By Wildfire PR
For startups, getting noticed by journalists can feel like cracking an impossible code. You’re battling for attention in a crowded, fast-paced, and unpredictable news cycle. You’ve got limited resources, and let’s face it—nobody’s heard of you (yet).
But here’s the good news: what journalists want is actually pretty simple. They’re looking for compelling, timely, and impactful stories that resonate with their audience. Your job is to present your startup in a way that gives them exactly what they’re after. And when you crack that code? You’ll unlock media coverage that can elevate your profile and drive growth.
What journalists want
Step into the shoes of a busy journalist. They’re racing against deadlines, wading through hundreds of emails, juggling breaking news, and facing constant pressure to grow their readership.
You need to make their lives easier by showing them, clearly and concisely, why your startup is worth their attention. So, what makes a story standout? Based on our experience, the most effective startup stories include these five elements:
- Current issues
- Unique data
- Genuine insight
- Provocative commentary
- Timely predictions
First, issues-led stories set the stage for your startup as the solution. Consider how you can highlight the challenges your target users face and the consequences of leaving them unresolved. Next, leverage unique datato offer fresh angles. Can you conduct or commission research to shed new light on existing trends in the news?
Third, use your own insight. Journalists value expertise, so share what you know that others don’t, or propose bold solutions to pressing issues. Commentary is another powerful tool—don’t be afraid to question conventional wisdom and critique industry norms.
Last, predictions are irresistible to journalists; paint a vivid picture of what the future could look like, either if no action is taken or if your vision is realised.
What journalists don’t want
Equally important to what journalists want is knowing what to avoid.
Number 1? Avoid the blatant sales pitch—journalists aren’t interested in being sold to, so steer clear of overly promotional or self-serving language.
Second, ditch the technical jargon. If it can’t be understood by someone without a technical background, it won’t resonate with most audiences either.
Third, don’t be vanilla. A boring play-by-play of what you do won’t cut through the noise, so focus on standing out by using the fundamentals above.
A quick checklist
Before you start to craft your ‘About Us’ and reach out to journalists, try asking yourselves these key questions:
- How big is your funding? Big numbers and record-breaking milestones always grab attention, so lead with them if you have them.
- Are you at the forefront of something? The media loves trends more than products. Frame your story within the context of an emerging trend or market shift.
- Is your product genuinely unique? Highlight your biggest point of differentiation and explain why it matters to the audience.
By avoiding common pitfalls and focusing on what truly grabs attention, you’ll give journalists every reason to say yes to covering your story—and put your startup in the spotlight where it belongs.
About Wildfire PR
They’re an award-winning PR agency partnering with technology companies worldwide to transform ambition into action. Their ‘Think Bold’ approach blends boundary-pushing creativity with data-driven insights, empowering clients to launch meaningful campaigns that deliver standout results. Learn more at their site.
If you would like to get in touch with Wildfire PR and Claim your free consultation or PR audit, get in touch today.