public relations

Kat Mañalac and Craig Cannon explain how early-stage startups can use content and PR to reach the right audiences. They recommend focusing first on making something people want, then treating content like a product: choose a goal, learn where customers spend time, create useful material, measure results, and promote it consistently. For PR, they cover when to pitch, how to shape a clear story, prepare for reporter questions, choose a target and offer an exclusive, and build relationships through warm introductions. They also stress being accurate, respecting reporters’ work, and evaluating whether coverage achieved its intended goal.