• How Hipcamp's PR Turned $20k into >400 Media Hits with Lydia Davey | Horizons Pod

  • Mar 11 2025
  • Duración: 1 h y 11 m
  • Podcast

How Hipcamp's PR Turned $20k into >400 Media Hits with Lydia Davey | Horizons Pod

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  • Listen now on YouTube, Spotify, and Apple.—Lydia Davey is the co-founder of Attentio PR, where she helps the world's most interesting startups accelerate growth through high-impact earned media coverage. Her journey began as a U.S. Marine Combat Correspondent, built through her time working in Communications at Apple, and most recently continued through fractional Communications leadership roles at various startups.Here’s some of my takeaways from this week’s episode…1/ 🎯 Story > Stats: It's not just about lining up facts—it's about crafting a narrative that grabs hearts, minds, and wallets. Example: "The queen died, the king died" vs. "The queen died, and the king died of a broken heart." The second version creates emotional investment and curiosity.2/ 🔍 Media Success = Research + Relationships: Newsrooms have shrunk 20% since pre-pandemic, and journalists now receive 500+ pitches daily. Success comes from deep research into where your story fits and making it dead simple for journalists to say "yes."3/ ⏰ The "Why Now?" Factor: Even great stories need timing. Whether it's a product launch, market expansion, or cultural moment, successful PR hinges on having a compelling reason for journalists to cover your story today rather than tomorrow.4/ 🌟 Own It, Apologize, Overcorrect: The three pillars of crisis communications. When things go wrong, leadership needs to take ownership, show genuine remorse (when legally possible), and demonstrate meaningful change.5/ 📊 ROI Isn't Optional: Top PR pros quantify their impact. It's not enough to say "I ran X campaign"—you need to show the lift in brand awareness, direct traffic, or sales. Track everything and tie it back to business outcomes.6/ 🎭 Embargoed > Surprise Launches: Give journalists 3 weeks with the story under embargo. This creates a "shock and awe" moment when multiple high-quality stories drop simultaneously, versus trickling out one at a time.7/ 🤖 AI + Human Judgment: Use AI to iterate quickly and generate ideas, but rely on human judgment for the final narrative. AI can stack facts but struggles to add the emotional context that makes stories compelling.8/ 🌐 Local Knowledge Matters: For global brands, always hire local PR support. There are cultural nuances and sensitivities that even the best international team can't fully grasp.—Where to find Lydia Davey:* Web: https://www.attentiopr.com/* LinkedIn: https://www.linkedin.com/in/lydiadavey/* X: https://x.com/lm_davey—In this episode, we cover:00:00 From Marine to Media: Lydia's Journey 03:10 The Art and Science of Storytelling in PR 05:58 Building a PR Agency: Lessons from the Ground Up 08:41 Crafting Compelling Narratives: The Heart of PR 11:23 Finding the Right Story: Case Studies in PR Success 13:48 Navigating Crisis Communications: Strategies for Success 16:19 Measuring ROI in PR: Beyond the Headlines 18:54 The Role of Creativity in PR Campaigns 21:22 Understanding Negative PR: Lessons Learned 22:56 The Importance of Leadership Buy-In in PR 37:51 Navigating Media Opportunities 43:52 The Importance of Media Training 46:37 Starting PR on a Budget 50:01 In-House vs Agency PR 52:37 Hiring for PR Success 57:35 Finding the Right Agency 01:02:33 The Appeal of Agency Work 01:04:05 Managing Competing Priorities 01:06:31 Lightning Round Insights—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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