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The holy grail of media
pitching
How to get a response (and maybe even coverage)
when you don’t have news
How to pitch media for startups
Hey, I’m Julia
• Julia Gifford
• I like Latvia
• 5 years at the Draugiem Group
(Startup Vitamins, Printful,
DeskTime)
• Co-founder of my own content
marketing agency, Truesix
• We help local brands get
noticed online
Some of our 2018
portfolio…
How to pitch media for startups
Who doesn’t want this
on your website:
How to pitch media for startups
Just a few of the benefits:
• Social proof
• Brand visibility
• Increased traffic
• Lead generation (thanks to increased traffic)
• Proof of relevancy
But where do you
begin?
We’ll go over:
• What kinds of stories media like to publish
• How to find stories you can pitch
• How to actually pitch them to media
Question: what does media want?
Answer: to serve their readers
How do they do that?
•Entertaining
•Educational
•Inspirational
What media really wants:
• Break a story
• Show off their specialty knowledge
• Give their readers something they’ll read
• Have better content than their competitors
• Look good
What media wants from you:
• To be the first to know when you have really big news
• In-depth industry analysis / opinion / how-to
• An additional narrative about a hot trend
• Unique insight that no one else has
So what is that from a
startup’s perspective?
Really big news
• Launch
• Fundraising round
• Acquisition
How to pitch media for startups
Industry insight
• Exposing a secret within the industry that outsiders may not
know (ex. why you can’t do an ICO if you don’t have $1M to
spend)
• Teaching a skill/sharing knowledge that you know but
others find difficult (ex. how we arranged our US visas to
develop our startups)
• Expressing your expert opinion about a topic
How to pitch media for startups
How to pitch media for startups
How to pitch media for startups
Trending
• What can you add to the trend conversation?
• Fresh data
• Expert opinion
How to pitch media for startups
How to pitch media for startups
How to pitch media for startups
Unique insight
• Data that you’ve collected
How to pitch media for startups
How to pitch media for startups
How to pitch media for startups
How to pitch media for startups
How to pitch media for startups
How to pitch media for startups
How to pitch media for startups
How to pitch media for startups
How to pitch media for startups
Find your story
-
The right questions you
have to ask yourself
Step 1
Ask yourself:
• what data are we collecting?
• what are our byproducts?
Step 2
Ask yourself:
• what do we know that
others don’t?
Step 3
Ask yourself:
• how does any of this relate
to a current trend?
When in doubt:
• Ellicit an emotional response
• Data-driven story
The Pitch
Inside a Forbes writer’s inbox
How many were answered?
Chances are, you
won’t get a response
Rule nr. 1
Know who you’re pitching
How to pitch media for startups
How to pitch media for startups
Rule nr. 2
Provide value
How to pitch media for startups
Rule nr. 3
Get to the point
How to pitch media for startups
*TOP SECRET INSIDER
TIP*
• Don’t bother to pitch these publications:
• Mashable
• Buzzfeed
• Business Insider
*TOP SECRET INSIDER
TIP*
• Unless you have:
• Personal connections
• Elon Musk on your board
• A tangible product
• An affiliate program
Rule nr. 4
Persist
How to pitch media for startups
How to pitch media for startups
Things I would’ve done
differently
• Go to more conferences
• Try to get a media list from organizers
• If possible, attend as either media or a presenter (you need
backstage access)
• Meet every single one of the journalists present
• Talk to them about ANYTHING EXCEPT YOUR WORK
• Followed them on all social media/podcasts, etc.
• Ask them if you can send them stories
Don’t worry, we have office hours
Just remember your
questions:
• What is the data you’re collecting? (or byproduct)
• What do you know that others don’t?
• How does this relate to any current trend?
Questions?
Twitter: @julijagifford
Instagram: julijagiff
Email: julia@truesix.co
Get in touch with me:

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How to pitch media for startups