The Tech PR Masterclass: Bluevine's Kevin McLaughlin Approach to Modern Public Relations

In this edition of Marketing Masterclass, we sit down with Kevin McLaughlin, Senior Director of PR and Communication at Bluevine, to discuss the ins and outs of successful modern tech public relations. Kevin shares valuable insights on relationship building, media pitching, managing executive expectations, and leveraging data-driven storytelling, drawing from his extensive 25 years of experience in B2B PR.

Key Takeaways:

1. Building strong relationships with reporters, producers, and editors is crucial for PR success. Focus on being a resource and understanding their needs.
2. When pitching media, avoid over-editorializing and give reporters the kernel of the story, allowing them to do their job. Tailor your pitch to the outlet and the reporter's interests.
3. Manage executive expectations by educating stakeholders before a campaign starts. Conduct a media audit to build a case for what you need to be successful.
4. Leverage data-driven storytelling, such as platform data, proprietary data, or survey data, to provide value to your target audience and shape narratives that resonate with media.
5. Understand the business dynamics, market, and competition to effectively tell stories that differentiate your company and capture media attention.

Actionable Insights for Marketing Leaders:

1. Invest in building and maintaining strong relationships with key media contacts, focusing on being a valuable resource.
2. Tailor your media pitches to the specific outlet and reporter, avoiding over-editorializing and allowing them to shape the story.
3. Proactively manage executive expectations by conducting media audits and educating stakeholders on the media landscape before launching a campaign.
4. Incorporate data-driven storytelling into your PR strategy, leveraging platform data, proprietary data, or survey data to provide unique value to your target audience and media.
5. Develop a deep understanding of your company's business model, market, and competition to craft compelling stories that differentiate your brand.