Product & Profile
Good PR goes beyond the product
To establish your company and founder(s) as industry leaders, it's crucial to position them as respected experts. This can be achieved through thought leadership pieces and discussions on your owned channels, as well as securing profile press through earned media. Whether through written interviews, speaking opportunities, expert podcasts, or opinion pieces, profile press builds trust and emotional connection with your audience.
Expert tips
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Identify three strong angles each quarter using our framework. Expertise, insights, and opinions are great, but don’t be afraid to think outside of the box.
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Understand how your angle is relevant to the publication’s readers, and see if they have featured anything similar recently. If they have, find another angle to maximise your chances of being included.
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Are you, or the person you are pitching, the expert on this subject? To pitch with authority, you need to genuinely know your stuff. Make sure you’re the right voice before pitching.
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You need to share enough in your pitch to hook the journalist in, but you don’t want to give the whole story away. How can you share just enough to get them interested in your angle, and want to read your pitch?
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Use different imagery depending on your angle. And if you’re pitching to more than one publication, use different images so the features don’t look too similar if they all get picked up.
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Pitch more than once, and don’t be afraid to rework angles and hooks to get that feature. You don’t need to reinvent the wheel, but refreshing your angles every quarter can boost coverage opportunities.
Profile press angles examples
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Meet the maker
Millie Bridget Henry | Country Homes & Interiors
Focus: Founder perspective and experience (business) -
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Economy effecting business
Prior Shop | B24/7
Focus: Brand news and opinion (business)
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Mental health
Rosie Davies-Smith | HELLO! Magazine
Focus: Founder perspective and experience (personal)
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B2B
Moshulu | VisualSoft
Focus: How the brand uses or has benefited from a business service (business)
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Interview
Rixo | The London Magazine
Focus: 'A day in the life', get to know the founder style piece (personal)
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Interview
PR Dispatch | Xero
Focus: Discussing relevant or newsworthy topics within the industry (business)
Brand bio
A well-written brand bio will take you far (and not just in PR). Keep in mind:
● Stick to 2-3 sentences.
● Summarise who you are, what you do and what’s different about you.
● Nod to accolades, such as “Award-winning”, “Loved by Forbes”, “Since 2017”, etc.
● Focus can be on the brand or founder. Or go big and create two brand bio versions.
● Review and update every 6 months.
When and how: Press release
This succinct 1-pager gives the press the up-to-date, time-sensitive information and facts they need to write a feature.
A catchy press release has:
● Relevant times, dates or locations, and relevant images
● 3-4 short paragraphs of information
● A newsworthy ‘hook’ and facts and figures to back the story up
● 2 quotes from the brand/founder
A great press release is:
● One page
● Designed in line with brand guidelines
● Exported and attached to pitch emails as an interactive PDF with hyperlinks
Find out more on when your pitch might need a press release here. Hint, it’s not as often as you think.
