Tech reporters’ inboxes are stuffed with rubbish pitches from misguided founders who assume that the smallest milestone warrants a write-up.
Founders dream of seeing their firm’s identify in headlines with out realizing how which may assist or damage them. However with the right intentions, technique and timing, they’ll rating press that makes their imagined future look inevitable.
The 1st step: settle for the truth that you don’t get to resolve what’s newsworthy.
Inside your organization, you’ll have complete management, however working with reporters requires abdicating that iron grip. They’ll’t be intimidated or paid off, however you’ll be able to collaborate with them — take their success under consideration alongside your individual, acknowledge their responsibility to serve the general public, and also you’ll study to pitch like a professional.
Right here we’ll focus on totally different explanation why you may want press, why perhaps you shouldn’t, and find out how to perceive what reporters take into account newsworthy. You’ll study in regards to the three massive advantages of protection, what’s modified about readership over the previous decade, the most typical mistake in startup PR and find out how to mix your milestones right into a compelling story.
Partially two of this ExtraCrunch information, I’ll discover find out how to decide particular publications and reporters to work with. Future posts will look at find out how to rent assist with PR, formulate a pitch, ship it to reporters, put together for interviews and conduct an announcement. If in case you have extra questions or concepts for ExtraCrunch posts, be happy to attain out to me by way of Twitter or elsewhere.
Why do you have to consider me? I’m editor-at-large for TechCrunch, the place I’ve written 4,000 articles about early-stage startups and tech giants. For a decade, I’ve reviewed startup pitches by way of electronic mail and Twitter, at demo days for accelerators like Y Combinator and on stage as a decide of startup competitions. From heat introductions to chilly calls, I’ve seen what will get reporters’ consideration, why some pitches are instantly rejected and the way tales change into enduring narratives supporting firms as they develop.
Let’s begin with why you need to need startup press within the first place.
Three lifelike objectives for press protection
What’s your goal? It gained’t matter to the reporters or the readers, and it gained’t get you written about. However you want objectives to work in direction of even in case you by no means converse them aloud in an interview.
First, you need to know what you’re giving up. To run an efficient PR course of, you’ll be distracted from constructing product and working your online business. An company can assist, however founders and key staff should nonetheless put in time to fulfill with the PR workforce to outline and refine positioning and messaging, provide product updates and set priorities.
Speaking to the general public will expose your secrets and techniques to potential rivals who might use the data to repeat what’s working, study out of your errors and exploit the markets and alternatives you’re not. It could actually additionally usher in new customers or clients earlier than you’re prepared, or earlier than there’s sufficient adoption round them to make your product work. If press exposes you to a scattered cadre of early adopters around the globe who’ve nobody to make use of your app with, they may by no means offer you a second probability, so it’s a must to develop thoughtfully.
There are three massive advantages you will get from startup press, however maybe not within the rating you’d assume.