First off, you do not need a PR firm. The retainer is usually not worth it, especially for a young, growing startup because your product is still drastically changing and because your conversion rates are probably very low.
As a startup that is looking to innovate in your industry, it usually does not make any sense for you to allow someone else to communicate your vision. PR firms do not always get it. Even with stellar communication skills, only you and your core team really understand the message and the vision.
If you are a first-timer at PR, start small so you do not burn any important bridges (but be aware that every bridge counts). Start pitching to small blogs and websites in your niche and occasionally take a shot at medium-sized blogs. Once you start feeling more comfortable with your email pitch, and are making decent traction with small blogs and websites, move onto pitching to medium-sized sites. Then, as you gain experience, and learn a bit more about tailoring your pitch to specific authors, you can move onto mass-media outlets that can really increase your exposure because of their tremendous reach.
To read the full, original article click on this link: Media Relations 101 for Your Startup - ReadWriteStart
Author: Danny Wong is the co-founder and lead evangelist of Blank Label, a provider of custom dress shirts. He has been featured in publications like ReadWriteWeb, FastCompany, ABCNews, FoxNews, BusinessWeek and more. He is also a 19-year-old evangelist and rockstar studying full-time at Bentley University.
