Don’t just focus on
peers and investors
target users / customers!
Getting a tech blog to write about
you is important, but it’s only
the tip of the iceberg!
Write a (long) list of key publications, blogs,
etc. that cover the people you want to reach.
Customize Your Pitches
Take the extra time to craft custom emails for a small
list of journalists that you really want to cover your story.
Differentiate your message for each channel
Your customers don’t care about funding,
tell them about new product features!
Understand a journalist's
coverage area & audience
Do your homework and be
sure to differentiate yourself
But don’t bullshit them
A lot of entrepreneurs claim to be the “only”
ones doing X, Y, and Z, but it is rarely true
Know what's newsworthy
The startup's launch
The launch of a new product, feature or offering
The release of a compelling study or interesting data
The company's response to a current event
News of a high profile partnership
Engage with people commenting on blogs,
tweeting, posting on your FB page, etc
Create a list of Ambassadors:
People ready to retweet, share on
Facebook, leave good reviews, etc.
Get people with large
twitter and FB followings!
Make it simple for them:
Have sample tweets to copy & paste,
have a common hashtag for all, etc
Be a pro, have a pre-launch checklist:
Embargo* / timings clear to everyone,
servers ready, support team ready, etc.
* An embargo is "a request by a source that the information or news provided by that
source not be published until a certain date or certain conditions have been met"
Have a Q&A ready for you and the team
with key questions that will come up
Measure and improve
Analyse where traffic came from and what quality
that traffic had (i.e. conversion to active user, etc)
Decide whether a channel
was just bad or you need to
improve how you use it
Asking a reporter to write about
the same story over and over is
the best way to get ignored
Be date < your story
Good reasons to change your press date:
● Surprise announcement by Apple
● Natural disaster / events with 24/7 news coverage
● Your CEO / Key contact won’t be available
● Important event in your industry