PR is four separate jobs wearing one label, and Aiter splits them accordingly.
Campaigns
Generates PR campaign concepts, then turns the one you pick into an actionable execution plan.
The concept is the cheap part and the plan is the useful part. A concept that sounds exciting and has no execution plan behind it is how PR ideas die in the second week of a quarter.
Judge concepts by whether you can name the first three things you would do on Monday. If you cannot, pick a different concept.
Articles
Guest articles for niche media, generated as ideas then written in full. Covered in more depth in the articles guide, with one rule worth repeating here: if the piece is not worth publishing with your product mention removed, an editor will notice before you do.
The media list
Finds outlets across six types, and the split matters because each is pitched differently:
- Publications for product coverage and expert commentary
- Blogs and websites for reviews, guest posts and roundups
- Podcasts for founder interviews, product stories and category conversations
- Newsletters read by your most likely buyers
- YouTube channels for reviews, tutorials and audience-led discovery
- Forums and communities where your category is actually discussed
Newsletters and forums are the two most people ignore and the two with the best ratio of effort to result for a smaller brand. A niche newsletter with four thousand readers who all work in your category beats a publication with a million readers who do not.
Influencers
Finds partners across YouTube, TikTok, Instagram, Substack, blogs and X.
The useful filter is not follower count. It is whether their audience overlaps with your buyer, and whether they have ever talked about a problem your product solves. Someone with eight thousand followers who covers your exact niche is worth more than a general creator with two hundred thousand.
Doing PR without a PR budget
A sequence that works for a small team:
Run competitor analysis first, and note which outlets covered them. Those outlets already write about your category, which is most of the qualification done.
Generate the media list and cross-reference it against that.
Pick five targets, not fifty. Read what each has published recently. Pitch a specific angle to each rather than a single release to all of them.
Five researched pitches beat fifty generic ones, and the generic fifty also cost you the list.
Frequently asked questions
Are the outlets and influencers verified?
They come from a research pass over public sources. Check the outlet is still active and the contact route is current before you pitch, since media moves quickly and a dead email address wastes a good angle.
Does Aiter send pitches?
No. It finds targets and writes material. Sending is yours, which is also where the relationship lives.
What should I run first?
Media list, then articles. Knowing who you are pitching changes what you write, and doing it in the other order produces a piece nobody asked for.