1. Do Your Research
Before reaching out to any media outlet, do your homework. Know the journalists who cover your industry, the topics they focus on, and the tone they write in. Follow these journalists on social media and interact with their content. Building a relationship with them before sending a pitch can give you a major edge.
Why this matters:
Tier 1 outlets get hundreds of pitches a day. By understanding who they are and what they care about, you can tailor your approach to match their interests. It shows you’re not just mass-pitching, you’ve put thought into it.
2. Craft a Killer Pitch
A Tier 1 media pitch isn’t like the ones you’d send to smaller blogs. You need to be concise, professional, and clear. Your pitch should answer the following questions upfront:
- What’s the story? What makes your startup unique, and why should this outlet care?
- Why now? What’s the hook? Why is your news or milestone relevant today?
- What’s in it for them? How will their readers benefit from learning about your story?
Pro tip:
Personalize the pitch. Show the journalist why your startup fits with the kind of stories they typically cover. Highlight any mutual connections or common interests.
3. Make Your Story Newsworthy
Tier 1 outlets are focused on stories that matter to a broad audience. They want content that’s not only interesting but has some level of news value. Here’s how to increase your chances:
- Tie your news to something bigger: If you’ve raised a new round of funding, mention how it’s part of a larger trend in your industry (i.e., “VC funding in fintech has hit an all-time high”).
- Show market impact: Journalists love stories with measurable results. Show how your startup is making a difference.
- Focus on innovation: Are you doing something unique? Is your solution cutting-edge or solving a problem in a novel way? That’s the kind of stuff Tier 1 media eats up.
4. Don’t Overdo It - Be Selective
The reality is that Tier 1 media is selective. Instead of trying to land coverage with every major outlet, focus on the few that really matter for your brand. Pick the ones that align with your audience and the story you’re telling.
Why this matters:
Pitching to relevant outlets that speak directly to your market increases the likelihood that your story will be picked up. You don’t need to be everywhere—just in the right places.
5. Be Ready with a Strong Press Kit
A press kit is essential when reaching out to Tier 1 media. Journalists are busy, and they want quick access to all the information they need to write about your startup. Include the following:
- Company overview: A short bio about your startup, what you do, and why it matters.
- High-res images: A professional image of your team, product, or logo.
- Press releases: Any recent announcements or updates.
- Key milestones and achievements: Metrics or highlights that demonstrate traction.
Having this stuff ready to go shows that you’re professional and makes it easier for journalists to cover your story.
6. Follow Up—but Don’t Spam
Once you’ve sent your pitch, give it a few days before following up. If you don’t hear back after the first follow-up, it’s okay to try once more—but don’t overdo it. Journalists are busy, and bombarding them with emails will only hurt your chances.
Pro tip:
When following up, reference your original pitch and give a brief, polite reminder of why your story would be a good fit for their outlet. Keep it short and sweet.
7. Be Ready for the Spotlight
Finally, if a Tier 1 outlet picks up your story, be prepared for the attention. Journalists may reach out for additional comments, interviews, or further details. Respond promptly and professionally, and make sure you have the resources (e.g., your team, product demos, etc.) ready to go.
Looking for a Cheat Code?
If you want to accelerate the process and secure media coverage, consider applying for one of our Sponsored Content Placements in top-tier media. The application is free, and we’ll review it to ensure it’s a good fit for your needs. Rest assured; we only move forward if we believe we can help.
We’ve spent half a decade building strong relationships with major outlets, and we know how to get your story in front of the right journalists - faster. With transparent pricing and a straightforward path to visibility, this is a highly effective way to get the attention your startup deserves. Sales pitch over - Best of luck!
