How to manage your own PR

New start-up, founders often wear many hats, including that of a PR manager. The good news is that reporters and bloggers are more likely to listen to a pitch from a company founder than a PR rep. It means something when you tell somebody, 'this my company', because they want to hear your story. By managing your own PR will lead to mentions from media outlets and appearances but it will take some effort. Here are some tips for handling your own PR.

Start small

Chances are, your first press mention won't make a front page, so always start closer to home. Reach out to free, local publications first and establish enough credibility to approach larger media outlets.

Create a press list

A little research goes a long way in making connections with the media. The No. 1 thing that journalists hate is when you pitch them something that has nothing to do with what they cover. A simple Google search can also turn up names of writers who cover topics related to your business, as well as their most recent stories.

Follow reporters

It's easier to craft your pitch if you know what reporters are working on. Many magazines publish editorial calendars on their websites; the calendars list some of the publications' upcoming articles for the year. Often, reporters tap their networks on Twitter and LinkedIn when looking for sources. Cultivate relationships on Twitter by following writers, familiarise yourself with their interests, and reply to tweets that catch your eye.

Be current

Reporters are looking for timely stories -- in other words NEWS. You will have a better shot at getting coverage if you can tie your pitch to recent news, upcoming events, or seasonal topics.

Look for ways to stand out

No matter how well targeted your pitch may be, it will probably compete among thousands for attention. Sending a press packet can help cut through the clutter. Consider sending a gift card or little trinket together with your press release

Follow up -- but not too much

As with any other correspondence, there is a fine line between being persistent and downright annoying. Just a gentle e-mail reminder may keep your pitch from falling through the cracks. Even after an interview, make sure the reporter has enough information.

Don't forget bloggers

Garnering a mention on a well-trafficked blog can be just as valuable as an appearance in print or on television. If you're exclusively pitching to large papers and networks, you're overlooking a great resource.

Get on YouTube

If you want press, don't underestimate the importance of appearance and personality. Make your own video, or produce a question-and-answer session with a friend to give TV producers a sense of your conversational style.

Keep your cool

When someone does write about you, follow up with a nice note. Though you may be tempted to come out swinging at every less than flattering reference, doing so may bring more negative attention than the article itself. If an article contains severely damaging information, you may need to consult a lawyer and a crisis communications firm.

Show off your clips

To get the most mileage out of your publicity, create a media kit for your website that includes photos, videos, and your contact information in addition to clips of your PR successes. Whenever you get some press, make sure to spread the word through your blog, Facebook, and Twitter. Once you've started having some success, it snowballs.