Photo - Finsec - Creative Commons

OK, your startup is getting ready to launch its new product/service. (Really, TeachStreet’s getting close too — we mean it! Heck, if we don’t launch in April, I may buy all of our loyal reader’s a burger at Dick’s — that’s almost a promise!)

So, what does every startup founder do when this happens?

First, they frantically start prioritizing bugs and last-minute fixes — and they pray that their friends will help them with site reviews, feedback, usability testing and moral support. Check — we’ve done all those things, and continue to do so. Thank you, to our friends!

Then, they start getting really worried that they don’t have a marketing plan (acck — how are we going to attract customers?!?) Check — my ulcer is growing.

Then, they start contacting people who seem to be really good at this sort of thing (I quickly reached out to Glenn at Redfin, Jonathan at Picnik, and a host of others) to get their feedback and introductions to the ‘experts who make it happen for them’. Check — I’ve annoyed both of them with emails, coffee meetings and favor-begging.

Next, they probably ask friends for introductions to scrappy PR consultants who will work for peanuts and deliver New York Times front-page exclusives. Check — I’m now waiting for the results of that effort.

Then, they revert to praying.

Here’s a better process, and I’ve known it all along — I just needed reminding:

1) Be real — make your ‘pitches‘ personally to target press — reporters/bloggers/media want to talk to founders/owners, not paid mouthpieces. Glenn reminded me of this (his great post here). And, be willing to make mistakes/say the wrong thing. It reminds me of how annoying I find post-game interviews with athletes, and why I always found Charles Barkley to be so refreshing (and maddening).

2) Be frequently helpful — Don’t be the friend who always calls, only when the need something! You need to foster the relationship. Comment regularly on things unrelated to your mission. Introduce others to reporters who have stories that you think are compelling. Disagree with them!

3) Get help, where needed, but make sure that person/agency understands your business to the core. But, have them complement steps #1 and #2 — they can help you identify leads, focus your message, draft outreach mails (which you can edit/personalize), highlight blogs you should read/comment on, etc. This isn’t fake — it helps focus your time-constrained efforts!

OK — I’m off to repeat steps 1-3 as rapidly as possible.

And, if any of you know of a great contractor who can get us a New York Times front page cover in a few weeks, I’d really appreciate it.