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1. How to pitch
your startup
to media?

2. Adrian Pica
Founder – 150sec.com
Startup Weekend Global Facilitator
Product Manager - Telenav
Central European Startup Awards
Startup Founder in 2 accelerators
@adrianpica
Mentor at:

3. Not a magic potion

4. Accelerates growth

5. #BeNewsworthy
What do you have to announce?
- Launching
- Funding
- Milestone
- Acquisition
- Compelling study or interesting data
- Company's response to a current event
- High profile partnership

6. #TheWOW

7. #TheWOW
‒ Give magnitude to what you do, because
you’re at the beginning
‒ The big vision, how you’ll make a change
‒ How will you be a 100 mil $ company
‒ Embellish but don’t exaggerate

8. 3. #TheWhy

9. #TheWhy
‒ Social proof: Cambridge graduate, Ex FB
engineer, 15 year old entrepreneur
‒ Have a hook, but don’t over do it
‒ Craft a concise value driven message
‒ Include Social Media links
‒ Make sure there is CEO visibility

10. #TheJournalist

11. #TheJournalist
‒ Research publications and journalists
‒ E-mail and address journalist by name
‒ Generic contact email do get read
‒ The hardest part of getting press for your
startup isn’t getting reporter’s contact
‒ Stay away from the cliché first sentence of, "I
read your recent post called 'XYZ,' and I think
you'd be interested in my startup."
‒ Engage people on Twitter

12. #ThePitch
Email pitch:
- Awesome title
- Why a reporter should be interested in
your email – it’s like sales
- 200 words long

13. #ThePitch
Press Release:
- The traditional press release is dying.
- Make it as easy for a reporter to publish an
article
- Include data – big market means nothing. 1
billion market is clear
- Include links
- Make sure you answer the basic questions

14. #TheNews
All publications want to be the
first to break the story.

15. 6. #TheNews
Exclusive and embargo
Big announcement – embargo - 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by that source not be published until a certain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
Smaller announcements – exclusive

16. #TheNews
Cross channel promo – does not have to be
tech media. A food app can get a lot of visibility
in food related media and they care less about
TC breaking the news

17. #NeverStop
‒ After coverage, go to Product Hunt,
Reddit, PR Newswire
‒ Share the media stories on your
social media channels
‒ If you have an email list, send an
update to your supporters and ask
them to share your news.

18. #Plan
‒ Make an announcement every 8-12
weeks
‒ Think ahead and prepare
‒ Sometimes you’ll not get covered

19. #PressKit
Your pressroom is everything you need
to back up your custom pitch.
Keep your online pressroom up-to-date: it
features your press releases, contacts and
company info.

20. #PressKit
- Company overview explains what your company does
- The fact sheet most important information
- Biographies with social media links of the CEO, founders
- FAQs can differentiate the organization from competitors
- Press releases on one or two recent announcements
- News coverage
- Product descriptions are best when simple
- Multimedia photos/videos of your products, logo
- Contact information
- Clients – customer testimonials/Investors

21. #RUReady?
Not all startups are ready for the attention of
the media. Is yours ready?
If you don’t have a product-market fit or if you
don’t have a minimum viable product, chances
are you’re not ready yet.

22. #TipsAndHacks
‒ No prior relation is necessary
‒ Write articles as domain expert and do guest
posting
‒ PR is the secret SEO weapon.
‒ PR compounds over time
‒ You’re a startup, do it yourself
‒ Use fiverr or other services to have a few
versions or to edit/English check your
material

23. fb.com/adrianpica
linkedin.com/in/adrianpica
Adrian Pica
@adrianpica
Bonus!