How To Get Coverage With No News To Share
Even when you have news to share, pitching is not easy — and for a reason. Funding rounds are skyrocketing, unicorn startups are adding new features, Elon is buying Twitter… Tech reporters and editors are swarmed with newsworthy stories more than ever.
However, pitching news is still more or less a predictable process comparing to when you need PR exposure, but have no news hook to pitch or if your news isn’t too big for the agenda.
In that case, you need to get creative with your PR pitching. Let’s look at the ways to get media coverage with minimal or no news to share. Starting with the good news…
Not Everybody Needs Metrics and Milestones
Not all journalists are hunting for exclusives to make a scoop about which VC invested in what startup. There are plenty of media outlets and tech blogs interested in lifestyle, personal or even anecdote stories.
Think Lifehacker or Buzzfeed. From food to how to survive a bear attack with your iPhone — you can find what speaks to you on those websites. Does your story fit? Maybe not straightaway, but is is doable.
Tip: If you don’t have a tech angle or a general announcement, try to think of a story you might be keen to read for fun when waiting in a queue — and integrate your startup’s product in it. Think from a service angle: what you can do to help people and solve the problem. For inspiration, check some similar stories by your competitors.
Surveys — still a thing?
Yes, but to make it credible, you need at least 10k respondents and the results which are not obvious. The topic itself should be somewhat newsworthy, related to your business and demonstrate some original data which might be used as a statement. Think “Remote workers are struggling to inline with the team” (which is obvious) vs “90% of remote workers think HR directors should be in charge of their emotional state”.
Tip: Work on your research backwards — first, think of 3-5 potential statements you want to get from it, then shape the questions. Make the survey quick and easy to complete, and ensure the outcomes will not contradict your offering. Eg. if you develop a platform supporting remote work, don’t ask questions like ‘Do you prefer in-person meetings to Zoom?”
When pitching the story, use the most intriguing number in the subject line. Ensure the reporter you’re pitching to ever used survey data and covers the similar topics. Or just ask PR Guy to prep a perfect pitch and find the right reporters for your data story.
Local and Industry Angles
Even if you are dying to get featured in TechCrunch or Bloomberg, aiming at top calibre media outlets with no big news is just wasting time and stuffing reporter’s inbox. To be efficient with you PR strategy, look at local (regional) media or industry magazines which cover your product vertical. For instance, media like Boston Globe or Los Angeles Times, are more likely to cover in a local solution and product, than the one for San Francisco or New York residents.
Tip: Sometimes, there are small newspapers covering each city region. And they even might have a decent tech section. Some are smaller, but will be looking to champion stories from their community or state. It would be a good start and first PR step to understand how newsrooms work.
Google your local media and industry magazines to find out if there are any based in your city. If not, go to county or regional focused media. Still confused? Click the button below and get relevant media contacts from PR Guy!
Thought Leadership
Do you have a strong opinion on the recent news from your industry? Or do you feel like commenting on an article you just read about a competitor or your market state?
Usually, reporters will appreciate an opinion - but only if it:
- comes from a individual with relevant experience and notable achievements in the industry;
- is straight to the point and timely;
- provides an interesting angle to spark a further discussion.
Tip: Don’t send your feedback to articles written more than 3 months ago. Don’t try to sell your product - it’s your opinion that matters in thought leadership. Add a short bio for yourself together with your company’s blurb.
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