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Find someone they are connected with in your industry or with interest in your industry that might make an intro.
Contact a more jr person in their department.
Journalists are pretty accessible these days.
You could a freelance PR person to research the right ppl to reach out to and how to get on their radar. Some reporters are hard to get a response from without the right approach, as they get hundreds of pitches a day from startups.
1. Go for quality, not quantity. You can’t imagine the number of irrelevant emails I get from PR.
2. Remember it’s a two way street. Ask yourself why it would benefit the person you’re reaching out to to write about your business, not just the other way around.
Just do your research and narrow down your list of folks and publications and when you reach out reach out to them as individuals and not with some generic mailer.
1. Engage with them on Twitter
2. In time, connect with them on LinkedIn
3. Offer a quick chat to share what you do, with news relevant to them
If 1 and 2 are not possible because they aren't there, increasingly, they're not a journalist worth spending time on. And yes, I know I just angered a lot of journalists, and may get comments of disagreement.
The fact is News is now Social Media, people connect on Social Networks, and readers increasingly expect to connect with their favorite journalists... So if a journalist won't or can't do that, they're a dinosaur.
Pertinent to #3
Make sure the news is valuable to THEM!!! Think of a journalist like an investor: they work for a publisher and that publisher must make money. No money = no business. No business = no job for the journalist.
If you just want your Press Release covered, you're wasting your time (unless you're a Fortune 1000 company).
Make sure you have a story, some great people who would interview (not just employees of the business), and an audience or community that will want to read the news : make it valuable for the journalist to cover what you're doing in a way that's meaningful to their business.