Carefully Crafted on January 29

Case Study: Timely Media Outreach + Creative Storytelling

While I like blogging about a variety of PR strategies and tactics, I know from reading other blogs that sometimes you just need a good case study to pull it all together.

A search application hired our team to assist with brand building, starting with generating awareness in the broader technology scene and building momentum for future product launches. We developed and executed a strategy to highlight them as a forward-thinking technology company, while also leveraging timely current events to spark additional news coverage. To do this, we focused on three key story opportunities:

  • Nail it. Then scale it. Based in the Midwest, this startup began with one full-time employee (the founder) and a dedicated group of freelancers and contractors. By taking this very lean model, they didn’t need to secure a massive round of funding to build and launch their initial product. Instead, they took a lot of time to understand users’ search behaviors and modify the app accordingly. Then, once they felt they were closer to having a product ready to scale, they brought on a full-time work force. This “start small” model was the opposite of what you hear coming out of many Silicon Valley companies.
  • Homes for hackers. This company was one of the first startups to be powered by Google Fiber. Knowing that interest in fiber would be high, we leveraged this opportunity to reinforce them as cutting-edge, while also putting a name and face to the story. That way, instead of just focusing on fiber, media could also highlight an actual company to share how the new technology would impact entrepreneurs.
  • Mobile search trends. As we began shifting focus back to the product, we worked to secure guest posts and interview opportunities that reinforced the company’s message and points of differentiation.

Media coverage included the front-page of the New York Times, Associated Press, CNN’s Anderson Cooper Live,, GigaOm, VentureBeat, Mashable and Network World. The outcomes illustrate the value of timely outreach and creative storytelling, while also underscoring the importance of PR when demonstrating momentum to potential partners and investors.

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Photo credit: ericbowers

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