How to Build an Online Business

Chapter 19How to source media coverage for your startup

When it comes to getting media coverage, there are three options open to you:

• DIY: you can learn how to ‘do it yourself’ and take responsibility for writing your own media releases, sending them out and contacting journalists
• DIFM: you can hire a publicist to ‘do it for me’ or hire a talent manager who will find you media opportunities
• DIY + DIFM: this blend of both is proving popular for those who don’t have the time to do it themselves but don’t have the budget to hire a professional.

Let’s start with learning how to DIY. For those starting out or on a budget, these tips will be invaluable.

DIY (do-it-yourself) PR

The 24/7 media cycle has created a ‘hungry beast’ that needs feeding — and that’s a great thing for entrepreneurs. Why? Because it means your business has a higher chance of getting media coverage and nothing builds brand and awareness faster than favourable media coverage.

What’s more, with dwindling staff numbers at media organisations, journalists are increasingly relying on companies to write their content for them. They don’t have the time to work out the story or tease out the angle; they need it done for them. That’s good news if you’re looking to promote your startup or brand because if you can write a punchy media release you have a higher chance of having your story show up in the paper exactly as you want it to appear.

Creating the right content for media outlets can lead to exposure that’s both ...