How to get your news in front of journalists

You have a great story, a fantastic product and an incredible press release. Now how do you get it in front of the right people?

This post is part of a series:

1. This is how you create an amazing press release
2. Your press release needs images
3. How to get your news in front of journalists (This article)
4. Should you use the wire services?
5. Should startups do a press release when they raise funding?
6. Don’t send draft press releases!

Why should they write about you?

A good place to start is to consider why someone would write about your startup. This is related to the concept that when you’re marketing, you’re not selling your product, you’re selling a solution. Similarly, when you’re hiring, you’re selling your company to a potential employee. In other words: What’s in it for the journalist?

Much like how dollars in the bank is the goal for your sales team, a journalist has her own currency: Attention. Why should her readers care about the story she writes? Why would someone click on the link or forward the article to a friend?