Fomo Academy: Advice on how to get your startup in the media (for free)
Before you consider approaching the media about your startup ask yourself why you want to get media attention.
Then ask yourself, why should anyone care about you? This might sound a little harsh, but until you are sure on these two points, you are only wasting your time.
Next up, you need to do your research. Once you have decided the ‘why’ of your media outreach, then you need to think about your audience. Where are they? What do they read? Are you looking for customers, maybe consider a trade publication or if it's the general public, some mainstream media. Investors or potential partners could be found in startup and business publications.
Get to know journalists, we are all human beings and building these relationships is important for both sides. Even if you don't have any news to share, it's still worth getting in touch and building a relationship with a journalist who covers your industry, making it easier when you do want to share news. Also, if we know you have a strong opinion or expert view in a particular area, building the relationship means you’ll be at the front of mind when we need a comment on a story from your sector.
I would say the most important thing to remember when you are dealing with the media is that, unless you are paying for your article (a commercial piece), we write about you, not for you. You don’t have control over what we write, and you shall not see the article before it is published. In some circumstances, you can see the quotes used (depending on country and publication) and parts of the article for fact checking only - all this should be agreed with the journalist at the interview stage, and this is where your relationship building will come into play!
Email subject lines
Personally, as I write for at least four publications, I prefer it when you mention the publication you are aiming the news at in the subject line. Make clear what the news is in the subject line. Is it a raise? Product launch? New appointment? Is the news embargoed? It is best to try to avoid clickbait subject lines or wording like ‘world’s first’ or ‘ground-breaking’, as it's nearly impossible to prove that you are either of those things.
Press releases
By all means, send on a press release. If there is an embargo, make sure that it’s clearly stated in the email and on the press release. If interviews are offered (they should be!!), the interviewee should be available in the days before and after the news for comment. You’d be surprised at how often people put out news just before a vacation, or while on one! It's also worth noting that the news you share in your press release might not be what piques our interest in you; it could well be another angle we want to follow up on.
Images
The long and short of it is you NEED to have decent images. A good image might make it or break it. (There will be a separate image story coming.) Have a nice selection of portrait and landscape images at hand, and make sure they are sent with your news. Please don’t make us ask for them, it won’t win you any favours.
These are just some basics to get you started with media outreach. I’m happy to expand on the advice over a coffee or a call sometime. Get in touch.
