The Secret to Getting Press Coverage as a Startup

Hey, it's Wojciech again! If you want to get some press coverage for your startup, listen up! I'm here to give you the scoop on how to do it.

I still remember the day I got my first press coverage. I was only 11 years old, and that was in the early 90s. There were no internet portals in my part of the world. I liked some Comix books series and decided to send a letter to the publisher with some ideas that could be interesting for the main character. Imagine my shock when my words made it into their magazine two months later! It was the first time when this publisher decided to print such a letter. I started something that many young people followed. While it may seem like a small feat to some, that experience taught me an important lesson that still resonates with me today: that anyone, regardless of age or experience, can get press coverage with the right strategy.

Here's the truth: many effective press campaigns return to human-to-human marketing. People want to connect with people, not just logos or brand names. This strategy really works!

So here you can find a complete guidebook about "The secret to getting press coverage as a startup."

Type of media to connect with as a startup founder

Before you start, let's get back to some principles. There are many media types, and not all of them might be interested in publishing a press release about your world-changing startup. You should be familiar with what they're looking for.

1. Local news: Local newspapers, magazines, TV, and radio stations are a great way to get coverage in your community. They are interested in how your startup is impacting the local area. In addition, most such journalists like to promote local heroes and can support you even if you're just at the beginning of your journey.
2. Specialist press: Specialist publications are focused on specific industries and topics. They are interested in the technical details of your product or service and how it relates to their readership.
3. National publications: National newspapers, magazines, and websites have a wider audience and can provide great exposure for your startup. They are interested in news that has a broad appeal and is relevant to their readers. If you're doing something fresh or meaningful on a national scale, such media will be interested in checking it out.
4. International press: this is dedicated to the best ones. To get attention in media like Sifted or TechCrunch , you must stand out of the crowd. The size of the round over 10M EUR or USD is a good starting point. If you're in an earlier stage of development, you can inspire Tech.eu or EU-Startups to get some coverage. These portals receive tons of press releases every day, so before you start, you should check out what topics were covered there in the last weeks to raise your chances of being published.
5. Industry-specific publications: Industry-specific publications are focused on specific sectors, such as healthcare or finance. They are interested in the news relevant to their industry and readers.
6. Business news outlets: Business news outlets are focused on the world of business and finance. They are interested in news that is relevant to entrepreneurs and investors.
7. National startup organizations: National startup organizations are interested in news relevant to the startup world. They are a great way to get exposure to a national audience of entrepreneurs and investors. Good examples of these are PFR Ventures publishing every week, the most exciting news from the Polish startup scene, or Startup Lithuania making newsletters and reports with hot startup news in the region.
8. News aggregators or newsletters: Many publications have email newsletters that can be a great way to get your news in front of a targeted audience. You can also try to reach some market experts publishing newsletters. Some of them have a vast number of subscribers. Give them something unique, and you can get your chance.

Crafting the perfect story for reporters

As a startup founder, you can spread various information to the world. Even if you're in the early stage, there are many things that you can communicate:

1. Product launch: you can announce the launch of a new product or service. It can include details about the product's features, benefits, and target audience.
2. Fundraising announcement: almost every startup that successfuly raised a round communicates it to the world. I just wanted to let you know that you can do the same. Such information can help to generate buzz and interest in your startup. This type of press release can include details about the amount raised, the investors involved, and the startup's plans for the future.
3. Partnership announcement: a new partnership can help to showcase a startup's strategic alliances and partnerships. If you successfully build partnerships, it's good to spread this information. You'll be able to include details about the collaboration and how it will benefit every party.
4. Significant deals: In most cases, this type of press release is dedicated to startups in later stages. A significant deal or acquisition can help to generate interest in your startup and its growth potential.
5. Awards and recognition: Startup founders have a remarkable ability to get awards. I know that because I did it on my own: as a founder and person who awarded many startups in my acceleration programs. So if you get an award and beat up many other challengers, do not hesitate to announce it. It will build your startup's credibility and industry expertise.
6. Company milestones: You can announce to the world how good you are at reaching your 'north start' or other important business metrics. When you get some magic level in users, customers, revenues, or analyzed data, it's good to show it to the world. In addition, it can help to showcase your startup's growth dynamics and success.
7. Executive appointments: Great startup founders love to take on board talents much better than themselves. If you attract a talented executive or C-level person, you could announce it. This will help to showcase a startup's leadership team and expertise.
8. Industry trends and insights: Every startup is an expert in a particular market. It's good to show your expertise: by announcing industry insights and trends. You can even prepare a a report and invite other market experts to comment and help you spread it in their contact networks.

Get ready for takeoff

You need to have some practice, especially in writing. For me, it's pretty natural. I had a blog about innovations that I created with my own +500 posts. I also wrote a book about startups and corporates. I post on social media, write reports and guidebooks, and distribute press releases to many journalists every year. If you don't have much experience, feel free to gain it. There is no need to be such active like me. If you do cool things or try to change the world, many people could be interested to read your story. All you need is some practice. Write some text daily, and you'll see that each next will be better.

Creating a press release is one of the most important steps in getting press coverage. A press release should include a killer headline, a summary of the news you're announcing, and some background information about your startup. You should also have quotes from your team and any relevant statistics, if you don't mind. An exciting story can always attract the attention of people.

What else could be helpful to:

1. Research the right journalists and bloggers for your industry: don't send your press release to every available journalist on the internet. Be sure that the topic you want to cover will interest them and their readers. Categorize your database and use the right contacts.
2. Advance notice: Give journalists a heads-up that you'll publish a press release a few days in advance. This can help them prepare their stories and ensure that they have enough time to cover your news. Remember that they also have other news on their agenda. Don't hinder them from doing their job, and expect immediate results.
3. Personalize your pitch to the journalist: research their work and find out what type of stories they typically cover. Then, address them by name and show that you are genuinely interested in their work.
4. Use data and numbers: Use data and numbers to support your claims and make your story more compelling. This can help to establish your startup as a thought leader in the industry and increase the likelihood that the journalist will cover your story.
5. Include quotes: your teammates or investors could be a great source of market insights or trends. Use them to improve your story.
6. Keep your pitch concise and to the point: Journalists receive hundreds of emails daily, so you must grab their attention quickly. Focus on the most critical aspects of your startup and what sets you apart from the competition. Prepare short summary with 2-3 key points of the news. Use it as an element of your email. You should also have a boilerplate - a couple of general sentences about your company. Finally, don'tber to add contact data for media.
7. Be responsive: Once you've contacted a journalist, respond to their requests. If they ask for additional information or an interview, ensure you respond quickly and provide everything they need.
8. Use visuals: Use visuals like photos, videos, and infographics to help tell your story. This can make your story more interesting and engaging and help make it more shareable on social media. Could you bFor example, be sure you have good-quality photos of your team or founders?
9. Exclusivity offer: Offer an exclusive story to a journalist you trust and who has a good reputation in the industry. This can help build a stronger relationship with the journalist and generate more interest in your startup.
10. Say, thank you: Finally, thank journalists for covering your story. A simple thank you can go a long way in building a solid relationship with them and increase the likelihood that they will cover your startup in the future. And, of course, remember to publish it on your social media.

Tools that can help you in breaking the news

You can find a lot of cool tools that can help you get the attention of journalists. Some of them might be useful during content creation, others will help you distribute your press pack, and others will be supportive in managing all of the fame you'll get. Here are some that I use:

1. Killer headline: A great headline is critical for getting journalists to read your press release. Tools like Jasper and ChatGPT can help you create attention-grabbing headlines.
2. Text improvement: Grammarly can help you improve your writing and catch any errors in your press release. Hemingway app will be useful in improving the style and readability of your texts.
3. Distribution to journalists: I use Prowly . I can help you distribute your press release to journalists and bloggers who are interested in your industry or topic.
4. Monitoring: Brand24 can help you monitor your press coverage and track your media mentions.
5. Topics analysis: BuzzSumo and Google Trends can help you analyze topics that are trending in your industry and create press releases that are relevant and timely.

Leverage your connections, and you'll never walk alone

When trying to access some journalists, you won't need to have Jedi force. Instead of that, use your network. There are many people that could match you with the right people:

• Teammates: some of them could have relationships with journalists. Just ask them whom they know.
• Angels and VCs: your investors might be a great source of contacts to press. They can link you directly with specific persons and support the distribution of your press pack. Also, use their social media to promote the results of a campaign.
• Incubators, accelerators, or startup communities: can provide startups with mentorship, funding, and connections. Many programs or communities have established relationships with journalists and can help to get your story in the media.
• Freeleancer journalists: there are many people living from writing to different web portals. They also are looking for fresh topics. You can make their work much easier sending interesting story.
• PR agencies: there are many companies that specemaile in helping startups and bemailsses get coverage in the media. Use them for special missions, and you'll see extraordinary results.

Steering clear of common pitfalls in press campaigns

1. Avoid mass email blasts: There are more effective ways to get coverage than sending a generic email blast to a large list of journalists.
2. Don't focus too much on your startup or product. Instead, please focus on the story and why it's newsworthy.
3. Don't overhype your story or make exaggerated claims about your product or service. Journalists are looking for accurate and credible information.
4. Don't be too aggressive or pushyemailsfollowing up with a journalist.
5. Journalists work on tight deadlines, so it's important to respect their timelines and respond promptly to their requests for information.
6. Make sure that your emails are professional and free of errors. This includes proper grammar, spelling, and punctuation.

Conclusions

Here are some tips for creating a great press release:

• Keep it short and to the point
• Offer something fresh or unique to pay their attention
• People want to connect with people, not just logos or brand names
• Use a conversational tone
• Include quotes from your team
• Highlight the most important information
• Use visuals to support your message
• Make sure it's easy to read and visually appealing

Getting press coverage as a startup requires building relationships with journalists and providing them with something special. There are many types of media where startups can get coverage, and each type is looking for something different. Creating a great press release is one of the most important steps in getting press coverage, and many tools are available to help you improve it. So what are some of your favorite startup journalists? Let me know in the comments below!