Intern Insights: How to generate startup coverage

By Posted in - Media Relations & Public Relations on July 29th, 2011 0 Comments

Shelley wrote about how to create an effective pitch on Monday, and I wanted to add a few tips I read in an article on The article primarily focuses on getting your startup noticed by  the media. Evans interviews Jennifer Van Grove, associate editor at Mashable, who offers advice about generating media coverage for your startup.

  • Don’t begin the pitching process unless the startup is ready to announce a release, launch or something else tangible. However, you should know who you are trying to reach way before you are ever ready for coverage.
  • There is no cookie cutter way to get the attention of a journalist. Some journalists prefer crafty pitches, while some prefer a traditional email pitch. The main goal is to accurately describe what the product is and what it does.
  • Don’t just assume that because a reporter wrote about something similar once or they’ve covered a competitor, that they’ll want to write about your thing too. No one wants to write about an also-ran, and if your product can’t stand on its on legs, then why should I (the journalist) be interested?
  • Don’t pitch several people at an outlet the same story — pick the best person.
  • Figure out what is interesting about the product. What makes it unique from other products? The best thing a founder can do is answer that question in the first sentence or two. Keep it simple.
Check out the full article for more tips!
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