When your startup’s product is ready for launch, generating media buzz can make all the difference between falling flat and soaring to new heights. But for startups operating on a shoestring budget, spending hundreds — if not thousands — of dollars a month to keep a PR firm on retainer may simply not be an option.
Thankfully, the ease with which pretty much any tech writer can be reached makes it feasible for pretty much any entrepreneur to run their own press shop. But there’s also a lot of bad advice out there.
“Someone once told me they’d been advised to cold call reporters,” said Sabrina Wottreng (pictured above), a public relations consultant whose firm hosts do-it-yourself PR workshops for small business owners. “I haven’t called a reporter in two years. I just email them and if they want to talk more, they’ll call me.”
If you’re looking to get your early-stage startup covered, here are some additional pointers to get you going.
1. Google your competitors and reach out to the reporters covering them
If a reporter is covering one of your competitors, they’d probably be interested in covering you, too. Reach out and explain how your company differentiates itself, and what makes your approach special.
2. Think about what the story is
Your company may be awesome, but a company is not a story. So in reaching out to a writer, be sure to let them know what makes you or your company unique. Have you had any major wins lately? Do your founders have interesting backgrounds or life stories? Does your company have a quirky culture? Be sure to put your best foot forward and emphasize the most interesting parts of your journey.
3. Get to the point
Unless you’ve already developed a rapport with a writer, it’s usually best to keep your first email short and to the point. A couple of paragraphs should be plenty to explain who you are and what your story is. If your pitch is building on some salient data points, feel free to include those as bullet points as well.
4. Include a press release
Even though most writers will want to set up a call to get a better sense of what you do, including a press release is almost never a bad idea. In addition to giving the writer a chance to prepare for the interview, releases are handy references while working on a story. And if you’re reaching out about breaking news, the release gives writers something to work with while waiting to get on the phone with you.
5. Have quality images on hand
In a world where most stories are circulated on social media, using good pictures is more important than ever. Providing a professional picture of your team or your founders can make all the difference between an article getting widely shared or falling flat on Twitter.
6. Hone your elevator pitch
It’s hard to overstate the importance of the elevator pitch in building hype around your company. Particularly for early stage startups, the elevator pitch may be the writer’s first exposure to your business idea, and it will play a huge role in how they describe your company to their readers if they pick up the story. In crafting your elevator pitch, the most important thing to keep in mind is “Why would readers care about my company?” Be sure to address what problem your startup is solving and how your solution differs from the ones that already exist. Elevator pitches are important for talking to investors, potential partners and clients as well, so perfecting it is well worth your time.
7. Consider the publication
Take a step back to consider who you’re actually trying to reach. For a consumer-facing startup looking to spread the word and expand its user base, any publication with a sizable audience will do. But if you’re looking to get into the weeds about how your product works and why that’s interesting from a technological perspective, a tech-focused publication like Built In Chicago is better. If your company is involved in a particular sector in addition to technology — like finance or advertising — consider reaching out to finance or advertising trade publications as well. Reaching a smaller, more targeted audience with a precise message is often better than a widely circulated story that doesn’t quite pin down what you do.
8. Follow up
Many tech writers receive dozens of inbound tips every day, so sometimes even good tips can get lost in the mix. Don’t be afraid to follow up after a few days if you don’t hear anything. Many writers try to respond to a thoughtful and personalized pitch, even if they don’t have the bandwidth to cover the story at the time.
9. Consider reaching out in advance
Many breaking news stories, like fundings, partnerships and new launches, are planned far in advance. If you’re announcing a funding or launching a new service, consider reaching out to writers a few days ahead of time and ask if they’re interested in setting up an interview for an embargoed story. Most writers are happy to honor embargoes, and the end result is usually a lot better than a story that’s slapped together after your release went on the wire.
Image via Sabrina Wottreng.
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