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Forbes

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Related frameworks

Strategy3 steps

Choosing a Startup PR Agency

Vet PR agencies on month-one behavior, writing samples, and lead time — not on big-brand logos.

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Marketing3 steps

Find-the-Nugget Angle Selection

Ignore the company's own messaging; find the single thread reporters care about and double down.

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Marketing3 steps

Incumbent Anchoring

Position your product as taking on a household-name incumbent, never as a new category.

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Marketing3 steps

Manufacture the Story You Belong In

When you're too boring to cover directly, create the news, trend, or data others must cover — and live inside it.

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Marketing3 steps

Pitch the Freelancer, Not the Editor

The hungriest, most reachable writer at an outlet is usually the freelancer — target them, not the busy staff editor.

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Marketing3 steps

Press as a Trophy, Not a Megaphone

The value of coverage is often the 'as seen in' validation you deploy yourself — not the readership.

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Communication3 steps

Problem-Solving Story Over Success Story

Editors reject polished wins — lead with the challenge you faced and how you got through it.

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Marketing3 steps

Publication-to-Story Fit Map

Match each story type to the one publication most likely to cover it, before pitching anyone.

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Marketing3 steps

Reverse-Engineer the Publication's Mission

Editors serve their audience, not you — decode who each outlet serves, then fit your story to that mission.

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Communication3 steps

The Contrarian Coverage-Gap Angle

Give reporters the bold opposing view on a trending topic they're already covering positively.

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Communication3 steps

The Direct Funding Pitch

Pitch funding news by pattern-matching a beat reporter and stating the deal in three sentences.

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Communication3 steps

The Human Customized Pitch Email

A short, human, story-first email that proves it was written for this one person — not a mass blast.

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Communication3 steps

The Jargon-Strip Clarity Test

Say what your product does out loud in plain answers; if the writing can't match, strip the jargon.

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Communication3 steps

The Lightweight-First Outreach Opener

Open cold with a one-line 'are you open to ideas?' instead of a full pitch, to earn a reply.

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Strategy3 steps

The Press-as-Fundraising Filter

Only pursue press when you can name a specific business job it will do — same discipline as raising money.

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