured media hits, media impressions and social media engagements are just a few examples of key performance indicators (KPIs) used to measure ROI in PR. And, in sharing your story with the right outlets and the right audience, you’ll discover solid success.

Sharing Your Story
Media relations is the bread and butter of what we do at Dittoe PR. Our ability to develop and maintain mutually beneficial relationships with the media enables us to consistently secure media coverage that builds awareness, drives engagement and influences behavior among our clients’ key audiences – all action items that are of utmost importance to any startup!

Interacting with journalists is a good reason to get all content, including your website, social channels and more, in a presentable format. It’s easy to focus internally on what your coworkers and professional connections think about your business. But interacting with journalists, and therefore getting your company’s story absorbed by your target audience, is when you’ll start to see your business thrive.

Forbes provides a helpful reminder to only create and document content that will bring value to your audience and build a lasting relationship with them. View starting a new business as a chance to do things right from the beginning.

Building a Positive Reputation
Your company is new. So you likely don’t have a plethora of reviews or testimonials to tout your amazing service or product. And no new brand can survive on self-promotion and advertising alone, making credible sources telling your story a key component of marketing for your business.

PR is an effective tool that can amp up one’s credibility with media coverage. Third-party articles, videos, reviews and more in reputable publications are items that can be listed on a website and included in other marketing materials. Honestly, this process can take some time, but in the end – you’ll have earned testimonial gold. Media coverage isn’t necessarily about gaining direct sales, but it’s about direct brand messaging and building awareness. And believe it or not, marketing and public relations are at their best when used together.

In short, marketing aims to achieve direct revenue while public relations is about sharing your company’s story through communication channels. So here’s our advice: start out strong and hit the ground running with a custom-made and results-focused PR campaign!

We’re here to help businesses succeed. If you’re interested in seeking public relations for your startup,  contact Lauryn Gray to schedule a meeting and learn more about what Dittoe PR could do for your business.

How to Ensure Your Byline Pitch Gets Noticed

Let’s talk about bylines.

A pillar of public relations, the epicenter of a great thought leadership campaign, the distinguishing mark of an established brand – okay, I’m being a little dramatic, but it’s true – bylines are a great way to make your client stand out amongst the competition.

I’ll be honest, when I first started as an intern at Dittoe PR, I had no clue what a byline was. After all, there’s a lot of PR lingo that gets thrown around in this industry. I remember frantically typing “What is a byline?” into Google after seeing the phrase assigned in my intern project list. You can imagine my surprise when the results were “a line in a newspaper naming the writer of an article.” That was one of my projects for the week?

In reality, I learned that in public relations, a byline is a fancy term we use for a contributed guest article from a respected member of an organization or industry. A byline can serve as an alternative to a traditional interview-to-story coverage and gives media outlets quality content to add to their publishing queue. Yes, a byline can mean an author line, but save that for your award-winning novel – A Brief, Written History of Public Relations.

After outlining the topic with the client, researching supporting third-party data and drafting the content itself, we do what we do best – pitching! Consider the following four tips when pitching your client’s next byline for maximum ROI.

Find the right publication and contact.
Finding your perfect byline match is a lot like finding your match IRL, too. It takes a little bit of timing, a lot of interest and of course, heavy research. When preparing to pitch out your byline, take a closer look at your targeted publications. First, ensure the topics they cover relate to your client. Additionally, are contributed guest articles frequently shared on their website? A helpful tip, if the publication has an “opinion articles” section, or if a piece is drafted by someone other than an employee of the publication, it is most likely a byline.

Once you’ve determined the proper publication to pitch your byline, it’s time to find the right contact. Typically, digital and managing editors of the publication are best to pitch bylines. Reporters and freelancers are not normally going to accept third-party content, so there’s no need to add them to your pitch list. Click around the website too – you can typically find editors’ contact information listed under “about us” or “our team” tabs.

Accessorize and personalize.
So, you’ve got the perfect contact – now what? Journalists are bombarded with hundreds of pitches a day; it’s important to make sure your pitch stands out amongst the typical plug and chug emails. When drafting the perfect pitch, there are many different paths you can follow. Try accessorizing your pitch with relevant, timely statistics – relating to your byline, of course – that would catch the editors’ attention. If your byline is on the topic of vendor risks, did The Joint Commission recently publish survey results on healthcare compliance? If your byline is about retaining younger employees, has Gallup shared a new poll on generation Z and millennials in the workplace?

In turn, personalization is key. Your pitch could have all the bells and whistles, but if it’s not personal, it won’t receive a second look. At Dittoe PR, we’ve been known to creep on some editors for a perfect story. Follow the publication and its editors on Twitter and call attention to a few things they mention. If their bio says they are cat lover, lead with the fact that you love cats, too!

Provide an outline.
After accessorizing and personalizing, consider adding an outline of the byline to the editor to facilitate their understanding of the article. We never want to give away too much in our pitches, but a brief outline of the byline topic and supporting points will also make certain your pitch is noticed. So many pitches are the simply blocks of text – beef your pitch up in a more dynamic, eye-catching way. For example, if I were to provide an outline of this blog, I’d say:

I’d like to offer a contributed guest article by critically-acclaimed Dittoe PR class clown and Account Coordinator Natalie Weber, covering four things to consider when pitching bylines, including:

  1. Finding the right publication and contact.
  2. Accessorizing and personalization.
  3. Providing an outline.
  4. Knowing the rules.


Know the rules.
Finally, each publication has their own set of “editorial guidelines” one must follow when submitting a byline. These guidelines may include word count, exclusivity rights, relevant topics, author bios and more. Before you share your byline, ensure your article has followed all the outlined rules.

Once you’ve got these basics down, your byline is sure to catch the attention of your targeted publication. Just remember to close with, “Any interest?”

Speaking of which, any interest in discovering how thought leadership can amplify your brand? Contact Lauryn Gray or request a consultation to learn how we can help maximize your PR investment.

The Impact of Social Media on PR

The world of public relations is changing, and we must change with it.

Since the birth of social media, people have used various platforms to build communities, keep in contact with distant family members, share personal life updates and more. But over the past decade, businesses have made use of platforms like Facebook, Instagram and LinkedIn to further their goals of connecting directly with the public.

According to a recent ING survey, 81% of PR pros feel they can no longer do their job without social media. Read that again. Now, let it sink in. But how much has social media changed your role in the past year? The past five years? Even ten?

As social media continues to evolve and new opportunities come to life, we as PR pros should be aware of the effect social media has on traditional public relations in order to create effective strategies for our clients. Here are just a few ways social media is impacting PR:

More data-driven initiatives.
Who doesn’t love more data? With more than 3.48 billion users on social media platforms, it’s no surprise that companies leveraging these platforms have more data than ever to help them make decisions. When looking at your company’s overarching goals, determine which key performance indicators (KPIs) will be most beneficial to your business. If you’re running an educational campaign, you’ll want to measure reach and impressions. If your goal is to increase sales, you’ll want to track engagements and click-throughs. And with platforms like Sprout Social, it’s easy! Then leverage these KPIs during the decision-making process to create better campaigns and earn better results.

Making use of the abundance of data will not only empower your team to create better social content, but it can also help identify which topics are “media-worthy.” By leveraging the social proof found on your channels, you can show members of the media that the storyline in question really will generate more readership.

More visual storytelling content.
Similar to PR, businesses can use social media to tell the story of their brand. Instead of searching strictly for earned media opportunities, businesses using social media platforms can reach their target audiences directly and engage with them on a deeper level. Consider creating video content to tell the story of a customers’ success with your brand and using your social media channels to share that story with your most loyal followers.

But don’t flood every social media channel with the same content at the same time. Strategize on which platform the content will perform best, test it out and alter your strategy for other channels. Once you find out which content best tells the story of your brand, you can further leverage that content to visually tell your story to members of the media.

More opportunities to work with “celebrities.”
Almost any brand would be thankful to be endorsed by a celebrity. And now, thanks to social media, you can! It might not be a movie star, but nano-, micro-, and macro-influencers are taking the social media world by storm.

Nano-influencers are defined as niche social media profiles with less than 10,000 followers. Micro-influencers are considered “mid-tier” and typically have between 10,000 and 200,000 followers, while macro-influencers are defined as having more than 200,000 followers.

Like trade publications, social influencers are a great way to reach a specific type of social media user. These users likely overlap with the target audience(s) you’re trying to reach with your traditional PR efforts. If you’re selling a product that makes people’s lives easier, consider partnering with lifestyle influencers to promote your brand. For example, Massage Heights Indy partners with nano- and micro-influencers around the city of Indianapolis to demonstrate the benefits of continued massage therapy through a 6-month journey. They invite influencers in for monthly complimentary massages and sit back while the social pros do the rest.

This tactic works for a number of industries and, in addition to storytelling, provides brands with user-generated content that can be leveraged as marketing collateral. It also lends a great deal of authenticity to your brand because it is real people telling real stories in a relatable way.

More affordable for small businesses.
Like earned media, social media is “free.” But, also like earned media, getting results takes time and effort. For brands who don’t have a large advertising budget, social media is a great way to share your brand story in an affordable way.

From exchanging products or services with influencers in exchange for content, to low-budget social media advertisements targeted to users in specific locations or with specific interests, social media is a great way to share content with your audience while maximizing your budget and providing stellar results.

More direct conversations.
Traditional public relations efforts are now vastly different, thanks to social media. Rather than drafting a press release and circulating to reputable media outlets under embargo, you can update your most loyal followers directly using social media, generating a buzz, and let the media members come to you. You can also tap into your brand ambassadors and leverage your social influencer partnerships to build an even bigger buzz about a product launch or an exciting company update.

When you do connect with media and secure coverage for your brand, make sure to promote it on social media – but be strategic about it! Connect with the writer on any and all available platforms so you can tag them in your posts. You should also tag the publication itself and consider engaging with both the publication and the writers’ content on a regular basis. If you show them some social love, they’re bound to return the favor at some point!

Don’t just think of social media as a sales tool, think of it as a way to connect with your audience on a deeper level and create a community of people with like-minds and similar interests. You never know when you may need to leverage this audience down the line to brainstorm new content ideas, campaigns and products by tapping into existing conversations or simply listening to what customers want and need.

Need help getting your social media strategy up and running? Check out our services page or contact Lauryn Gray to find out how we can help!