With us, you can know for certain
that a good job is being done!
We show all the work we do on each package we deliver. Our clients are able to see progress on their package at any time. You will be given access to a folder which shows all pitch content, media lists, and screenshots of emails that we are sending out to journalists. We update this folder intermittently throughout the package service period
What does a press campaign look like with us? We use tried and true techniques on each press outreach campaign we undertake. This includes media relations (relationship-based outreach), direct email pitches emailed one-by-one and mass pitches (similar to a press release) that are emailed to large numbers of journalists. When it comes to landing press, those are pretty much the only methods that have been proven to work. We use each method during our campaigns, ensuring that all our clients receive a comprehensive and effective service.
MEDIA LIST CREATION
The first step to any successful public relations campaign is planning. It takes a skilled hand to know exactly what online publications are not only going to cover a product but also convert into sales. Relevancy is key here, as you can get far more sales from a publication that has a perfect audience match compared to a huge news site with a generalized audience. For example, a technology project would get more backers from TechCrunch than they would from Huff Post (unless their product has a broad mass audience appeal).
It’s best not to waste too much time on publications that are not going to convert, especially if you are a live-campaign. There are scores of micro-blogs out there (blogs that are smaller than even small blogs), and it may be tempting to try to pitch every single possible website, but most micro-blogs don’t convert to backers and are therefore useless to pitch. We have found mid-tier publications of medium size to be our bread and butter. Securing coverage on sites of this size can easily add up to huge sums of backers, and it makes the top tier outlets much more interested in covering. However, in many situations, we are able to go straight to the top tier outlets and get coverage on them first, which also causes the medium-sized websites and small blogs to cover as well.
Our agency has access to 2 media databases, and we keep our own database in-house for key publications in the following spaces: tech, gear, outdoors, home-related, fashion, women’s, and timepieces. We have found that even huge databases like Cision do not keep up to date with mid-tier publications! Considering how healthy the ROI from mid-tier publications is, we would be irresponsible not to focus on these during our own outreach – which is why we have our own database for that tier of media outlet.
Think of a team of people gathered around a whiteboard brainstorming on the perfect way to sell a product through an email. That’s the communications process in a nutshell. This is an art not to be taken lightly. If you use the words “cool”, “ultimate”, or “world’s best” in a public relations pitch then odds are you don’t know what you’re doing. While those terms may work great for advertisement or sales copy, they are not effective for PR. Public Relations is a different animal entirely since you are marketing to journalists first (who then spread the word to their readers).
A killer pitch can make up for an okay product, but a bad pitch can kill a good product’s chances of getting coverage. If you’ve hired a public relations firm in the past who didn’t get any results, it was likely they failed at this stage. When you’re pitching a journalist in person, via email, or over the phone, you have a limited amount of time to pique their interest and get them to engage with more questions. You can’t recite a page-long press release to them, because that’s boring. Our firm excels at crafting imaginative pitches that get journalists talking to us, because once they’re talking, they’re just a step away from closing.
The whole point of a pitch is to get the journalist to click the link and engage in conversation with you. A rookie mistake we often see is people like to send journalists a full press release, or a lengthy email describing each and every feature of the product in great detail. A great pitch, on the other hand, is almost like clickbait. It’s simple, piques interest, and fosters engagement. With a great pitch and a stellar product, there is no limit to how much press one can land.
Media Relations, Media Relations, Media Relations! Relationship-based outreach is the most powerful tool at a publicist’s disposal when landing press. It’s what matters most here at BackerSpring. We have gone to great lengths to build relationships with blogs and publications. Why do we do this? Because hundreds of people send journalists cold emails every single day trying to get coverage. Many journalists just read the subject lines before deciding to delete or not – and if they do open the email – you can bet for certain that you don’t have their full attention. With so much noise going on in the email inbox, the best strategy of all is not to email at all, and pitch the journalist through other means (in-person, over the phone, and through text message).
That’s why having relationships is so important. A phone call or a text is an infinitely higher tier of access to a journalist than an email is. And when we do have to email journalists (because email can and does produce results), those emails are long ongoing threads with responses from journalists, so those get read over cold emails any day. Relationships are not easy to build, it takes time and it’s all about what city you are based in. We went to great effort to build our team of publicists with this in mind. Our publicists have spent years as freelancers going to startup events and wooing journalists over cold email (because that’s how relationships originate).
We leave no doubt in any of our client’s minds regarding how hard we work during their time with us. Each client is provided with a shared folder that shows all media lists we make, all pitches we draft, and most importantly: screenshots of all communications we send to journalists. At the end of our campaigns, we introduce our clients to journalists that covered them (so they can, in turn, build their own relationships with them), and we walk them through all the feedback we received from journalists who did not cover. With us, you know beyond a shadow of a doubt that a good job is being done, and that all opportunities for press are being pursued on your behalf.