PR + Content for Growth

Kat defines content as material a company creates on its own channels and PR as pitching independent publications. She advises founders to practice explaining their startup clearly so others can repeat its story. Before investing much in marketing, founders should make something people want and talk with users; press is not a dependable long-term acquisition channel.

Craig recommends starting content marketing once customers are not churning, then making content for the customers a company actually wants. He says to choose a goal, such as engagement or conversions, and track how people find and use the content. Zapier’s early Hacker News content brought visitors who did not fully overlap with its customer base.

Craig describes The Onion’s headline process: writers submit 10 to 15 ideas each week, editors remove names, and the group selects a small share. He advises giving content time, using people with subject expertise, editing carefully, and being willing to discard work. Find the platforms customers use, focus on what works there, and promote the material consistently.

Kat says press can bring early users, investor or employee attention, and SEO benefits, but founders should usually wait until there is a product or clear news hook. She recommends preparing one-sentence and three-to-five-sentence pitches, plus concise answers to likely reporter questions. Founders should identify relevant publications, offer an exclusive to a realistic first choice, seek a warm introduction, and allow at least two weeks.

Kat advises founders to be truthful, follow up politely once or twice, and let reporters write their own headlines without requesting a preview. If coverage runs, promote it through company channels and make sharing easy for friends and supporters. If no publication takes the story, publish it on the company’s own channels and assess whether the effort met its goal.