How to approach the press about covering your startup

 

 

During Austin startup week, I had the chance to sit on a panel and offer advice to a crowd of entrepreneurs and PR pros about how to get the attention of the press. In a lot of ways, it's like any other pitch founders make for their startup. You just have to consider your audience.

 

Here's my advice.

Whether it’s through a publication’s tip line or through social media (I'm @BuiltInAustin), journalists always appreciate new leads. We can't always use the story, but we may need the background on your company and a way to reach you down the road. On that note, if you’re not sure if your company is ready to be covered, don’t worry. we’ll tell you. 

 

We hear a lot of pitches, and we have to understand the story before we can write it. One way you can help is by putting the most important news first, and breaking it down in simple, unambiguous terms. Tell us who you are, what your company really does, what news you have and why you think it’s relevant to our audience. That shouldn’t take more than seven sentences. You’d be amazed at some of the novels we receive. 

 

A good PR rep can do a lot to spread the word about your company, and there are several we trust to provide solid leads. But if your company is still in its early stages, don't burn cash on press until you're really up and running. See also: tip #1. Seriously, I'd be happy to hear from you directly.

 

We want to tell your real story, and that's what our audience wants to read. A press release is fine, but your interview answers shouldn't read like an "About Us" page. We want to know what's going on behind the scenes at your business. What makes your startup tick? What wild story inspired you to create your company? What adversities have your team faced? People love to spread a good story around. The better yours is, the more exposure you can expect.

 

 

Here's the bottom line: Reporters aren't investors. We like numbers, but we're really here to tell good stories. So make sure you give us one, and don't forget a picture to go with it.