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How Can a Startup Pitch to the Media

2016.10.03

hiroko

BY hiroko

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How Can a Startup Pitch to the Media

Even you launched a great new product / service, it is very hard to deliver to consumers. We are in super digital connected world but is it really? Most information / news are floating as a river,,, it is very hard to deliver to targeted audience. Before the audiences, you need to convince media to pick up and cover your story.

mashabl

mashable Asia shared how startup can approach media to cover their story.

Here is steps;

1.CRAFTING YOUR STORY 

  • Who are you?
  • What makes you special?
  • Who’s special in your company

 

2. WHAT THE MEDIA LOOKS FOR IN A STORY

  • Timeliness i.e. what’s new
  • What’s unique about you (Is it good for a headline?)
  • Tension in a story

 

3. KNO THE AUDIENCE FOR THE PUBLICATIONS

  • Stop blanket pitching
  • Segment: Trade publications, news dailies, Blogs and personalities – *this is quite important point! You need to know your customers.

 

4. EVERY READER IS A  CUSTOMER

  • Stories need to speak to the individual, even if its an industry story.
  • “How will this affect me? “ –* editors are also consumer reader!

 

5. CONSIDER DIFFERENT FROM COVERAGE (it is not about text)

  • Is a photo essay better?
  • Facebook live? Periscope?
  • Short video?
  • snapchat? live tweets?

 

Mashable gave an extra tip about a press release as many editors / journalists are skipping to read a press release so better to send a short and clear information by e-mail. A press release is an option details media to have.

All media are looking for fresh news but not pre-launch news. Some media will pick up but if the launching date postponed, it would have a negative impression to audiences. 5 days after the launching is maximum to keep its “freshness”.

AUTHOR

hiroko

hiroko

Hiroko Nakamura is a communicator and founder of mash-inc. She has been evolving various projects from corporate PR to project planning since Nov 2015.
She is now designing her life-work project "For Women By Women".

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