Want more ROI from PR? Do it backwards.
Hi.
My company has been covered by WSJ, New York Magazine, Complex, NPR, The Verge, One37pm, Milk, and more.
We do not have a publicist on retainer. We just have strategy. Here it is:
Context—Today’s best brands EARN their PR. Not only is this cheaper, it drives real ROI beyond vanity impressions.
We’ve been able to do this consistently and systematically through “backwards PR.”
Got something you want to secure coverage for? Start by coming up with the perfect headline. Our first step has always been crafting the ideal title for an article and then using that headline to guide our strategy.
... So start your process by coming up with your dream headline. Write it down. Then look at it and ask yourself a.) who would write this article? b.)Why would anyone click on this headline and read further?
This is the most important step in this process so be real with yourself. “No code app for creators launches” is not a story. If your headline looks like a product description or a line of copy on your landing page, do better. Often, when we didn’t have strong answers to both of these, we’d tweak our headline and land somewhere much more unique and ownable. Sometimes it would lead us to come up with a unique campaign, or create a bold “angle” that pushed us outside our comfort zone.
Ultinately, the goal here is to unlock something that hits your original key message but in a way that is unexpected and therefor cuts through the noise. Best case scenario, your headline can guide the rest of your campaign initiatives. Everything should reinforce it. And once youre there, and you can confidently answer both of those questions, you’ve got a story.
Happy to answer any questions or help anyone with this process. Here are some examples of press headlines we reverse engineered.
https://www.instagram.com/p/Bkc-xuInpDx/?igshid=ef9vpetywmlw
https://www.google.com/amp/s/www.one37pm.com/uncategorized/null/null/amp
