How to Launch a Publicity Campaign for a Startup

So you need help with publicity and want to try it yourself? There is nothing wrong with that. If you’re a startup, you might not have the budget or experience to put that plan in place. Here’s a blueprint to help with that initial launch. 

Of course, you will need to find these reporters and write a pitch that is targeted and concise. I wrote a story for Forbes on how find the best media outlets for your business. You can read that story by clicking here. Writing a pitch that is concise and tight is more of an art that I will save for a future blog.

For now, here’s a tangible guideline to get you started.

1. Develop a public relations plan. Identify key media outlets, create relationships with reporters, and start pitching stories.

 2. Utilize social media to reach a wider audience. Create an engaging page or profile on popular platforms like Facebook, Twitter, and Instagram. 

3. Leverage influencers to spread the word about your product or service. Reach out to influencers with large followings and offer them incentives to promote your brand. 

4. Host events or webinars to generate interest. Invite members of the media to attend and share the results with them. 

5. Partner with other businesses to gain exposure. Find complementary companies and suggest cross-promotional opportunities. 

6. Advertise in relevant publications. Research local, regional, and national magazines, newspapers, and blogs to find the right audience for your message. 

7. Promote your offerings online. Invest in paid search and display campaigns to get your products or services in front of the right people. 

8. Get creative with guerrilla marketing tactics. Set up a pop-up shop, host a scavenger hunt, or organize an outdoor event to generate buzz.

So how do you develop a public relations plan? It’s a little more nuanced.

Artificial intelligence might be able to write out a plan, but it won’t include nuances and editorial decision-making that are behind every successful campaign. Every media publication is different even though they might be pushing similar stories.

I wrote another article for Forbes on that topic, and you can click here to read that story. Here’s a blueprint to help with that plan for your startup.

1. Set objectives: Identify the goals of your public relations plan, such as increasing brand awareness or engaging with customers through social media. 

2. Analyze the current situation: Consider your target audience, the current state of your public relations initiatives, and any potential opportunities or challenges to reach your objectives. 

3. Research: Research your target audience and competitors to get a better understanding of how to reach them. 

4. Develop strategies and tactics: Develop strategies and tactics that will help you reach your objectives, such as creating press releases or launching a social media campaign. 

5. Create a timeline: Create a timeline for implementing the strategies and tactics. 

6. Monitor and evaluate: Monitor and evaluate the success of your public relations plan. Make adjustments as needed to achieve your goals.

Don’t feel overwhelmed if you’re still having difficult getting publicity for your publication. You can click here to get a free PR estimate for your business.


MACIAS PR was founded in 2009 by Mark Macias – a former Executive Producer with NBC and Senior Producer with CBS in New York. Marketing peers named us the Best Strategic PR Firm while Finance Monthly named us the Top PR consulting firm from 2015 to 2021. City & State Magazine also named Macias a Top 50 Political PR Player in New York.