New self service PR platform claims it will disrupt industry by helping businesses email journalists directly
A new self service platform is claiming it is set to disrupt the PR industry by giving small businesses templates to write press releases and pay-as-you go access to journalist contacts.
Brooke: Cheaper than a PR agency
Handle Your Own PR founder Jules Brooke told Mumbrella the idea for HYOPR came out of a meeting in early 2009 where she realised many smaller businesses couldn’t afford a full service agency.
So, essentially what they are offering is a Margaret Gee’s Media Guide for 2017?
If PR & publicity was as easy as a phone number and a direct email address agencies wouldn’t exist. It’s all about relationships & strategy and I can’t see how this idea taps into that at all. The only disruption I see is journo’s time being stretched even more thinly.
I will watch with interest.
Hi Elle,
We actually teach small business owners how to write a media release, what a newsworthy angle is and the types of media they should pitch to. It’s never going to replace a professional doing it but it’s perfect for small biz owners who just want to get their name out there. It’s a bit like cutting your own child’s hair – not always perfect but better than doing nothing!
I also believe it teaches business owners what PR is all about, how hard it is and what works and doesn’t work. It manages their expectations when they eventually make enough to employ an agency. A win win for everyone!
It’s not like Margaret Gee at all. Go and have a look!
Hey Julie,
I like it – I think it serves a great purpose. Signed up 🙂
We are a digital agency and get asked to help out, even if not strictly a PR Agency – adding this to the toolkit. I don’t see it as replacing any PR people, but filling a gap that sits between Sourcebottle and the $5k+/month retainer… like a channel of sorts.
I wish you guys the best of luck 🙂
Clever. This is the type of thinking that allowed Google to destroy the Yellow Pages world by empowering SMEs in their own marketing.
Thank you! I think so too 🙂
Wow, this concept should be renamed, “How to piss off journalists 101”. Sorry Jules but in the process of announcing your ‘disruptive’ self service platform, you are devaluing what real PR professionals actually do. Sure, PRs aren’t curing cancer or require multiple degrees and a PhD, but if you think a ‘template’ is a good PR tactic then shame on you. Journalists have such little time as it is, so more wannabe PRs pitching product stories with no understanding of news, the news cycle and a journalist’s round and/or their style is hardly a good idea. PRs think on their feet when pitching to journos. They discuss research, thought leaders as spokespeople, they develop content, good visual ideas and help build stories. Please use Source Bottle to find me a journalist that likes a poorly written, templated media release with a crappy sales pitch.
And just quietly, I am sure you didn’t use your shit-house template system to pitch this rubbish to Mumbrella, no doubt because you know that pitching takes a little bit of skill.
Why not help SMBs with real PR experience, mentoring, formal training and courses to develop those skills which is likely to result in a real return on investment. Next week…Google your ailment symptoms for a quick cure without visiting a doctor…
You would be quite right if it was just a template and some contacts but it isn’t! We do teach them all about how the media works, what a newsworthy angle is (and why they can’t be too commercial), what the media is looking for, and we even have a handful of interviews that we have done with key journalists so that they can hear directly from the media about what pisses them off, and what they love. We don’t thrown them in the deep end!
Oh, and we did use the platform to pitch the story to Mumbrella 🙂
“PRs think on their feet when pitching to journos. They discuss research, thought leaders as spokespeople, they develop content, good visual ideas and help build stories”
They do? Quite common is that they want me to do their job for ’em. For free. THEY get the megabucks. I write the stories, take the photos, supply the video and use MY contacts.
I agree with Jenny Muir’s statement 100 percent. I’m a small PR agency and love working with SME’s. They don’t need to be learning PR too while they do everything else in their business. There are some things you should leave to professionals. This is one area that I think SME’s can greatly benefit by seeking PR help.
Hi Jenna. I’ve been working with SMEs, entrepreneurs and start ups in my small PR agency since 2003 but there were still business owners that couldn’t afford to pay a retainer but also had awesome stories to ell, or products. I don’t think HYOPR is going to replace agencies, it is just going to allow those people with small budgets and awesome stories to get them to the media.
I hate to say it, it’s basically a lead database.
The biggest flaw in this business model is that once someone has the contact information they need, they will no longer need your service.
It isn’t a lead database at all! It’s a SaaS platform where people can run PR campaigns. Go and take a look!
So much negativity and tuff protection / justification. Simply, well done for having a crack. You are trying something slightly different and it has merit. Hope it works out and good luck.
As a small business owner, HYOPR is worth considering. It will provide a lower cost of entry as well resources to understand and to learn the basics of PR. It will then hopefully enable me to evaluate the need for a more dedicated PR resource.
Simply, using a PR resource now becomes an option.
I love this idea. As the owner of a number of growing businesses, I did some research and then my own PR for more than 15 years with pretty good results – without pissing off many/any journos (as far as I know!). I now can afford to hire a PR consultant on a retainer but it baffles me why more small business owners don’t try their hand at PR until they can afford a pro. I wish this was around years ago so wish Jules the best of luck.
This is a really exciting business model Jules. It takes the mystery of PR and helps small business owners gain a real foothold in many media platforms to increase their profile, promote their offers and expand their audience reach. Disclaimer, I’ve had the benefits of Jules’ model work for me in understanding the how & who to get my articles published.
PR is about relationships, not self serve. These relationships are proving more valuable day by day with the amount of journalists dwindling in our mass publications on a weekly basis, and filler content being secured from non-traditional on the ground sources.
Quite frankly, if you’re not in direct contact with the editor of most publications you have zero chance of any meaningful support.
Well done Jules Brooke.
I’ve already had great value out of the platform in the first month of using it.
Saved me a bunch of time.
Ignore those trying to protect their patch…. especially those that nom de plume.
I think there is a market for this. It will suit SMEs who aren’t sure what they want or how to achieve it. It won’t replace the expertise of a PR professional or agency. Of course not. Think of it like how a SME owner might think of their accounting or IT. Outsource it when small, bring it in-house or engage an agency when bigger. I thought it was just a template and media list at first, which would be useless, but the replies show this is well thought out. Good luck!!
WOW : I think some people feel threatened from what i am reading and making the simple act of good communication and relationships into some black art that only the very few possess.
From what I have seen of the website there is training etc in the skill of writing a 1 page press release of interest etc . “Its what shopify is for entry level websites ”
Not every small business has the budget to have their own PR Consultant and the SME’s using the (HYOPR service) wouldn’t be using the over priced services of the knockers ( pr agencies) anyway. Its a bit like giving away the Magicians secrets . Well Done
Hi Jules, I’m interested to find out how journalists opt-in to your platform. Do they receive a commission?
As a journalist I can say I was put on this company’s email list without my permission, and then emailed with requests for details despite repeated requests not to be put on her email lists. And a promise that I wouldn’t be. I have blocked the company.
I’m also worried Mumbrella has so complacently given any PR company such an uncritical, read unjournalistic, plug. And yes, I wonder what has been paid umbrella media organisations or what deals have enabled this.
Which is not to say SMEs don’t deserve insights on how to contact media. But jamming their inboxes without their permission aint a good start.
Well this story has certainly revealed some polarising views. Frankly, as a PR professional with 15 year’s experience as a journalist, this model will be ineffective in getting any sort of results for SMEs.
And I think the founders of the company know it. Essentially what we’re talking about here is a crap-shoot to find out whether there’s a viable ‘freemium’ model for public relations.
Maybe there is, but not like this. The idea of ‘selling’ a client 10 journalist names a month or whatever actually makes my skin crawl.
you guys should check out Telum or AAP in AUS. its kinda similar to what you are doing.