6 tips for landing press coverage for Houston entrepreneurs, business owners

Guest column

Want to secure press coverage on your company this year? Here's what you need to know. Photo via All You Need Method

If you’re looking to build brand awareness, establish trust and credibility, and reach more customers in 2023, landing a press placement can be impactful for your small business. A traditional PR placement, also known as “earned media,” is one of the most valuable endorsements for a business, and you do have to earn it.

The good news is that in today’s digital landscape you don’t need a PR agency or consultant to land press coverage, you can pursue media coverage on your own. By prioritizing your brand foundation and telling your brand story through your owned channels (such as your website, newsletter and social media platforms), you can capture the attention of the media. Pair a strong brand and storytelling with the appropriate tactics for working with editors, and you will be set up for success.

Read our insider tips below to help you secure press coverage for your business this year.

1. Good PR starts with your brand

If you’ve ever wondered how to catch the attention of an editor, it starts with your brand — and by brand, we don’t just mean your branding (logo, colors, fonts, etc.) — although that is one component.

Good PR starts with a good story, one that is unique and differentiated. Editors are looking for more than just a product or service – they are looking for something special and new that their readers will benefit from.

Building your brand is about establishing the personality and story behind your business that goes beyond sales and promotions. Taking the time to build your brand is one of the best investments you can make as a small business owner. Not only will it help with your PR and marketing efforts, but it will also support your overall long-term success.

Building a brand foundation and learning how to tell your brand story includes your company positioning, your values, articulating what makes you different, crafting your founding story, refining your visual aesthetic and tone of voice, and much more.

Being able to communicate what makes you different, what you stand for, what you have to offer, and what you want to be known for – and developing a brand aesthetic that reflects your unique point of view – will allow you to stand out from the competition and capture the attention of the media.

2. Tell your own story

In our digital world brands are being discovered online. This means that your website and Instagram channel are often the first impression of your business to both consumers and editors. That said, it’s essential for your success that your digital presence communicates and reflects your brand foundation – the personality and substance behind your business. One question to consider is if your ideal customer or editor came to your website or Instagram for 30 seconds, would they walk away knowing the three most important things about your business and with a clear idea of what you stand for, what makes you different, and what you have to offer?

Your owned channels also provide an exciting opportunity to connect directly with your ideal customers, influencers, potential partners, as well as the media. By sharing your brand narrative consistently across your owned channels, you have the potential to build a meaningful relationship with your audience that can grow into loyal followers and customers.

The key is communicating consistently – you want your brand to be cohesive across all channels, so that everything from an Instagram post to your homepage reflects the unique brand positioning you’ve established. To achieve a consistent brand narrative, you want to make sure your messaging, photography, copywriting, graphics, and any other creative materials reflect the brand foundation you’ve built.

An invaluable practice at any stage of business is to conduct a brand audit in order to evaluate if your digital channels are communicating your brand foundation effectively. Read our three steps for conducting a brand audit here.

3. Draft and organize your materials

Drafting and organizing materials is one of the first tasks to tackle when preparing to reach out to the media. Editors are inundated with emails (thousands and thousands a day) and receiving easy-to-review dropbox links and files makes their job much easier. A lengthy email without a clear hook is a sure way to end up in someone’s Trash folder and left unread.

We cannot express enough how important photography is for securing press. Many publications rely on a brand’s photography. Without images it is oftentimes impossible for an editor to cover a brand. This goes for your personal brand too - if you’re an expert or offer a service, you will also need to provide a professional headshot or lifestyle image. Brands with consumer products will also need to show product photography.

There are a wide range of materials you may need based on your industry, but here are the essentials:

  • About page: a one-page document outlining the who, what, when, where, and why of your company
  • Bio: an overview of your background and why you started your company, with a few personal details
  • Line Sheet: images, pricing and key details for product collections
  • Product photography: Lay flats of your product on a white seamless background
  • Lifestyle photography: Images that bring your product or service to life by showing them in use
  • Headshot: Professional photo of the founder or expert styled in a way that is relevant to the brand. I.e. if you’re a chef or a nutritionist, take your headshot in a beautiful kitchen, if you’re an artist or interior designer take your headshot in your studio

4. Research, research, research

We often get asked how to know who to reach out to. Every publication is different, which is why research is very important. Taking the time to properly research will save you a lot of time in the long-run and allow you to pinpoint which outlets and contacts are the best fit for your business. As you research, be sure to organize contact information and notes into a media list so you can keep track of who to reach out to and any feedback you receive.

We have a free media list template that you can download here.

When researching, keep these four tips in mind:

  • Be targeted – Focus on publications whose audience matches your own and who feel like a fit with your brand aesthetic and values
  • Scope out the competition - Where have your competitors, or brands and experts you admire, been featured?
  • Read recent articles - Whether you pick up magazines or do a Google search, look and see who has been writing about brands or other experts in your industry lately. When you use Google Search, use the Tools option to narrow down your search to articles in the past 6 months or year.
  • Look at the masthead - A magazine’s masthead is a list of its editorial staff and can give you helpful insight into who covers which category. You can usually find a masthead online, or in the front pages of a print publication.

5. Think like an editor

Editors are looking for interesting stories, new items, and pieces that will pop on a page. They work off of editorial calendars, and many magazines have set themes for each month. You can Google a magazine’s editorial calendar to find out their upcoming themes and think about where there might be a fit for your product or service, or for you as the founder of your business.

To think like an editor, keep these three tips in mind:

  1. Utilize Editorial Calendars. Most reputable magazines, outline outlets, and even blogs, share an annual “editorial calendar” on their website. Editorial calendars outline the theme for each issue, the date the issue comes out, and the topics they are covering. While editorial calendars are technically created for advertisers, they are an invaluable free resource for PR planning if you know how to use them to your advantage.
  2. Learn Lead Times. Be sure to keep what PR professionals call “lead times'' in mind. There are two main categories most publications and media outlets fall into: long lead and short lead. Long lead publications are typically glossy print publications or special issues of a newspaper that work about working three to six months in advance. For example, if you want to pitch an item for a holiday gift guide in a December issue (which hits stands in November) you want to be ready to send that information to the publication in July. Short lead publications and/or outlets include daily newspapers, weekly magazines, online outlets, such as digital versions of magazines and blogs, and broadcast news. Their lead times can range from a month in advance, to a week or even less.
  3. Understand What is “Newsworthy” vs. Seasonal/Evergreen. Editors cover what is new and newsworthy, as well as seasonal and evergreen topics that are relevant to their readers. When thinking about what you have to pitch, such as a specific product, consider whether it is evergreen and can be covered at any time, or if it is a seasonal item. This will guide the timing and context of your pitch.

6. Build relationships

Building relationships is incredibly impactful when it comes to landing press placements. Reaching out in a personal way, gifting your product or service, and keeping in touch with editors and writers over time will increase your chances of being covered with the right fit arrives.

When reaching out to editors, what do you have to offer? News? Tips? A cool new product collection to check out? This is not a transactional relationship, think long term and how you can be a resource for this editor or publication beyond what you are pitching at this moment.

Personalization and authenticity are key. Your first email to an editor should not be a “pitch” or a press release, it should be an introduction of yourself and your business. Be sure to research each person in advance and follow them on social media so you can personalize each email – mention a recent article of theirs that you enjoyed reading, or a recent Instagram post on their feed that you found interesting.

If you are able to set up a call, Zoom, or in person meeting, that is ideal for relationship building. We also recommend offering to gift your product or service to contacts at outlets that are on the top of your dream press list. This goes a long way and will allow them to be able to speak about your product or service from firsthand experience.

Lastly, be sure to follow up. If you don’t hear back, there is a good chance they missed your first email. Wait a couple of weeks and send a nice follow up. Remember, this is a long game and it takes time.

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Kathryn Worsham Humphries and Carla M. Nikitaidis are the Co-Creators of All You Need Method, a PR and brand strategy consulting firm for small business owners, creative entrepreneurs, and digital creators who are looking to build a brand and raise brand awareness through PR, content marketing, and partnerships. They offer support through their online course, The Brand Starter Kit, 1:1 Strategy Sessions, and custom client projects.

What does your company plan on bringing into the new year — and how do you plan to communicate your efforts? Photo courtesy of All You Need Method

5 PR and marketing tips for Houston startups and small businesses in 2021

guest column

The past year has been a rollercoaster for small businesses. When the pandemic hit, every single person was affected. We've all had to pivot in some way either personally, professionally, or both.

As public relations and marketing professionals who specialize in working with small businesses, we've spent the last 10 months in the trenches with our clients, advising and helping business owners and entrepreneurs navigate these uncertain times. While small business revenue is down since January 2020, it's not all doom and gloom out there – we've seen many other businesses experience unexpected success and growth, and according to economists, we are entering the greatest entrepreneurial economy of our time.

And as we start this new year, there is no better time to invest in business growth and planning. Below are five tips to help you get started.

1. Get smart on your PR

Whether you know a little or a lot about public relations, marketing, and social media, take some time to get caught up on the current landscape. It is constantly changing, and having a better understanding of how traditional media, social media, paid marketing, owned content and all other components can benefit your business will inform decisions about where to allocate your time and resources.

First, assess what stage of business you are in as well as your business goals to determine what PR and marketing tools could be most beneficial to your growth at this time. Not all small businesses are prepared, financially or otherwise, to invest in PR, and there are fundamental steps you can do on your own to get your business positioned to succeed.

With online education booming, there are many free resources and tools at your disposal. We created All You Need Method to simplify PR and marketing for small business owners. You can download our Free PR Roadmap on our website to assess what level of PR support is right for your business. We also created The PR Starter Kit online course to give small business owners the fundamental tools they need to use PR, marketing, and social media to support business growth and build a lasting brand – and it only takes a few hours to complete.

2. Revisit your target audience

The world has changed significantly over the past year and so have the wants, needs, habits, and interests of consumers. As a small business, it's imperative to understand your target audience's current problems in order to relate to them, build trust, and deliver a product or service that is meeting their needs.

Before investing time and financial resources creating and executing a 2021 business plan, take a step back and consider your ideal customer. Outline how the past year has created opportunities or challenges in their life, problems they are facing, new shopping habits, lifestyle shifts, communication preferences, concerns, etc. If you have more than one ideal customer, work through this exercise for each.

With this new perspective, you will be equipped to make business decisions through the lens of how you can better serve your customers, rather than how to increase revenue.

3. Stand for something

Brands that are succeeding today are the brands that are authentic, vulnerable, and that stand for something. According to a global study by Zeno Group in July 2020, consumers are 4 to 6 times more likely to purchase and champion purpose-driven companies.

Having a purpose doesn't require a brand to have a philanthropy component or an outspoken political stance – it's about identifying your specific values and making them apparent through your messaging and leadership within your industry. Values could include committing to sustainable production methods, outstanding customer service, commitment to diversity, or supporting a specific cause. What is most important is that your values are authentic and that you can stand behind them long-term.

As the founder/owner of a small business, you have an opportunity to put a face and values behind the brand so that your company is about more than selling something.

4. Clarify your message

After revisiting your target audience and carefully considering your brand values, incorporate those findings into your messaging. Conduct an audit of your website, social media channels, and all external facing materials, and update your messaging to ensure that if your ideal customer had a 30 second encounter with your brand, they would walk away with your most important messaging points. Important points to consider as you craft new messaging include:

  • How your product or service solves a problem for or benefits your target audience
  • Brand values
  • Points of differentiation

5. Be authentic and communicative

Before the days of social media, a brand had to rely on third parties, including editorials and ads in magazines and newspapers, to spread the word about their brand. Social media and all "owned channels," including a brand's website, blog, and newsletter, have leveled the playing field and allow small business owners to have control over their communication with customers. Through your owned channels, a brand can decide what to post and when, which is incredibly valuable.

While securing press and advertising opportunities is valuable to growth and brand awareness, it's largely outside of one's control. Focus your time and financial resources on communicating with your audience by creating content for your owned channels. Creating content and posting consistently can seem overwhelming to a solopreneur or small team, but there are ways to make it manageable:

  • Pick only a few owned channels to focus on, prioritizing platforms you are most familiar with using and where your audience is most active
  • Quality and consistency are more important than quantity. If you're only posting once a week due to bandwidth, commit to that frequency and increase frequency as you are able
  • To inspire and inform content creation, think about how you can serve your customers through your areas of expertise and what is relevant to both your brand and audience (events, holidays, partnerships, new product launches, etc.)
  • Create a content calendar so that you can plan out posts a month in advance to avoid last minute scrambling to decide what to post

Once you've worked through these five tips, make a plan to support your business goals - and start thinking in two phases.

  • Phase 1: Pandemic Home Stretch - Although there is hope with a COVID-19 vaccine, we know we will likely be dealing with the effects indefinitely. Use this time of uncertainty to get your business in the best shape possible.
  • Phase 2: Post Pandemic - How do you want your business or brand to show up when the world opens back up? It feels far off, but it is closer than you think and there is a huge opportunity for those who are willing to put in the work now.

Remember, these challenging times will pass. There is massive opportunity for the businesses and brands who are willing to reflect, pivot, and plan for a brighter future.

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Kathryn Worsham Humphries and Carla M. Nikitaidis are the co-creators of Houston-based All You Need Method, a PR and marketing resource for small business owners and entrepreneurs.

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Houston initiative receives $4M grant to promote biomedical entrepreneurship

fresh funding

The National Institute of Health has awarded a $4 million grant to a Houston-area initiative in the name of sparking biomedical activity.

The grant will create a new Research Evaluation and Commercialization Hub, known as REACH, in Houston. The team behind the Gulf Coast Consortium — one of the world’s largest inter-institutional cooperatives, which includes eight of Houston’s medical research leading lights — has been hard at work to bring REACH-GCC to fruition.

The result? A multidisciplinary means of promoting biomedical entrepreneurship, bringing innovators from concept to commercialization.

“I can tell you that a lot of those potential users came out of our research consortium. Those users span from a focus on mental health to antibiotic resistance to regenerative medicine to pain management to, of course, cancer,” says Suzanne Tomlinson of Rice University.

Tomlinson is the director of GCC research programs and worked with Stan Watowich of The University of Texas Medical Branch to create the grant. Peter Davies helped to submit it through Texas A&M University.

One of the dozen research and educational programs that Tomlinson directs is the Innovative Drug Discovery and Development Consortium.

“Within that, we have established a wide network of drug to drug discovery and development cores,” she says.

The vast majority of those are funded by CPRIT (Cancer Prevention and Research Institute of Texas), and Tomlinson and Watowich (the chair of IDDD’s steering committee) were lead developers and authors of the grant to create TMCi’s Accelerator for Cancer Therapeutics (ACT). That accelerator is a model for what GCC-REACH may do for taking other innovations from discovery to market.

“We get close to a billion dollars in research monies a year coming into the Medical Center. The question is, ‘Are we seeing a lot of those dollars resulting in products that benefit patients?’ And the answer always is, ‘We can do better,’” says Watowich.

How will GCC-REACH help to do that? By combining the forces of all eight full members of the GCC, plus outside help when it’s needed. Watowich sets for the example of a budding entrepreneur at his home institution, UTMB. That researcher could potentially receive guidance from an MD Anderson expert in immunotherapies or a Rice scientist who focuses on nanotechnology delivery systems.

“This grant is designed to put together a bespoke team of whatever is needed to have a discussion with and figure out what's the market for this technology. How might it get there?’” says Watowich.

Those options could include setting up a startup company, but could also mean licensing the idea to someone else, whether it’s a company or an institution.

“Our goal is, we help each other. We help ourselves. We help the patient population. And we do that through working together,” he continues.

Though it sounds like GCC-REACH could be a competitor to other accelerators, Watowich doesn’t see it that way. He sees the new hub as working with very early-stage creators who may still take part in those existing accelerators in the future. And the team hopes to do so quickly. The goal is to launch this month. Watowich says that the plan is to use the NIH’s $4 million to launch around 60 early stage biomedical companies over the next four years.

A variety of nascent founders — regardless of their type of innovative solution — will take part in the initiative.

“It can be a device, it could be an AI, it could be an app, it could be digital health, it could be therapeutics,” says Watowich. “We have experts across all of these areas that could help provide guidance and mentoring to try to move those companies forward.”

New report ranks Houston as the top city for foreign investment

by the numbers

For the second time, a report has analyzed the top markets in the United States for the rest of the world to do business in. This year, that top spot belongs to Houston.

The second annual FT-Nikkei Investing in America ranking, which came out this week from the Financial Times and international financial newspaper Nikkei, put the Bayou City — and six other Texas cities — at the top portion of the ranking. Houston's at No. 1, up four spots from last year, but Austin and four cities in the Dallas area also claim spots in the top 20.

The report looked at four dozen metrics, including workforce and talent, quality of life, openness, business environment, investment trends, and more.

In addition to the ranking, the Financial Times dove a little deeper into what made Houston a standout this year, interviewing many of Houston's most prominent business community members. The article points to the city's storied past as an oil and gas leader, also calling out its busy airports and global shipping ports, as well as its medical technology and aerospace industries. But one of the biggest factors in Houston's business climates success is its opportunity within the energy transition.

“We’re clear in Houston that if we’re going to continue to have prosperity — to the degree to define prosperity as job growth and wealth creation — it’s going to need to come from places other than the incumbent energy business,” Bobby Tudor, chief executive of Artemis Energy Partners, tells FT in the article.

Houston scored an overall 73 out of 100, and its scores across metrics in the report include:

  • Workforce and talent: 68/100
  • Openness: 80/100
  • Business environment: 64/100
  • Foreign business needs: 100/100
  • Quality of life: 47/100
  • Investment trends: 73/100
  • Aftercare: 69/100
Last year's top city was Miami, which ranks at No. 6 this year. Most of the top 10 cities in this year's report represent major gains on the ranking.This report falls in line with others in terms of noticing a change within the green economy in Houston. Earlier this year, personal finance website SmartAsset ranked the Houston metro area as the fifth best place in the U.S. for green jobs, which pay an average of 21 percent more than other jobs. The SmartAsset study found that 2.23 percent of workers in the Houston area hold down jobs classified as “green.”

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This article originally ran on EnergyCapital.

3+ Houston innovators to know this week

who's who

Editor's note: In this week's roundup of Houston innovators to know, I'm introducing you to three local innovators across industries — from hardtech to digital solutions — recently making headlines in Houston innovation.

Wogbe Ofori, founder and chief strategist of WRX Companies

Wogbe Ofori, founder and chief strategist of WRX Companies, joins the Houston Innovators Podcast to discuss hardtech and Houston as an innovative city. Photo via LinkedIn

To Wogbe Ofori, the definition of entrepreneurship is simple: "To be more opportunity centric than risk averse." And Houston, as he says, has be entrepreneurial for a very long time — despite it being considered the specialty of a certain coastal region.

"Silicon Valley has hijacked the concept of innovation and entrepreneurship, and this city has been filled with entrepreneurs long before the concept of 'tech entrepreneurs,'" Ofori says on this week's episode of the Houston Innovators Podcast.

Ofori, the founder and chief strategist of WRX Companies, has developed a keen eye for entrepreneurship and innovation activity in Houston and shares his observations on the show. An adviser to Nauticus Robotics and strategist to Intuitive Machines and Jacobs, he's also served as a mentor across the local innovation community. Read more or listen below.

Amy Chronis, vice chair, US Energy and Chemicals Leader and Houston managing partner at Deloitte

Amy Chonis shares Houston listmakers from Deloitte's annual report. Photo courtesy Deloitte/AlexandersPortraits.com

Deloitte just unveiled the fastest-growing technology companies in North America — and four businesses from Houston made the cut.

For the 29th year, 2023 Technology Fast 500 ranked top tech, media, telecommunications, life sciences, and energy technology companies based on fiscal year revenue growth from 2019 to 2022. While no Houston business was able to break into the top 100, four did make the cut for this year's list.

“It is great to see Houston represented alongside established technology hubs on this year’s Fast 500 list,” Amy Chronis, vice chair, US Energy and Chemicals Leader and Houston managing partner at Deloitte, says in a statement. “Houston is planting seeds for future innovation, and the companies named to this year’s list confirm our city’s value proposition as an innovative community. We look forward to this growth continuing in the future and extend our congratulations to this year’s Houston winners.” Read more.

Steve Altemus, co-founder, president, and CEO of Intuitive Machines

Intuitive Machines has some big news. Photo via intuitivemachines.com

Intuitive Machines has landed a nearly $9.5 million Air Force contract to develop technology for NASA’s Gateway project, the first space station that will orbit the moon. Specifically, the technology will support a high-powered nuclear fission system that will supply electricity for satellites, bypassing the need for power from solar, battery, or fuel-cell sources.

“As space exploration ventures become more ambitious and diverse, the need for efficient and reliable power sources in space is paramount,” Pete McGrath, vice president of business development at Intuitive Machines, says in a news release. “Developing the ability to expand power sources beyond solar, which requires heavy battery storage, could remove the burden of constantly worrying about a spacecraft’s arrays relative to the sun, and potentially deliver long-term stability for satellites that would otherwise lose power over time.”

Second, Intuitive Machines has set January window for the launch of its IM-1 lunar mission in conjunction with private aerospace company SpaceX. The liftoff is targeted for a multiday window that opens January 12, 2024. Read more.

The 2023 Houston Innovation Awards winners

The 2023 Houston Innovation Awards revealed its big winners across 13 categories. Photos courtesy

Who are the top innovators and startups in Houston? We just found out for you. The Houston Innovation Awards honored over 50 finalists categories, naming the 12 winners at the event. The 2023 Trailblazer Award recipient, Brad Burke, managing director of the Rice Alliance for Technology and Entrepreneurship, was also honored at the event by inaugural winner, Barbara Burger. Read more.

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