This document provides tips and guidance for writing press releases and pitching stories to journalists. It recommends establishing strategic goals for PR, defining the key story, adding supporting details, getting feedback, and fine-tuning the press release. It also suggests preparing by understanding the media landscape, identifying and prioritizing relevant journalists, building relationships, and creating a press kit with supporting materials. The document offers an example pitch email template and lists resources for monitoring media, publishing press releases, researching journalists, and housing supporting materials.

1. All shared rides in one app

2. 2
We gather shared rides for frictionless mobility and
a better tomorrow.
Cogo

3. 5 steps to write a press release
3
Press release
1. Strategic pillars
What do we want to
achieve by doing PR?
2. Define the story
What is the main story that
we want to share?
3. Make it relevant
Think bigger picture and
find the hook to the story
4. Add credibility
Add data, quotes or other
sources to support the story
5. Get feedback
Fine-tune and go through
the loop until we’re satisfied

4. Preparations before pitching
4
Preparations
Understand the landscape
Identify journalists, know who writes about the
industry and keep a journalist database

5. Preparations before pitching
5
Preparations
Categorise and prioritise
Decide who to contact and prioritise the outreach
plan
Understand the landscape
Identify journalists, know who writes about the
industry and keep a journalist database

6. Preparations before pitching
6
Preparations
Categorise and prioritise
Decide who to contact and prioritise the outreach
plan
Build relationships
Get to know the journalists and understand
what they write about
Understand the landscape
Identify journalists, know who writes about the
industry and keep a journalist database

7. Press kit
7
Preparations

8. Time to start pitching
8
Pitching
Use the priority list Offer exclusivity Have enough time Hold wide release Prep for interviews

9. Pitch email example
9
Pitching
Who I am and why I’m
contacting him
Summary of the story,
<200 words
Signing off by offering him
exclusivity to the story

10. Some resources and tips
10
Resources
Meltwater:
Monitoring tool across media and
social
Make a “journalist newsletter”
Short updates on what’s
happening
HARO, Help A Reporter Out
Reporters looking for stories they are
writing about
MyNewsDesk:
Publishing tool for press releases
Google:
Of course. To find relevant
journalists and to research etc.
Google drive:
To store presskit and press
releases
Press page:
With a press kit incl. team/product
photos, and info about your company.

11. www.cogoapp.io
Robin Eriksson, Co-founder/CEO
robin@cogoapp.io
All shared rides in one app