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11 Videos (1h 5m)
    • Trailer

    • A Concise Value-Driven Message

    • Know What Is Newsworthy

    • Offer Up Unique Data

    • Under the Journalist's Coverage Area

    • Know the Lingo

    • Send Awesome Emails

    • Tweet It Up

    • Behold the Power of Reverse Pitching

    • Final Tips for Success

    • Wrap-up and Feedback Session


About This Class

Join me for an overview of public relations strategies to interact with journalists and ultimately gain press for your startup.

What You'll Learn

  • Concise Message and Pitch. You'll learn how to craft a concise, value-driven message to explain what your startup does.
  • Know What is News. You'll learn to supply writers with interesting, relevant news when it arises.
  • Unique Data. If your company has gathered proprietary information that tells a compelling story, pitch it.
  • Emailing Etiquette. I will provide you with some of my best practices for engaging with journalists via email.
  • Build an Effective Press Kit. Putting together all that you've learned, you will create a full-on Press Kit!

What You'll Make

After taking this course, students should understand the basics of engaging the press and be on their way to coverage. Students will walk away with a tangible accomplishment: A press kit, complete with a one-sentence pitch, an email pitch, and referential assets for interested journalists.

This class also includes a number of case studies from recent pitches that I have received from fledgling startups. In other words: real life dos and don'ts! I take you on a behind-the-scenes look at how I was pitched and how each pitch panned out.

51 of 55 students recommendSee All

Excellent course Erica. Concise, to the point and fantastic delivery.
Common sense tips for newbies in PR.
Octavio R.

Always keep learning

It's a really great insights from a startup journalist. Definitely a new knowledge for me who is going to build a startup. Thanks Erica!





Erica Swallow

Tech journalist, digital strategist, lover of life

Erica Swallow is a status quo wrecker and founder of Southern Swallow digital strategy consultancy. She works with corporate, startup, and public sector clients to communicate their visions effectively on the web.

Alongside her consulting work, Erica is passionate about discovering and telling stories worth knowing through her writings in Forbes, Fortune, andThe Wall Street Journal, among other publications. A sucker for good ideas, she also makes it a point to share and consume good content and has spoken at SXSW, Web Summit, and WOMMA Summit, among other notable forums.

Erica previously served as the VP of Product at Noble Impact, where, among many activities, she created the business plan and financial model that structured the organization for sustainable growth, launched the Noble Impact website, led the creation of the K-12 Noble Impact Digital Portfolio Platform, co-organized the inaugural Noble Impact Educators Summit, and produced the inaugural #NobleTalks event, a curated series of 10-minute talks about inspiring moments in education, delivered by students, teachers, and education innovators.

Prior to her work in education, she served as the director of community for tech startup Contently, where she managed online and offline community building. She also previously managed the highly successful supported content program for tech news site Mashable and assisted in developing and implementing the social media marketing strategy for The New York Times. Beyond her roles at these organizations, Erica has worked on a number of high-energy projects with teams at TechStars, WeHostels, Saatchi & Saatchi, and New York University, and is the co-founder of peer-to-peer delivery app Deliverish.

Raised in Paragould, Arkansas, Erica is a first-generation college student and holds an M.B.A. from the MIT Sloan School of Management and a B.S. in marketing and international business from New York University’s Leonard N. Stern School of Business. She believes that education is the key to opportunity.