Podcast Episode: From Pitch to Press with Maija Ehlinger

Capturing earned media is an incredibly powerful marketing achievement. Positive, relevant, and wide-reaching media coverage can literally change the trajectory for a startup. But effective public relations is hard. In this episode of Extraordinary Pursuits, journalist and Hypepotamus editor-in-chief Maija Ehlinger offers strategies for crafting and pitching compelling stories that resonate with publications and audiences. She explains how to strategically time announcements and storytelling opportunities to capture the attention of journalists and earn media. Maija also shares what works to capture earned media, why a great story often hides behind timely announcements, and how entrepreneurs can have more luck getting more coverage.Earned media can increase brand exposure and reach, differentiate a company, build credibility, and establish a critical share of voice. As a technology and innovation journalist, Maija is the ultimate resource for any company seeking to understand how to use media strategically and effectively.

‍Timestamps:

• [00:01] Intro and what's in for you in today's show
• [01:52] Maija's journey as a journalist in the innovation economy
• [04:41] Maija's role at Hypepotamus and how her skills have evolved
• [07:40] What PR is and how it's different from other forms of marketing
• [12:04] What to prioritize when sharing earned media story 
• [14:38] How to establish yourself as a thought leader or expert
• [18:03] The ideal way to reach out to a journalist
• [22:52] Editorial calendar and how entrepreneurs can use it as a guideline
• [25:35] The timeframe journalists need to write a story
• [30:17] Writing a full-blown and timely story
• [32:31] How and when to make your pitch to a journalist[35:34] Who can reach out, and how to connect with Maija

Points of Wisdom:

• "There is a real need for convincing storytelling, and it's incredibly valuable to a young startup, but very few know how to harness it." [06:41]
• "If you want to be part of a high-quality conversation, make sure you are putting yourself out there in a way that will attract the media." [13:23]
• "Build relationships with people in the business community and people will find you as the thought expert." [16:53]
• "If you work with a journalist under embargos, they will love you." [27:54]

‍About Maija Ehlinger:

‍Maija Ehlinger is the editor-in-chief of Hypepotamus (aka "Hype"), the Southeast's leading innovation digital news source. Maija's experience as a journalist has given her a chance to cover companies of every size, from seed to enterprise, but her passion is innovation companies. She took the helm of Hype after spending nearly five years at CNN.

‍Listen to and watch this episode and other episodes of the Extraordinary Pursuits podcast.