Part 3 of 3: The Media Relations Playbook Series
Beyond Pitching: Building Media Relationships and Measuring PR ROI
PR STRATEGY
Start Me Up PR Inc.
March 2026
- Stop pitching stories about yourself — become the person journalists call
- Cold email introductions work if they are relevant and brief
- Community presence on Reddit, newsletters, and podcasts compounds over time
- Measure coverage quality, referral traffic, and inbound inquiries — not AVE or impressions
- Expect 2–6 months from first pitch to published coverage
This is Part 3 of the Media Relations Playbook. Part 1 covered what media relations is. Part 2 was the stage-by-stage strategy. This post is about what happens after you have sent the pitches — how to build relationships that last, where else influence happens, and how to know if any of it is working.
Section 01
Become a Source, Not Just a Pitcher
The most effective media relations strategy is also the most counterintuitive: stop pitching stories about yourself. Instead, become the person journalists call when they need an expert quote, a data point, or a perspective on an industry trend.
The Data
85% of journalists say the best way to build a relationship is to introduce yourself via email — even without a story to pitch. Cold introductions work. But only if they are relevant and brief. — Cision, 2025
How to build source status:
01
Offer background briefings with no strings attached
02
Publish data that reporters can cite — original research is gold
03
Comment on industry news publicly and thoughtfully
04
Be available when journalists are on deadline
That shift — from pitcher to source — is what separates companies that get covered repeatedly from ones that land a single placement and disappear.
Section 02
Community-Led PR
Journalists read Reddit threads. They reference newsletters. They book podcast guests who have already built a following. If your CEO is answering questions in a subreddit about your industry, that is community-led PR — and it often matters more than a press release.
Independent Journalists
1 in 3
Reddit Citations
6.6%
Sources: Muck Rack, 2025 · Profound, 2025
Section 03
How Do You Know If PR Is Working?
The right coverage matters more than the volume. Here is how to measure what actually counts.
Metrics that matter
- Coverage quality
Are you covered by outlets your customers, investors, and potential hires actually read?
- Referral traffic
Is earned media driving visitors to your site?
- Inbound inquiries
Are prospects mentioning “I saw you in [publication]”?
- Investor conversations
Are VCs referencing your press coverage?
- Talent applications
Are candidates citing media coverage as part of why they applied?
Metrics that don't matter
- AVE
Advertising value equivalent — discredited by every serious PR organization
- Raw impression counts
Potential reach of 50 million means nothing without context
- Press releases sent
Activity is not results
Section 04
How Long Does It Take?
Hard news (funding rounds)
Days
Standard pitch to coverage
2–6 mo
Feature stories & profiles
Weeks–months
Start building journalist relationships before you need coverage. The groundwork you lay at pre-seed pays off at seed and beyond.
Continue Reading: The Media Relations Playbook Series
part 3
Beyond Pitching: Relationships, community, and measuring ROI ← you are here
START ME UP PR INC.
Start Me Up PR is a fractional public relations firm and resource provider for founders, entrepreneurs, startups, and scaleups — built for the ones who are done playing it safe with their narrative.
Founded in 2021 by Theresa Tayler, the agency breaks away from traditional PR conventions by championing raw, unfiltered storytelling that helps brands own their voice unapologetically. With a three-tiered service structure — from self-service digital tools to full-scale PR strategy — Start Me Up PR meets you where you are and grows with you.