How to Leverage PR

Entrepreneurs have to be passionate about their business ventures. After all, if they aren’t thrilled beyond belief with their new business, product, service, etc., no one else will pay attention. There are a lot of entrepreneurs and small businesses shouting about their products and services. How do you rise above the noise?
 
Don’t disregard traditional marketing efforts, such as the press release. At the same time, don’t follow the traditional formula for writing a press release. Use the press release to offer your audience a nugget of useful information.
 
So, readers don’t want to know what you do; they want to know what you know. If you started a company, share five things you learned about landing financing. If you developed a product, share four mistakes you made early on. If you entered a new market, share three strategies you used to steal market share from competitors.
 
~ Dharmesh Shah, Startup PR Tip: To Get Press, Don’t Pitch Your Product.

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