When Jessica Spivack Lowenstein, the head of platform at the VC firm, was looking to get press for both the firm itself and its portfolio companies, she first tried a costly but unsuccessful engagement with a contractor. Then, she told Insider, she went through the Hustle Accelerator and was amazed by how feasible the DIY approach is."It's not as scary as it seems," she said.
"Success is about more than immediate return — it's about getting your name out there and gaining champions of the brand," Smith added."Don't get lured in by this idea of wanting a quick win. One of the worst things you can do is go after one publication at a time instead of thinking through a solid visibility strategy. PR is a marathon, not a sprint."
With a solid goal in mind, you can then spend time researching where your voice will best fit into the media landscape. Smith said to ask yourself:"What story angles are being talked about in media outlets that have to do with your industry?" As you're building a list of stories and publications to chase, don't just set your sights on the major names. Smith recommended thinking about media outreach like applying to colleges, with a few reach outlets and plenty of safety options."Don't forget the niche publications, the local TV stations, and the smaller podcasts that may have really dedicated audiences that will be excited to hear from you," she said.