With the foundation in place—messaging, goals, and planning—the next step is activating your public relations efforts in ways that build awareness, generate credibility, and create momentum. This section walks through the practical steps of executing SaaS PR at every stage of growth.
Building Meaningful Media Relationships
Effective PR isn’t about blasting news to hundreds of contacts. It’s about engaging the right journalists, analysts, or creators with tailored, relevant stories over time.
Identifying the Right Contacts
Start by researching who covers your industry. Look beyond the biggest outlets and focus on those that consistently feature content aligned with your message. Ideal targets might include:
Niche trade publications
Industry newsletters
Independent bloggers or podcasters
Journalists who follow B2B, tech, SaaS, or enterprise topics
Build a shortlist organized by focus area. Use tools like media databases or just plain search and social listening to identify active voices.
Earning Trust Over Time
Relationships develop gradually. Reach out only when you have something valuable. A few tactics to start or strengthen media relationships:
Share a thoughtful comment on a journalist’s recent story
Offer useful background info without expecting coverage
Respond quickly and helpfully to media questions
Avoid overhyping your news—let the story speak for itself
Consistency and professionalism go a long way. A single positive interaction may open the door for future opportunities.
Crafting a Compelling Media Pitch
Journalists receive hundreds of emails a week. Yours needs to stand out by being brief, focused, and useful.
A Strong Pitch Includes:
A short, engaging subject line
A one-sentence hook explaining why the story matters now
A brief summary of the company, announcement, or insight
A reason it’s relevant to their beat or audience
A clear call to action (e.g., “Would you be open to a quick chat?”)
Personalization matters. If your pitch reads like a template, it likely won’t be read.
Also consider offering exclusives (a story under embargo), especially if targeting higher-tier outlets. Just ensure timelines and agreements are clear from the start.
Launching PR Campaigns
A campaign ties a theme or message to multiple channels, partners, and outputs. In SaaS, this could be a product launch, a new market entry, or a thought leadership push.
Campaign Elements Might Include:
A press release or media advisory
A thought leadership article or guest blog
Interview availability with company leads
Visual content like demo videos, infographics, or photos
Social content to echo the message
Internal briefings for team alignment
Set a schedule and assign responsibilities early. Make sure everyone involved—internal and external—has access to key messaging and knows the communication flow.
Using Thought Leadership to Support PR
While traditional media outreach focuses on announcements, thought leadership builds long-term reputation. It allows SaaS companies to speak on broader topics that matter to their industry or user base.
Potential Channels:
Contributed articles in trade publications
Panel participation at virtual or in-person events
Q&A interviews with company experts
Company blog posts linked to news moments
Strong thought leadership avoids promotion. It helps readers think better, work smarter, or see a new perspective. Build trust by offering real insights—not product pitches.
Turning Customers into Storytellers
In SaaS, customers are the best proof of impact. PR efforts should include campaigns that highlight these stories in ways that feel authentic and meaningful.
Key Considerations:
Ask for permission before sharing names or quotes
Frame stories around challenges and outcomes—not just features used
Offer different formats: case studies, testimonials, short video interviews, etc.
Let the customer’s voice lead, rather than editing it into a brand script
Customer stories often resonate more than product claims. They bring technical tools to life by focusing on results.
Repurposing Content for PR Reach
PR content doesn’t live in isolation. With a little creativity, each media placement or campaign asset can fuel other channels.
Examples:
Turn a press mention into a LinkedIn post with key insights
Adapt a contributed article into a blog post with a related internal example
Quote a media placement in an email to partners or prospects
Create short social clips from event appearances or panels
This repurposing strengthens your message and increases visibility without added cost or production time.
Tracking PR Performance in SaaS
PR can be hard to quantify—but in SaaS, it should tie back to broader marketing and growth goals.
Trackable Metrics Include:
Number of media mentions or articles secured
Quality and relevance of the publications or journalists involved
Backlinks earned to your website or product pages
Website traffic driven by media coverage
Search volume for branded keywords over time
Social engagement on PR-related posts
Referral traffic from featured links or press
Beyond numbers, listen to qualitative signals: Are prospects mentioning recent press? Are partners referencing blog content in meetings? Are candidates aware of company milestones?
PR often impacts perception before it impacts performance—and perception drives decisions.
Adjusting Strategy by Growth Stage
PR should evolve alongside the company. What’s relevant at one stage may not matter in the next.
Early-Stage:
Focus on clarity and credibility
Emphasize founder stories, product vision, and mission
Target niche or local publications
Growth-Stage:
Use PR to support hiring, expansion, or partnerships
Highlight customer traction and product development
Pitch to industry press and vertical-specific media
Later-Stage:
Focus on category leadership, innovation, and long-term vision
Engage analysts and enterprise-level thought leaders
Use PR to shape public, investor, and institutional perception
A flexible roadmap ensures your PR efforts grow with your platform and audience.
Final Thoughts: Sustaining Momentum in SaaS PR
SaaS public relations isn’t a one-time push—it’s an ongoing commitment to transparency, value, and connection. It supports more than visibility. It builds reputation, encourages trust, and helps guide both current and future users toward action.
Strong SaaS PR:
Starts with messaging that reflects real impact
Builds consistent relationships with media and market voices
Delivers insight, not just announcements
Involves customers, partners, and internal teams
Grows with the company—always rooted in audience needs
It’s not always about splashy headlines. It’s about telling the right story, to the right people, at the right moment—and making sure those stories reflect what the company truly stands for.
Go back to Part 1 to learn more on the fundamentals: what makes SaaS PR unique, what goals it serves, and how to lay the groundwork for lasting media and market relationships.
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