PR, partnership and event marketing resources

Earned channels borrow someone else's audience: a journalist's readers, a partner's customers, an event's attendees. Each needs a reason for that audience to care, a clear ask, and a way to measure the pipeline it creates rather than the impressions it earns.

Covers: PR and earned media, partnerships, co-marketing, integration marketplaces, webinars, events.

Learn the method

Crisis Communications Playbook — Ten steps to prepare for and run a crisis: score the event, the first hour and day, an apology, and measuring trust.
Earned Media Playbook — Eight steps for getting press without an agency: find a story only you can tell, pitch the right people, and make coverage work twice.
Partner Co-Marketing Playbook — Eight steps for co-marketing that pays both sides: choose partners by audience overlap, agree terms in writing and share leads with consent.
Webinar and Event Programs Playbook — Eight steps to size each session backwards from pipeline, promote to the right room, follow up within a day and judge every event on return against full cost.
Referral and Affiliate Programs Playbook — Seven steps to ask at the moment of value, price the reward below your cheapest channel, track referrals to payment and disclose paid ties. (from Retention, Expansion & Advocacy)

Run the numbers

Webinar Pipeline Planner — Work backwards from a pipeline target to the room a webinar actually needs.
Launch Readiness Planner — Score whether you are ready to set a launch date, then build the dated work-back plan. (from Go-to-Market & Growth Planning)

Build it

The Crisis Plan One-Pager — A fill-in Word page for the decisions to make before a crisis: owner, decision rights, spokesperson, status page, approval limits and contacts. Planning template, not legal advice.
The PR Pitch & Media Tracker — Pitch stories, not announcements: a story bank, a reporter list, a pitch writer and a log that says when to stop.
The Webinar Run-of-Show & Follow-Up Planner — Plan the session and the follow-up together: a dated countdown, a timed run-of-show, and three follow-up messages.

Run it with your AI agent

Partnerships & Co-Marketing — Score partners on overlap rather than fame, write the terms, judge it on pipeline.
PR & Earned Media — Score the story before you pitch it, then aim it at twenty of the right people.
Webinar & Event Programs — Sizes a webinar backwards from the pipeline it must create, and judges it on meetings and pipeline against cost.
Creator Partnerships — Pays creators for the buyers they reach, not their follower count, and judges the result on what it sold. (from Social, Community & Creators)
Product Launch — Tiers a launch, scores readiness on a twelve-item gate, and builds the dated work-back plan. (from Go-to-Market & Growth Planning)

Read the research

Affiliate Programs for B2B SaaS — Eleven steps to set up an affiliate program: commission from your own numbers, recruiting, tracking, fraud controls and measurement.
Conferences and Trade Shows for Startups: Which Events Are Worth It? — Five steps to pick and work events: one job per event, who is in the room, cheapest way to show up, attract-contact-convert, follow up.
How to pitch a journalist when nobody has heard of your startup — A worked example of a cold pitch that gets a reply: how to find the right reporter, what to put in the opening lines, and what to do when nobody answers.
How to run a webinar that creates pipeline, not just registrants — Most startup webinars fill a registration list and stop there. How to pick the job, the topic and the format, and why the follow-up is the real event.
Integration Marketplaces: How to Market Your App Where Your Customers' Software Lives — Five steps to market an app on integration marketplaces: pick the platform, read the guide, sell in the listing, work the channel, manage dependence.
Podcasts for B2B Startups: Guest on Shows First, Then Decide Whether to Host — Five steps for podcasts: pick a role, find shows buyers hear, pitch a topic, reuse every episode, test before hosting.
Review Sites for Startups: How to Earn Honest G2 and Capterra Reviews — Five steps to earn honest G2 and Capterra reviews: pick one site, learn the FTC rules, ask everyone, reply, reuse.
Founder Story and Company Narrative: How to Tell Yours Without Overpromising — Five steps to a founder story that holds up: three jobs, one spine, today vs someday, real letters, five audiences. (from Brand & Voice)
Billboards, Radio, Print and Sponsorships — How to price a billboard, radio spot, print ad or sponsorship per buyer reached, measure it without clicks and score it before you sign. (from Paid Media)
How to Launch on Product Hunt Without Wasting the Day — Five steps to launch on Product Hunt: decide what it is for, launch something usable, prepare, never ask for upvotes, follow up. (from Go-to-Market & Growth Planning)

Work with AAJ

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