“In the face of overwhelming odds, I’m left with only one option — I’m gonna have to science the shit out of this” — Matt Damon, at some point
Struggling? I know the feeling. Working from home may have started off well, but now you’re flagging. You’ve got plenty of excuses, of course. The kids are driving you nuts. Your bed looks so much more comfortable. It’s okay not to be productive as the world burns all around you.
But we still need to square with the fact that we all might be in this for the long haul. After four years of working from home, the jury’s still out on whether I’m truly cut out for it. And yet here we are, and I consider myself more productive today at home than I’ve ever been in an office environment. …
So you want to tell the world the story about your amazing product or platform. In our previous story, we talked about laying out a strategy for landing your startup’s first major story by getting in the mind of the reporter. And now it’s time to lay the groundwork.
The first thing you need to do now is to start by building out a few key relationships
Build a relationship
Do your research, and aim for quality, not quantity. A spray-and-pray approach won’t work — those are reserved for major brands who pretend not to care about publicity. So look for specific reporters to build a meaningful relationship with, as those pay off in the long run, for both parties. Be careful whom you choose. If you’re a fintech startup, don’t bother targeting a writer focused on corporate sustainability. If you have time, spend an hour or so going through a writer’s history dating back a few years to see what types of technology they write about and what they think of your type of technology. …
After years of hard slogging, your startup is finally ready for its close-up. You want to tell the world about your amazing product, so the next step would be to pitch it to a reporter, who then writes a glowing feature, attracting deep-pocketed funders and scores of new customers, and everyone lives happily ever after. The End.
Here’s the problem: There are many more startups than there are major publications. That makes it a buyer’s market, just like pitching to a VC all over again. …