Startups often expect a press release to bring coverage. Journalists cover stories, not announcements.
Find the real story
Journalists cover news and trends, not products. Funding rounds, unusual traction, a new approach to a known problem, original data, or a founder with a distinctive perspective are stronger angles than 'we launched an app'.
Target the right journalists
Read recent coverage in business and tech media and identify reporters who write about your sector. A personalised pitch to five relevant journalists beats a mass email to five hundred.
Write short, specific pitches
In a few sentences, explain the news, why it matters now, and what you can offer: data, an interview, a customer story or images. Include key numbers you can verify.
Prepare your founder
Practise the key messages, likely tough questions and evidence. Media training helps founders stay clear and accurate under pressure.
Make coverage work harder
Share coverage on your website, LinkedIn and sales materials. Thank journalists and keep them updated on genuine milestones to build long-term relationships.
Need help putting this into practice?
Gravmo's team can plan and run this for you. See Media Relations or message us on WhatsApp.
Ask on WhatsAppFrequently asked questions
Should startups pay for features?
Sponsored content must be labelled; earned coverage carries more credibility.
When should startups start PR?
When there is a story worth telling.
