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
- 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.
Run the numbers
- Webinar Pipeline Planner — Work backwards from a pipeline target to the room a webinar actually needs.
Read the research
- 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.
Work with AAJ
Other topics
- Strategy & Positioning
- Audience & Customer Research
- Pricing & Monetization
- Brand & Voice
- Go-to-Market & Growth Planning
- Analytics, Experiments & Budget
- Content, Copy & SEO
- AI Search & Agent Readiness
- Paid Media
- Social, Community & Creators
- Website & Conversion
- Sales & Pipeline
- Retention, Expansion & Advocacy
- Marketing Ops, AI & Team