PR Public Relations & Media Relations Course for Start-ups
β±οΈ Length: 9.5 total hours
β 4.69/5 rating
π₯ 23,491 students
π October 2025 update
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- Course Overview
- Comprehensive exploration of the strategic media landscape specifically designed for bootstrapped and venture-backed startups.
- Deep dive into the mechanics of earned media versus paid advertising to maximize brand authority with minimal financial overhead.
- Analysis of the journalistβs mindset, teaching founders how to provide genuine value to newsrooms rather than just asking for favors.
- Strategic frameworks for identifying viral hooks and “newsworthy” angles within everyday startup operations and product launches.
- Methodologies for scaling founder branding to position executives as thought leaders and go-to experts in their respective industries.
- Detailed walkthroughs of the modern news cycle, including how to leverage breaking news through the art of ethical “newsjacking.”
- Instruction on building a sustainable PR engine that functions consistently without the high monthly retainers of external agencies.
- Exploration of multi-channel amplification, ensuring that one piece of press coverage is repurposed across social, email, and sales collateral.
- Guidelines for navigating international media relations, helping startups expand their reach beyond local geographic boundaries.
- A masterclass in narrative storytelling, turning technical product features into compelling human-interest stories that resonate with broad audiences.
- Frameworks for crisis communication preparedness, ensuring startups can protect their reputation during inevitable growth-stage hurdles.
- Requirements / Prerequisites
- A fundamental understanding of digital marketing principles and the basic functioning of the modern internet ecosystem.
- A functional MVP (Minimum Viable Product) or a clearly defined service offering to use as a real-world case study during the course.
- Access to a professional LinkedIn profile and a company website to implement the credibility-building exercises immediately.
- Basic proficiency in professional communication and an openness to performing cold outreach to media professionals.
- A commitment to consistency, as media relations is a long-term momentum game rather than a one-off marketing tactic.
- No prior public relations experience is required, making this accessible for technical founders and first-time marketing hires.
- An active professional email account and the ability to navigate basic outreach and database management software.
- Skills Covered / Tools Used
- Mastery of press release formatting using the “inverted pyramid” style to ensure maximum information density for editors.
- Expertise in HARO (Help A Reporter Out) and its successors like Connectively to source high-authority media opportunities daily.
- Proficiency in media database management, learning how to curate and segment lists of journalists based on specific beats.
- Advanced email outreach techniques, including the use of tracking tools to monitor open rates and engagement metrics.
- Development of a digital press kit containing high-resolution assets, founder bios, and pre-written story starters.
- Utilization of AI-driven writing assistants to brainstorm headline variations and polish pitch drafts for clarity and impact.
- Application of SEO-integrated PR, learning how to secure high-quality backlinks that improve long-term organic search rankings.
- Skills in interview preparation, including techniques for staying “on message” and pivoting during live or recorded media appearances.
- Use of social listening tools to identify trending topics and conversations where the startup can contribute expert commentary.
- Techniques for metric tracking, focusing on share of voice, referral traffic, and the “earned media value” of various placements.
- Benefits / Outcomes
- The ability to generate high-level social proof that significantly increases trust with potential customers and enterprise partners.
- Enhanced investor appeal, as consistent media presence signals market validation and increases the likelihood of successful funding rounds.
- Significant reduction in Customer Acquisition Cost (CAC) by leveraging the “halo effect” of being featured in reputable publications.
- A dramatic boost in organic search visibility through the acquisition of authoritative “do-follow” links from major news domains.
- The creation of a competitive moat, as earned media credibility is much harder for competitors to replicate than paid ad spend.
- Improved recruitment capabilities, making it easier to attract top-tier talent who want to work for a “known” and “recognized” brand.
- The confidence to act as your own internal PR director, saving the company thousands of dollars in monthly agency fees.
- Development of a resilient brand identity that can withstand market fluctuations and industry skepticism through third-party validation.
- Establishment of evergreen content that continues to drive traffic and build credibility long after the initial story is published.
- A clear roadmap for growth, moving from niche industry blogs to major national and global news outlets systematically.
- PROS
- Highly actionable templates and scripts that can be copied and modified for immediate outreach efforts.
- Dekker Fraser’s expert delivery, combining Silicon Valley marketing experience with clear, concise, and jargon-free instruction.
- Focuses on low-cost/zero-cost strategies, making it the perfect resource for startups with limited marketing budgets.
- The 9.5-hour duration provides an exhaustive deep dive that covers both the “why” and the technical “how” of PR.
- Content is regularly updated to reflect the shifting landscape of digital journalism and the rise of independent newsletters and podcasts.
- CONS
- The comprehensive nature of the course requires a significant time investment, which may be challenging for founders in the middle of a heavy launch cycle.
Learning Tracks: English,Marketing,Public Relations
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