Startups seek publicity – after all, customers and investors first become aware of young companies through media reports. However, there are plenty of pitfalls lurking when contacting journalists, as our Guest author Marcus Prosch reports 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 pleased with a feature I initiated about his company in Handelsblatt that he promptly emailed the editor, asking him to publish this "super article" on Handelsblatt.de (!) and to be sure to link to the online shop (!!), because that would help him tremendously (!!!). As if that weren't enough, Tim also offered to show his gratitude for this kindness with products from his startup (!!!!).
The editor—luckily with a sense of humor—forwarded Tim's email to me in my then-current capacity as spokesperson for the shareholder of this e-commerce company, with the following words: "Dear Mr. Prosch, I sincerely hope this suggestion is due to the naivety of your young company and is by no means your company's new style, because that would surprise me greatly." Well done! Thanks, Tim! Welcome to the world of the press spokesperson.
This incident, which happened six years ago, is a prime example of how the interaction between startups and journalists simply doesn't work.
Sure, through Tim's social media lens, his actions were completely understandable. From his perspective, every click counts. He can make any link go viral in the blink of an eye. He's adept at that. The working methods of a journalist, however, are as alien to him as a desert storm is to an Eskimo.
Change your perspective
There's a lot to consider when working with journalists. For example, I'm often asked if I can help founders get media exposure, because that would help 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 get journalists' attention, you have to convince them. With news that's worthy of the name, with a story that's relevant to the readership. That's all that matters. It's not an editor's job to help you.
Before even approaching journalists, it's important to be clear about the goal of your PR campaign. Is it information that multiple media outlets should cover, such as a successfully completed financing round, or a startup story in which you discuss a market problem and present your solution? For the former, a widely distributed press release is ideal; for the latter, an interview or company profile offered exclusively to a selected media outlet is ideal.
Every communication measure requires a communication strategy. Take the time to develop your core messages. Because just like the deck for investors, the deck for journalists must tell a story that is understandable and compelling. Your story!
To win over journalists with your message, you need to be able to explain your company in a few sentences, without buzzwords and bullshit bingo. When selecting media outlets, don't just focus on renowned publications like Handelsblatt, FAZ, or WiWo. The key question is where you see your target audience and what media they consume. You've come to the right place!
Read these media regularly to get a sense of how the editorial team approaches the topics they cover for their readers. Memorize the authors' names. Anyone who regularly reports on social startups or fintechs is your go-to person if you're active in these areas.
Journalists receive hundreds of press releases and emails a day. Choose a catchy headline and subject line. And don't just introduce your company. Journalists value industry knowledge and the context of your topic within the market you want to disrupt.
Perfect timing is crucial
Timing is just as important as the choice of medium. Don't announce anything you can't keep. Before you communicate with the public, you should first deliver and have something to show for it. This increases the seriousness of your intention. Always provide reliable information, of course, because the truth will catch up with you eventually – like a PR desert storm.
How to write a press release is a topic in itself and would go beyond the scope of this article. Suffice it to say: The most important thing should be at the beginning. But text alone isn't enough. Pictures say more than 1,000 words, and moving images even more so. Focus on video PR and target-group-relevant content. Short videos are a great option for your website or LinkedIn profile. Set up a blog or magazine as a mouthpiece for your own topics and regularly fill this channel with exciting content.
Conclusion: Many startups don't think about their communications early enough. This is a mistake! Anyone who wants to lead their company to success must embed the corporate story at the core of their business. Thinking in stories and communicating them authentically is essential for any target audience communication, be it your own employees, investors, or journalists.
When approached correctly, media relations contribute significantly to a company's awareness and lay the foundation for further growth. Consult a communications expert if you don't (yet) have the necessary expertise.
By the way, the story with Tim ended like this: I immediately called the editor, whom I've known for many years, and we both had to laugh. And Tim: He also knows how it works by now, the interaction with media representatives.
