Getting press coverage for your startup can be a game-changer.

It can lead to customers, job applicants, business partners, and investors.

But the path to media attention can seem daunting. In today’s edition of The Founder Playbook, we’re going to explore how to build lasting relationships with journalists that lead to meaningful coverage for your startup.

Cold emails don’t work

Picture this: You've just closed a funding round or hit a major milestone.

“Hooray!” you think. “Everyone will want to hear this news!” Excited, you draft an email blast to every journalist you can think of, certain that your news will grab their attention.

And then… crickets.

If you’ve done this and were surprised by the (lack of) responses, remember: journalists are really really busy. They produce multiple stories per day, and often run their own social media as well.

They’re constantly chasing breaking news stories, trying to get interviews, fact-checking their sources, and dealing with their editors. Plus... journalists are inundated with pitches daily. Your cold email, no matter how well-crafted, is probably getting lost in the shuffle. The tech startup space is particularly saturated with news, making it even harder to stand out.

So, what to do? The key lies in understanding that successful press coverage isn't about a single email or pitch — it's about building relationships over time.

Take a moment to reflect on your current PR strategy. Are you relying on cold outreach? If so, it's time to think differently. It’s time to think long-term.

Step 1: build the relationship

When you plant a garden, you don’t expect to throw seeds on the ground and immediately harvest your crops (even Farmville makes you wait a few days).

Media relationships are the same way. You’ve gotta nurture them before they’ll produce the results you’re looking for.

Start by following journalists who cover your industry on Twitter and LinkedIn. Then engage with their content. Comment on their posts, share their articles, and write thoughtful insights.

This isn't about flattery; it's about showing that you're contributing to the conversation in your industry.

Remember, this is a long game. Don't expect to build a relationship in a few weeks and then immediately pitch your story.

Instead, think in terms of months. You're building social capital — a resource that will prove invaluable when you do have news to share.

Action item: Choose three journalists who regularly cover your industry. Follow them on social and engage meaningfully with their content at least once a week for the next three months.

Step 2: offer value

The next step is to position yourself as a resource.

Journalists are constantly on the lookout for expert insights and fresh perspectives. By offering your expertise, you can become a go-to source for stories in your field.

Offer help from the perspective of who you are. For example, if you're a Fintech founder in Singapore, you might say “Hey, I have a lot perspective on Fintech startups in Southeast Asia."

This approach positions you as helpful and knowledgeable, rather than someone always looking for coverage.

To make your outreach even more effective, do your homework. Use AI tools like Perplexity to research the kinds of stories each journalist typically covers. This allows you to tailor your offers of assistance to their specific interests and beats.

Action item: Draft a template to send out quarterly. Keep it short, friendly, and focused on how you can help them, not on what you need.

Step 3: come up with a great story

Newsflash: most people don’t care that you’ve raised a round. I mean yes, congratulations and all that. But truly – companies are raising money every day. Why should someone read the story about your startup raising a round rather than someone else?

It’s critical to pitch a story that journalists believe their readers will find interesting.

🚫 Not interesting:

• We just raised a round
• We just hired a CTO
• We just launched a product

🤩 Interesting:

• Our data shows that user behavior is changing in a big way
• The market for our product was tiny when we first launched, but now it’s huge (and here’s why)
• We came up with an insanely unique way to grow

See the difference? The first 3 examples are all about you. The last 3 examples will provide unique insights for an audience.

Step 4: make it irresistible

Even with a warm relationship and a great story, the way you pitch matters.

First, craft a compelling narrative. Your story should be timely, relevant, and offer something unique. Remember, you're not just sharing news about your company—you're providing a story that the journalist's readers will find fascinating.

Consider offering your story as an exclusive. This approach can be particularly effective, as it gives the journalist the opportunity to break the news first.

It also gives the journalist a little bit more time to research and write the story, versus rushing to put it out.

When crafting your pitch, be concise but provide enough detail to pique interest. Include:

• A clear, attention-grabbing subject line
• A brief introduction reminding the journalist of how they know you
• The core of your story in 2 sentences
• Reasons their readers will love this story

Action item: Before sending your pitch, ask yourself:

• Is this story truly newsworthy?
• Does it align with the journalist's usual coverage?
• Will readers love this story?

It’s a marathon

For most startups, there is no silver bullet to getting press coverage. Rather, it's a marathon of cultivating relationships and providing value. By following journalists, engaging authentically, offering your expertise, and crafting thoughtful pitches, you’ll set the stage for meaningful media coverage.

Patience is key. Start implementing these strategies today, even if you don't have immediate news to share. By the time you do have a big announcement, you'll have a network of journalists who know you, trust your insights, and are more likely to consider your story.

Your goal isn't to get a single press mention — it's to become a trusted voice in your field, someone journalists turn to for insights and commentary.

By shifting your focus to long-term relationship building, you're positioning your startup for sustained media attention and industry recognition.

Time to plant some seeds, my friends.

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