A masterclass in media relations: how to get press for your startup

Earlier in June James Cook, special correspondent and technology reporter at The Telegraph spoke to AlbionVC portfolio companies about media relations and press coverage for early stage technology startups. Here is a summary of the discussion:

Start with Why

Before diving right into the process pause and ask yourself why you are looking to approach the journalist in the first place. What is the ultimate goal of the press coverage:

· Funding- coverage around the latest funding round

· Hiring- announcement of a new hire or appointment of an industry veteran as a startup board member

· Customers- publicity to attract new logos by showcasing the product, including case studies of existing customers

· Branding- increase brand awareness

Clear objectives help determine the publication and journalist to approach. Have a target list of publications and journalists within these publications. Be bold and shoot for the stars says James. However, in case things do not work out as planned be humble and move down the priorities list.

“Do I need a PR firm?”

This is a question many founders and CEOs ask themselves. If you have an agency that’s great, however during the early years the founder is the best spokesperson for the company so don’t pull yourself out of the race if you don’t have a PR firm. As a founder you are the one with the vision and the story, embrace it.

As the startup matures (Series A plus) and the founder has less time for anything outside of the startup’s core mission, journalists expect to hear from marketing and communication leads, however fundamentally they want to talk to the CEOs and decision makers.

What makes a (not) great pitch

Now it’s time to pitch the press but where are they hiding?

It turns out they are not hiding at all. Many journalists can be contacted directly on social media or by email, check social media accounts and newspaper websites for details.

Twitter is especially useful as it provides a real time update on what’s top of mind. If a journalist is posing a question that’s directly relevant to your sector, be helpful and answer it. They will remember you.

Cold inbound emails work, however they have to be effective- short, sharp and data backed. Remember journalists are time poor! On a daily basis they sift through 300+ emails plus WhatsApps and text messages, so make your pitch informative and relevant to the individual and the publication.

Guidance for a cold email pitch:

Even with a great pitch you should be prepared for failure. It is just not the right time. Multiple reason can be behind this: editorial stance within the publication, a similar company has recently been featured, a similar story is about to be published.

Make it a partnership

“If a startup makes time for you, journalist will make time for the startup.” James Cook

In case things didn’t work out with the first pitch don’t give up, instead look to build a long-term partnership with the journalist.

James points out that if a startup is not fundraising, it doesn’t mean it is not newsworthy. Here you have to think creatively and consider what value you can add to the publication. Are you able to provide an industry introduction or a unique opinion on a topic a journalist is currently researching? Suggest a media briefing to describe emerging technology and competitive landscape in your sector. Journalists are not technologists so help educate them by explaining complex terms in an accessible way. Seek to become authority on the subject and expect to hear from the press when your domain subject comes up next.

Remember however that what’s interesting to a company is not necessarily what’s interesting to a journalist. For example, a high profile new hire might make waves in the industry but it is just day to day business for a journalist. On the other hand, a captivating, personal origin story of why the company was founded may be what a journalist is after.

Photos are vital

Be media read and have a recent, clear image of the founder and the team. It can land your startup on the front page! During the pandemic standards have slipped so a clear photo taken on an iPhone by a team member will do the job.

Summary of practical tips:

· Understand objectives and shortlist target publications and key journalists

· Timing matters- check Twitter to gage what journalist is interested in

· Make it a partnership- if you help a journalist, they will remember and help you

If these tips help you get publicity for your startup, we’d love to hear from you.

About James Cook

James has worked as a special correspondent at The Telegraph for three years, covering technology with a focus on UK startups. Prior to that, he was Business Insider’s first editorial hire in Europe and ran the website’s tech coverage in the UK. James is due to leave The Telegraph in July and looks to switch to a communications/content role in an exciting technology business. He can be reached on jamesliamcook@gmail.com