Startups seek public attention – after all, customers and investors discover young companies through media coverage. However, contact with journalists is fraught with pitfalls, as our guest author Marcus Prosch explains using the example of startup employee Tim.
Let’s call him Tim, the dedicated young social media employee of an e-commerce startup. Tim was so delighted with an article about his company in Handelsblatt, which I had initiated, that he promptly sent the editor an email asking him to publish this “fantastic piece” on Handelsblatt.de (!) and to definitely include a link to the web shop (!!), because that would really help him (!!!). As if that weren’t enough, Tim also offered to express his gratitude for this accommodation with products from his startup (!!!!).
The editor – fortunately with a sense of humor – forwarded Tim’s email to me in my role at the time as spokesperson for the shareholder of this e-commerce company, with the following words: “Dear Mr. Prosch, I sincerely hope this proposal is due to the naiveté of your young company and is by no means the new style of your house, as that would surprise me greatly.” Well done! Thanks Tim! Welcome to the world of corporate communications.
This incident, now six years ago, exemplifies how the collaboration between startups and journalists simply does not work.
Of course, viewed through Tim’s social media lens, his actions were completely understandable. From his perspective, every click counts. Every link can go viral in no time. That’s what he knows. A journalist’s way of working, on the other hand, is as foreign to him as a sandstorm is to an Eskimo.
Change your perspective
There’s much to consider when working with journalists. For example, I’m often asked whether I can help founders get into the media, as that would benefit them enormously. But that’s not the point! Change your perspective. Why should a journalist cover your startup? What’s your story? What makes you unique?
If you want to capture journalists’ attention, you need to convince them. With news that deserves the name, with a story that is relevant to readers. That’s all that counts. It’s not an editor’s job to help you.
Before you even approach journalists, you need to be clear about what the goal of your PR measure is. Is it information that multiple media outlets should cover, such as a successfully completed funding round, or a founding story in which you discuss a market problem and present your solution approach? For the first type of message, a widely distributed press release is appropriate; for the second example, an interview or company profile that you offer exclusively to a selected medium.
Every communication measure requires a communication strategy. Take the time to develop your core messages. Just as the pitch deck for investors needs to tell a story that is understandable and compelling, so does the story for journalists. Your story!
To win journalists over to your message, you must be able to explain your company in a few sentences, without buzzwords and corporate jargon. Don’t just focus on renowned publications like Handelsblatt, FAZ, or WiWo when selecting media. The key question is where you see your target audience and which media they consume. That’s where you belong!
Read these media regularly to get a sense of how the editorial team covers the topics they illuminate for their readership. Remember the names of the authors. Whoever regularly reports on social startups or fintechs is your contact if you’re active in these areas.
Journalists receive hundreds of press releases and emails a day. Choose a snappy headline and subject line. And don’t just present your company. Journalists appreciate industry knowledge and placing your topic in the context of the market you want to disrupt.
Perfect timing is key
As important as choosing the right medium is timing. Don’t announce anything you can’t deliver. Before you go public with communications, you should first deliver and have something to show for it. This increases the seriousness of your endeavor. Be sure to always provide accurate information, as the truth will eventually catch up with you – as a PR disaster.
How to write a press release is a topic in itself and would exceed the scope of this article. Just this much: the most important information belongs at the beginning. But text alone won’t do the job anyway. Pictures say more than a thousand words, moving pictures even more. Engage with video PR and target-audience-relevant content. Short videos are ideal for your own website or LinkedIn presence. Build a blog or magazine as a mouthpiece for your own topics and fill this channel regularly with engaging content.
Conclusion: Many startups don’t think about their communications early enough. A mistake! If you want to lead your company to success, you must anchor the corporate story in the business core from the start. Thinking in stories and communicating them authentically is essential for any target audience communication, whether it’s your own employees, investors, or journalists.
When done correctly, media relations contribute significantly to a company’s visibility and create the foundation for further growth. Consult with a communications expert if you don’t yet have the necessary expertise.
By the way, Tim’s story ended as follows: I immediately called the editor, whom I’ve known for many years, and we both had a good laugh. And Tim: he now also knows how collaboration with media representatives works.
