How to Get Press Coverage For Your Tech Startup

Posted on by Taylor Kennedy

INTRODUCTION

After years of brainstorming, researching and burning the midnight oil, you’ve launched your tech startup and want the world to know about it. 

As you probably know, getting in the media will increase brand visibility and can boost your reputation, user acquisition, investor interest and staff recruitment.

A smart strategy for your tech startup is to strive for “base hits” (e.g. features in local or regional publications) before eventually going for a “home run” (e.g. product review in TechCrunch). 

Here are two tips for how to get press coverage for your tech startup.

HOW AND WHEN TO PITCH FOLLOW-UP STORIES

You’ve sent the initial press release but now what? Considering the timing of your follow-up. Give reporters 3-4 days to read your press release and do any necessary research. This is the sweet spot before your information slips off their radar.

Since you want to receive maximum press coverage, know what is happening in the world and make changes to your follow-up plan accordingly. For example, if you’re planning to reach out to tech reporters the same day Apple is announcing a new piece of technology, then you should hold off. 

Another way to gain publicity is to “newsjack” existing stories, which can serve as a follow-up piece. For example, write a piece on your startup’s opinions about a particular news event or jump on the bandwagon by taking action for/against a major industry trend. If applicable, mention your tech news in these pieces. Based on the aforementioned analogy, this can be a great “base hit.”

Doing in-person follow-ups is another avenue to try. Is your CEO or CTO going to attend any upcoming conference such as SXSW or HIMSS? Ask the conference staff to send you a list of registered media and craft your pitch prior to arriving. Landing a story with a major publication in the tech industry would be a “home run.”

READ TRADE PUBLICATIONS

Investor Charlie Munger once said, “go to bed every night a little wiser than you were when you got up.” For business owners, there is always much to learn, which is the reason why entrepreneurs should read all different kinds of trade publications.

Subscribe to industry newsletters, magazines and podcasts and take at least an hour of your day (e.g. during your commute) to become familiar with different journalists and know what kind of news they typically cover. This helps you gain knowledge of the journalist’s coverage history and helps you avoid sending irrelevant pitches.

At some point, you may be able to offer your expertise to the journalist for a follow-up piece to a story they recently published. 

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