Carly Martinetti
@prcarly.bsky.social
Co-founder of Notably • PR for the fastest growing startups
Book some time to chat strategy w/ me: https://bit.ly/NotablyPR 👋
Book some time to chat strategy w/ me: https://bit.ly/NotablyPR 👋
TL;DR
"Exclusive" in PR means "first dibs."
Not "till death do us part."
"Exclusive" in PR means "first dibs."
Not "till death do us part."
December 22, 2025 at 3:30 PM
TL;DR
"Exclusive" in PR means "first dibs."
Not "till death do us part."
"Exclusive" in PR means "first dibs."
Not "till death do us part."
Then I emailed Supply Chain Brain, Supply Chain Dive, Supply Chain 24/7, and more trade pubs a day later with some fresh angles that went beyond that initial story. Because Axios had already run it, they were more likely to look into doing something, too.
December 22, 2025 at 3:30 PM
Then I emailed Supply Chain Brain, Supply Chain Dive, Supply Chain 24/7, and more trade pubs a day later with some fresh angles that went beyond that initial story. Because Axios had already run it, they were more likely to look into doing something, too.
Example:
Gave Axios Pro exclusivity on a tech client's 8-figure funding round. Paywalled, yes… but an investor reached out the next day asking to get in on the next round.
Gave Axios Pro exclusivity on a tech client's 8-figure funding round. Paywalled, yes… but an investor reached out the next day asking to get in on the next round.
December 22, 2025 at 3:30 PM
Example:
Gave Axios Pro exclusivity on a tech client's 8-figure funding round. Paywalled, yes… but an investor reached out the next day asking to get in on the next round.
Gave Axios Pro exclusivity on a tech client's 8-figure funding round. Paywalled, yes… but an investor reached out the next day asking to get in on the next round.
That's why you front-load the question "Where's our best bang for buck?" which means:
1. What's the dream outcome from this announcement? (Term sheet? Inbound deal? Talent pipeline?)
2. Who makes that happen?
3. Where do *they* pay attention?
1. What's the dream outcome from this announcement? (Term sheet? Inbound deal? Talent pipeline?)
2. Who makes that happen?
3. Where do *they* pay attention?
December 22, 2025 at 3:30 PM
That's why you front-load the question "Where's our best bang for buck?" which means:
1. What's the dream outcome from this announcement? (Term sheet? Inbound deal? Talent pipeline?)
2. Who makes that happen?
3. Where do *they* pay attention?
1. What's the dream outcome from this announcement? (Term sheet? Inbound deal? Talent pipeline?)
2. Who makes that happen?
3. Where do *they* pay attention?
In fact, landing the exclusive in a high-authority outlet first makes the broad-reach pickups easier. Other editors see that a rigorous publication already vetted the story; it lowers their risk and raises your credibility.
December 22, 2025 at 3:30 PM
In fact, landing the exclusive in a high-authority outlet first makes the broad-reach pickups easier. Other editors see that a rigorous publication already vetted the story; it lowers their risk and raises your credibility.
And if you're working with a good PR pro, they'll notify other publications to squeeze out as much awareness and authority as possible from that "exclusive" piece after it’s been up for at least a day.
December 22, 2025 at 3:30 PM
And if you're working with a good PR pro, they'll notify other publications to squeeze out as much awareness and authority as possible from that "exclusive" piece after it’s been up for at least a day.
But in reality, "exclusive" means: "Hey, you get first dibs. I solemnly swear you will be the FIRST to break the story. But once it's up on the Internet, anyone else can run with it."
December 22, 2025 at 3:30 PM
But in reality, "exclusive" means: "Hey, you get first dibs. I solemnly swear you will be the FIRST to break the story. But once it's up on the Internet, anyone else can run with it."
No clever angle. Just proof, made accessible.
If you're a mid-market company struggling to break through, start building proof before you need it.
By the time you're scrambling for a case study, you're already behind.
If you're a mid-market company struggling to break through, start building proof before you need it.
By the time you're scrambling for a case study, you're already behind.
December 17, 2025 at 3:30 PM
No clever angle. Just proof, made accessible.
If you're a mid-market company struggling to break through, start building proof before you need it.
By the time you're scrambling for a case study, you're already behind.
If you're a mid-market company struggling to break through, start building proof before you need it.
By the time you're scrambling for a case study, you're already behind.
The pitch structure was simple:
- The customer: a national CPG brand
- The problem they solved: reduce packaging spend, expand supplier network
- The results: seven-figure savings, new suppliers added
- The source: their head of procurement, available to talk
- The customer: a national CPG brand
- The problem they solved: reduce packaging spend, expand supplier network
- The results: seven-figure savings, new suppliers added
- The source: their head of procurement, available to talk
December 17, 2025 at 3:30 PM
The pitch structure was simple:
- The customer: a national CPG brand
- The problem they solved: reduce packaging spend, expand supplier network
- The results: seven-figure savings, new suppliers added
- The source: their head of procurement, available to talk
- The customer: a national CPG brand
- The problem they solved: reduce packaging spend, expand supplier network
- The results: seven-figure savings, new suppliers added
- The source: their head of procurement, available to talk
When we worked with a mid-market procurement software company, we landed coverage in a top packaging industry trade publication by leading with their customer's story.
December 17, 2025 at 3:30 PM
When we worked with a mid-market procurement software company, we landed coverage in a top packaging industry trade publication by leading with their customer's story.
They don't wait until a journalist asks "who can I talk to?" to start figuring it out.
Because that's exactly what journalists ask. They don't want to hear you say your product is great; they want to talk to someone using it.
Because that's exactly what journalists ask. They don't want to hear you say your product is great; they want to talk to someone using it.
December 17, 2025 at 3:30 PM
They don't wait until a journalist asks "who can I talk to?" to start figuring it out.
Because that's exactly what journalists ask. They don't want to hear you say your product is great; they want to talk to someone using it.
Because that's exactly what journalists ask. They don't want to hear you say your product is great; they want to talk to someone using it.
The mid-market companies that break through treat customer evidence as infrastructure, not an afterthought. They build case study clauses into contracts before they need them. They set up relationships where customers are open to speaking on their behalf.
December 17, 2025 at 3:30 PM
The mid-market companies that break through treat customer evidence as infrastructure, not an afterthought. They build case study clauses into contracts before they need them. They set up relationships where customers are open to speaking on their behalf.
So how do you overcome that?
You make proof easy to access.
You make proof easy to access.
December 17, 2025 at 3:30 PM
So how do you overcome that?
You make proof easy to access.
You make proof easy to access.
Here's why: you're now competing against established players. And there's an old saying, "Nobody gets fired for hiring Deloitte." When someone brings in an established vendor and it fails, that's bad luck. But when they take a chance on you and it fails, that's their judgment on the line.
December 17, 2025 at 3:30 PM
Here's why: you're now competing against established players. And there's an old saying, "Nobody gets fired for hiring Deloitte." When someone brings in an established vendor and it fails, that's bad luck. But when they take a chance on you and it fails, that's their judgment on the line.
Early-stage PR runs on story: what is this, who are the founders, why are they the right people to build it.
Mid-market PR runs on proof.
Mid-market PR runs on proof.
December 17, 2025 at 3:30 PM
Early-stage PR runs on story: what is this, who are the founders, why are they the right people to build it.
Mid-market PR runs on proof.
Mid-market PR runs on proof.
Day 16: Graceful exit. Acknowledge this one isn't landing, offer future value, keep the relationship intact.
The secret isn't following up more. It's following up better. Each touchpoint should add genuine value.
If your follow-up doesn't make their job easier, you're doing it wrong.
The secret isn't following up more. It's following up better. Each touchpoint should add genuine value.
If your follow-up doesn't make their job easier, you're doing it wrong.
December 16, 2025 at 3:30 PM
Day 16: Graceful exit. Acknowledge this one isn't landing, offer future value, keep the relationship intact.
The secret isn't following up more. It's following up better. Each touchpoint should add genuine value.
If your follow-up doesn't make their job easier, you're doing it wrong.
The secret isn't following up more. It's following up better. Each touchpoint should add genuine value.
If your follow-up doesn't make their job easier, you're doing it wrong.
Day 3: First follow-up. Add a new angle or data point, something that strengthens the original pitch.
Day 8: Second follow-up. Pivot to a completely different approach to the same story.
Day 8: Second follow-up. Pivot to a completely different approach to the same story.
December 16, 2025 at 3:30 PM
Day 3: First follow-up. Add a new angle or data point, something that strengthens the original pitch.
Day 8: Second follow-up. Pivot to a completely different approach to the same story.
Day 8: Second follow-up. Pivot to a completely different approach to the same story.
If you're pitching breaking news to a daily outlet, follow up within 24 hours. If it's a monthly magazine, give them a week. Urgency beats politeness when the story has actual legs.
For evergreen pitches, here's a framework I use:
For evergreen pitches, here's a framework I use:
December 16, 2025 at 3:30 PM
If you're pitching breaking news to a daily outlet, follow up within 24 hours. If it's a monthly magazine, give them a week. Urgency beats politeness when the story has actual legs.
For evergreen pitches, here's a framework I use:
For evergreen pitches, here's a framework I use:
That means they're researching harder and trusting less.
Which, in turn, means you need awareness to get into their research.
And authority to close the deal.
Which, in turn, means you need awareness to get into their research.
And authority to close the deal.
December 10, 2025 at 3:30 PM
That means they're researching harder and trusting less.
Which, in turn, means you need awareness to get into their research.
And authority to close the deal.
Which, in turn, means you need awareness to get into their research.
And authority to close the deal.
6sense's 2025 research found that 94% of buyers have already ranked their preferred vendors before they ever speak to sales.
Meanwhile, Millennials, who now make up 73% of B2B buyers (according to LinkedIn), prefer independent research over rep conversations.
Meanwhile, Millennials, who now make up 73% of B2B buyers (according to LinkedIn), prefer independent research over rep conversations.
December 10, 2025 at 3:30 PM
6sense's 2025 research found that 94% of buyers have already ranked their preferred vendors before they ever speak to sales.
Meanwhile, Millennials, who now make up 73% of B2B buyers (according to LinkedIn), prefer independent research over rep conversations.
Meanwhile, Millennials, who now make up 73% of B2B buyers (according to LinkedIn), prefer independent research over rep conversations.
It drives the term sheets, M&A talks, and seven-figures-and-up contracts. For example, if you're courting enterprise CIOs, that might mean WSJ's Future of Everything. If it’s family office money, Crain's Currency.
Here’s why this matters more than ever now.
Here’s why this matters more than ever now.
December 10, 2025 at 3:30 PM
It drives the term sheets, M&A talks, and seven-figures-and-up contracts. For example, if you're courting enterprise CIOs, that might mean WSJ's Future of Everything. If it’s family office money, Crain's Currency.
Here’s why this matters more than ever now.
Here’s why this matters more than ever now.
That whether they’re an investor, enterprise buyer, or potential acquirer… you’ve crossed a certain commercial threshold that makes it "safe" to bet on you.
December 10, 2025 at 3:30 PM
That whether they’re an investor, enterprise buyer, or potential acquirer… you’ve crossed a certain commercial threshold that makes it "safe" to bet on you.