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Prepare title release

CLAIRE FREEMAN: Hi, my name's Claire. I'm the founder of My Plus One and Airspruce. My Plus One is a web platform that connects travelers with the most interesting locals and places to stay in five cities. And Airspruce is a new service that allows people to have their Airbnb or other property listing written by a professional travel writer. I'm going to talk to you today about PR and share some tips with you. There's some great new tools out there to make reaching the media really easy and more affordable than it was before. And I'm also going to run through how to write and create a press release and some tips for doing that. So building good relationships with the media is really important for getting your startup heard and receiving press coverage in publications, which can help the business grow so much. I launched My Plus One a few years ago in Berlin as Plus One Berlin. And there was a lot of media attention, which was fantastic for helping the business grow. It was featured in over 50 online and print publications, such as "The New York Times," "Conde Nast Traveler," and "Wallpaper." And what really helped with that is having these great images and a great story. So I'm going to talk through how to write and create a press release. I'm going to do this in five stages just to clarify exactly what to do, and give you some tips on how to make it really attractive for the journalist receiving it. So the first thing to think about is really your message. What makes your startup different from all the other startups? You've really got to think about what you want the journalist to know, what's really key. And for this, you might want to write down your elevator pitch. Because this really summarizes the strengths of your business and what it is. So the first step when you're writing a press release is to make sure you have the logo of your startup at the top of the page, and then obviously "Press Release" written beneath that. The top of the press release is really the most important area. Because journalists are really busy people. They won't have time to read through the whole release. And they'll probably only read the first paragraph and the title. So you've got to make these really, really good. With the title, keep it short. I think between three and five words is good. And then have the date that you're sending out the press release, and also where your startup is located. Right, so in this press release, which I wrote for Airspruce, you can see at the top of the press release I included the Airspruce logo, and then beneath that the words "Press Release." Then, when you go into the title, I made it really short. There's only three words. I think, in summary, Airspruce makes listings much easier to create, to...