Startup PR: Media Relations, Press Pitching & Earned Media

About this course

PR is one of the highest-leverage growth channels a startup can build—because it creates trusted visibility, not just impressions.Consider a few realities:92% of people trust recommendations from people they know more than advertising—exactly the kind of trust you earn through coverage and word-of-mouth. Journalists are flooded: almost all receive at least 1 pitch a day, yet most publish fewer than five stories per week—so your outreach has to be targeted and genuinely newsworthy. Modern PR measurement is moving beyond “how many mentions?” toward outputs, outcomes, and impact—because activity isn’t the same as results. So the question becomes: How do you consistently earn press coverage and credibility—without a big budget, a big brand, or a PR agency?That’s exactly what this course is designed to teach.In this course, you’ll learn how to:Build a practical PR strategy for your startup using frameworks like PESO and RPIETurn your product, traction, or mission into a story angle journalists actually want to coverCreate press materials that make you look “press-ready,” including press releases and a media kitFind the right reporters, build relationships, and write pitches that get opened and answeredAmplify earned media through content marketing, thought leadership, social, and influencersPlan PR-friendly events and launches that generate buzz (even on a startup budget)Prepare for crises with a simple, realistic crisis comms planMeasure PR performance using KPIs that map to business outcomes—traffic, sign-ups, sentiment, leads, and ROIYou’ll also get a clear workflow you can repeat—so PR becomes a system you can run, not a one-off scramble when you “need press.”Whether you’re a

Course objectives

• Equip you with the tools to earn consistent media coverage
• Help you create press materials that enhance credibility
• Guide you in building relationships with reporters