Write press releases, build media kits, pitch journalists, and measure PR impact—without an agency
PR is one of the highest-leverage growth channels a startup can build—because it creates trusted visibility, not just impressions.
What you’ll learn
- Build a startup PR strategy using PESO + RPIE: goals, audiences, messaging, and a simple action plan..
- Write a press release, boilerplate, and media kit that journalists can use immediately..
- Research reporters, build a media list, and send personalized pitches that earn replies and coverage..
- Use content + thought leadership to create story angles and credibility that fuel earned media..
- Plan PR events and social/influencer campaigns to amplify coverage and community buzz..
- Measure PR results (outcomes vs outputs) and report ROI with KPIs, tracking links, and sentiment..
Course Content
- Introduction and PR Fundamentals –> 3 lectures • 22min.
- Content Creation and Media Outreach –> 3 lectures • 23min.
- Influencers, Events, and Crisis Management –> 3 lectures • 25min.
- Section 4: Measurement, Ethics, and Conclusion –> 3 lectures • 23min.
Requirements
PR is one of the highest-leverage growth channels a startup can build—because it creates trusted visibility, not just impressions.
Consider a few realities:
- 92% of people trust recommendations from people they know more than advertising—exactly the kind of trust you earn through coverage and word-of-mouth.
- Journalists are flooded: almost all receive at least 1 pitch a day, yet most publish fewer than five stories per week—so your outreach has to be targeted and genuinely newsworthy.
- Modern PR measurement is moving beyond “how many mentions?” toward outputs, outcomes, and impact—because activity isn’t the same as results.
So the question becomes: How do you consistently earn press coverage and credibility—without a big budget, a big brand, or a PR agency?
That’s exactly what this course is designed to teach.
In this course, you’ll learn how to:
- Build a practical PR strategy for your startup using frameworks like PESO and RPIE
- Turn your product, traction, or mission into a story angle journalists actually want to cover
- Create press materials that make you look “press-ready,” including press releases and a media kit
- Find the right reporters, build relationships, and write pitches that get opened and answered
- Amplify earned media through content marketing, thought leadership, social, and influencers
- Plan PR-friendly events and launches that generate buzz (even on a startup budget)
- Prepare for crises with a simple, realistic crisis comms plan
- Measure PR performance using KPIs that map to business outcomes—traffic, sign-ups, sentiment, leads, and ROIYou’ll also get a clear workflow you can repeat—so PR becomes a system you can run, not a one-off scramble when you “need press.”
Whether you’re a founder, a marketer, or the accidental PR lead on a lean team, this course will give you a practical playbook for building visibility, credibility, and momentum through earned media—ethically and consistently.
Let’s get started.