10 pitching commandments for PR pros and startups

Launching a startup is tough.

Between getting your idea off the ground, generating clients and securing funding, you probably think you don’t have time for much else.

Think again.

For many founders, PR is just a blip on the radar, but good media coverage can help you reach your audiences, including customers and investors. Here’s how to proceed:

1. Be prepared. All your documents should be ready to share. Reporters can call at any moment, and when they ask you to jump, you should ask, “How high”? From doling out press kits and FAQ sheets to having the flexibility to reschedule lower-priority meetings, you should be ready.

2. Customize your pitches. Reporters know when they receive a canned pitch, even if it begins with their first name. Look at their Twitter feeds, read their recent stories, and personalize the content for them.

3. Formatting. Too often, spacing and formatting end up wonky, especially if you’re sending a pitch to someone using a different email program. Always clear the formatting for each email and reformat it. It’s the little things that can make or break your opportunities for coverage.