The following is a guest blog post by Nicholas Holmes. Nicholas is the co-founder of MediaGraph, a public relations platform that enables small businesses to manage their own media outreach. He was formerly a journalist and an Accenture management consultant.
In my previous career as a journalist, I received hundreds of story pitches with press releases attached every day. Like so many other well-meaning journos, I'd make a valiant attempt to at least skim the first two lines of every one in a vain attempt to maintain some sort of equilibrium between the read and the unread.
In those two lines, I (and almost all the journalists I know) made a rapid judgement on the newsworthiness of content, never spending enough time thinking about what a story could become, rather than what it was. In short, if your piece of news wasn’t 100 percent right, it would rarely get the time of day.
Savvy PR practitioners know this. The best will be in contact all the time (or at least well before they have a news story to pitch) in an attempt to figure out how to maximize the chances of something being picked up. It’s a wonder there aren’t more of them. Sadly there aren’t and 80 - 90 percent of pitches I received followed the tired format of "Hi X, Company Y is launching a product next week and we thought it would be of interest to publication Z."
So here's an idea to try when getting media coverage for your startup - don't start by pitching the product. Start by pitching nothing.
Clearly showing that you understand that a journalist doesn't just exist to publicize you is one of the fastest routes to his or her heart. It’s literally the difference between drunkenly hitting on someone in a club and taking him/her on multiple dates to the restaurant you can’t afford. Hell, you'd be unlikely to start a sales pitch without knowing your customer, or begin discussions with an investor without finding out exactly what they were interested in -- so why treat the media differently?
The closest relationships journalists build are with people who can provide long-term value to them by offering something that isn't just self-promotion. Conversely, these tend to be the names you see cropping up again and again in the media.
So instead of a product pitch, why not offer something else if you’re trying to use the media to get the word out about your startup? The following list should get you started: