The Startup PR Guide
Essential knowledge every founder needs for securing press coverage
When launching your startup, focus on three key avenues for press coverage: startup media, regional outlets, and industry-specific publications.
Three Coverage Channels
Startup Media
TechCrunch, Product Hunt, Hacker News, and other tech-focused outlets.
Regional Press
Local newspapers, city magazines, and regional business publications.
Industry Niche
Vertical-specific blogs and publications in your market space.
Universal Principles
Think Like a Reader
Before pitching, ask yourself: why should their audience care? Product launches alone rarely make compelling stories. You need an angle that resonates: groundbreaking technology, inspiring founder stories, or solutions to widespread problems.
Be Selective and Strategic
Target 15-30 relevant journalists rather than mass-emailing hundreds. Research what each writer covers and ensure your story fits their beat. A fitness app shouldn't pitch to SaaS reporters.
Time It Right
Contact journalists one week before your launch. This gives them adequate time to write without making your story stale news.
Offer Exclusives
Start with your top-choice publication and offer them exclusive coverage. If they decline quickly, move to your next priority outlet.
Follow Up Professionally
Journalists are busy. Send polite reminders if you don't hear back. For exclusives, follow up within 24 hours with a deadline: "Please let me know by 5pm if you're interested so I can offer this to other outlets."
Keep It Concise
Limit your initial pitch to five sentences maximum. Journalists scan emails quickly and appreciate brevity.
Pro Tips
- • Use email over Twitter for pitches
- • Perfect subject line: "Exclusive for [Day]: [Brief description]"
- • Share photos via Dropbox links, never attachments
- • Research individual journalist preferences
Startup Media Strategy
Skip Press Releases
Tech journalists prefer conversations over formal press releases. Aim to start a dialogue. Include key details as bullet points at the bottom of your email for reference.
Optimize for Web
Provide web-optimized images since most startup coverage appears online. Large, slow-loading files frustrate editors.
Sample Email Template
Subject: Exclusive for Mon: Anonymous workplace communication tool
Hi [Name],
Been following your recent articles on workplace tech. Thought you might be interested in Attentiv for a launch exclusive.
We're solving the problem of quiet employees and meeting dominance through anonymous real-time Q&A during meetings. Think YikYak for corporate environments.
Ernst & Young just signed up this week. We launch Monday the 23rd.
Best,
[Your name]
Regional Coverage Approach
Make It Personal
Local press loves local people. Focus on your story as a founder: the inspiring journey, unique background, or community connection.
Use Traditional Methods
Many regional outlets appreciate phone calls. Call their newsroom and ask about submitting a story pitch.
Write Press Releases
Regional journalists expect formal press releases. Write 400-800 words in neutral, fact-based language with compelling quotes mixed in. Paste as plain text at the bottom of your email.
Provide Print-Quality Images
Regional coverage often includes print editions, so supply high-resolution photos.
Industry Publication Strategy
Make Their Job Easy
Niche publications often have small teams and constant content pressure. Offer ready-to-publish press releases, guest articles, or Q&A formats where they provide questions and you supply answers.
Become a Thought Leader
Guest writing builds relationships and establishes credibility. Pitch valuable content that serves their audience while subtly showcasing your expertise.
Ready to Find Journalists?
Use JournoFinder to research relevant journalists by industry, location, or company coverage. Start building your targeted media list today.
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