Once a startup has meticulously crafted its narrative—complete with a clearly defined mission, vision, product details, and an engaging team introduction—it’s time to unveil this compelling story to the world. But how do you ensure that your startup’s voice resonates beyond your immediate circle? The answer lies in leveraging the most powerful channel available: the press.
When it comes to introducing your startup to the world, the press plays a pivotal role. Journalists and media outlets act as credibility gatekeepers. They sift through a barrage of information, separating the facts from the noise. When they choose to cover your startup, it’s akin to receiving a acknowledgement of existence. Their endorsement lends credibility and authenticity to your venture.
The press has an established audience—readers, viewers, and listeners who trust their judgment. By getting featured, your startup gains exposure to this pre-existing audience. It’s like stepping onto a well-lit stage where potential customers, investors, and partners are paying attention.
Journalists are skilled storytellers. They know how to weave narratives that resonate with their readers. When they tell your startup’s story, they highlight the human element—the struggles, triumphs, and vision behind your mission. This emotional connection can’t be replicated through other channels. In a crowded startup ecosystem, standing out is a challenge. The press acts as a spotlight, directing attention toward what truly matters. It’s not just about being seen; it’s about being seen by the right people—the ones who understand your industry and its nuances
Investors closely monitor media coverage. Positive press can sway their decisions. When a reputable publication features your startup, it signals to investors that you’re worth considering. It’s a subtle nudge that says, “Pay attention to this one.”
Before reaching out to journalists, review your message and story, make sure you deliver consistently in the same clear and concise way as your press kit. The highs, the lows, and the pivotal moments. What makes your mission unique? Why should anyone care? How are you going to change the world?
Before reaching out to journalists, it’s essential to understand your target audience and overall business objectives. Reflect on the demographics of your potential customers. Which publications do they read? Tailor your media approach accordingly. Define your goals—whether it’s brand awareness, lead generation, or community engagement. Different journalists cover various topics and demographics, so align your strategy accordingly.
Start by exploring publications that you personally respect. Begin with publications you read and find credible. Look for journalists and publications following your competitors. This ensures a knowledgeable approach. Think about your target audience. If you’re targeting specific age groups, parents, or professionals, choose publications that align with their interests.
Look to match the publications with your business objectives. Maybe a general business or technology platform will be more effective if you are looking for investors. Focus on vertical media in your industry or technology if you are looking for customers or partners.
Dig deeper into the expertise of journalists who cover topics related to your startup: Look for reporters who write about subjects relevant to your industry or niche. Identify journalists who have previously written about similar companies or topics related to your startup.
Leverage available tools and platforms to find the right journalists. Conduct Google searches to find articles from journalists who have covered your competitors or related topics. Follow journalists on X (formerly Twitter), they often share their work there.
Find their contact details. Often on their media organization’s website, google or X can also be good platforms to reach out to journalists. Tap into your network. Reach out to friends, investors, or industry contacts. Chances are they have a few journalist relationships. An intro from a trusted contact beats a cold call every time.
Focus on building strong relationships with a select group of journalists rather than reaching out to dozens. Remember, journalists appreciate authenticity and well-researched pitches. They also like to be the first on a story.
In the busy world of startup journalism, where inboxes overflow with press releases and story pitches, standing out is an art form. Entrepreneurs seeking media coverage must navigate this cacophony, capturing attention and peaking interest.
Be concise and impactful. Journalists wade through a deluge of emails and DMs daily. To cut through the noise, lead with the most compelling aspect of your story, in a once sentence pitch for the title of your email, or your direct message. Whether it’s a groundbreaking product, recent funding round, marquee investor, or remarkable user growth, distill it into a succinct opening that will be hard to ignore.
Craft an engaging message. Following your impactful title of DM, follow up with more relevant, straight to the point details about what you would like the journalist to know about. Impressive fact and especially figures are the most interesting points you can offer a journalist.
Be very clear in your pitch. Journalists will dismiss a vague message that is not clear about your objective and why they should care about you. Be relevant. Your pitch might be clear, but are you sending it to the right journalist? Larger media organizations will have reporters that cover different beats (topics). Your aeronautics startup will be of little interest to the food section editor.
Journalists juggle deadlines, interviews, and breaking news. Don’t pester them. A gentle follow-up after the initial message shows persistence without annoyance. Stick to one channel at a time to reach out to journalists. Email, X, Linkedin, or Whatsapp. Not all of them at the same time. If your pitch is interesting to them, they will respond. If it is not relevant or clear, they will not.
Congratulations! A journalist has shown interest in your story. You don’t want to scare them away, you need to appear professional and give them what they need.
Follow their lead, journalists know how to deal with you, the story, and every reporter has a different process for collecting information about a story. Determine their availability for a conversation, which could be a phone call or even a casual coffee chat. They will propose the time and the place.
Understand their perspective before talking to them, identify the angle they’re interested in. You can ask them once they are interested what part of your pitch they would like to focus on. It might be the industry, your founder story, your product capabilities, etc. This will help you tailor your preparation and responses.
Share any information relevant to their angle, unless it’s highly confidential. Remember that nothing is really “off the record”. Once you gave a detail, it might slip out to the public.
Set clear boundaries to your story. If there’s an embargo on the news (an embargo restricts the news from being published until a specified date or condition), make sure to communicate this clearly before you give the story. Most journalists will respect an embargo, but some don’t. This is especially important if you’re about to announce something significant, like a new funding round.
When interacting with a journalist, strive for clarity in your responses. If a topic is technical, don’t hesitate to ask if you need to elaborate. Stick to your narrative.
Be honest about your limitations: If you don’t have an answer to a question or prefer not to discuss a specific topic, let them know. You can always follow up later.
Remember, journalists are neither friends nor foes; their role is to report news factually. Honesty is always the best policy.
Too busy or media shy? Consider specialized agencies. At Influence Matters, for instance, we specializes in bringing startups out of the obscurity and into the spotlight. Our tailored programs blend strategy, storytelling, and strong media relationships. Some of our clients went on to raise millions of dollars, be acquired or be featured in every Apple store in China following media relations programs we handled for them.
Five areas we help startups and scale-ups:
Understand the dynamic market: Conduct thorough research and gain insights.
Localize their brand: Adapt messaging and materials to resonate with the local audience.
Build relationships and partnerships: Engage with local companies and influencers.
Leverage digital marketing: Utilize social media platforms effectively.
Demonstrate thought leadership: Share insights, publish content, and participate in industry events.
Five areas
