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<div type="image" title="AGHeadshot" height="1746" width="2328" msid="78041007" hostid="261"></div><ul class="summary-list"><li><strong>The pandemic has shown entrepreneurs that </strong><a href="https://www.businessinsider.com/founder-ceo-lingerie-brand-lively-future-ecommerce-retail-2020-8"><strong>going digital</strong></a><strong> is more important than ever. </strong></li><li><strong>Getting press for your brand is one of the best ways to leverage your online presence and </strong><a href="https://www.businessinsider.com/kombucha-founder-gt-daves-sales-slump-recovery-direct-consumer-2020-8"><strong>market your direct-to-consumer brand</strong></a><strong>. <br /></strong></li><li><strong>Business Insider spoke with two <keyword id="255227" type="ORGANIZATION" weightage="60" keywordseo="Public-Relations">public relations</keyword> founders, Adrienne Garland of </strong><a href="https://www.sheleadsmedia.com/"><strong>She Leads Media</strong></a><strong> and Michelle Isaacs of </strong><a href="https://www.22-spring.com/"><strong>22 Spring</strong></a><strong>, who each have more than 10 years of experience.<br /></strong></li><li><strong>They told us their best practices to land clients in major and local publications.</strong></li></ul><p>The pandemic has shown entrepreneurs that <a href="https://www.businessinsider.com/founder-ceo-lingerie-brand-lively-future-ecommerce-retail-2020-8">going digital</a> is more important than ever. Whether it's by <a href="https://www.businessinsider.com/influencer-marketing-naked-wardrobe-instagram-jennifer-lopez-jenner-kardashian-2020-8">building your social media audience</a> or <a href="https://www.businessinsider.com/best-online-business-platforms-based-types-entrepreneurs">creating an ecommerce site</a>, business owners need to meet their customers where they shop most — online. </p><p>Getting press for your brand is one of the best ways to leverage your online presence and <a href="https://www.businessinsider.com/kombucha-founder-gt-daves-sales-slump-recovery-direct-consumer-2020-8">market your direct-to-consumer brand</a>. A relevant feature about your company can bring more traffic to your site and generate sales, followers, and loyal customers.</p><p>But it's not an easy task for founders who have to wear multiple hats and may not have the time or resources to dedicate to outreach, said Adrienne Garland, founder of <a href="https://www.sheleadsmedia.com/">She Leads Media</a>, a company that specializes in helping female entrepreneurs market their businesses.</p><p>"<keyword id="6359222" type="UNKNOWN" weightage="60" keywordseo="Small-Business">Small business</keyword> owners face the challenge of being lost in a sea of content," she told Business Insider, "so it's critically important that they have a super compelling, unique value proposition and know their target inside and out." </p><p>Michelle Isaacs is the founder of <a href="https://www.22-spring.com/">22 Sp</a><a href="https://www.22-spring.com/">ring</a>, a creative communications agency that represents celeb-founded companies like Derek Jeter's Player's Tribune and Stephen Curry's Unanimous Media.</p><p>Garland and Isaacs each have more than 10 years of experience in public relations, communications, and <keyword id="6354839" type="UNKNOWN" weightage="60" keywordseo="marketing">marketing</keyword>. The two founders told us their best practices that place clients in major and local publications.</p><p>Here are their top five tips for landing press for your brand. </p><h2><strong>1. Know your objectives</strong></h2><p>Identify your priorities before you promote your business. For example, featuring a particular product might drive sales, while a profile on your founder might have a long term effect on your brand reputation and following. </p><p>Garland asks her clients to clearly outline their goals and objectives as a business before starting any media outreach.</p><p>Isaacs worked for GQ magazine and Player's Tribune before starting her own public relations company, so she understands what editors and journalists look for. Knowing what differentiates your brand will help you tell your story, she said. "A good story builds that connection between consumers and the brand." </p><h2><strong>2. Understand the publication</strong></h2><p>Before pitching a reporter, it's important to know what they cover and how the publication approaches stories. Garland reads at least 10 to 15 articles a day to keep her finger on the pulse of the industry. </p><p>"When you reimagine based on things that are out there in the media already, and if you can fit your story into that type of context, that's where new opportunities come up," Garland said. She also suggested that founders who are strapped for time hire an intern or assistant to do the initial research, then select a few outlets to focus on. </p><p>Isaacs pointed out that not all press coverage brings equal value. Sometimes, a brand may only need one really good story rather than a press storm. </p><div type="image" title="Michelle Isaacs, founder of 22 Spring" height="2342" width="3123" msid="78041010" hostid="261"></div><h2><strong>3. Build relationships with journalists</strong></h2><p>Both Garland and Isaacs stressed the importance of developing genuine relationships with journalists. Building a personal connection with a reporter will help you craft your pitch to fit their work and place you on top of mind when they're looking for sources. </p><p>Isaacs said it can take several months for a story to come together, so an introductory coffee can be a good way to plant the seed for something later down the road. Even without a story, staying in touch with journalists can keep you at the top of their minds so they may reach out if anything comes up. </p><h2><strong>4. Personalize every pitch</strong></h2><p>Media professionals are already inundated with pitches daily, so it's challenging to stand out in their inboxes. Blasting out a press release or generic announcement is one of the biggest mistakes brands can make, Garland said. Instead, emails should be tailored to the journalist. </p><p>Give all the facts and credentials about your brand upfront, so the reporter will have all the information they need to determine whether it's a story worth pursuing. Understanding the publication and getting to know reporters will also help with this step.  </p><p>"If you can find a way to cut through that clutter and immediately demonstrate that you can add value and make their jobs and their lives easier, the more success that you'll have," Garland said.</p><p>Isaacs advised steering clear of anything that comes off as transactional, inauthentic, or opportunistic in an attempt to insert yourself into the news cycle, as seen in many <a href="https://www.businessinsider.com/5-steps-brands-take-social-media-acknowledge-race-injustice-2020-6">companies' Black Lives Matter posts</a> this summer. Instead, pursue stories that already align with your brand values and initiatives. </p><h2><strong>5. Utilize tools to forward the story</strong>  </h2><p>Garland regularly uses Twitter and Help A Reporter Out (HARO), a platform for journalists to find sources, to connect with journalists and pinpoint unique angles that haven't been told yet. Find new ways to talk about your brand instead of telling the same story over and over again. </p><p>"It's important for people to evolve their brand story as the company grows and scales because the press does not want to cover a story that's already been written about in some way a million times before," Isaacs said. </p>

How to land press coverage for your brand, according to 2 PR founders who have more than a decade of experience in the field

<div type="image" title="Erica and Stephen Laughing at the Flea 2" height="1587" width="2116" msid="77917493" hostid="261"></div><ul class="summary-list"><li>Companies that sell DIY <keyword id="52853" type="ENTERTAINMENT" weightage="60" keywordseo="kits">kits</keyword> have seen an increase in sales as customers search for new activities to do at home. </li><li>Business Insider spoke with the founders of two kit companies who shared their strategies for success.</li><li>Entrepreneurs should consid<strong>er adjusting the tone of marketing messages to meet customers where they are — amidst a time of global uncertainty and need for connection. </strong></li><li>Business owners should also think about adding new offerings based on the season or cultural movements. </li></ul><p>After the pandemic pets were adopted and complicated cooking projects were completed, individuals stuck at home sought new ways to entertain themselves and loved ones during the coronavirus.  </p><p>Companies that sell do-it-yourself kits for goods like beer, kombucha, and cheese saw an increase in sales after lockdowns were issued across the US in spring, founders told Business Insider. </p><p><a href="https://www.thekombuchashop.com/">The Kombucha Shop</a>, a DIY kit that sells the necessary tools and ingredients for customers to make their own kombucha, saw a massive uptick in sales since mid-March. The company booked about $300,000 in sales in April, compared to $75,000 in the same month a year earlier. "I felt like everyone in the country was either making sourdough bread or brewing," said Kate Field, who founded the company in 2013. </p><p>The Kombucha Shop's regular kits sell for $45 and a deluxe version goes for $75. Field sold her company to entrepreneur Habib Bakshi in June, hoping that his expertise with digital advertising would help grow the business. She plans to remain involved with the company for the near future, she added. </p><p>Husband-and-wife duo Stephen Valand and Erica Shea — cofounders of the 11-year-old beer-making kit <a href="https://brooklynbrewshop.com/collections/beer-making-kits">Brooklyn Brew Shop</a> — experienced a similar boost in sales. Brooklyn Beer Kit booked about $2 million in revenue last year and is up about 250% this year, Valand said. The couple's other brand FarmSteady, which sells kits for homemade cheese, pickles, and hot sauces, closed 2019 with about $500,000 in sales is up 425%, he added.  </p><p>Prices for most of Brooklyn Brew Kit's products hover at around $48, while a majority of FarmSteady's kits fall just under $40. </p><p>The founders shared three tips for entrepreneurs who may be considering a pivot to kits in light of the pandemic. </p><div type="image" title="Kate Field" height="206" width="275" msid="77917498" hostid="261"></div><h2>Experiment and map out your kit</h2><p>For entrepreneurs interested in making their own kits, start by considering how you can improve products already on the market. While Field had experience brewing her own kombucha, she tested kits from other companies to learn what worked and what didn't. Those experiments informed her final product. </p><p>Shea and Valland took a different route: They designed custom pots and strainers so brewing would be more accessible to at-home customers. They also assessed what their clients might already have in their pantries and included the specialized parts that would be hard to find. </p><p>Either way, the key to a successful kit is knowing the potential customer, what they need, and how to make the process complete, the founders said.</p><h2>Match marketing to your customers</h2><p>Before the pandemic, Field kept The Kombucha Shop's message light and cute. However, when crisis hit, she changed the business' marketing to reflect the devastation of the pandemic. </p><p>"We focused on the positive and that this was something productive you could do with your time," Field said. "We also marketed it as an activity you could do with your family that isn't binge-watching Hulu." </p><p>Shea and Valand also changed their marketing tactics for Brooklyn Brew Shop. The duo sell their beer-making kits to mom-and-pop shops across the country, but when the pandemic forced many of their outlets to close temporarily, the cofounders helped those entrepreneurs develop e-commerce strategies. </p><p>Shea and Valand sent the shops emails with tips on how to sell through Instagram. They also started doing virtual brewing classes where participants could ask questions and connect with other enthusiasts. </p><h2>Communicate about supply chain difficulties and canceled orders</h2><p>At the start of the pandemic, Field posted a letter on her company's website that outlined how shipping dates and procedures would change for customers. She also ordered her supplies months in advance, anticipating that some goods might go out of stock during the pandemic. Field described this <keyword id="6363690" type="UNKNOWN" weightage="100" keywordseo="Strategy">strategy</keyword> as "playing whack-a-mole" — once she found a replacement for one out-of-stock good, another would pop up. </p><p>Shea and Valand faced a different problem: Sales were up, but some of their larger retail partners weren't paying them back for wholesale orders. What's more, the couple feared those companies might go bankrupt like several other major firms. Protecting Brooklyn Brew Kit meant standing up to big retailers, changing the way they processed orders, and introducing new payment systems. "We needed to be stricter with some of our larger customers and not let ourselves get pushed around because we're smaller," Valand said. </p><h2>Refresh kit offerings according to the times</h2><p>During the pandemic, Shea and Valand have introduced seasonal flavors and new styles of beers. The first was a milkshake IPA — a hazy brew that has lactose in it — and the second was called "Black is Beautiful." The beer was made from a collaboration of hundreds of breweries and was sold to spotlight racism and "raise donations for causes dedicated to supporting equality and inclusion," according to the company's website. </p><p>Brooklyn Brew Kit vowed to donate half of its total sales from kits and mixes to the nonprofit civil rights advocacy organization Color of Change. So far, it's given a few thousands of dollars, Valand said. "We want our products to bridge divides," he added. "Making beer should be something that brings people together." </p>

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