We’re not a traditional PR firm
We’re a San Francisco-based team of world-class writers, communicators, storytellers, data wranglers, and viral marketers.
Although we may be small, we have big goals. We’re hungry. We’re scrappy. We want to show the world that PR can be more efficient, effective, and scalable than ever before.
To do this, we ask ourselves a simple question: If the PR industry never existed, how would we invent it today?
To really understand what we’re all about, you need look no further than our three core principles: Story-based. Data-driven. ROI-focused.
At PR Hacker, we don’t think it’s enough to write a press release. Instead, we focus our time and energy on creating powerful and viral story ideas—bite-sized morsels of news or newsworthy content that informs, enlightens, inspires, or entertains the end audience while also drawing them towards our desired goal.
Great story ideas allow us to practice “you first” public relations—PR that puts the needs of the end audience (and the media outlets that cater to them) in top priority. Simply put, if we first serve our audience well, we’ll have plenty of opportunities to highlight our core message.
Traditional PR, however, is rooted in a “me first” mentality. Our product is awesome. Check out these new killer features.
The problem with this type of public relations—PR that prioritizes the company over the end audience—is that it is usually very difficult to break through the noise. When you’re competing for time and media mindshare with the biggest news stories of the day, it is just too easy to get lost in the shuffle.
By creating story ideas that naturally highlight a company’s value proposition and brand promise without a hard sell, we create organic, media-driven sales funnels that get massive exposure while naturally pulling customers directly to us.
To create world-class story ideas on a daily basis, we gather quantitative data, analyze it, and employ a process of A/B testing, iteration, and continual improvement.
To start, we write many different versions of a story idea—perhaps 25 different headline variations for a single pitch. We then test these variations on small samples of media contacts, measure the conversion rate and speed of conversion, and scale up the “winning” pitch to thousands or tens of thousands of media contacts.
How do we maintain all of these media relationships? We use a team of researchers and our own in-house media relations management software to track and tag 350,000 media contacts in the U.S. alone (plus hundreds of thousands more throughout the world).
Furthermore, because we believe that the right pitch to the right person will fail if not delivered at the right time, we record the date and time of every interaction with each media contact—adjusting our pitch schedule to increase our odds of conversion. (For example, we might pitch an early morning talk show at 4:35 am on a Tuesday, but a “mommy blogger” at 8:00 pm on a Sunday.)
And because every pitch has to be personalized and localized to be effective, we automate the personalization and localization process: We can pitch 5,000 media contacts with a single mouse click, but simultaneously customize each pitch so that no two pitches are exactly alike.
At it’s best, PR shouldn’t just be about “getting mentioned” or “generating exposure.” That’s why we examine every campaign we conduct through the lens of Return on Investment (ROI).
To achieve high ROI, we work together closely with our clients to understand the key drivers of their business success. Then we custom-tailor each PR strategy to propel our clients closer to their goals.
Consider this: A media placement in a top-tier publication like The New York Times may have a great deal of prestige, but sometimes a very targeted placement in a lesser-known, but influential blog can drive more social sharing, viral buzz, and sales than even a typical top-tier hit.
To stay focused on ROI, we make many course corrections based on the data supplied by our clients—usually both on a monthly and quarterly basis. Clients let us know which media placements are driving the most bottom-line results and we “pivot” our PR efforts to get more of the same.