Scaling & Funding

Unlock Press Coverage: Your Guide to Getting Noticed as a Startup

EKD

29 May 2025 • 7 min read

Learning how to get press for your startup is a valuable skill. It helps you build brand awareness and establish your company as a leader.

1. Find Your Story: What Makes Your Startup Newsworthy?

Before you do anything else, know what story you want to tell. Journalists want interesting news. They do not want a simple sales pitch.

Think about your unique angle: What problem do you solve? How is your solution different or better? Do you have a new way of thinking?
- Example: When Airbnb first started, the idea of renting out a spare room was new. Their story wasn't just "we rent rooms." It was about helping people earn extra money and experience travel differently. They highlighted the human stories of hosts and guests.
Look for new developments: Did you just launch a new product? Did you reach a big milestone, like getting a certain number of customers? Did you secure funding? These are all good reasons for a journalist to write about you.
Show your impact: How does your startup change things? Does it help the local community? Does it solve a big problem for businesses or individuals?
- Example: A food delivery startup that partners only with local, sustainable farms offers a unique story about supporting local economies and eco-friendly choices.

Your story needs to be clear, exciting, and easy to understand. It should grab attention.

2. Prepare Your Press Toolkit

Once you know your story, get your materials ready. Journalists are busy. Make it easy for them to write about you.

Create a Press Kit (or Media Kit): This is a folder of important information about your company. You can put it on a special page of your website. It should include:
- High-quality photos: Of your product, your team, your logo (different versions). Make sure they are clear and professional.
- Company overview: A short summary of what your startup does, who you serve, and your mission.
- Founder bios: Short introductions of the people who started the company, highlighting their experience and vision.
- FAQs (Frequently Asked Questions): Answer common questions journalists might have about your company.
- Contact information: How journalists can reach you directly.
- Example: Look at how many big companies have a "Press" or "Media" section on their website. Make yours look similar, but keep it simple and to the point. Include images journalists can download directly.
Write a Press Release (when needed): A press release is a formal, official announcement. Use it for truly newsworthy events like a product launch, major funding news, or a big new partnership.
- Structure of a simple press release:
  - FOR IMMEDIATE RELEASE (at the top)
  - Catchy Headline: Summarizes the news. (Example: "Startup X Launches AI Tool to Simplify [Specific Task] for Small Businesses")
  - Dateline: City, State – Date.
  - First Paragraph: What is the news? Who is doing it? When? Where? Why does it matter?
  - Body Paragraphs: More details, quotes from founders, customer testimonials, specific benefits.
  - Boilerplate: A standard, brief description of your company that appears at the end of every press release.
  - ### (End Mark): A simple mark to show the end of the press release.
- You don't need a press release for every piece of news. Often, a good email pitch is better.

3. Find the Right Journalists and Publications

Do not send your story to everyone. You need to find journalists who actually write about your industry or topic. This makes your chances of getting press coverage much higher.

Read widely: Which news sites, blogs, and magazines cover your industry? Look at their articles.
- Example: If you have a new tech gadget, TechCrunch or Wired might be good targets. If your startup helps local businesses, a local newspaper or business journal is a better fit.
Find specific journalists: Once you know the publications, find individual journalists who write about topics related to your startup.
- Search for their names: Use LinkedIn or Twitter. See what they have written about before. This helps you tailor your pitch.
- Look for their contact info: Sometimes it's on their author page, Twitter bio, or publication's contact page. Email addresses are often found by guessing common formats (e.g., firstname.lastname@publication.com or firstinitiallastname@publication.com).

4. Craft Your Compelling Pitch

Your pitch is the email you send to a journalist. It needs to be clear, concise, and captivating. Remember, journalists get hundreds of emails every day. Make yours stand out.

Strong Subject Line: Make it short and tell the story quickly.
- Good Example: "Startup X's New AI Tool Saves Small Businesses 20% on Admin Tasks" or "Interview Request: Founder of GreenTech Startup Reshaping Waste Management."
- Bad Example: "Important News from My Amazing Company!"
Personalize Your Message: Never use a generic greeting. Address the journalist by name. Reference a specific article they wrote. This shows you did your homework.
- Example: "Dear [Journalist's Name], I read your recent article on [Topic X] and found it insightful..."
Hook Them Quickly: Get to the point in the first sentence or two. Why should they care? What's new, unique, or impactful?
- Example: "My startup, [Your Company Name], just launched a revolutionary [Product/Service] that can [benefit] for [target audience], something I know you've covered in the past."
Tell Your Story Briefly: Explain what your startup does, the problem it solves, and why it's newsworthy for their audience. Keep paragraphs short.
The "Ask": Clearly state what you want. Do you want an interview? Do you want them to review your product?
Include Key Links: Link to your press kit, website, or a short demo video. Do not attach big files to the first email.
Keep it Short: Journalists are busy. A good pitch is usually 3-5 short paragraphs.
- Example Pitch Structure:
  1. Personal connection + Hook: "I loved your recent article on sustainability in urban farming. My startup, AgroGrow, offers a unique way for city dwellers to grow fresh produce at home."
  2. Brief details of news: "We just launched our new automated vertical garden system that reduces water use by 80% and can yield produce year-round, even in small spaces."
  3. Why it matters to their audience: "This addresses the growing consumer demand for fresh, local food and makes gardening accessible to apartment dwellers – a topic you’ve explored previously."
  4. Call to Action: "I’d love to share more details or schedule a quick chat to discuss how this could be a great story for your readers. Here is a link to our press kit: [Link]."
  5. Signature: Your Name, Title, Company Name, Website.

5. Follow Up (But Do Not Be Annoying)

Journalists are busy. They might miss your first email. A polite follow-up can help.

Wait a few days: Give them 3-5 business days to respond.
Send a polite reminder: Re-send your original email with a short new message at the top.
- Example: "Hi [Journalist's Name], Just wanted to gently follow up on my email from [date] about [Your Company's] new [product/news]. I thought it might be of interest to your readers given your focus on [topic]. No worries if it's not a fit!"
Add a new piece of information (optional): If you have a small update, you can include it in your follow-up to add value.
- Example: "...also wanted to add that we just hit our first 100 pilot users, and their feedback has been overwhelmingly positive!"

If they do not reply after two attempts, move on. Not every story is a fit, and that is okay.

6. Use Your Network and Community

You already have a network. Use it!

Leverage partnerships: If you work with other companies, suggest a joint announcement or case study. This multiplies your reach.
Connect with your customers: Do you have happy customers with interesting stories? A good customer story can be a great pitch for startup marketing.
Engage with local groups: Join startup accelerators, chambers of commerce, or industry meetups. These groups often have connections to local media. Speak at local events if you can. This increases your startup visibility.
Example: A local bakery app got featured in a city magazine after telling the story of how they helped several small, struggling bakeries stay open during a tough time. The story was about community, not just technology.

7. Get Ready for Interviews

If a journalist bites, be ready to speak.

Know your key messages: What 3-5 main things do you want the audience to remember about your startup? Write them down. Practice saying them simply.
Anticipate questions: Think about questions they might ask about your product, your funding, your competition, or challenges.
Be clear and confident: Speak slowly. Avoid jargon. Be yourself.
Example: If you are asked, "What makes your product different?" have a crisp, 1-2 sentence answer ready that hits your unique value proposition. Practice your "elevator pitch" until it's natural.

8. Share Your Coverage Widely

Once you get press, shout it from the rooftops! This extends the reach of the article and helps your startup growth.

Share on social media: Post links to the articles on Twitter, LinkedIn, Facebook, and Instagram. Tag the journalist and the publication.
- Example: "Excited to be featured in @Forbes! Read how [Your Company Name] is changing [Your Industry]: [Link to Article]"
Add it to your website: Create a "Press" or "As Seen In" section on your homepage.
Include in your email newsletter: Tell your subscribers about the coverage.
Update your marketing materials: Mention your media appearances in investor decks or sales presentations.

Getting press coverage for your startup does not need a large budget or a PR firm. Action builds business. Start small, start smart—then scale.

This content is AI-assisted and reviewed for accuracy, but errors may occur. Always consult a legal/financial professional before making business decisions. nrold.com is not liable for any actions taken based on this information.

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