What you'll learn:
- Build a startup PR strategy using PESO + RPIE: goals, audiences, messaging, and a simple action plan.
- Write a press release, boilerplate, and media kit that journalists can use immediately.
- Research reporters, build a media list, and send personalized pitches that earn replies and coverage.
- Use content + thought leadership to create story angles and credibility that fuel earned media.
- Plan PR events and social/influencer campaigns to amplify coverage and community buzz.
- Measure PR results (outcomes vs outputs) and report ROI with KPIs, tracking links, and sentiment.
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 RPIE
Turn your product, traction, or mission into a story angle journalists actually want to cover
Create press materials that make you look “press-ready,” including press releases and a media kit
Find the right reporters, build relationships, and write pitches that get opened and answered
Amplify earned media through content marketing, thought leadership, social, and influencers
Plan PR-friendly events and launches that generate buzz (even on a startup budget)
Prepare for crises with a simple, realistic crisis comms plan
Measure PR performance using KPIs that map to business outcomes—traffic, sign-ups, sentiment, leads, and ROI
You’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 founder, a marketer, or the accidental PR lead on a lean team, this course will give you a practical playbook for building visibility, credibility, and momentum through earned media—ethically and consistently.
Let’s get started.
