Know your story in one sentence
If you cannot explain what you do and why it matters in one plain sentence, journalists will not either. Agree that sentence before anything else, and use it everywhere.
Think like the journalist
Journalists write for their readers, not for you. Ask what makes your news interesting to their audience: a trend, a problem solved, a surprising number, a human story.
Target fewer, better contacts
A short list of journalists who genuinely cover your sector beats a mass mailout. Read what they have written recently and tailor every pitch.
Build your founder's profile
People trust people. Regular LinkedIn posts and opinion articles from your founder build credibility between announcements, and make journalists more likely to call you for comment.
Make every announcement work harder
One piece of news can become a press release, a pitch, LinkedIn posts, a customer email and a staff message. Plan them together so the story is consistent everywhere.
Be ready before you go out
- Check every fact and figure
- Have founder headshots and logos ready to send
- Make sure your website tells the same story
- Name one person to handle media enquiries quickly
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