This episode with Adrian Salamunovic, founder of CanvasPop, distills actionable strategies for ecommerce businesses to leverage earned media and PR for significant growth. Learn how to position your brand, craft compelling pitches, and utilize press releases effectively to gain widespread visibility without relying solely on paid advertising.
Key takeaways
Develop a "High Concept Pitch" for your brand (e.g., "Uber for X") to quickly communicate your value proposition to media.
Utilize press releases strategically for product launches, significant announcements, evergreen content, and product reviews to generate consistent media attention.
Define and target "Peacock companies" (influential media outlets and journalists) rather than generic "Pigeon" targets for maximum impact.
Understand that effective PR is about building relationships and offering value to journalists, not just spamming press releases.
Position your brand with a clear value proposition before approaching any media outlets.
Adrian Salamunovic is the founder of CanvasPop, which was bootstrapped to 8-figures using mostly earned media and PR. He is now an advisor to a good number of eCommerce companies and coaches them on how to use PR to grow their businesses. He recently published a book about PR called FREE PR.
We go
Develop a "High Concept Pitch" for your brand (e.g., "Uber for X") to quickly communicate your value proposition to media.
What does this episode say about organic & seo?
Utilize press releases strategically for product launches, significant announcements, evergreen content, and product reviews to generate consistent media attention.
What does this episode say about founder & leadership?
Define and target "Peacock companies" (influential media outlets and journalists) rather than generic "Pigeon" targets for maximum impact.
What does this episode say about brand & content?
Understand that effective PR is about building relationships and offering value to journalists, not just spamming press releases.
What does this episode say about brand & content?
Position your brand with a clear value proposition before approaching any media outlets.
