10. Write a founder blog post
Because press releases are so overused, my guess is that many journalists have become averse to the typical press release format and style. Therefore I think it’s worth considering writing a “founder blog post” instead of the classical press release, as a blog post by the founders comes across much more authentic and personal. I asked Mike Butcher, Editor At Large at TechCrunch, for feedback about this question, and his response was:
“I think ‘founder blog posts’ are generally useless UNLESS it comes AFTER you have had press coverage which you can then refer to.”
So press releases aren’t dead yet, after all.
11: Come up with a great story
Last but definitely not least, keep in mind that what the media wants is great stories. Given how many startups there are, it’s likely that there are several companies that are doing something similar or at least superficially similar to you, so you’ll have to find a way to stand out. The fact that you have a nice product and that you’ve raised a VC round doesn’t necessarily make your announcement newsworthy in the eyes of a journalist, so try to find a unique, exciting angle. If you can link your announcement to a big event, news story, or current discussion in the industry (AKA news hijacking), that’s even better!PS: When I asked Mike Butcher if he could take a look at a draft of this post, he sent me a video of a presentation he gave at a startup conference a couple of years ago. Take a look.
This post first appeared on Point Nine’s Medium channel. Thanks to Neil S W Murray, Mike Butcher and fellow P9er Ami for reviewing an earlier draft of this post and for the great feedback (and corrections!).
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