4 SaaS PR Predictions for 2023

I’ll save the cliches about reminiscing on the past year and looking into the year ahead. When the blog title starts with “predictions,” you get the gist of what it will cover. That said, 2022 was huge for changes in the media landscape. What works today for SaaS PR is vastly different from what worked five years ago, even one year ago. Let’s check in to see how our predictions for 2022 panned out.

  • ✅ Less competition for share of voice, more category collaboration –– yep, mapping PR success into overall business goals (usually using the OKR methodology) continues to gain traction over SOV
  • ✅ More line of business thought leaders, fewer CEOs –– another yes, media contacts are looking for expertise from practitioners
  • ❌ Audio/video formats grow in popularity –– a bit of a miss but not a huge one. Audio is still increasing due to podcasts, while video is staying steady where it is
  • ✅ Brand marketing takes center stage & a renewed focus on employer brand –– people want to work for companies that align with their values

To get a pulse on what’s ahead in 2023, I asked my peers what’s on their minds. Here’s what they said.

A flooded market will force marketers to deprioritize news lightning strikes. As journalists’ reception around news events like funding, company growth and product launches weaken with the flooded market, SaaS marketers will focus on long-term brand growth strategies instead of going all-in on flashy lightning strikes. We’ll see a renewed prioritization of more evergreen assets like outcome-focused customer stories, recurring data reports and trends-focused thought leadership to drive brand recognition and clout. – Lydia Beechler, Director of Learning and Development

Media’s town square is fragmenting. If he-who-must-not-be-named does destroy Twitter, it will be challenging to find a hub for journalists like we’ve come to expect. You’ll need to be organized on the best avenue of engaging with the contact, such as the social media site they are most active on or whether they’ve created their own medium domain or substack. While “who you know” doesn’t mean you’ll get a story placed, it will help as your favorite forum is likely changing. – Jake Doll, Vice President of PR

Leverage PR to simplify your value proposition. PR will become increasingly important for technically-focused SaaS brands solving complex problems in 2023. Budgets are still under scrutiny, and the harder it is for you to explain what you do and how it is valuable, the easier it is for prospects to say no. PR offers another avenue to showcase your message in layman’s terms and dig deep into the issue you’re solving and why investing in the solution is necessary instead of three years from now. – Kate Johnson, Vice President of PR

And, of course, I wouldn’t leave you hanging without a PR prediction from me!

Product-focused PR takes a back seat. SaaS PR playbooks from a past life relied on thought leadership that mapped back to the organization’s product, product strategy and differentiators. While I’m not pooh-poohing the value of a byline about how you need to find a [insert your product category] with features [X, X and X] that differentiate you from your competitors, publications are savvier than ever. They’re not interested in this transparent approach to content marketing. More than ever, media is hungry for best practices from practitioners themselves. They want to hear from HR people about HR best practices (not vendors) and CISOs about the latest threats to be abreast of (not vendors). In 2023 we’ll see a marked shift from organizations talking about their product to speaking about themselves and what makes them tick.

If our predictions align with or contradict your thoughts on SaaS PR in 2023, feel free to join the conversation with us on social media. Or, start a conversation with our president Lindsey Groepper, to see how we can apply these predictions to your organization to create PR momentum in 2023!

Publishing a Data Report? Here’s What Reporters Want

At BLASTmedia, our three-pronged approach to securing Tier-1 media includes customer participation, bold or vulnerable executive commentary, and compelling data.

Why data? Reporters seek data to validate claims with concrete evidence, and it also helps PR professionals deliver intriguing angles and stories backed by numbers.

Often, data is packaged up by SaaS brands in the form of reports, surveys or “state of” industry benchmarks. When it comes to a data report, it’s not enough to gather data and publish it if you are looking for media attention.

Below are keys to seeing your data published in the press:

Vanilla won’t cut it

When prepping the corresponding commentary to contextualize the report, you must be bold above all else (and offering a contrarian point of view doesn’t hurt, either). Reporters aren’t interested in commentary regurgitating information already out in the media. You don’t see quotes from respected industry experts like “companies are adopting more technology,” do you? Obviously not. It’s been said a million times.

Thought leadership quotes and angles that work well to position the data excite those in the industry, go against common perception or add a new perspective to an ongoing trend. To garner interest, data must tell a compelling story, challenge the status quo or tie back to relevant news. Data can support a thesis and be the story if you ask the right questions.

When drafting questions for a survey or pulling platform data for your report, it’s often best to work backward. Find the story or trend first, and then try and gather information to support or refute it.

  • Companies aren’t adapting technology at the rate you thought.
  • Marketers actually don’t prefer automation tools.
  • The bigger your tech stack, the higher your revenue.

These bullet points would make for a better story than “companies are adopting more technology.” And you can find similar data points to build a compelling angle.

Statistically significant

One of the most common pieces of feedback we get from reporters when pitching data is, “This isn’t statistically significant.” In other words, the reporter needs more respondents to use this information.

Creating a compelling data report takes many resources, including time, energy and budget. As a result, you want to get the most out of it. Don’t take shortcuts with your respondent pool. Finding people that fit your target audience for the report (e.g., the correct title or age group) and finding enough of them is the first step to ensuring media members don’t turn a blind eye when they open your email.

The best case scenario when preparing a survey is 500+ respondents, but we also know getting that many isn’t always reasonable. Based on industry and media feedback, we recommend gathering responses from at least 200 respondents to fulfill the PR statistically significant requirement. Anything lower than that, you may not see the coverage or results you want.

Getting creative with PR outreach

When gearing up to begin data outreach, you must set expectations and goals and execute a well-thought-out plan with your PR team — know your strategy.

  • Will an exclusive be offered? 
  • Can the data be parsed to appeal to different verticals?
  • Can the lifetime value be extended by attaching thought leadership angles?

These questions can help you form a SaaS PR strategy for success. Regarding coverage expectations, we see around ten total inclusions in the form of announcement coverage, press release postings and thought leadership coverage, depending on the type of report and vertical. 

Also, get creative with outreach to achieve these goals. When most people think of data coverage, they assume mentions. Well, that may be your most common form of report coverage, but it’s not your only pathway to success. As I mentioned earlier, data can not only support a thesis but can also be the story. If you have the points to back it up, you can draft entire contributed content around specific data points. (Consider this example in Fortune from Upside CEO Alex Kinnier.) With Q4 predictions season in full swing, you can also include relevant data points in quotes to enhance thought leadership efforts. 

Lastly, when putting together a media relations plan, know that data reports can have longer shelf lives than other initiatives, and coverage may not turn right away (but it doesn’t mean it won’t). For example, you can include data points in other story angles and contributed content over the next year. As a result, consider drafting goals with longer time ranges — and don’t limit yourself to the initial data report press release.

Data can be a strong tactic to garner coverage as long as you understand what makes data significant and unique. Otherwise, coverage may not be what you expect.

Looking to maximize coverage for your next data report? We can help! To learn more, contact our team.

Getting the Most Value Out of Press Releases

SaaS marketers understand that public relations is vital in shaping industry perception and building credibility. But how do press releases play into a comprehensive PR strategy?

While we don’t believe press releases should be the center point of a PR program, they do aid in capturing share of voice in your industry and showcasing your brand’s accomplishments. When you have something newsworthy to share, it’s important you get the most out of an announcement and wring out its total value.

What to do with a press release

At BLASTmedia, our philosophy is that we don’t need a press release to secure coverage for our B2B SaaS clients. However, news still has significant value and a place in the PR coverage mix. 

Pushing company news on your blog or via a wire service (like PR Newswire) amplifies your message and puts your news into the world – it becomes indexed and searchable. Press releases provide a marker in time that can be referenced for months, maybe even years.

Newsworthy announcements should have a pitch strategy in place, alerting the most-relevant editors (often under embargo or offering an exclusive) ahead of the announcement day to secure a feature article the day the news hits.

But what else should you do with the asset, in addition to a wire service and direct pitching efforts? Many media outlets provide the opportunity to post a press release, extending the reach of the news.

Securing additional press release postings

Take a funding announcement, for example. First, a client’s PR team would pitch a full feature story with an interview. If the story lands, press release postings on other sites provide even more exposure for the news, further amplifying the announcement.

Press release postings often result from one-to-one outreach to target trade media, wherein an editor or gatekeeper filters which news is most relevant for their audience and decides which releases to publish. Other outlets, however, provide an opportunity to upload a relevant press release directly to their portal for posting and make it into the outlet’s newsletter as well.

Examples of trade sites that offer press release postings:

The press release caveat

Ever heard of relationship “red flags?” Of course, you have. Well, there are also agency red flags. If you’re ever talking with a PR agency and they only get coverage through press release postings and announcements, sound the alarm bells. You need a healthy mix of thought leadership articles, reactive opportunities, interviews and company news. Relying solely on press releases, though — that’s old school and largely ineffective.

Don’t underestimate your news

Company news may not always result in a feature article, but it can still get traction and realize value. While press release postings may seem minute, they’re an important piece of the overall PR strategy and play a role in amplifying news and increasing brand awareness.

To learn more about how you can improve your news strategy, contact Lindsey Groepper.

SaaS PR: What to Know About Announcing Down Rounds

 SaaS PR: What to Know About Announcing Down Rounds graphic

SaaS companies are feeling the pinch of the economic downturn — valuations have fallen to pre-2016 levels, and investors are tightening their purse strings. Raising funds is going to be challenging over the next two years. Down rounds will be unavoidable. What does that mean for your company and its PR strategy?

A down round, a financing round that results in a lower valuation, doesn’t require radio silence on your communications. Sure, the news may not be the headline you’d like, and there are media outlets who straight up won’t cover down rounds. But that money is new capital for your company — cash you managed to raise when other companies are making cuts. Own that success.

Consider these three things when preparing a SaaS PR strategy for announcing a down round.

No. 1: No news is not good news

Down rounds are expected in this bear economy — you have nothing to hide. Any fresh capital is good news and should be shared. While the story may not grab as many headlines, an announcement demonstrates your company’s positive momentum, and many businesses can’t claim that right now.

Another consideration: funding information is publicly available through the SEC. If reporters want to find the information, they can. By making the announcement, you can control the narrative, telling the story the way you want the public to hear it.

No. 2: Funding rounds are a marker in time

When journalists cover your company in the future, they will gather context by looking at past rounds and other company information. Your funding announcement serves as a critical marker in your corporate story.

No. 3: SaaS PR strategy varies for every piece of news

A down road requires additional context than a typical funding announcement, so take the opportunity to educate stakeholders. Use this opportunity for thought leadership. This approach allows you to frame the story to benefit your company and keeps reporters from running with their own conclusions.

Consider drafting a blog post from the founder or CEO outlining the strategy behind the raise and explaining what it means for the company, including perspectives on fundraising challenges in the current economy. Link the blog post in the press release or in your direct message to reporters.

In today’s economic downturn, seize every opportunity to showcase your growth, profitability and momentum. No matter its form, new capital lets you demonstrate your value, promote your brand and build up your leaders. Shape the message the way you want to tell it.

4 Steps to Grow as a Thought Leader

4 Steps to Grow as a Thought Leader graphic

Thought leadership content is everywhere. More people are reading it than ever. But most of it doesn’t offer valuable takeaways or excite audiences.

When thought leadership works, it can be a game-changer. A survey of over 3,000 B2B decision-makers found that effective thought leadership can:

  • Attract high-quality talent. 
  • Create trust and credibility. 
  • Repair a brand reputation. 
  • Build a dialogue around topics not covered by newsrooms.

Another benefit? Your customers may spend more with you when they see you as a trusted industry voice. About half of the decision-makers surveyed said when an organization offers high-quality thought leadership content, they’re at least somewhat more likely to increase their business or buy a new product.

How can you craft inspiring and distinctive thought leadership content to lead industry conversation and drive business? Find your audience, and refine your voice. Test and tweak your narrative. Then, expand your reach and offer consistency.

No. 1: To find your narrative, identify your audience.

To craft a personal narrative that resonates with your audience, you must define who you want to influence. Whether it’s SaaS PR talent, prospects or investors, focus on how you can become an unrivaled source of help for them, addressing their pain points and solving their problems with your unique take.

Saying something new is harder than it seems, and everyone can spot a half-hearted attempt to leverage a trendy topic. Don’t try to be everything to everyone. Focus on areas where you can offer your audience true passion, a unique perspective and value. Consider the mistakes, opportunities and lessons learned that provide your audience insights and takeaways they can’t get anywhere else. Your goal as a thought leader is to offer yourself as a trusted resource, contributing to industry conversations and engaging your audience thoughtfully — not to hype yourself up.

No. 2: Find your unique voice.

From “The Great Resignation” to the monumental shift to remote and hybrid work models, the way we work has changed forever. While people left jobs to search for greater meaning, Gen Z brought its values-driven approach to the workforce, demanding authenticity from every facet of work life. Meanwhile, working from home eliminated long-held barriers between our personal and professional lives. The voice you develop as a thought leader must meet this pivotal moment.

No one shares your exact point of view, sense of humor, favorite hype-up song or unique voice. You’re not obligated to speak for anyone else, and you don’t have to imitate thought leaders or storytellers you admire. Your voice is already there; it’s up to you to unearth it.

How to find your thought leadership voice

Your voice has developed over time as a blend of your knowledge, experience and idiosyncrasies, expressed through your word choice, tone and delivery cadence. It comes through in your personality and how you connect with others. But to settle on a voice you can use consistently in your thought leadership efforts, do a little research on yourself.

Read your authored LinkedIn posts and blogs. Listen to recordings of yourself from company events, podcasts and speaking engagements. You’ll better understand the speech patterns and rhythms you reach for when recounting a past win or sharing a humbling lesson. When you’ve discovered some elements of your unique voice, practice strengthening those features.

No. 3: Test-drive your narrative.

Where can you practice your thought leadership voice? Start with the channels you control, like your social media accounts or blog. Share some posts to determine whether your voice and talk track resonate with your audience. How are people engaging with your posts? Testing the water supplies helpful feedback to build confidence and become bolder with your message.

Remember, you’re not necessarily looking for agreement from your audience — you want to start a conversation! A vocal minority responding to your ideas shows you’re provoking thought and getting your audience’s attention.

As you become more comfortable, broaden the reach of your insights. Look for opportunities to place contributed content in relevant publications, speak at conferences and take your turn as a podcast guest. Or take it a step further, like I did, and start your own podcast! Hosting SaaS Half Full enables me to have deep conversations with my peers in SaaS PR and marketing and gives me an outlet to test my narrative and build my audience.

Finally, you need food to grow as a thought leader! Your ideas can’t survive in a vacuum, so seek resources to help you form opinions and refine your perspective. Taking in timely conversations around you keeps your thought leadership content relevant.

No. 4: Be consistent to gain momentum.

Building consistency will set you apart. Just as you anticipate the latest episode of your favorite podcast or show dropping as scheduled, your audience will come to rely on seeing your perspective as they check their inbox or scroll through social media. Consider your bandwidth and the channels most important to your audience. Focus on those essential channels, and set attainable goals for how often you’ll post. 

Consistently growing a few channels is better than taking on more than you can handle and disappointing your audience by leaving them hanging. Ramp up to additional channels once you’ve reached your initial goals, and pace yourself.

Break through the noise by being human

True thought leadership humanizes your business to show your audience a person, not just an organization. By emphasizing your personal voice, passions and viewpoint, you’ll spur conversation and build trust. And as interest in your thought leadership grows, others will seek your commentary, expanding your platform and broadening the reach of your expertise.

4 Pillars of B2B SaaS PR

4 Pillars of B2B SaaS PR graphic

SaaS advisor, founder and investor Jason Lemkin is a skeptic, bringing a discerning mind to every facet of his career. He’s especially skeptical of the PR industry and that’s exactly why his opinion should be trusted, even though he’s been fired as a client by at least three PR firms. Jason and I don’t agree on everything PR related, but we agree on PR’s impact on the entire SaaS business from recruiting to fundraising to social proof. We at BLASTmedia call this impact the ‘Four Pillars’ of B2B SaaS PR: investors, employees, partners and customers. 

Here’s why those pillars are important and how PR impacts each:

Investors

Another SaaS expert and VC Mark Suster said, “great PR could add $10 million to your valuation or increase your chances of closing a round 2x, and either case is a reason to make sure you have good press. It’s much harder to get funded as a company nobody has heard of.” Investors are in fact human beings, and they’re influenced by the opinions of others. The third-party validation and perceived expertise that comes from the company and thought leadership media coverage has a direct impact on how a VC views a startup.

Employees

The talent ecosystem is one of the most insurmountable challenges for SaaS leaders. Recruiting, retention and satisfaction of high-end talent doesn’t come easy and certainly don’t come cheap. Positive PR for a company of any size is an asset along the employee lifecycle. Highlighting a truly unique culture and leadership style through a contributed article from a C-suite spokesperson on Entrepreneur or Forbes, securing a feature on TechCrunch about a funding round or a local business journal writing up a growth story all bring attention to the potential growth a company can provide for a talented employee. Our clients often see an influx of resumes when one of these stories hits and they plug it into their digital ad recruiting strategy.

Partners

From channel to integrations, potential partners want to know they’re working with the leader in a category. B2B SaaS PR helps businesses set themselves apart from the competition, specifically in crowded spaces like HR and marketing tech where there are thousands of players all pushing similar messages. Business development leaders can harness the power of PR for supporting current partnerships, as well as growing new ones. You can also leverage PR via case studies with shared clients to tell a story of how your partnership can drive success, showcasing your partner and strengthening your relationship.

Customers & Prospects

Marketing leaders in SaaS businesses are often measured on one main metric: leads. While B2B SaaS PR isn’t going to be your primary lead driver, thought leadership, company features and product coverage all feed the lead funnel at different points in the customer journey.

  • Awareness – Often the first touchpoint with prospects, targeted media coverage can elevate your brand, product or executives to the right audience for the first time – putting them into the sales funnel.
  • Consideration – What specific problem does your product solve? Coverage demonstrates a problem and its solution, as well as addresses market gaps, providing answers to prospects’ frequently asked questions.
  • Purchase – B2B software decision-makers don’t buy after the first touch point. Product coverage, analyst relationships and a thought leadership strategy work together to drive customers to purchase.
  • Retention – Media coverage gives customers confidence that they are working with the market leader. Prescriptive thought leadership content and media placements continue to educate customers and keep them engaged with the brand.
  • Advocacy – The best customers are believers, and the right press can turn them into outward advocates. Case studies highlighting customer outcomes and use cases in vertical industries, like this piece we secured for our client’s customer story in Forbes,  make for impactful PR coverage.

If you are only using PR to influence one pillar and are interested in learning more about how we leverage SaaS PR strategies to impact the whole business, contact Lindsey Groepper to set up a conversation.

State of B2B SaaS Investing with Mike Fitzgerald, High Alpha

Sass Half Full Graphic

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In this special episode of SaaS Half Full, host Lindsey Groepper sits down for a fireside chat at BLASTmedia HQ with Mike Fitzgerald, Partner at High Alpha — a venture studio and VC firm specializing in early-stage B2B Saas companies. 

2021 saw an influx of VC money poured into scaling SaaS companies and higher valuations than ever before. Fast-forward to Q1 2022, which saw a nearly 40% decline in investment deals in the sector coupled with signs of a pending economic recession. Mike visited BLASTmedia HQ to talk about what’s causing the changing B2B SaaS investment landscape and signals to look for in your SaaS business to drive decisions during an economic slowdown.

Then (2021) vs. Now (2022)

Before examining what has contributed to today’s downward shift, Mike delves into what drove the 2021 investment influx: cheap money and sky-high public-company valuations. 

“[Those two things] are markers for our proxies in the way that we would think about investing in a company, because if public companies are valued at 20 times revenue, then I can justify paying ten times revenue for your new growth business when you have some revenue,” said Mike. “In an environment like 2021 with money being cheap and valuations being high in public companies…I’m making long-term bets.”

When valuations are high and interest rates are low, investors base their bets on what the portfolio company will do in the next 24-36 months in terms of growth, not immediate gains in the next 12 months. 

On the flip side, the start of 2022 brought these two proxies down to earth. Valuations are now based more on profitability versus growth, and interest rates have soared. As a result, investors are looking at shorter-term gains and positive signals in the next 6-12 months from investment. 

Don’t Panic

When signs of a recession surface, a natural reaction is to halt spending and cut costs. While this may help some SaaS companies get in front of a recession, Mike cautions against buying into the sky-is-falling mentality too quickly and instead advises you read the signals inside your business, starting with pipeline and closed new business. 

Success in those factors is what Mike sees in High Alpha portfolio companies that he believes will perform well in a recessionary environment. And while he understands SaaS companies will have to make some cost-cutting moves, he also recognizes each business is unique.

“I don’t think you can apply [cutting spending] universally,” said Mike. “It’s going to be more difficult to raise money. It’s going to be more difficult to borrow money. You may indeed have some customers who go out of business. Those are all cautionary things, but you have to read the signals of your business in this particular economy.”

Listen to Episode 329 of SaaS Half Full for more of Mike’s insights.

PR to Reach a Product Led Growth and Developer Audience

Product-led growth (PLG) models have exploded into the SaaS industry, with tech brands like Slack, Airtable and Calendly becoming critical components of our new hybrid working environment. Defined by Openview Partners, who coined the term, PLG is an end user-focused growth model that relies on the product itself as the primary driver of customer acquisition, conversion and expansion. It’s no surprise, then, that PLG brands make up over half of the companies on the 2021 Cloud 100 list.

Developers are the backbone of this model, as these pros build, ship out and improve upon the platforms we use every day. As a marketer or PR professional, if you’re looking to reach developers, you’ll need to keep PLG’s tenets in mind to convince and convert this savvy (and skeptical!) audience. 

Skip the buzzwords and go straight to the results 

Software developers are experts. They’re deep into the complexities of their own software and will undoubtedly be aware of the challenges and opportunities available to others in their field. 

If marketers are building external copy for a dev audience, take a red pen to any mention of buzzwords like world’s first, unprecedented, life-changing, or new paradigm. We’ve all seen late-night infomercials make outrageous promises. The importance of avoiding this dials up to a ten for developers. 


Instead, author Adam DuVander told TechCrunch how successful messaging to developers includes, “clear documentation, help getting started and use cases to spark creativity.” The quicker we are to the point, the faster devs will dive in and tinker. 

This means one of the common aspects of PR strategies today, contributed thought-leader content, might not be the best approach to getting in front of your developer audience. These types of pieces might be too wordy or read as promotional. 


But I’m not saying devs don’t want to hear your thought leader’s perspective. We need to reevaluate where the messaging is going. 

Involve yourself in the (real) community 

Look beyond the go-to channels to find your dev audience.

Press release wires have their own value, but issuing through PRNewswire and sharing a post on LinkedIn isn’t going to be enough to drive engagement. We’re not talking about underground, Matrix-style hubs, but whether on Twitter, in subreddits, Stack Overflow or DZone communities and Discord channels, you’ve got to dig deep into these communities to understand the day-to-day. This is where you should start having conversations. 


And, once you’ve found your niche, your SME’s own voice won’t be enough to check the box. To alleviate any concerns about messaging being overly promotional, put your own customer use cases front and center and have them speak candidly.

This could look like coordinating a webinar where your core buyer sees and hears their problems unfold from the experience of another. You could also tap your customers for media opportunities where they talk about the best practices and tools, like your own tech, that help them do great work. Do this time and time again, though, as your dev audience is going to need proof.

Take the feedback in stride


If you’re a PLG company trying to reach developers, you already recognize the value of feedback on the path to improvement. But, it’s easy to forget this mindset if your team gets negative feedback. Celebrate that as a win too.

Be mindful of what worked and what didn’t: Was the use case clear, or did we offer value? Are we engaging in the right channel? Do we have a community of partners who can help us educate and amplify the initiative? 

And, like a developer does, it’s time to move forward and improve. 
Want to know how BLASTmedia can help you determine your product-led growth PR strategy? Contact Lindsey Groepper for more details!

SaaS Acquisition News: 3 PR Strategies to Consider

Acquisitions are an exciting, yet uncertain, time for any SaaS company. They often involve complex transitions focused on aligning internal and external messaging to tell a cohesive brand story. Used correctly, PR serves as a critical tool for bridging the gap to a successful acquisition announcement, amplifying the news to new investors, stakeholders and customers. 

Given ample time to prepare for the announcement, your PR team can develop an effective PR strategy around your goals. For example, suppose you’re interested in getting in the room with investors. In that case, the team may focus on earning top-tier coverage. Or, if you’d like to reach prospective customers, they may target trade outlets to highlight your growth plans.

Whatever the agreed-upon strategy might be, your PR team will offer recommendations on whether to pitch the news as an exclusive, share under embargo ahead of the announcement, or execute day-of pitching. 

Here’s a closer look at three strategies for announcing an acquisition and the challenges and benefits accompanying them:

Offering an Exclusive

Why pitch the news as an exclusive? You’ve been working for months to finalize the acquisition details, so what’s the upside to offering a single reporter the opportunity to break the story? “Exclusive” is an enticing word for publications — this strategy allows your team to attract interest from a top-tier or national outlet while controlling the messaging.

On the other hand, an exclusive may reduce the likelihood of other top-tier publications covering the announcement and impact the total coverage due to a lack of early access. 

Pitching Under Embargo

While an exclusive targets one media contact, embargo pitching refers to sharing the news with several reporters before the announcement date. Within an embargoed pitch, your PR team should only include enough information to entice reporters to request an interview or additional details and commit to an embargo date — the date when the acquisition announcement will be made public.

While the rule of thumb for embargo pitching is 48-72 hours ahead of the announcement, this timeline can be extended to a week or more depending on the target outlets and if your team offers an exclusive first. 

Embargo pitching can garner more media coverage in the long run, providing reporters with the time needed to conduct interviews and gather outside information to run a story. But you run the risk of a publication breaking the embargo, so it’s important to consider the implications of pursuing this strategy. 

Executing Day-Of Pitching

Regardless of your acquisition announcement’s goals, day-of pitching should be a part of your PR team’s strategy. A day-of pitch is shared at the same time you issue your announcement and should include everything a reporter needs to cover the news. These pitches may result in an interview request, a posting of your announcement press release, or a feature or mention in the publication.

The good thing about day-of pitching is your PR team can control the timing and message around the announcement, but reporters might not cover the news due to time constraints or other editorial obligations. 

Well, it’s finally game time. Your PR team is ready to execute a winning PR strategy around the announcement of your acquisition of another company.

As the team schedules interviews, prepares briefing sheets for your spokespeople, and monitors and shares coverage, make sure to align your internal team with talking points and encourage them to share the news on social media. 

Want to know more about the strategies driving your acquisition announcement? Check out our ebook on how to use PR to control and propel the message surrounding your acquisition of another company.