5 Steps to Getting Free Press for Your Startup & Business

1.Your One Sentence Pitch

Nail down your one sentence pitch. Be able to answer what you do in 1 sentence. Use this template below:

My Company <name> is developing <offering> to help <target audience> <solve a problem> with <a secret sauce>.

Plain and simple just fill in the blanks and keep all the jargon away.

The below reads like crap.

Bad Example below– I won’t name the company

We are a leading cost optimization consultancy dedicated to providing tailor-made solutions to its clients.

Sorry, So what do you do again?

2. Make a List of Your Most Relevant Reporters

Ok, now create a list of reporters you want to reach out to. Try and get 100.

You want to find reporters that are very much related to what your product/app/service does.

Chances are if you reach out to them to let them know about your service they would find it interesting.

Copy the reporter name and link to the article into a spreadsheet and keep searching.

Here’s some tools to find you ideal list.

Google news
Buzz Sumo

Pro TIP.
1. Take a website like
Mashable
2. Pop it into this
tool and get all the URL’s on that website.
3. Sign up to
SharedCount and upload the CSV of URLs to SharedCount
4. Copy the data that Sharedcount creates into a excel doc. 
5. Organise by most shared in your niche. 
6. Now you have a list of most shared content on that site. 
7. Put those writiers into you doc.

3. Write Your Email Pitch

Couple of things to remember:

  • 81% of writers prefer to be pitched on email.
  • 88% of writers prefer a pitch be less than 200 words.
  • Subject line is important. 85% of writers open email based on subject line.
  • Subject should be 45–65 characters. Your subject line should be: direct & concise.

You can include the following, but best keep your pitch short.

  • How does your startup/pitch relate to what the reporter has written about before and the news today?
  • Your startup Name:
  • Your website URL
  • CrunchBase Profile URL if pitching TC
  • Description of your startup in 75 words or fewer from your 1 sentence pitch section
  • Possibly founders’ bios in 75 words or fewer.
  • Have you launched?
  • Your main competitors? and why are you better?
  • Got funding, yes or not? If yes, from who and how much. TC won’t cover you if you have undisclosed funding.

4. Figure Out The Best Time To Reach Out

When is best to email a reporter? I say 6:30am or 7am their local time.

69% of journalists prefer to be pitched in the morning. So the goal here is to make sure you’re the most recent email in their inbox when they check their email.

4. Get Your Reporter’s Email Address’s

Ok, there’s loads of ways to get a reporter’s email. First thing is to look at the article itself and their bio on publication page and Twitter. If email is not listed then do the following:

To do this you need:

Their first name, their last name and the URL ( where they work)

I use Makesmail. but there’s loads of similar tools. This will spit their email about for you if you put in their name and where they work.

5. Now, You guessed it…Email Them

So now you have a list of emails and your pitch… send away. Individually & customise the best you can. (around 7:0am or so). You can schedule them early morning in gmail with Boomerang.( I’m not a morning person)

Try and follow them up via twitter if they don’t reply within a day or three, you’ve got nothing to lose at that point. Mark them off as you go.

That’s. No long conclusion. JUST START NOW.

These are the steps you go through to do your own PR for free.