PR Bootstrapping- A Step-by-Step Breakdown of The Process

Large corporations that have online presence want to use their online presence to increase their PR. With all the frequent changes and updates that take place in a big firm, it all requires coverage, for which businesses adopt different strategies.

Getting coverage for a business can also serve the purpose of website marketing. However, instead of going to a PR firm for coverage, you can do it yourself by bootstrapping.


The process of bootstrapping to gain coverage may be time consuming, but it sure does save a lot of cost and has long-term benefits. The lines below give a step-by-step breakdown of bootstrapping process.


To have the PR coverage, you will need a writer to cover your story. Therefore, before approaching a writer you need to do a mirror check of your story. The thing you need to check is that the story which you are pushing is worth pushing or not, you need to place yourself in the writer’s shoes and see whether you will cover such a story or not.


After finalizing the story, you need to make a publication list, and see which kind of writers would accept your story. You can break your list into larger categories like,

  • Mainstream media
  • Tech blogs
  • Niche publications
  • Local press

Once you have made a list, then read at least 5 articles of the writers, so that you get to know about their style and the kind of stories they cover.


Once you have shortlisted some writers, the next step is to find the most relevant and best amongst them. Amongst them when you find the right one, then you need to investigate the writer, which can be done by:

  • Viewing their social media profiles
  • Their most recent publications
  • You can also authenticate a writer by means of asking recommendation of an SEO services provider, or using different recommendation tools on internet.


After finalizing the writer, you need to prepare a pitch. While writing a pitch you need to consider the following points:

  • While writing pitch, you need to write it from your target writer’s perspective.
  • Keep it brief and to the point.
  • Don’t make it dull, and add some personal touch to it.


The last step is of deciding on the timings of sending your pitch to the writers. For this purpose, Sunday serves well, sending a pitch on Sunday, increases the chances of it to be published on Monday, or any other day of the week.


In short, bootstrapping PR is time consuming, but it is worth the cost you are going to pay a PR firm to receive coverage of your story.

Researcher and Content Writer at e-Syndicate Network. A constant learner. Learning and growing every day. Salman has over 5 years of experience in the fields of Digital Marketing, Content Writing, Brand and Business Development.