How To Get PR For Your Startup With Heidi Zak, the founder of ThirdLove - Hustle Con 2015

About this video

Heidi Zak, founder of ThirdLove, shares lessons from building a lingerie company through strategic press coverage rather than paid acquisition. She discusses how to select PR firms, craft focused messaging, time press announcements effectively, and build authentic relationships with reporters to generate media coverage.

Key takeaways

• PR firms typically specialize in one area (tech, fashion, design); identify your primary audience and press goals first, then choose a firm that focuses on that vertical rather than assuming they can do everything
• Use back-channel references by contacting founders who’ve worked with PR firms directly through your network to get candid feedback before committing
• Maintain tight, singular messaging in press releases and announcements; multiple messages cause reporters to pick up whichever angle they prefer, diluting your intended narrative
• Seed products to journalists you want coverage from before launch so they genuinely love what you’re doing, making them want to write about it authentically
• Build reporter relationships over time like you would with VCs—develop authentic friendships that persist as reporters and founders move between publications and companies

Episode details: published May 13, 2015 · 3K views · 11:05 long. Summary written by Self Growth Videos from the episode itself. The business ideas, figures and results discussed are the hosts’ and guests’ own claims, shared as brainstorming and entertainment — not verified facts and not investment advice.

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