Gettingpresscoveragecan be invaluable for technology startups.
It can helpfoundersattract prospectivecustomersand give you an extraedgewhen you approachventure capitalinvestorsfor funding.
Not researching the journalist
Research is key.
Too manyfoundersfire offemailstojournalistwithout having done properresearchfirst.
It’s free, every week, in your inbox.
Bothering to do the groundwork off the batwillmake your pitch stand out.
Thejournalistis much more likely to payattentionif they can see youve taken the time toresearchthem and their work.
If you want to go after a specific outlet,researchit thoroughly.
Look at whats been covered in thepastand think about how your story can add to theconversation.
Avoid pitching repeat stories or angles.
If you are a consumer driven brand, theres probably littlevaluein being featured in abusiness-to-businessoutlet.
Similarly, if you are looking to acquire newcustomers, youre much better off pitching consumer focused outlets.
Journalistsget hundreds ofemailsa day, so its crucial that you make your pitch stand out.
Also, addressing your recipient as DearJournalist simply wont cut it.
Include thepress releasein thebodyof theemail dont send it as anattachment and if you have them, attach anyimages.
Makelifeeasy for thejournalistand try and include all the information you have in theemail.
Dont bury the lede and make thejournalistcomb through youremailto understand what youre doing.
Be concise, transparent, write in plainEnglish, and get straight to the point.
Then you’re free to explain what yourcompanydoes and why it does it.
Theres a fine line between being enthusiastic and coming across as unnecessarily pushy.
Dont lose touch with thatjournalistand continue to send them relevantupdates, that way youll stay on their radar.
Selling and lack of transparency
Pitching to themediaisnt about selling, its abouttelling your story.
It is not thejournalistsjobto promote you or yourbusiness, so dont push your agenda, because it wont work.
Dont over-inflate your numbers and dont embellish the truth.
If you offer an exclusive, stick to yourword, and dont pitch the story elsewhere.
If you do offer it elsewhere under embargo, communicate this to thejournalistrunning the exclusive.
Just see to it you are as transparent as you’re able to be.
You dont always have to be aPRwhizz to securemediacoverage.
And if you refrain from making thesemistakes, I can assure you the odds will improve in your favour.
