1. Do your homework!
Don’t send a mass email to 50 journalists and call it a day. If you do, you’ll probably land in spam—or worse, get blacklisted.
Instead, take time to understand who you're reaching out to.
Ask yourself:
- Have they written about companies like mine before?
- Do they cover startups in my region or industry?
- What types of angles do they typically take?
Pro Tip: Start with 5–10 journalists who’ve covered similar startups in the past 6–12 months. Read their articles. Look at their headlines. Get a sense of their voice and what makes a good story to them.
2. Build a relationship before you pitch
Journalists are people. People who use Twitter, LinkedIn, and even Substack. Start by following them on social. Engage with their content. Share their stories (and tag them when you do). Leave a thoughtful comment.
This isn’t just about flattery—it’s about familiarity. If your name pops up in their notifications a few times, you go from “cold pitch” to “that founder who gets it.” That small shift makes a huge difference when your email hits their inbox.
3. Personalize your pitch
Once you’re ready to pitch, keep it short and tailored.
Start with:
- A clear subject line (no clickbait)
- A brief intro on who you are and why you’re reaching out to them specifically
- A concise summary of your news and why it’s timely or relevant to their beat
Avoid:
- Buzzwords
- Attachments (unless requested)
- Asking them to “check out your website” without context
Instead, make it easy for them to say yes: clear angles, useful details, and maybe a quote or two they can run with.
4. Be helpful, but never pushy
Sometimes your story won’t be a fit. That’s okay. Don’t ghost them or send angry follow-ups.
Instead, thank them for their time. Ask if you can keep them in the loop on future updates. Share something useful—like a trend you’ve noticed or a story idea they might like (even if it’s not about you).
If you consistently show up as a helpful founder, not a pushy one, they’re more likely to open your emails next time.
5. Play the looong game
The best press relationships aren’t built overnight. They come from showing up consistently - whether it’s via social, events, or sharing good stories.
Think of journalists as part of your extended team. When they trust you, they’re more likely to write about you, ask for your perspective on trends, or call you for a quote when they’re working on something big.
