The ultimate guide to PR | Emilie Gerber (founder of Six Eastern)

No one ever gets this tactical in PR. There's just so much theoretical, you know, conversation and examining the big blunders. But like at the end of the day, if you're a startup that wants to get coverage for your company, you need to know like actually the steps to take to do it. You mentioned a bunch of amazing companies you worked with, RAM, Perplexity. Most products I'll have as interesting of a story to tell. How do you help find something that is a nugget. You can get so in the weeds with your own messaging that you want to set up this massive problem statement. You want to make it a huge trend story. But if you're like very straightforward and you're like pattern matching. It's generally actually going to work. So I asked you to bring some examples of pitches that are great and also examples of pitches that could be better. I wanna read one to you and then I wanna see if you can tell me what this company does. Dio.

Today, my guest is Emily Gerber. Emily is the founder and CEO of Six Eastern. A PR agency that has worked with over 100 tech companies, from stealth startups to publicly traded companies, helping them get press. Build awareness and level up their PR and com's strategy. Before starting her own firm, she worked at Uber, where she led PR for the business development team and B2B programs. Prior to that, she worked at Vox on product communications, with a focus on product launches and partnership announcements. In our conversation, Emily shares so many golden nuggets of advice on how to get pressed that I lost count.

We talk about which publications to target depending on your market and story, how to craft your pitch and your outreach to reporters, how to actually reach reporters, and also how to craft your product story for people to pay attention to what you're doing. Why warm introductions to reporters aren't actually that important? How to find podcasts and newsletters to pitch that might be even more effective than traditional media. How much it would cost you to work with a PR agency instead of doing it yourself and how much lead time you need if you do that. Also, we go through a few real life examples of press and outreach, both good examples and bad examples, and what we can learn from those.

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