Method 16 · Earned media
Public Relations
TV, magazines, radio, articles, podcast interviews, awards, and industry recognition.
What it actually is
Earning third-party validation through press, podcasts, and awards. Stories about you, written by someone else, that travel and cite the brand for years.
Best for
Founders with a real story, category creators, mission-driven brands, and any business where credibility carries the close.
Watch-outs
PR firms charge $5K to $25K a month and many produce nothing. Hire someone with current relationships in your specific beat or do it yourself with a focused list.
Real talk
One feature in the right vertical publication beats ten generic mentions. Pitch where your buyers actually read.
For veterans
Veteran founder stories carry weight in mainstream press, vet trade press (Military Times, We Are The Mighty), and regional outlets. Pitch with a specific data point or milestone, not a biography.
First steps
- 1.List the ten outlets your buyers actually read or listen to
- 2.Find the specific journalist who covers your beat at each outlet
- 3.Pitch one timely, specific story with a fresh data point in the first paragraph
The numbers
- Effort
- Moderate effort
- Impact ceiling
- Strong impact
- Timeline
- Results in months
- Time required
- 5 to 10 hrs/week
- Budget required
- Under $500/mo
- Primary medium
- Writing
- Channel type
- Earned channel
- Stage fit
- Early revenueGrowingScaling
- Goals served
- AuthorityAwarenessLeads
Tools and examples
Vertical podcasts in your industry · Local TV · Trade publications · Inc., Forbes, Fast Company contributor articles