You’re a tech startup. And you can’t seem to get even a whiff of interest from the press. What’s up with that? If you are like most startups, you don’t have a lot of money or time to devote to marketing.

There’s a new ebook that can help. It’s called Hacking PR: A Guide for Bootstrapped Startups. Author Sean Blanda, who has just started blogging for us, co-founded Technically Philly, the area’s go to site for local entrepreneurial coverage. During his time as a reporter and editor at TP, Sean tracked the progress of hundreds of entrepreneurs.

His idea with Hacking PR is to create a roadmap that demystifies the process of getting and attracting the attention of the media. It is often very hard for a business, especially a group of engineers, to figure out how to describe their brilliant idea in lay terms and create effective messaging that resonates with an outside audience. While professional assistance is a must, the cost is generally prohibitive.

In Hacking PR, Blanda offers up all the secrets of a killer PR campaign, explaining what journalists and bloggers are seeking, and more importantly, what they are not looking for. It’s a quick read, because start ups going on 15 hour days have precious few minutes to devote to anything else. Indeed, every chapter begins with an estimate, down to the second of how long it will take to read. Got even minutes and thirty seconds? Read Section 2.

Here are some of the topics Hacking PR covers:

    • Exact language to use in your email pitch to ensure you get coverage
    • A two-step formula for nailing any press interview
    • More than just “tips” but long-term strategies for building relationships with the press
    • The 10-step checklist to ensure your credibility is established when the media sees your product
    • A journalist’s most common reservations when covering a startup, and how you can squash them
    • How to play the long term game and outgrow the need for any media coverage

As Blanda says, cold emailing TechCrunch is not a PR strategy. First he details the fundamental tenets of journalism. He leads you through the process of developing an angle, what to pitch, and more important, what not to say. There are red flags that will turn an editor off in a nanosecond.

Once you’ve got the reporter interested, Hacking PR guides you to the finish with valuable interview techniques, and drops at least one big reveal.