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Founder's Guide: how to pitch media when you have other things to do

More tips add to our previous post about writing good pitches.

There are two types of founders: those intimidated by pitching their news and those cocksure


Who should pitch your news?

As a founder, you're the face of your company and the best person to communicate its vision, mission, and value to the media. But as an early-stage startup founder, you are engaged in other crucial activities: building a product, hiring, drafting legal documents, and god knows what else. When it comes to pitching news, paradoxically, a founder is the best and the worst person for the job at the same time.


What founder are you?

There are two types of founders: some feel intimidated by the necessity of writing to journalists. Others feel overly confident that their company is precious, and everybody dies to find out what's new on their front.

These are not good places to start when you need coverage. There's nothing terrifying in pitching news, but it still needs a prep. So let us help you with these tips:

Founder's prep for pitching:

  1. Choose three names from the media outlets you read most. If you read them yourself and find them enjoyable and useful, they are likely relevant to your audiences. Check the authors' bio, read 5-10 of their stories, and follow them on Twitter. In a week or two, you will have a better idea of what is interesting for these people. It will help you to write a good pitch.

  2. Do not become upset with this modest number of journalists. Three is enough to test your message. Don't do hundreds of emails. Unless you're Apple and have a billion-dollar deal coming, pitching to hundreds of journalists is not a good strategy. You don't want to annoy anyone, right?

  3. Write a pitch and try to evaluate its content very objectively. Imagine it wasn't your company or product -- would you care to read about it? Does it sound like a sales pitch? Rewrite. Is it a self-prase rather than a compelling story? Be honest, do not overblow the news.

  4. Read the final pitch out loud. Does it flow, or does it sound strained? You will be amazed how out loud reading is helpful. We practice it all the time.

  5. Seak for outstanding examples. Everyone is using ChatGPT or some other AI writing aid to pitch media. It can help somewhat, but most of the generated texts are mediocre, if not straight-up boring. Look up for something brilliant; there are always people who are excellent at writing short formats. Use them for inspiration, do not settle with dull and lifeless corporate wording.

You can always use House of Pitch to sharpen your pitching skills.

Good luck!


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