Haha, yeah, I’m not sure pinning stuff is enough! We Comm people don’t get the recognition we deserve ;)
“Wave 1” was solely a way to get in touch with journalists and tell them about the “startup studio” concept. So it was cold emails + introductions from friends. Some of them ignored me, some said “ok, good concept, let me know if you have news in the future”, some wrote articles. All articles that resulted from this blast were almost accidental.
It is because I had reached out to them during “wave 1” that I could pitch them the two fundraising announcements (wave 2 and 3) later. As I wrote: fundraising is not enough a news; because I knew the journalists, they knew there was more to the story.
At least that’s how I understand it :)