Many startups get media coverage for funding rounds and new products.
But what happens if you’re bootstrapping or between rounds? What happens if you’re slowly cranking out iterations rather than slamming out brand-new products?
Don’t worry: it doesn’t take a record VC round or the next iPhone to get a reporter’s attention.
Here are five effective ways to manufacture news so your startup can get media coverage year round.
An audit – which analyzes internal customer data – can reveal trends and insights about your customers’ or clients’ behavior. Those findings can then be turned into a meaningful story for reporters who cover news in your industry.
You likely already have a good feel for what trends to look for and what could make for an impactful story. Not sure what’s interesting for a reporter? If the answer to any of these questions is “yes,” you may be able to turn it into media coverage:
One of our clients, Addigy, an Apple device management platform, recently performed a massive, 3,000-user audit. They found that their users’ Mac devices last longer than the average PC: while the average PC lasted between two and five years, 40 percent of the Mac computers in the audit were at least five years old.
Many reporters already know that Mac devices are increasing in popularity. But Addigy added to that conversation by showing that Macs are better than PCs for a business’s bottom line.
Reporters love raw data. Surveys give you an opportunity to present reporters with raw data that nobody’s ever seen before.
Like an audit of customer data, a survey of the general public can identify trends and behaviors among your target demographic (and a reporter’s readership).
Startups have several options for conducting surveys. The right choice depends on what type of media coverage you’re hoping to get. Here’s an overview of your options:
|
Survey Platform |
Top-Tier (The Harris Poll, Nielson, Dynata, etc.) |
Mid-Tier Paid (Pollfish, Google Surveys, etc.) |
DIY / Free (Typeform, Survey Monkey, Survey Gizmo, Qualtrics, etc.) |
|
Pros |
Guides you through the process Helps you formulate questions to get a headline you like Yields reputable insights about your industry Survey takers are vetted to be a representative population sample Can get meaningful, newsworthy results from a single question |
Affordable Gets meaningful insights about your industry |
Free Great for securing insights for internal use from customers, employees, and other known groups |
|
Cons |
Expensive |
Reporters may not find results reputable Survey takers are not vetted (not necessarily a representative sample) Can be time-consuming: you’re responsible for creating questions, administering survey, and analyzing results Best to have someone on staff who understands survey question development and question analysis |
Reporters don’t consider results reputable Survey takers are not vetted (not necessarily a representative sample) Can be time-consuming: you’re responsible for creating questions, administering survey, and analyzing results Best to have someone on staff who understands survey question development and question analysis |
|
Pricing |
$1,100 – $1,600 / question $30k – $40k for a full survey |
$100 – $1,000, depending on platform, number of questions, and audience |
Free |
|
Timing |
1 week for individual questions Longer for complete custom surveys |
Several days to 1 week |
Varies (usually longer than 1 week) |
|
Examples |
13 Percent of University Students Consider Dropping Out Due to COVID-19 Crisis, Boro Survey Finds |
New Survey Finds Wisconsinites Have Just $1,000 or Less in Savings |
One note on this: Some of the free platforms offer paid versions that can yield slightly more credible results. But if your main goal is securing media coverage, it usually makes sense to work with a survey company that has a reputation for credibility.
Milestones can get you media coverage by showing that your startup is growing. They might even attract the attention of investors, prospects, , and other stakeholders who want a piece of the action.
And because fast-growth startups can cross milestones several times per year, this creates the perfect opportunity to stay front-and-center with reporters.
If you need some inspiration, here are a few real-world examples:
Expanding your leadership team is another good excuse to show the world that you’re growing – and it may get you some media coverage as well.
A straightforward “new hires” announcement can be especially effective when someone joins from a large, well-known company and can add to your startup’s reputation and credibility.
You can use a new hire announcement not only to show that you’re expanding your team, but also to show that your company is maturing. A new-hire announcement could make sense when…
If you add multiple executive hires simultaneously, consider forming a larger narrative about the company’s future growth and goals, and how new staff will help you get there.
Check out these new-hire press releases for some inspiration:
Beyond simply announcing the new hire, think of how your newest team member could help you secure additional coverage. For example, maybe a local outlet would want to do a Q&A about their trajectory through the local startup scene.
Or maybe a trade publication would be interested in a contributed piece from them on how they go about building teams. Think of the fact of the hiring as an excuse to reach out to editors and reporters; the resulting coverage could take many forms.
Signing a big-name client or business partner can signal to both reporters and stakeholders that your startup is reputable and trusted.
For new client announcements, reporters will want to speak to the client, so make sure they’re on board before reaching out to a reporter. If the client doesn’t want to speak to the media, you may still add a press release to your website (with their permission, of course).
Reporters will also want to speak to new partners. When announcing this kind of deal, be sure to explain what benefits the partnership will offer your customers.
Here are a few best practices for writing press releases in this category:
Not sure where to start? Check out these examples:
This is just a small sample of how to get media coverage as a startup. Don’t be afraid to try new, creative ways to tell reporters that you matter.
And if you’re really not sure where to start, consult with your PR agency to determine whether your “news” is truly newsworthy. If it’s not, they can help you figure out what is.