Most founders think PR starts on launch day. By then, journalists have already moved on.

Episode 2 goes straight into one of the most misunderstood channels in crowdfunding — PR. Artak Mkrtichyan, TCF's PR expert, breaks down the hidden rules most founders only learn too late: when to start, who to pitch, what budget you actually need, and the one truth that changes everything: you have zero control over what gets published.

What this episode covers:
— Why starting PR on launch day is already too late
— How an average journalist receives 500–600 pitches and only 10–20 get picked up
— Why you don't need a budget to start doing PR
— The difference between top media and niche media and which one actually converts
— Why your PR strategy must be completely separate from your marketing strategy
— The one thing founders always ask for that journalists will never give them
— Artak Mkrtichyan's one piece of advice for every founder

Episode length: 20 minutes
New episodes every week. Season 1: Crowdfunding Foundations

0:00 Intro
0:45 Why Founders Think PR Starts on Launch Day And Why They're Wrong
1:20 Why Journalists Can't Cover You Immediately: The Load They're Under
2:10 500–600 Pitches Per Journalist And How to Stand Out
3:05 The Optimal Time to Start PR Before Your Campaign
3:35 Why Your Press Materials Need to Be Ready 5 Weeks Before Launch
4:45 Does the Industry Matter for PR?
5:55 Do You Need a Budget to Start PR?
6:45 Top Media vs Niche Media. Which One Actually Converts?
8:35 Why PR Strategy Is Completely Different From Marketing Strategy
11:05 Journalists Don't Want to Sell Your Product. They Want Your Story
11:55 How PR Credibility Supports Every Other Marketing Channel
12:20 When Should You Stop PR Outreach During a Campaign?
13:35 Holiday Season PR – Why You Need 3–4 Months Not Weeks
17:20 You Have Zero Control Over What Gets Published
18:05 Artak' Mkrtichyan's One Piece of Advice for Every Founder

Host: Arthur Papikyan – Head of Marketing at TCF
🔗 https://www.linkedin.com/in/arthurpapikian/
Guest: Artak — PR Department Head at TCF
🔗 https://www.linkedin.com/in/artak-mkrtichyan-43334316a/

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