Once you are ready to launch your app, crowdfunding, or your new product it will be time to make an official announcement. While sending a newsletter to your existing contacts and community is a very important first step, as a startup you need higher impact resources to promote yourself. Therefore, reaching out to primary (big) and secondary (smaller but still relevant) publications should be a number one action item on your list. Putting together your media outreach is a very time consuming process. Take a look at the basic steps we outlined here and start building your strategy.
Step One: Create a media list and conduct media research on your industry
Do your research and create a list of the most relevant publications and journalists that will be interested in covering a story about your app. When creating a media list of journalists, the more specific you are, the better. Only include journalists who are already covering your industry. Journalists get dozens of emails everyday and it is very unlikely they will open something not relevant to their field. Your list should aim to collect between 100-150 email addresses or contacts for your desired journalists. This takes time.
Step Two: Create a press kit
Creating a press kit is crucial to your media outreach efforts. You will attach the press kit to any email you send when you are seeking exposure for your company. Your kit should include: information about your product/service including the most unique features, details on the team and founder, and design assets. A well put together press kit will make it easier for journalists to write about your company because it means they won’t have to do any additional research. If your press kit is not well-written it is unlikely that it will get any traction. We suggest organizing your press kit items in a Google Drive folder rather than sending attachments.
Step Three: Write a pitch email to send out to journalists
You already nailed down your most important messages for secondary stakeholders and now it’s time to use them.
Start with a strong subject line. It shouldn’t be generic. Something slightly intriguing is best, it should encourage the recipient to open the email.
The tone of the email might vary from industry to industry. The key point is to keep it short, simple, and informative. Include all the necessary links to the Google Drive that contains your press kit. Sending out the same email to each journalist is okay, but you will get more engagement if you tweak each email to reflect that you have read the journalist’s previous work. Once you have sent all 150 emails to journalists your work is not entirely finished!
Step Four: Follow up
Check replies daily. Follow up with those who did not react to your first outreach, usually after 4-5 days is best. If your first attempt didn’t seem interesting enough, you can try to change the story angle. And, of course, anytime a journalist writes about your company you should always send a thank you letter!
If you’re preparing for a big pitch and need some help with the script and presentation, get in touch with us at G3 Partners.