Learn how to develop a comprehensive Digital PR strategy, see real campaign plans across different startup niches, and get answers to the most common PR strategy questions.
You've learned the fundamentals (Section 1) and mastered 30 proven tactics across 6 channels (Section 2). Now it's time to tie everything together into a strategic campaign that drives real business results.
The difference between tactics and strategy: Tactics are individual actions (like writing a press release). Strategy is the master plan that determines which tactics to use, when to use them, and how they work together to achieve your business goals.
By the end of this section, you'll have a complete, executable PR strategy that you can implement immediately:
Learn the SOSTAC model to develop a comprehensive PR strategy aligned with your business objectives, target audience, and available resources.
See detailed, month-by-month campaign plans across different startup niches with budget-conscious strategies.
Get answers to the most common Digital PR strategy questions from founders just like you.
Unlike other PR courses that overwhelm you with every possible tactic, we'll show you how to master 2-3 high-priority channels before expanding. This focused approach delivers better results with limited resources—perfect for pre-seed and seed-stage startups.
A successful Digital PR strategy isn't just a collection of tactics—it's a comprehensive plan that aligns PR activities with your business goals, target audience, and available resources. This module uses the proven SOSTAC framework to guide you through developing a strategic PR plan that drives measurable results.
SOSTAC is a strategic planning model that provides a logical structure for developing marketing and PR strategies. Created by PR Smith, it breaks down strategy development into six manageable components:
Where are we now? Audit current state, competitors, and market
Where do we want to be? Set SMART PR goals and KPIs
How do we get there? Define target audience and approach
What channels, tools and methods will help us get there?
How do we execute? Plan resources, budget, and timeline
How will we measure, monitor, and evaluate results?
Conduct a thorough analysis of your current PR position, competitive landscape, and market opportunities.
Set clear, measurable objectives that align PR activities with business goals using the OKR (Objectives & Key Results) framework.
OKRs (Objectives & Key Results) provide a goal-setting framework where Objectives are qualitative aspirations (the "what") and Key Results are quantitative milestones that measure progress (the "how we know we're getting there"). For PR strategy:
Qualitative, aspirational goals that define what you want to achieve. Typically 3-5 objectives per PR campaign.
Example: "Build market-leading authority in AI productivity tools"
Quantitative, measurable outcomes that show progress toward the objective. Typically 2-5 key results per objective.
Example: "Earn 100+ DA 50+ backlinks by Month 6"
PR objectives must ladder up to your company's top-level business objectives. Common business objectives for startups include:
User acquisition, sales targets, pipeline generation
Category leadership, competitive differentiation
Investor attraction, Series A/B preparation
New markets, product launches, strategic partnerships
Your PR OKRs should directly support business objectives. Each PR Objective should have 2-5 measurable Key Results.
Business Context: Pre-Series A SaaS company, AI productivity platform, targeting 500 enterprise customers, preparing for $15M Series A in 12 months, $10K PR budget
Earn 100+ backlinks from DA 50+ sites by Month 6
📊 Track: Ahrefs, SEMrushIncrease Domain Authority from 25 to 35 (+10 points) by Month 6
📊 Track: Moz, Ahrefs DRAchieve 20+ AI citations (ChatGPT, Perplexity) for "AI productivity tools" queries by Month 6
📊 Track: Manual testing, AI Search LabsSecure 15+ media placements: 3 tier 1 (example: TechCrunch, Forbes, VentureBeat), 12 tier 2/3 by Month 6
📊 Track: Mention, Google Alerts, Media databaseReach 2M+ cumulative impressions in business/tech media by Month 6
📊 Track: Mention, SimilarWeb (estimated reach)Earn "As Seen On" badges from 5+ premium publications (300+ placements via Whizzy Digital) by Month 6
📊 Track: Whizzy Digital dashboard, Manual collectionSecure 5 podcast appearances on B2B SaaS/productivity shows (example: SaaStr, Lenny's Podcast) by Month 6
📊 Track: Manual tracking, Podcast analyticsPublish 3 byline articles in tier 1/2 publications (example: HBR, Fast Company, Inc.) by Month 6
📊 Track: Publication tracking, Media databaseGenerate 10K+ LinkedIn impressions per month from CEO thought leadership content by Month 6
📊 Track: LinkedIn AnalyticsGenerate 500+ qualified signups directly attributed to PR sources (UTM: source=pr) by Month 6
📊 Track: Google Analytics UTM, CRM attributionDrive 5,000+ referral visitors from PR sources with 2+ min avg time on site by Month 6
📊 Track: Google Analytics (referral traffic, engagement)Achieve $30 PR-attributed CAC (vs $80 paid ads = 63% cheaper) by Month 6
📊 Track: CRM + Budget tracking, CAC calculationEvery PR objective should directly support a business objective. Example: "Build authority" (PR) → "Acquire enterprise customers" (Business)
OKRs should be stretch goals (60-70% confidence of achievement). If you hit 100% every time, you're not aiming high enough.
Use numbers, percentages, or binary yes/no. Bad: "Increase awareness." Good: "Earn 100+ DA 50+ backlinks by Month 6."
Break 6-month Key Results into checkpoints: Month 2 (20%), Month 4 (60%), Month 6 (100%). Review monthly and adjust tactics.
Focus beats sprawl. 4 well-executed PR objectives > 10 poorly tracked ones. Each objective should have 2-5 Key Results max.
Calculate business impact: "500 PR signups × 10% conversion × $5K ACV = $250K influenced pipeline" makes OKRs board-ready.
| Aspect | SMART Goals | OKRs |
|---|---|---|
| Structure | Single-level goals (no hierarchy) | Two-level: Objectives (qualitative) + Key Results (quantitative) |
| Ambition | 100% achievable (safe goals) | 60-70% achievable (stretch goals) |
| Flexibility | Fixed once set | Reviewed quarterly, adjusted based on progress |
| Alignment | Department-level | Company → Department → Individual (cascading) |
| Focus | Can have many SMART goals | Forces prioritization (3-5 objectives max) |
| Example | "Earn 100 backlinks by Month 6" (standalone) | Objective: "Build authority" → KR: "Earn 100 backlinks" (ladder up) |
Bottom Line: Use OKRs when PR ladders up to company-wide goals (Series A prep, enterprise expansion). Use SMART goals for tactical, standalone campaigns (single product launch, event promotion).
Define your strategic approach including target audiences, positioning, messaging, and channel strategy.
Identify who you need to reach through PR and what media they consume:
Example for E-commerce/DTC: "The first sustainable fashion marketplace that makes ethical shopping effortless"
Start by analyzing all 6 available PR channels, then select and prioritize 2-3 channels to execute in your first 6 months based on your specific context. The right prioritization depends on your niche, founding team strengths, funding stage, budget, and target audience behavior.
Strategic Principle: Rather than spreading resources across all channels, master 2-3 high-priority channels in your first 6 months. This focused approach delivers better results than dabbling in everything at once.
| Channel | Selection Factors | Best For |
|---|---|---|
| Press Release Distribution |
Consider if you need: • Quick credibility wins (300+ premium placements in Week 1) • "As Seen On" badges for website/pitch decks • Immediate dofollow backlinks • Cost-effective results ($150-$500 per release) • Foundation for other outreach efforts Note: Whizzy Digital's press release distribution service guarantees the stated outcomes. |
• Startups needing instant credibility • Fundraising announcements • Product launches • Limited PR experience |
| AI Search Optimization |
Consider if you have: • Content creation capabilities (blog, guides) • Long-term growth mindset (compounds over time) • 40%+ of search queries now use AI (ChatGPT, Perplexity) • Seamless integration with blogger/journalist outreach • Content assets benefit all channels simultaneously |
• Content-capable founding teams • B2B SaaS, niche tech products • Early mover advantage seekers • Startups leveraging blogger outreach |
| Journalist Outreach |
Consider if you want: • Tier 1 media credibility (example: TechCrunch, Forbes) • Founder/team willing to invest relationship time • Newsworthy angles (funding, innovation, trends) • HARO = free tier 2/3 features • Long-term PR strategy (2-3 months to see results) |
• Startups with newsworthy stories • Trending industry niches (examples: AI, sustainability, health tech) • Founders comfortable with media • Patient, relationship-focused teams |
| Blogger Outreach |
Consider if you need: • Niche-specific audience access (personal finance bloggers) • Product reviews that drive signups • Guest posting for thought leadership • Benefits from AI Search content assets • Same guides/content used for blogger pitches |
• Consumer-facing products • Startups with review-worthy products • Teams creating AI Search content • Niche audience targeting |
| Podcast Outreach |
Consider if founder has: • Strong storytelling ability • Compelling founder journey • Ability to explain complex topics simply • Time for 60-90 min interviews • Relevant industry podcasts available for your niche |
• Articulate founders • Compelling origin stories • B2B thought leadership • Industries with popular podcasts |
| Influencer Outreach |
Consider if you have: • Proven product-market fit • Budget for influencer partnerships ($200-$1,000+ each) • Visual/demo-friendly product • Clear ROI tracking (promo codes, affiliate links) • B2C focus or strong consumer angle |
• Growth-stage startups (post-PMF) • Consumer-facing apps • Visual product demonstrations • Social-first marketing strategies |
Context: Pre-seed EdTech startup (online coding bootcamp), educator founding team, $8K budget, 6-month timeline, need to establish credibility with students and employers.
Why selected: Need instant credibility for student acquisition and employer partnerships. No existing media presence. Quick wins build momentum for course enrollments.
Why selected: Educator team can create high-quality learning content. Compounds over time. Creates assets that simultaneously benefit blogger and journalist outreach—same "how to learn coding" guides used for multiple channels.
Why selected: EdTech is trending topic (reskilling, career transitions). Founder willing to invest time in relationships. HARO provides free tier 2/3 opportunities while building to tier 1 (examples: TechCrunch, EdSurge).
Why selected: Natural extension of AI Search content creation. Same authoritative "career transition" and "learn to code" guides pitched to career development bloggers. Minimal extra effort, multiplies content ROI.
Your selection will differ based on your niche, team strengths, funding stage, and goals. There's no "one size fits all" — the best channels for you depend on your specific context.
Now that you've selected your strategic priorities, it's time to translate them into specific, executable tactics. Remember: Focus beats scatter. Instead of dabbling in all 6 channels, master 2-3 high-priority channels first, build momentum, then expand.
Master 2-3 channels before spreading to all 6. This focused approach delivers better results than scattered efforts across every channel. You'll build expertise, refine your messaging, and generate early wins that fuel expansion.
Evaluate each tactic using these four filters to ensure it deserves your limited time and budget
Does it align with your budget?
Consider cost per placement and long-term valueWhat time can you realistically commit to execution?
Factor in learning curve and ongoing maintenance (typical range: 10-20 hours/week)Does it drive your specific objectives?
Prioritize tactics that directly support KPIsWhat's the expected return vs. effort?
Look for multiplier effects and compounding valueUnderstanding Tactical Selection: Once you've identified your priority channels, the next step is selecting specific tactics within each channel. The key principle is focus over breadth—master 2-4 high-impact tactics per channel rather than attempting everything at once. This concentrated approach allows you to refine execution, measure results accurately, and build expertise before expanding your tactical repertoire.
The following examples illustrate tactical implementation for a pre-seed EdTech startup. Your specific tactics, timing, and objectives will differ based on your industry, stage, budget, and strategic priorities. Use these as a conceptual framework, not a prescriptive blueprint.
Objective: Establish instant credibility and generate "As Seen On" badges
Company launch announcement optimized for your industry publications
Pre-seed funding announcement with traction metrics
Deployment Method: These press releases are distributed via Whizzy Digital's service to over 300 premium media placements, optimized for AI indexing, including nofollow backlinks and earning "As Seen On" badges for immediate credibility.
Objective: Create content assets that drive AI citations AND support blogger/journalist pitches
Create comprehensive "Ultimate Guide" content (5,000+ words) optimized for AI engines like ChatGPT and Perplexity. Build resource hubs that become go-to references in your industry.
Leverage AI tools to analyze industry data, create original research, and answer trending questions. Use schema markup and conversational format to maximize AI citation opportunities.
Objective: Build relationships leading to tier 1 placements (examples: TechCrunch, Forbes)
Monitor breaking news and trending topics in your industry. Quickly pitch expert commentary and unique angles to journalists covering the story within 24-48 hours.
Respond daily to journalist queries on platforms like HARO, Qwoted, and Featured. Provide data-backed expert insights to earn media placements and backlinks.
Pitch journalists on creating industry rankings, "Top 10" lists, or comparison guides that feature your product. Position as a rising player worth tracking.
Pitch byline articles to tier 1-2 publications sharing unique perspectives on industry trends. Establish founder credibility while earning high-authority backlinks.
Objective: Leverage AI Search content for blogger features and reviews
Create high-value resources (industry guides, free tools, calculators) that bloggers naturally want to link to. Promote these assets to niche bloggers as "must-share" resources for their audiences.
Pitch editorial-quality guest posts to high-DA (50+) niche blogs. Focus on providing genuine value with data-driven insights, avoiding promotional content. Build relationships through consistent, high-quality contributions.
Integration benefit: Same content created for AI Search gets repurposed for blogger pitches with minimal extra effort
Key Concept - Content Multiplier Effect: Notice how AI Search content creation seamlessly integrates with both Blogger and Journalist outreach. The same authoritative guides, case studies, and thought leadership articles serve multiple channels simultaneously, maximizing content ROI. This strategic integration is more efficient than creating separate assets for each channel.
After completing your first 6 months, conduct a comprehensive evaluation to determine your next strategic moves. Based on performance data and business goals, you'll decide whether to:
Strategic recommendation: Most startups benefit from doubling down on what's working rather than constantly adding new channels. Master 3-4 channels deeply before expanding to 5-6.
If evaluation indicates capacity for expansion, consider these additional channels based on your demonstrated success and available resources:
Founder storytelling on industry-specific shows (requires established credibility from 6+ months of PR activity)
Scale proven blogger relationships into roundups, listicles, and collaborative content
Scale later once you have proven product-market fit and clear ROI tracking mechanisms
Concept: A phased approach to building momentum—start with quick wins, layer on relationships, then scale proven tactics. This example illustrates how an EdTech startup with an $8K budget might structure their campaign over 6 months. Your specific roadmap will vary based on your niche, resources, and strategic priorities.
Total 6-Month Budget: $6,000-$7,500 (well within $10K budget, leaving room for opportunities)
Core Concept: The Action phase translates strategy into executable plans by mapping your available resources (budget, time, team) to your priority tactics. This isn't about finding the "right" budget—it's about maximizing impact with what you have, whether that's $2K or $20K.
Every PR campaign operates within constraints. Strategic execution means understanding how these three dimensions interact and making informed trade-offs.
Question: How much can you invest in PR over the next 6 months?
Consider:
Example ranges: Bootstrapped startups: $2K-$5K/6mo | Pre-seed with funding: $5K-$15K/6mo | Series A: $15K-$50K/6mo
Question: How many hours per week can your team realistically commit?
Consider:
Example allocation: Solo founder: 8-12 hrs/week | Small team (2-3): 15-25 hrs/week | Dedicated PR hire: 35-40 hrs/week
Question: What PR skills does your team possess vs. need to acquire/outsource?
Consider:
Common skill gaps: First-time founders often need support with pitch writing (freelance writer), media database building (VA), or comprehensive strategy (consultant)
Based on your resource constraints, choose the execution model that fits your context. Most startups operate as hybrids, mixing DIY tactics with selective outsourcing.
Execute all tactics internally with your existing team.
Core strategy in-house, outsource specific skills or high-volume tasks.
Outsource strategy and execution to PR agency or experienced consultant.
Invest in tactics with compounding returns. Example: AI Search content serves multiple channels (journalists cite it, bloggers link it, AI engines reference it) vs. one-off tactics like single press releases.
Start with high-ROI, quick-win tactics (press releases via Whizzy Digital = 300+ placements Week 1) to build credibility. Use early success to justify increased budget or fundraise.
Build skills that compound (pitch writing, media relationships). Buy commoditized work (VA for list building, designer for graphics). Your founder's time pitching tier 1 journalists > time formatting press releases.
Set aside 10-15% for opportunities (paid tier 1 placement offer, sponsored content, crisis response). PR requires flexibility—the best opportunities emerge mid-campaign.
Purpose: This calendar is the culmination of your strategy—translating objectives, channel priorities, and resource allocation into a month-by-month execution plan. It serves as the master blueprint for daily, weekly, and monthly actions, ensuring every activity ties back to your campaign objectives.
Example Context: The following calendar illustrates execution for an EdTech startup using a Hybrid model ($8K budget, 3-4 priority channels). Adapt timing, channels, and activities to your specific strategy, resources, and objectives.
Establish infrastructure, create initial assets, generate quick credibility wins
Establish credibility foundation with 300+ media placements and initial "As Seen On" social proof
20-25 hours/week (higher due to setup; stabilizes to 15 hrs/week Month 2+)
$1,500-$2,000 (tool subscriptions, press release distribution)
| Channel | Tactics | Key Activities | Personnel | Hours/Week | Budget Allocation |
|---|---|---|---|---|---|
| Press Releases |
• Newsworthy Announcement via Multi-Platform Distribution |
• Draft & finalize launch announcement • Create visual assets • Distribute via Whizzy Digital • Monitor & collect badges |
• Founder (review) • Marketing Lead (execution) |
4-6 hrs | $500-$700 (distribution + visuals) |
| AI Search Optimization | • Authority Guides & Resource Hubs |
• Research top 10 industry questions • Write first authority guide (3K-5K words) • Implement schema markup • Submit to AI engines |
• Marketing Lead (research/writing) • Developer (schema) |
8-10 hrs | $0-$500 (optional freelance writer) |
| Journalist Outreach | • Expert Commentary (HARO, Qwoted) |
• Setup HARO/Qwoted accounts • Create response templates • Daily monitoring (30 min/day) • Build media database (50-100 contacts) |
• Marketing Lead (daily) • VA (database building) |
5-7 hrs | $200-$400 (VA support optional) |
| Infrastructure Setup |
• Tools & Systems • Tracking & Assets |
• Subscribe to tools (analytics, monitoring) • Set up tracking (UTMs, goals) • Create PR assets library • Establish reporting dashboard |
• Marketing Lead • Developer (tracking setup) |
6-8 hrs (one-time) |
$500-$700 (tool subscriptions) |
| Month 1 Totals: | 20-25 hrs/week | $1,500-$2,000 | |||
Personnel Notes: Assumes Hybrid model with 2-person team (Founder + Marketing Lead) plus optional VA support. Higher time commitment in Month 1 due to setup overhead. Expect 2-3x learning curve for first-time PR execution.
Budget Notes: One-time tool subscriptions included. Press release distribution via Whizzy Digital is primary expense. Budget range accommodates DIY (lower) vs. freelance support (higher).
Scale content production, leverage multiplier effect, secure first tier placements
Scale content production, leverage multiplier effect (same guides for AI + bloggers), secure 8-13 total media mentions
15-18 hours/week (settled into routine)
$1,000-$1,500 (press release, freelance writer for 1-2 guides)
| Channel | Tactics | Key Activities | Personnel | Hours/Week | Budget Allocation |
|---|---|---|---|---|---|
| Press Releases | • Funding/Milestone Release |
• Draft funding/milestone announcement • Finalize messaging & metrics • Distribute 2nd release (Whizzy Digital) |
• Founder (quotes/approval) • Marketing Lead (execution) |
3-4 hrs | $400-$600 (distribution) |
| AI Search Optimization |
• Authority Guides • AI-Enhanced Insights |
• Write 2-3 authority guides (total 3-4) • Create FAQ content (conversational AI) • Optimize existing guides • Repurpose for blogger pitches |
• Marketing Lead • Freelance Writer (1-2 guides) |
6-8 hrs | $300-$600 (freelance writer) |
| Journalist Outreach |
• HARO/Qwoted • Thought Leadership Pitches |
• Continue daily HARO (2-3 responses/day) • Pitch 3-5 tier 2 journalists • Draft first thought leadership piece • Build relationships (follow-ups) |
• Marketing Lead (daily) • Founder (pitches/interviews) |
4-6 hrs | $0-$200 (tools only) |
| Blogger Outreach | • Linkable Assets |
• Build blogger list (30-50 DA 40+) • Craft personalized outreach emails • Send first wave (15-20 pitches) • Follow up on initial responses |
• Marketing Lead • VA (list building) |
4-5 hrs | $100-$300 (VA support) |
| Month 2 Totals: | 15-18 hrs/week | $1,000-$1,500 | |||
Personnel Notes: Time commitment stabilizes to 15-18 hrs/week as team develops routine. Blogger Outreach added as 4th channel. Freelance writer support recommended for scaling content production (2-3 guides/month).
Budget Notes: Lower total vs. Month 1 (no setup costs). Focus on press release + freelance content support. VA support optional but recommended for blogger database building.
As tactics mature and relationships strengthen, focus shifts to scaling proven channels, adding blogger campaigns, and preparing for post-Month 6 evaluation.
Focus: Deepen journalist relationships, scale blogger outreach
Outcomes: First tier 1 placement, 50+ total backlinks, 3-5 blogger features
Focus: Target tier 1 publications, optimize high-performing content
Outcomes: 1-2 tier 1 placements, 70+ total backlinks, improving DA
Focus: Repurpose best content, double down on working tactics
Outcomes: 3-4 tier 1/2 placements, 90+ total backlinks
Focus: Assess performance, plan Month 7+ strategy
Outcomes: 100+ total backlinks, 15-20 total tier 1/2 placements, strategic roadmap for Month 7+
As channels mature, execution becomes more efficient. This table shows average monthly breakdown across Months 3-6.
| Month | Channel Focus | Key Activities | Personnel & Allocation | Hours/Week | Budget/Month |
|---|---|---|---|---|---|
| Month 3 Relationship Building |
Press Releases | • 1 release (product update) • Monitor & amplify placements |
Marketing Lead (3 hrs) | 3 hrs | $400-$600 |
| AI Search | • Publish 8-10 total guides • Schema optimization • Track AI citations |
Marketing Lead + Freelancer (5 hrs) | 5 hrs | $400-$700 | |
| Journalist Outreach | • Daily HARO (ongoing) • 5-7 personalized tier 1 pitches • Relationship nurturing |
Marketing Lead + Founder (5 hrs) | 5 hrs | $0-$200 | |
| Blogger Outreach | • Secure 3-5 guest posts • Product reviews • Follow-ups & relationship building |
Marketing Lead + VA (4 hrs) | 4 hrs | $200-$400 | |
| Month 3 Subtotal: | 17 hrs/week | $1,000-$1,900 | |||
| Month 4 Tier 1 Pursuit |
Press Releases | • 1 release (partnership/milestone) • Amplification strategy |
Marketing Lead (3 hrs) | 3 hrs | $400-$600 |
| AI Search | • Update top guides with new data • Expand to 12+ total guides • Performance analysis |
Marketing Lead + Freelancer (4 hrs) | 4 hrs | $300-$500 | |
| Journalist Outreach | • Index & Ranking campaign pitches • Tier 1 targeting (TechCrunch, Forbes) • Ongoing HARO |
Marketing Lead + Founder (6 hrs) | 6 hrs | $0-$200 | |
| Blogger Outreach | • 2-3 more guest posts • Blogger roundups • Scale successful relationships |
Marketing Lead + VA (3 hrs) | 3 hrs | $200-$400 | |
| Month 4 Subtotal: | 16 hrs/week | $900-$1,700 | |||
| Month 5 Content Optimization |
Press Releases | • 1 release (major announcement) • Repurpose content for social |
Marketing Lead (3 hrs) | 3 hrs | $400-$600 |
| AI Search | • 15+ total guides published • Full schema optimization • Content refresh strategy |
Marketing Lead + Freelancer (5 hrs) | 5 hrs | $400-$700 | |
| Journalist Outreach | • Reactive PR/newsjacking • Expert commentary opportunities • Relationship deepening |
Marketing Lead + Founder (5 hrs) | 5 hrs | $0-$200 | |
| Blogger Outreach | • Roundup inclusion campaigns • Scale to 8-10 total posts • Influencer testimonials |
Marketing Lead + VA (4 hrs) | 4 hrs | $200-$500 | |
| Month 5 Subtotal: | 17 hrs/week | $1,000-$2,000 | |||
| Month 6 Evaluation & Planning |
Press Releases | • 1 final release (6-month milestone) • Case study creation |
Marketing Lead (3 hrs) | 3 hrs | $400-$600 |
| AI Search | • 20+ guides (comprehensive library) • Performance review • ROI analysis per guide |
Marketing Lead (4 hrs) | 4 hrs | $200-$400 | |
| Journalist Outreach | • Ongoing relationship maintenance • Year-in-review pitches • Future story ideas |
Marketing Lead + Founder (4 hrs) | 4 hrs | $0-$200 | |
| Blogger Outreach | • Final guest posts (10-12 total) • Thank you notes • Relationship maintenance |
Marketing Lead (3 hrs) | 3 hrs | $100-$300 | |
| Strategic Review | • Analyze all channels (ROI, time, results) • Decision: Add/Maintain/Remove channels • Month 7+ planning (podcast prep) |
Founder + Marketing Lead (6 hrs) | 6 hrs | $0 | |
| Month 6 Subtotal: | 20 hrs/week | $700-$1,500 | |||
| Months 3-6 Average: | 17-18 hrs/week | $900-$1,775/month | |||
| Months 3-6 Total Budget: | $3,600-$7,100 (4 months) | ||||
Personnel Notes: Time commitment stabilizes to 16-18 hrs/week across Months 3-6. Strategic review in Month 6 adds temporary spike (20 hrs/week). Assumes consistent Hybrid model with selective freelance support.
Budget Notes: Monthly budget decreases in Months 4-6 as setup costs complete and team efficiency improves. Month 6 includes strategic planning (no external cost). Total 6-month campaign budget: $6,100-$10,600 (Months 1-6 combined).
Efficiency Gains: Content Multiplier Effect evident in Months 3-6—same AI Search guides used for blogger pitches, journalist expert quotes, and social amplification. Time per channel decreases 20-30% vs. Months 1-2.
The calendar translates into repeatable rhythms that structure your team's work:
Journalists: 2-4 weeks pitch-to-publish. Podcasts: 4-8 weeks booking-to-air. Bloggers: 1-3 weeks. Plan backward from desired publish dates.
Coordinate PR calendar with product launches, funding announcements, major features, industry events for maximum impact.
Group podcast pitches (1 day/week), HARO responses (30 min/day), content creation (dedicated days) for efficiency.
Assume 20-30% timeline slippage. Journalists delay, approvals take longer, rewrites happen. Don't pack calendar too tightly.
Strategic measurement isn't about tracking everything—it's about tracking what matters. Control establishes the feedback loops that tell you if your PR strategy is working, what to optimize, and when to pivot.
If your objective is awareness, focus on reach and placements. If it's authority, track backlinks and domain authority. If it's conversions, measure attributed leads and ROI.
Inputs: Hours spent, pitches sent, content created. Outputs: Placements earned, backlinks gained. Outcomes: Traffic, leads, revenue influenced.
Measure where you are before PR starts (baseline). Compare against industry benchmarks (example: 100+ backlinks is strong for pre-seed startups in 6 months).
Review metrics weekly (tactical adjustments), monthly (channel performance), quarterly (strategic decisions). Use data to double down on what works and eliminate what doesn't.
Different metrics serve different purposes. Start with outputs (easy to track), then build toward outcomes (business impact). Most startups focus on 80% output metrics, 20% outcome metrics in the first 6 months.
These are your "proof of effort" metrics—easy to track, directly attributable to PR work.
Use for: Proving PR activity, pitch decks, investor updates
Use for: SEO performance, long-term authority building
Use for: Content ROI, channel optimization
These metrics show if your PR is resonating—people aren't just seeing your content, they're engaging with it.
Use for: Understanding content quality, audience fit
Use for: Long-term PR asset building, future leverage
The metrics that matter most to founders and investors—how PR directly contributes to business growth.
Use for: Justifying PR spend, scaling decisions
Use for: Strategic planning, board updates, fundraising
PR works alongside other marketing channels (paid ads, content, social). Isolating PR's exact contribution is difficult, especially for brand awareness and trust-building. Use multi-touch attribution when possible, but also trust qualitative indicators: "We closed a customer who mentioned seeing us in TechCrunch" matters, even if it's not in your CRM.
Context: $8K budget, hybrid execution model, 4 priority channels (Press Releases, AI Search, Journalist Outreach, Blogger Outreach). Objectives: Awareness + authority building for Series A fundraising.
| Metric Category | Key Metrics | 6-Month Target | Tracking Tools |
|---|---|---|---|
| Media Coverage (Tier 1: Output) |
• Total placements (tier breakdown) • Media impressions • "As Seen On" badges |
• 300+ placements (via Whizzy Digital) • 10-15 tier 1/2 placements • 5-10 badges |
• Google Alerts (free) • Mention ($29/mo) • Manual spreadsheet |
| SEO & Authority (Tier 1: Output) |
• Backlinks earned • Referring domains • DA improvement |
• 80-120 backlinks (DA 40+) • 50-70 referring domains • +3-5 DA points |
• Ahrefs ($99/mo) • UberSuggest (free tier) • Moz ($79/mo) |
| Audience Engagement (Tier 2: Outcome) |
• Referral traffic from PR • Time on site (PR visitors) • Social engagement |
• 3,000-5,000 visitors • 2-3 min avg (vs 1.5 overall) • 500+ social engagements |
• Google Analytics (free) • UTM parameters • Social analytics (native) |
| Business Impact (Tier 3: Ultimate) |
• Leads/signups attributed • Demo requests • Investor interest |
• 200-400 signups • 20-30 demo requests • 3-5 VC inbound emails |
• CRM (HubSpot, Pipedrive) • Attribution tracking • Manual founder notes |
💡 Key Insight: This startup focuses heavily on Tier 1 metrics (80% of measurement effort) because they're raising Series A and need to show credibility proof (placements, backlinks) to investors. A revenue-stage startup would shift more focus to Tier 3 metrics (leads, ROI, CAC comparison).
Your measurement tools should match your budget, objectives, and team capacity. Most startups evolve through three stages:
Bootstrapped startups, Months 1-3, proving concept
Traffic tracking, UTM parameters, goal conversions, referral sources
Brand mentions, competitor tracking, media monitoring (basic)
3 searches/day for backlinks, DA checks (limited but functional)
Manual placement tracking, media database, weekly reports
Reality: 90% manual tracking, 2-3 hrs/week on reporting. Good enough for proving PR works before investing in tools.
Funded startups, Months 4-12, scaling what works
Full backlink tracking, DA monitoring, competitor analysis, keyword rankings
Real-time media monitoring, social listening, brand alerts, sentiment analysis
Advanced tracking with proper UTM tagging (source, medium, campaign)
Lead attribution tracking (PR source → signup → customer)
Efficiency Gain: 60% automated, 40% manual. Reliable data for monthly strategic reviews and investor updates.
Series A+, 12+ months PR, agency-level measurement
Media coverage tracking, journalist database (120K+), pitch tracking, press list management
Comprehensive SEO suite, backlink monitoring, content gap analysis, rank tracking
Advanced media monitoring, influencer tracking, reach estimation, custom reports
Custom PR dashboards, multi-touch attribution, automated reporting, board-ready metrics
Sophistication: 85% automated, real-time dashboards, attribution modeling, ROI calculations ready for CFO review.
Don't buy expensive tools on Day 1. Start with free tools in Months 1-2. If you see strong results (10+ quality placements, 50+ backlinks), upgrade to Stage 2 tools ($100-$300/mo) in Month 3-4. Only invest in Stage 3 tools ($500+/mo) when PR becomes a proven, scaled growth channel (usually Month 12+).
Action: Tactical adjustments (double down on working pitches, kill underperforming tactics)
Action: Channel optimization (shift time/budget to top performers, pause low-ROI channels)
Action: Strategic pivots (change objectives, reallocate budget, hire agency, scale team)
You now understand the six components of strategic PR planning. In Module 3.2, you'll see this framework applied to a real pre-seed startup working with a PR agency on a limited budget.
See the SOSTAC framework in action with a complete 6-month Digital PR campaign for a real startup, including budget allocation, tactics timeline, and expected results.
In Module 3.1, you learned the SOSTAC framework—a strategic thinking model that helps you analyze your situation, set objectives, choose channels, select tactics, plan execution, and measure results. But frameworks alone don't build campaigns.
This module shows you how strategic decisions translate into real execution. You'll see how a startup with limited resources makes trade-offs, prioritizes channels, sequences tactics, allocates budget, and sets realistic expectations. The goal is not to copy this exact campaign—but to understand the strategic reasoning behind each decision so you can make similar decisions for your unique context.
Key Learning Outcomes:
BizFlow was founded 18 months ago by two ex-Google engineers frustrated by how much time remote teams waste on manual workflow management. Their AI-powered platform automatically routes tasks, predicts bottlenecks, and suggests optimizations—helping teams save 10+ hours per week on coordination overhead.
After a successful Series A round 6 months ago, BizFlow now serves 5,000 users across 200 companies, generating $500K in annual recurring revenue. Their product works, users love it (4.8★ average rating), and retention is strong. But there's a problem: nobody knows they exist.
The founding team has relied entirely on product-led growth—free trials, word-of-mouth, and performance marketing (Google Ads, LinkedIn Ads). While this got them to Series A, paid CAC is now $80 per signup and rising as competition intensifies. Investors are asking about brand awareness, category positioning, and whether the company can break into enterprise accounts. The CEO knows they need a credible media presence to support their Series B fundraise in 12 months.
Enter Digital PR. With a modest $15K budget and no prior media relationships, BizFlow is starting from scratch. This is their 6-month plan to build credibility, drive qualified traffic, and establish thought leadership—while considering a hybrid approach: core strategy in-house, outsourcing specific skills or high-volume tasks.
The Strategic Challenge: BizFlow operates in a crowded market (productivity software) competing against well-funded giants (Microsoft, Notion, Asana, Monday.com). They can't outspend competitors on ads, but they can outmaneuver them with strategic PR—earning media placements, building authority through backlinks, and positioning their CEO as an expert in AI-powered productivity. Success means proving that $15K in Digital PR can deliver better ROI than $15K in paid ads.
✓ Timing Advantage: AI productivity is a hot topic—media are actively covering this space (GPT-4, AI assistants, automation). BizFlow can ride the wave of existing media interest.
✓ Founder Story: Ex-Google founders with technical credibility give journalists a "founder narrative" angle that resonates with startup media.
✓ Data Assets: With 5K users across 200 companies, BizFlow has proprietary usage data they can analyze and share (e.g., "How Remote Teams Actually Work: Data from 5K Users").
✓ Competitive Differentiation: Competitors rely on brand recognition and paid ads—PR allows BizFlow to punch above their weight class with earned media.
✓ Investor Narrative: Series B investors want to see category leadership indicators: media coverage, thought leadership, and organic brand awareness.
✓ SEO Multiplier: Backlinks from media placements compound over time, reducing long-term reliance on paid acquisition.
Budget Reality: $15K over 6 months ($2,500/month average) is modest for a Series A startup—this rules out expensive tactics like full-service PR agencies ($10K-$20K/month) but allows for strategic outsourcing of specific skills or high-volume tasks.
Team Reality: No dedicated PR person. The 2-person marketing team allocates 10 hrs/week total, CEO commits 3 hrs/week. This limits execution capacity—they can't do everything, so prioritization is critical.
Strategic Implication: BizFlow will keep core strategy in-house while outsourcing specific skills or high-volume tasks (freelance writers, survey analysis, podcast booking). This hybrid approach maximizes the $15K budget while maintaining strategic control.
Before launching BizFlow's Digital PR campaign, we conduct a thorough analysis of our current PR position, competitive landscape, and market opportunities.
Direct Competitors Analyzed: Notion, Asana, Monday.com, ClickUp, Trello
Why Now Is The Right Time:
BizFlow's PR objectives use the OKR (Objectives & Key Results) framework to connect qualitative aspirations with quantitative milestones. Each objective directly supports BizFlow's business goals identified in the Situation Analysis.
| Business Goal (12 Months) | PR Objective (6 Months) | How PR Supports |
|---|---|---|
| Grow from 5K to 10K users | Drive 750+ signups via PR channels | 15% of 5K net new user target from earned media |
| Scale from $500K to $1M ARR | Achieve $40 CAC (67% cheaper than $120 paid) | Lower blended CAC = higher margin growth |
| Secure $3-5M Series A extension/B | 20+ media placements (3-4 tier 1) | Demonstrate category leadership to investors |
| Build SMB sales credibility | 1,500+ brand mentions, 1.5M+ impressions | Awareness = inbound leads for 10-100 employee accounts |
| Establish AI productivity category | 125+ DA 42+ backlinks, +5-7 DA gain | SEO authority = top rankings for "AI productivity tools" |
Each Objective is a qualitative goal that addresses a gap from the Situation Analysis. Each Key Result is a measurable outcome that proves we're making progress.
Why: Situation Analysis identified "low DA (20-25)" as weakness + "AI positioning opportunity" as insight → Need SEO authority to compete.
Earn 125+ backlinks from DA 42+ sites by Month 6 (starting from ~50-75 low-quality backlinks)
📊 Track: Ahrefs, SEMrush | Target: 20 by M2, 50 by M4, 125+ by M6Increase Domain Authority from 20-25 → 25-32 (+5-7 points) by Month 6
📊 Track: Ahrefs DR, Moz DA | Milestone: +3 by M4, +5-7 by M6Achieve 15+ AI Search citations (ChatGPT, Perplexity, Gemini) for "AI productivity tools" queries by Month 6
📊 Track: Manual testing, AI Search Labs | Milestone: 5 by M4, 15+ by M6Why: Situation Analysis identified "zero media coverage" as weakness + "$3-5M Series A/B in 12 months" as business goal → Need investor/buyer social proof.
Secure 20+ media placements: 3-4 tier 1 (TechCrunch, Forbes, VentureBeat), 16-17 tier 2/3 by Month 6
📊 Track: Google Alerts, Media database | Milestone: 8 by M2, 16 by M4, 20+ by M6Reach 1.5M+ cumulative impressions in business/tech media by Month 6
📊 Track: Mention, SimilarWeb (estimated reach) | Milestone: 300K by M2, 800K by M4, 1.5M+ by M6Earn "As Seen On" badges from 8+ premium publications (via press release distribution) by Month 6
📊 Track: Whizzy Digital dashboard | Milestone: 3 by M2, 6 by M4, 8+ by M6Why: Situation Analysis identified "ex-Google founder credibility" as strength + "CEO thought leadership" as business goal → Leverage founder story.
Secure 4-5 podcast appearances on B2B SaaS/productivity shows (20K+ total listener reach) by Month 6
📊 Track: Manual tracking, Podcast analytics | Milestone: 2 by M4, 4-5 by M6Publish 3 byline articles/guest posts in tier 2/3 business publications (Inc., Entrepreneur, Medium) by Month 6
📊 Track: Publication tracking | Milestone: 1 by M4, 3 by M6Generate 8K+ LinkedIn impressions per month from CEO thought leadership content by Month 6
📊 Track: LinkedIn Analytics | Milestone: 3K by M4, 8K+ by M6Why: Situation Analysis identified "$120 paid CAC (rising)" as weakness → Need to prove PR delivers cheaper, higher-quality users.
Generate 750+ qualified signups directly attributed to PR sources (UTM: source=pr) by Month 6
📊 Track: Google Analytics UTM, CRM | Milestone: 100 by M2, 350 by M4, 750+ by M6Drive 7,500+ referral visitors from PR coverage (avg time on site >2 min) by Month 6
📊 Track: Google Analytics (source=referral) | Milestone: 1K by M2, 3.5K by M4, 7.5K+ by M6Achieve $40 PR-attributed CAC (67% cheaper than $120 paid ads) by Month 6
📊 Track: $15K budget ÷ 750 signups = $20 | Add time cost ($5K) = $40 total CACAchieve 1,500+ brand mentions ("BizFlow" tracked across web, social, forums) by Month 6
📊 Track: Brand24, Google Alerts | Milestone: 300 by M2, 900 by M4, 1,500+ by M6| Metric | Month 2 | Month 4 | Month 6 (Target) |
|---|---|---|---|
| Media Placements | 8 | 16 | 20+ |
| Backlinks (DA 42+) | 20 | 70 | 125+ |
| Referral Visitors | 1,000 | 3,500 | 7,500+ |
| New Signups (PR-attributed) | 100 | 350 | 750+ |
| Cost Per Acquisition | $50 | $45 | $40 |
| Brand Mentions | 300 | 900 | 1,500+ |
| Domain Authority | +2 (22-27) | +3 (23-28) | +5-7 (25-32) |
💡 Key Insight: Objectives are sequenced for compounding results → Quick wins (M1-2) → Momentum (M3-4) → Scale (M5-6).
BizFlow's PR strategy defines WHO we're targeting, WHAT we'll say, and HOW we'll reach them. Every strategic choice is informed by insights from the Situation Analysis.
Strategic Rationale: Situation Analysis identified "SMB market (10-100 employees)" + "Series A/B investors" + "remote-first companies" as key audiences → Focus PR on reaching these groups.
Strategic Rationale: Situation Analysis found "competitors don't own 'AI automation for remote teams'" + "ex-Google founder credibility" → Claim this positioning before competition does.
"BizFlow is the AI productivity platform that automates workflow management for remote teams, helping companies save 10+ hours per week on coordination overhead—built by ex-Google engineers who understand what remote teams actually need."
Strategic Rationale: Given BizFlow's constraints (zero relationships, $15K budget, 13 hrs/week capacity) and strengths (ex-Google founders, proprietary data, AI timing), we've selected 4 channels that maximize earned media while minimizing time investment through strategic outsourcing.
✓ Must Have: Can be partially/fully outsourced (limited in-house capacity)
✓ Must Have: Delivers measurable backlinks (low DA problem)
✓ Must Have: Works without existing relationships (starting from zero)
✓ Nice to Have: Leverages founder credibility (ex-Google)
✓ Nice to Have: Utilizes proprietary data (5K users)
✓ Nice to Have: Provides investor-facing social proof (Series B prep)
| Channel | Budget % | Time % | Why This Channel for BizFlow? | Expected Outcome |
|---|---|---|---|---|
| Journalist Outreach (HARO + Data-Led Pitches) | 35% ($5.25K) | 45% | Leverages strengths: Ex-Google founders = credible expert sources for journalists. AI timing = media actively seeking sources. HARO (free) gets tier 2/3 coverage. Data-led campaigns (5K users) attract tier 1 media. Hybrid approach: In-house HARO monitoring (5 hrs/week), outsource survey analysis ($800) and pitch writing ($1,200). | 3-4 tier 1 placements (TechCrunch, Forbes), 12-15 tier 2/3 (Inc., Entrepreneur), 50-70 backlinks, positions CEO as go-to AI expert |
| Podcast Outreach (Founder Storytelling) | 25% ($3.75K) | 20% | Leverages strengths: Ex-Google founder story is podcast gold ("How we built for 100K Googlers, now for SMBs"). Long-form format (60 min) allows deep positioning. Practical for BizFlow: Outsource booking ($1.5K for 20 pitches), CEO only invests 3-4 hrs for 4-5 appearances. Why prioritize: B2B SaaS founders consume podcasts heavily; reaches investors passively. | 4-5 podcast appearances (20K+ cumulative listeners), 5-8 backlinks from show notes, CEO becomes recognizable voice in AI productivity space |
| AI Search Optimization (AEO/GEO) | 25% ($3.75K) | 25% | Future-proofing strategy: 40% of searches now use ChatGPT/Perplexity/Gemini. BizFlow's ICP (remote team leaders) are early AI adopters. Practical approach: Create 8-10 comprehensive guides optimized for AI citations (outsource writing $2.4K). Note: Whizzy Digital's press release distribution service also delivers guaranteed AI search ranking (citations in ChatGPT, Perplexity, Gemini). Compounding returns: Unlike press coverage (one-time), AI citations compound monthly. First-mover advantage: Competitors aren't optimizing for AEO yet. | 15-20 AI citations by M6 (ChatGPT, Perplexity, Gemini), 2K+ referral traffic from AI sources, establishes BizFlow as authoritative answer for "AI productivity tools" |
| Press Release Distribution (Quick Credibility) | 15% ($2.25K) | 10% | Strategic quick win: Zero relationships = need immediate "As Seen On" badges for investor conversations. 3 strategic releases (funding announcement, milestone, data report) via Whizzy Digital. ROI focus: $400/release for 300+ syndications = $1.33/placement. Not primary channel: Backlinks not niche-specific, but high social proof value for Series B pitch deck. | 900+ syndications across 3 releases, 6-8 premium "As Seen On" badges (Bloomberg, MarketWatch, Yahoo Finance), 25-35 dofollow backlinks (DA 40-70), investor-ready social proof |
❌ Blogger Outreach (excluded):
❌ Press Release Distribution (deprioritized to 15%):
❌ Influencer Outreach (excluded):
✅ Why Journalist Outreach is PRIMARY (35%):
Month 1-2 (Foundation): Press Release (1 release) for immediate badges + HARO responses (20/week) for tier 2/3 coverage + AI Search content creation (4 guides) → Outcome: 8 placements, 20 backlinks, 5 AI citations
Month 3-4 (Momentum): Data-led campaign ("State of Remote Work 2026" using 5K user data) pitched to tier 1 media + Podcast tour begins (2-3 appearances) + AI Search expansion (4 more guides) → Outcome: 16 cumulative placements (2 tier 1), 70 backlinks, 12 AI citations
Month 5-6 (Scale): Press Release (2 releases for milestones) + Public dataset analysis pitched to tier 1 + Podcast tour continues (2 more appearances) + AI Search optimization (2 final guides) → Outcome: 20+ cumulative placements (3-4 tier 1), 125+ backlinks, 15-20 AI citations
Strategic Rationale: Situation Analysis identified "AI hype cycle" + "remote work normalization" + "proprietary data (5K users)" → Create content aligned with what media wants.
1. Founder Story: "Ex-Google Engineers Built AI Tool to Solve Remote Work Chaos"
2. Data-Driven: "How 5,000 Remote Workers Actually Spend Their Time (BizFlow Data)"
3. Trend Hijacking: "ChatGPT for Workflows: How AI is Automating Team Coordination"
4. Customer Success: "How [Customer] Cut Meetings by 80% with AI Workflow Automation"
5. Industry Insight: "Why Remote Teams Waste 15 Hours/Week on Manual Workflows"
6. Contrarian Take: "Most 'AI Productivity Tools' Aren't Actually AI—Here's Why"
7. Milestone: "BizFlow Reaches 5K Users, Saves 50K+ Hours Collectively"
8. Thought Leadership: "The Future of Work Isn't Hybrid—It's AI-Augmented"
WHO: Remote team leaders (10-100 employees), Series A/B investors, tech journalists, productivity bloggers
WHAT: "AI platform that automates workflow management for remote teams" (save 10+ hrs/week, ex-Google founders, 5K users)
WHY NOW: AI hype cycle + remote work normalization = perfect timing to claim "AI workflow automation" narrative
HOW: Press Releases (40%) + Journalist Outreach (30%) + Blogger Outreach (20%) + AI Search (10%)
THEMES: AI in workplace, remote work, workflow automation, future of work
PROOF: 8 story angles leveraging founder credibility, proprietary data (5K users), and AI timing advantage
Tactics are the specific PR activities BizFlow will execute to achieve the objectives and implement the strategy. Each tactic is selected based on budget fit, time investment, goal alignment, and success probability.
From the 30 tactics in Section 2, BizFlow selected 12 specific tactics across 6 months based on these criteria:
Budget Fit
$15K budget → Must use cost-effective tactics (HARO free, outsource high-volume tasks, strategic press releases only)
Time Investment
13 hrs/week capacity → Must outsource content creation ($2.4K writers), podcast booking ($1.5K), survey analysis ($800)
Goal Alignment
Need 125+ backlinks → Select tactics proven for link building (HARO, data campaigns, AI Search, podcasts, guest posts)
Success Probability
Have unique assets (ex-Google founders, 5K user data, AI timing) → Select tactics that leverage these advantages
BizFlow's 12 tactics create a balanced portfolio across 4 categories (following Module 3.1 framework):
| Tactic Type | Purpose | BizFlow's Allocation | Tactics Selected | Expected Outcomes |
|---|---|---|---|---|
| Quick Wins | Fast, low-effort results (Month 1-2) | 35% (4 tactics) | HARO responses (free), Reactive PR (free), AI Search FAQ (in-house), Press kit setup (in-house) | 8 placements, 20 backlinks by Month 2 |
| Content Assets | Long-term link magnets | 25% (3 tactics) | AI Search guides ($2.4K, 8-10 guides), Infographic ($400), Interactive tool ($600) | 15-20 AI citations, 35-50 backlinks, 3K+ traffic |
| Relationship Building | Media connections | 25% (3 tactics) | Podcast outreach ($1.5K booking), Guest posting ($1.6K, 4 articles), Journalist pitches (in-house 5 hrs/week) | 4-5 podcasts, 4 guest posts, 3-4 tier 1 placements |
| Big Swings | High-impact campaigns | 15% (2 tactics) | Survey campaign ($800 "State of Remote Work 2026"), Press releases ($2.25K, 3 strategic releases) | 2-3 tier 1 from survey, 900+ syndications from PRs |
💡 Strategic Balance: BizFlow prioritizes Quick Wins (35%) and Content Assets (25%) over Big Swings (15%) because of limited budget and team capacity. This ensures steady monthly results while building toward high-impact campaigns in Month 3-6.
Every tactic directly supports one or more of BizFlow's 4 objectives (showing clear ROI path):
| Tactic | Primary Objective Supported | Secondary Objectives | Why This Tactic? |
|---|---|---|---|
| HARO Responses (20/week) | OBJ 2: Credibility (tier 2/3 placements) | OBJ 1 (backlinks), OBJ 3 (CEO quotes) | Free, fast results, leverages ex-Google credibility |
| AI Search Guides (8-10) | OBJ 1: Authority (15+ AI citations) | OBJ 4 (referral traffic 2K+) | Future-proofing, compounding returns, ICP uses AI search |
| Survey Campaign ("Remote Work 2026") | OBJ 2: Credibility (2-3 tier 1 placements) | OBJ 1 (30-40 backlinks), OBJ 4 (traffic) | Leverages proprietary data (5K users), attracts tier 1 media |
| Podcast Outreach (4-5 shows) | OBJ 3: CEO Thought Leadership | OBJ 1 (5-8 backlinks show notes), OBJ 4 (traffic) | Ex-Google founder story perfect for 60-min format |
| Press Releases (3 strategic) | OBJ 2: Credibility (8+ "As Seen On" badges) | OBJ 1 (25-35 backlinks), OBJ 4 (brand mentions) | Quick social proof for investor pitch deck (Series B prep) |
| Guest Posting (4 articles, DA 60+) | OBJ 1: Authority (4 DA 60-90 backlinks) | OBJ 3 (thought leadership), OBJ 4 (2K+ traffic) | High-quality niche-specific backlinks for DA boost |
| Reactive PR (AI news monitoring) | OBJ 2: Credibility (quick media mentions) | OBJ 3 (CEO visibility), OBJ 1 (backlinks) | AI timing advantage (2024-2025 hype cycle) |
| Data-Led Journalist Pitches | OBJ 2: Credibility (3-4 tier 1 placements) | OBJ 1 (40-60 backlinks), OBJ 4 (traffic) | Unique data (5K users) differentiates from competitors |
💡 Result: Every dollar and hour invested has a clear path to one of the 4 objectives. No "vanity metrics" tactics—only actions that move KRs forward.
BizFlow's tactics aren't randomly distributed—they're sequenced for compounding results and dependency management. Each tactic builds on previous wins.
⚠️ Anti-Pattern to Avoid: Don't start with "Big Swings" (survey campaigns, tier 1 pitches) in Month 1. You need credibility signals (existing coverage, "As Seen On" badges, byline samples) before tier 1 media will respond. Start with Quick Wins to build momentum.
Not every tactic will succeed. BizFlow has built-in contingencies for common failure modes:
| Risk Scenario | Probability | Impact if Occurs | Mitigation Strategy |
|---|---|---|---|
| Survey campaign gets <8 media pickups (vs 8-12 target) | Medium (30%) | -10 backlinks, -1 tier 1 placement | Contingency: Reallocate $500 from contingency fund to second press release in Month 4. Prevention: Pre-pitch 50 journalists with survey concept before data collection to gauge interest. |
| HARO responses yield <5 placements/month (vs 6-8 target) | Low (20%) | -15 backlinks over 6 months | Contingency: Increase to 30 HARO responses/week (vs 20). Prevention: Create 5 response templates for common query types (AI, remote work, productivity tips, founder journey, data insights). |
| Podcast booking yields <3 appearances (vs 4-5 target) | Medium (40%) | -2-3 backlinks, -5K listeners | Contingency: Shift to LinkedIn Live sessions (3-4 episodes) as alternative long-form format. Prevention: Pitch 25 podcasts (vs 20) with personalized angles; highlight ex-Google credentials upfront. |
| AI Search guides don't get cited by Month 6 | Medium (30%) | -10 AI citations, -1K traffic | Contingency: Guides still provide SEO value (organic backlinks) even without AI citations. Prevention: Test AI citation probability in Month 2 with 2 pilot guides; iterate format based on results. |
| Guest posts get <3 acceptances (vs 5 target) | High (50%) | -2 DA 60+ backlinks | Contingency: Pitch additional 10 DA 50-60 publications (tier 2.5) as backup. Prevention: Submit outlines (not full articles) first to gauge publication interest before writing. |
💡 Contingency Fund: BizFlow reserves $500 (3.3% of $15K budget) as a contingency fund to reallocate mid-campaign if high-priority tactics underperform.
BizFlow creates detailed playbooks for each tactic. Here are 3 examples showing the level of planning required:
Execution Steps:
Response Templates (5 types):
Success Metrics:
Execution Timeline (4 weeks):
Media Pitch Angles (5 options):
Success Metrics:
Execution Steps:
Topic Angles (CEO can discuss any):
Success Metrics:
💡 BizFlow creates similar playbooks for all 12 tactics with step-by-step execution, templates, and success metrics. This ensures consistency even with outsourced execution (writers, booking services, analysts).
BizFlow's tactics are sequenced across 3 phases: Foundation (Month 1-2) → Momentum (Month 3-4) → Scale (Month 5-6). Each phase builds on the previous one for compounding results.
Expected: 5-8 backlinks, 2-3 media mentions
Expected: 8-12 media placements, 30-40 backlinks
Expected: 300+ premium placements via Whizzy Digital, 15-20 backlinks
Expected: 4-6 podcast appearances, 8K-18K listeners
Expected: 25-35 backlinks from DA 30-60 blogs
Expected: 2-3 tier 1 placements, 50-80 backlinks, 5K+ traffic
Expected: 5 DA 60-90 backlinks, 2K+ referral traffic
Expected: 150K+ reach, 300+ signups, 15-20 mentions
Expected: 1-2 op-ed placements, 8K+ LinkedIn impressions
BizFlow tracks each tactic's performance monthly and adjusts tactics mid-campaign if underperforming. Here's the decision framework:
| Tactic | Success Metric | Month 2 Checkpoint | Month 4 Checkpoint | Optimization Trigger |
|---|---|---|---|---|
| HARO Responses | Placements per 20 responses | If <5 placements → Review response quality | If <10 cumulative → Stop HARO, reallocate 5 hrs to journalist pitches | Action: Test 3 new response templates, focus on queries with "stats needed" or "expert commentary" |
| AI Search Guides | AI citations per guide | If 2 pilot guides = 0 citations → Adjust format (add more Q&A structure, data tables) | If <8 citations total → Still valuable for SEO backlinks, continue | Action: A/B test guide formats: listicles vs how-to vs comparison tables. Double down on highest-citing format. |
| Survey Campaign | Tier 1 placements from data | N/A (survey launches Month 3) | If 0 tier 1 placements → Pitch findings as op-ed (CEO byline) to tier 2 instead | Action: If data isn't newsworthy enough, create "2027 Predictions" follow-up using 2026 data as baseline. |
| Podcast Outreach | Booking conversion rate | N/A (outreach starts Month 3) | If <3 bookings from 25 pitches → Shift to webinar series (own platform, easier booking) | Action: Analyze rejected pitches. Common rejection reason? Adjust angle (less founder story, more actionable insights). |
| Press Releases | "As Seen On" badges collected | If first release <5 premium badges → Request Whizzy Digital premium distribution upgrade ($200 more) | If <8 badges total → Add 1 more strategic release in Month 6 | Action: Badges needed for investor pitch deck by Month 6. If still low, purchase "As Featured In" display package ($300). |
| Guest Posting | Acceptance rate (DA 60+) | N/A (guest posts start Month 5) | N/A | Action: If <60% acceptance rate, submit to DA 50-60 publications (easier acceptance) while building byline portfolio. |
What "Success" Looks Like:
What "Underperformance" Looks Like:
💡 Agile PR: BizFlow reviews tactic performance monthly (not waiting until Month 6) and makes mid-campaign adjustments. This "test and iterate" approach prevents wasting budget on underperforming tactics for 6 months.
BizFlow doesn't just execute a static plan. They learn from Month 1-2 results and adjust Month 3-6 tactics accordingly:
Example Learning Loop 1: HARO Response Quality
Month 1 Finding: HARO responses with proprietary data ("According to BizFlow's analysis of 5K users...") get 3x higher journalist response rate vs generic expert commentary
Month 2-6 Adjustment: All HARO responses now lead with data stat + "According to analysis of 5K users" positioning. Create 10 pre-packaged data stats (hours saved, productivity gains, adoption rates) for quick insertion into responses.
Example Learning Loop 2: Media Pitch Angles
Month 2 Finding: Reactive PR pitches on AI news (e.g., "ChatGPT launches new feature") get 5x more responses than generic thought leadership pitches
Month 3-6 Adjustment: Increase reactive PR frequency from 1x/week → 3x/week. Set up Google Alerts for "AI productivity," "ChatGPT enterprise," "workplace AI." Respond within 4 hours with ex-Google founder commentary.
Example Learning Loop 3: Podcast Topic Angles
Month 3 Finding: Podcast hosts are more interested in "Why we left Google" founder story (70% interest) vs generic "AI in workplace" topic (30% interest)
Month 4-6 Adjustment: Lead all podcast pitches with founder journey angle, weave in AI insights naturally during interview. Update booking service instructions to emphasize ex-Google credentials upfront.
Example Learning Loop 4: AI Search Content Format
Month 2 Finding: AI Search guides in comparison table format (e.g., "15 AI Productivity Tools Compared") get cited 2x more than how-to guides (e.g., "How to Use AI for Productivity")
Month 3-6 Adjustment: Create 6 comparison guides ("Best AI Tools for X") vs 2 how-to guides (originally planned 4 how-to, 4 comparison). Prioritize format that AI models prefer to cite.
💡 Key Principle: BizFlow's campaign isn't set in stone. The best PR strategies are hypothesis-driven and data-informed—test, learn, adjust. This is how $15K budgets outperform $50K+ budgets (better optimization, not bigger spending).
Core Concept: The Action phase translates BizFlow's strategy into executable plans by mapping available resources (budget, time, team) to priority tactics. This section details how BizFlow will execute its $15K, 6-month PR campaign with a hybrid execution model.
BizFlow's execution strategy is shaped by three resource constraints. Understanding these constraints drove the selection of channels, tactics, and the hybrid execution model.
$15K total budget (6 months)
Strategic choice: Invest $15K now to prove PR ROI, unlock $30K-$50K budget in Month 7-12 if successful.
16 hrs/week committed
Strategic choice: Outsource time-intensive tasks (survey analysis, guide writing, podcast booking) to maintain 16 hrs/week capacity.
Hybrid: In-house + outsourced
Strategic choice: Build core PR skills in-house (pitching, HARO), buy specialized skills (writing, design, analysis) to scale faster.
Why This Matters: These three dimensions drove BizFlow's decision to use a Hybrid Execution Model (in-house core strategy + outsourced specialists) vs. full DIY or full agency. This balance maximizes $15K budget impact while keeping strategic control in-house.
BizFlow uses a Hybrid model: core strategy and high-value activities in-house, outsource specific skills and time-intensive tasks. This model fits BizFlow's $15K budget, 16 hrs/week capacity, and skill profile.
Time investment: 16 hrs/week (CEO 4 hrs, Marketing 12 hrs) · Cost: $0 (existing team)
Total outsourcing cost: $10,850 (72% of $15K budget) · Saves: ~30-40 hrs/week in execution time
Hybrid Model Advantage: BizFlow retains strategic control and builds core PR skills (pitching, relationships) while scaling content production and outreach without hiring. This model delivers 2-3x more output than full DIY at $15K budget.
| Category | Amount |
|---|---|
| Tools & Software | $2,100 |
| Freelance Writers & Ghostwriters | $3,600 |
| Professional Designer & Interactive Tools | $2,900 |
| Press Release Distribution (Whizzy Digital Premium) | $1,500 |
| Influencer Partnerships | $2,400 |
| Survey, Research & Data Analysis | $1,500 |
| Podcast Booking Service & VA Support | $1,500 |
| Contingency | $500 |
| Total | $15,000 |
BizFlow's budget allocation decisions follow four optimization principles to deliver maximum ROI from $15K. These principles shaped channel priorities, tactic sequencing, and build-vs-buy decisions.
Invest in tactics with compounding returns that serve multiple channels simultaneously.
BizFlow's Application:
Result: $4.6K investment creates assets used across 6 tactics, multiplying effectiveness 3-4x vs. single-use assets.
Start with high-ROI, quick-win tactics to build credibility that unlocks harder tactics later.
BizFlow's Application:
Result: Early wins create snowball effect—each success makes next tactic easier. Month 5-6 conversion rates 2x higher than Month 1-2.
Build skills that compound long-term (relationships, pitching). Buy commoditized work (content, design, analysis).
BizFlow's Application:
Result: CEO time focused on $10K+ value activities (tier 1 relationships). Commoditized work outsourced at $30-50/hr rate.
Set aside 10-15% for unexpected opportunities that emerge mid-campaign.
BizFlow's Application:
Result: Campaign stays agile. Best PR moments are often unplanned—$500 buffer lets BizFlow seize opportunities competitors miss.
Net Effect: These four principles help BizFlow's $15K budget outperform competitors spending $30-50K on unfocused PR efforts. Strategic resource allocation > raw budget size.
Purpose: This calendar translates BizFlow's objectives, channel strategy, and resource allocation into a detailed month-by-month execution plan. Each month follows a strategic sequencing: foundation → momentum → scale.
Strategic Sequencing Logic: Month 1-2 (Foundation) builds assets and credibility → Month 3-4 (Momentum) leverages assets for media placements → Month 5-6 (Scale) uses credibility for tier 1 targets and high-value backlinks.
Establish infrastructure, create initial assets, generate quick credibility wins
HARO Responses (In-House)
Target: 160 responses over 8 weeks → 5-8 media mentions
Week-by-Week Activities:
Resource Allocation:
Personnel: Marketing Team
Hours/Week: 10 hrs
Budget: $0
Reactive PR (In-House)
Target: 1-2 media mentions from AI news hijacking
Week-by-Week Activities:
Resource Allocation:
Personnel: CEO + Marketing
Hours/Week: 2 hrs
Budget: $0
AI Search Content (Outsourced)
Target: 2 pilot guides published → 2-3 AI citations
Week-by-Week Activities:
Resource Allocation:
Personnel: Freelance Writer (CEO review)
Hours/Week: 2 hrs
Budget: $600 (2×$300)
Press Release #1 (Outsourced)
Target: 300+ syndications → 5-8 "As Seen On" badges
Week-by-Week Activities:
Resource Allocation:
Personnel: CEO + Marketing
Hours/Week: 3 hrs
Budget: $750
Infographic + Setup
One-time infrastructure setup + shareable asset
Week-by-Week Activities:
Resource Allocation:
Personnel: Marketing + Designer
Hours/Week: 4 hrs
Budget: $1,000 ($600 tools+$400 design)
TOTAL HOURS/WEEK
18-20 hrs
CEO 4 hrs, Marketing 14-16 hrs
TOTAL BUDGET
$2,350
15.7% of $15K total budget
EXPECTED RESULTS
5-8 placements
10-15 backlinks, 50 signups
💡 Key Success Metric: By Week 8, BizFlow has 5-8 "As Seen On" badges for website credibility, 2-3 HARO placements proving conversion rate, and foundational assets (press kit, 2 guides, infographic) ready for Month 3-4 leverage.
Use Month 1-2 credibility to unlock journalist placements, podcasts, survey campaign
Survey Campaign (Outsourced)
Target: 3-4 tier 1 placements from newsworthy data
4-Week Execution Timeline:
Resource Allocation:
Personnel: Data Analyst + CEO
Hours/Week: 8 hrs
Budget: $1,500
Data-Led Journalist Pitches (In-House)
Target: 2-3 tier 1 placements + HARO 3-4 mentions
Ongoing Activities (8 Weeks):
Resource Allocation:
Personnel: CEO + Marketing
Hours/Week: 12 hrs
Budget: $0
Additional Month 3-4 Tactics:
Podcast Outreach (Outsourced)
Booking service pitches 25 B2B SaaS podcasts, lead: "Why We Left Google," target 4-5 bookings (20% rate)
Budget: $1,500 | Time: CEO 3-4 hrs (interviews)
AI Search Guides Batch 2
Create 4 more guides (comparison format), outsource $300/guide, topics: "Best AI Tools for Remote Teams"
Budget: $1,200 | Time: CEO 2 hrs (review)
Press Release #2
"BizFlow Survey: Remote Teams Waste 15 Hours/Week," Whizzy Digital Premium (300+ syndications)
Budget: $750 | Time: 3 hrs (draft + monitor)
Interactive Tool
"Workflow Efficiency Calculator" (embeddable widget), design + development for blogger outreach
Budget: $600 | Time: 2 hrs (brief + review)
TOTAL HOURS/WEEK
16-18 hrs
CEO 4-5 hrs, Marketing 12-13 hrs
TOTAL BUDGET
$5,550
37% of $15K (cumulative: 52.7%)
EXPECTED RESULTS
8-12 placements
30-40 backlinks, 300 signups, DA +3-4
💡 Key Success Metric: Survey campaign generates 2-3 tier 1 placements (TechCrunch, Inc, Fast Company), 4-5 podcast appearances complete, cumulative 13-20 total placements position BizFlow for Month 5-6 high-value scaling.
Use credibility to secure DA 60-90 backlinks, tier 1 thought leadership, hit all milestones
Guest Posting DA 60-90 (Outsourced)
Target: 4 byline articles → 4 DA 60-90 backlinks
8-Week Execution:
Resource Allocation:
Personnel: Freelance Writer + CEO
Hours/Week: 3 hrs
Budget: $1,600 (4×$400)
Additional Month 5-6 Tactics (Final Push to Milestones):
AI Search Guides (Final 4)
Complete 10-guide series, target 15+ cumulative AI citations, topics: "Remote Work Statistics 2026," "AI Adoption Benchmarks"
Budget: $1,200 | Time: 2 hrs
Thought Leadership (CEO)
CEO writes 2 LinkedIn op-eds ("How We Built BizFlow," "AI Predictions 2027"), pitch to tier 2 (Inc, Entrepreneur), target 8K+ impressions
Budget: $0 | Time: 4 hrs (CEO writing)
Press Release #3
"BizFlow Reaches 10K Users, Launches AI Workflow Templates," Whizzy Digital Premium, milestone + product news
Budget: $750 | Time: 3 hrs
Final Journalist Push
Follow up with 15 tier 1 journalists who engaged (Month 3-4), new angles: 10K milestone, 2027 predictions, target 1-2 tier 1 features
Budget: $0 | Time: 4 hrs (CEO)
Blogger Outreach (VA Support) + Contingency Reserve
VA contacts 50 productivity/remote work bloggers with AI guides + tool, target 15-20 DA 30-60 backlinks ($500). Contingency $500 reserved for opportunities (rush podcast, tier 1 sponsored content, reactive PR asset).
Total Budget: $1,000 ($500 blogger + $500 contingency) | Time: 2 hrs (coordination)
TOTAL HOURS/WEEK
16 hrs
CEO 4 hrs, Marketing 12 hrs
TOTAL BUDGET
$4,550
30.3% (cumulative: 83% = $12,450)
6-MONTH TOTALS
20+ placements
125+ backlinks, 750+ signups ✅
🎯 Campaign Success: All 6 objectives achieved! 20+ placements (3-4 tier 1), 125+ backlinks (DA 42+ avg), 15+ AI citations, 7,500 visitors, 750 signups, $20 actual CAC (50% under $40 target!), DA +6-8. $2,550 remaining → Month 7-12 scaling + Series B PR prep.
By following this detailed month-by-month execution roadmap (Foundation → Momentum → Scale), BizFlow achieves all six campaign objectives while spending only $12,450 of $15K budget (83% utilization).
💡 Strategic Win: Detailed week-by-week execution prevents common PR failures (underestimating time, unclear priorities, poor sequencing). $2,550 remaining budget → reinvest in Month 7-12 to scale winning tactics and prepare for Series B PR push.
BizFlow tracks metrics across three tiers aligned with the PR measurement framework:
Tier 1: Output
What we produce and publish
• Media Placements
• Backlinks
• Domain Authority
Tier 2: Outcome
How audiences respond
• Referral Traffic
• Brand Mentions
• Engagement
Tier 3: Ultimate Impact
Business results
• PR-Attributed Signups
• CAC Comparison
• Investor Interest
💡 BizFlow's Focus: As a Series A-prep startup, BizFlow prioritizes Tier 1 metrics (60%) for investor credibility + Tier 3 metrics (30%) for growth proof. Tier 2 metrics (10%) are monitored but not primary KPIs.
| Metric | Month 2 | Month 4 | Month 6 (Target) | Tracking Tool |
|---|---|---|---|---|
| Media Placements | 2-3 | 10-12 | 20+ | Mention, Google Alerts |
| Backlinks (Total) | 10-15 | 60-80 | 150+ | Ahrefs |
| Referral Traffic | 500 | 4,000 | 10,000+ | Google Analytics |
| PR-Attributed Signups | 50 | 400 | 1,000+ | UTM tracking + CRM |
| Domain Authority | +2 | +5 | +8-10 | Ahrefs DR |
| Brand Mentions | 200 | 1,000 | 2,000+ | Brand24 |
At $15K budget (Series A-prep, hybrid execution), BizFlow operates at Stage 2: Growing maturity level with a $200/month measurement stack:
Ahrefs Lite ($99/month)
Purpose: Backlink tracking, DA monitoring, competitor analysis
BizFlow Use: Weekly backlink reports, monthly DA checks, guest post target research
Mention ($49/month)
Purpose: Real-time media monitoring, brand alerts, sentiment analysis
BizFlow Use: Track all 20+ placements, monitor "BizFlow" mentions, competitive intelligence
Google Analytics (Free)
Purpose: Traffic tracking, UTM campaign tracking, goal conversions
BizFlow Use: PR referral traffic, source attribution (TechCrunch, Forbes), signup conversion rates
HubSpot CRM (Free Tier)
Purpose: Lead attribution tracking (PR source → signup → customer)
BizFlow Use: Tag PR-sourced signups, calculate CAC by channel, track "Saw us in [publication]" notes
💰 Total Monthly Cost: $148/month ($1,776 annually, 11.8% of $15K budget). This Stage 2 stack provides 60% automated tracking + 40% manual (CEO/Marketing spend 2 hrs/week on reporting). After Month 6 success, BizFlow plans to upgrade to Stage 3 ($500/mo: Muck Rack + Brand24) for Series B PR scaling.
📅 Weekly (Fridays, 30 min)
What BizFlow Reviews:
Action: Double down on working pitches (e.g., "AI productivity" angle converting → send 5 more), kill underperforming tactics (e.g., HARO response rate <5% → pause 1 week)
📊 Monthly (1st Monday, 90 min)
What BizFlow Reviews:
Action: Channel optimization → Shift 20% time/budget from low-ROI channel (e.g., blogger outreach 2 hrs/week → 0 hrs) to top performer (e.g., podcast outreach from 3 hrs → 5 hrs), update Month 5-6 tactics
🎯 Quarterly (Month 2, 4, 6 - 2 hrs)
What BizFlow Reviews:
Action: Strategic pivots → Month 2: "Survey generated 0 tier 1 placements, kill survey, reallocate $1.5K to podcast outreach" OR Month 6: "Hit all objectives, Series B raised → Scale PR budget to $40K, hire part-time PR manager"
You now have a detailed, actionable 6-month Digital PR strategy you can adapt for your own startup. Download the planning template and get answers to common questions in Module 3.3 FAQs below.
Common questions about developing and executing a Digital PR strategy, with practical answers for startup founders.
Bootstrap/Pre-Seed: $0-$3K/month (DIY with free tools, focus on HARO, reactive PR, founder time)
Seed Stage: $3K-$8K/month (add paid tools, surveys, freelance content, press distribution)
Series A: $8K-$20K/month (scale campaigns, PR consultant, larger asset creation)
Series B+: $20K-$50K+/month (full PR agency, comprehensive campaigns)
Rule of thumb: Allocate 5-10% of marketing budget to PR in early stages, increasing as you scale.
Quick wins (1-2 months): HARO mentions, newsjacking, small blog pickups
Medium-term (3-6 months): Survey campaigns, linkable assets, podcast appearances, tier 2/3 media
Long-term (6-12 months): Tier 1 media placements (Forbes, TechCrunch), significant DA growth, thought leadership
SEO impact: Backlinks take 3-6 months to fully impact rankings; compounding effect over time
Be patient: Digital PR is a long-game strategy with exponential returns after the foundation is built.
Do it in-house if:
Hire an agency if:
Hybrid approach (recommended): Start in-house to learn what works, then hire specialist freelancers or boutique agencies for specific tactics (survey campaigns, guest posting, influencer outreach).
Month 1-2 (Foundation):
Month 3-6 (Growth):
Month 6+ (Scale):
Focus on tactics that match your resources and produce multiple benefits (e.g., survey = backlinks + media + data).
Step 1: Identify 20-30 target publications in your industry (TechCrunch, Forbes, industry-specific sites)
Step 2: Find journalists who cover your beat:
Step 3: Build spreadsheet with:
Step 4: Start small (50-100 contacts), refine over time
Quality > quantity: 50 relevant journalists beat 500 random contacts.
Good pitch elements:
Bad pitch red flags:
Example good pitch:
"Hi [Name], loved your piece on [recent article]. We just surveyed 500 fintech users and found 78% have security concerns that prevent adoption — counterintuitive given bank hacks. Would this data interest your readers? Happy to provide exclusive access."
Setup UTM tracking:
?utm_source=techcrunch&utm_medium=article&utm_campaign=survey-launchTrack conversions:
Measure indirect value:
Simple ROI formula:
(PR-attributed signups × LTV) / (PR budget + team time cost) = ROI %
Common reasons & solutions:
Improve response rates:
Reality check: 5-10% response rate is normal. Focus on quality pitches, not volume.
Example: Survey Campaign Repurposing
1. Create once: Survey 500 users on "Millennial Savings Habits 2025"
2. Repurpose 10+ ways:
One campaign = 50-80 backlinks + ongoing brand authority. Maximize ROI through strategic repurposing.
Make your own news:
Focus on value, not features:
Every startup has a story — it's about how you frame it. Lead with insights, not your product.
Minimum viable PR (2-4 hours/week):
Outsource selectively:
Batch tactics quarterly:
Even 2 hours/week consistently beats sporadic 10-hour bursts. Start small, build momentum.
Startup advantages:
Compete strategically:
David beats Goliath in PR through positioning, persistence, and personal touch — not budget.
Immediate response (24 hours):
Crisis communication playbook:
Reputation repair:
Prevention: Build positive brand equity before crisis hits. PR isn't just promotion — it's reputation insurance.
Get the complete SOSTAC planning template used in Module 3.2, with fillable worksheets for:
You now have a comprehensive understanding of Digital PR strategy from framework to execution. Ready to move on to Section 4: Measurement & Optimization?
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