Last week I had the pleasure of participating in a panel discussing the best ways startups can communicate with tech reporters. There was a Q&A session at the end, and as I listened to young entrepreneurs ask about finding PR reps or the best strategy to contact a reporter, I realized the massive disconnect that lies between early-stage startups and the press. Therefore, at the risk of sounding self-righteous, I wanted to put together a quick beginner's guide to getting your company covered:
Never hesitate to reach out directly.
Whether it’s through a publication’s tip line or through social media, journalists always appreciate new leads. Admittedly, there will be many we won’t write about ,but it is never a waste of our time to hear a prospective story. And if you’re not sure if your company is ready to be covered, don’t worry — we’ll tell you.
Don’t beat around the bush.
As mentioned, we want to hear every story we can, however, it’s important for us to hear that story quickly. Our inbox is constantly growing, so emails that wander and fill themselves with useless jokes and fluff are often times ignored. Tell me who you are, what your company does, what news you have, and why you think it’s interesting. That shouldn’t take more than seven sentences. You’d be amazed at some of the novels we receive.
Know when you’re ready for PR.
A good PR rep can undoubtedly help spread the word about your company and there are many that I confide in to provide me with solid leads. But if your company is still only four people, you may want to hold off on that expense. Most publications have a tip line you can email personally and (when a company is at an early stage) it is often preferred to communicate directly with a founder rather than a PR middle-man.
Be organic with your story.
If you’re emailing or hopping on a call with reporter, avoid reading directly from your website or a press release. The reason we do interviews is to understand what’s going on behind the scenes. We want to know what makes your startup tick, what wild story inspired you to create your company, and what adversities your team has faced. An article with an intriguing story gets more pageviews. More pageviews means more exposure for your startup.
Perhaps the thesis of this long-winded rambling is this — talking with a reporter shouldn’t feel like you’re pitching an investor. Tell us your story as if we just met at a dinner party. Our job is to listen.
