I’m sitting at my kitchen table, the kind with a wobbly leg I keep meaning to fix, staring at my laptop. The cursor blinks like it’s judging me. My startup’s doing okay — better than okay, actually — but I know the next step is getting our name out there. I dream of seeing it in a headline, maybe even get featured on Business Insider. But my bank account? It’s not exactly screaming “hire a PR firm.” If you’re in the same boat, I’ve got you. I’ve learned, through trial and plenty of error, that you don’t need a big budget to land media coverage. With some heart, hustle, and a little help from folks like 9FigureMedia, you can get your story in front of the right eyes. Here’s how I did it, and how you can too.
Find the Story That’s Uniquely Yours
Journalists don’t care about your sales numbers or your shiny new product. They want a story that makes their readers lean in. Your job is to figure out what makes your business human, messy, real. Maybe it’s the time you stayed up until 3 a.m. troubleshooting code because you believed in your idea. Or maybe it’s the problem you’re solving something personal that hit you hard.
I’ll never forget helping a friend with her small candle business. She didn’t have cash for ads, but she had a story: she started pouring candles in her basement after losing her job, using scents that reminded her of her late grandmother’s garden. That wasn’t just a business it was a journey. We pitched it to a local blog, and the writer ate it up. That post got shared, and soon she was fielding calls from bigger outlets.
How to Dig Up Your Story
- Get personal: What’s the “why” behind your work? For me, it was proving to my skeptical parents I could make it as an entrepreneur.
- Make it relatable: Show how your business touches real people’s lives.
- Tie it to now: If your product fits a hot topic — like sustainability or mental health — call it out.
Once you’ve got your story, boil it down to a pitch that’s short and punchy. Think 150 words, max. Every word has to earn its keep.
Build Bridges Before You Need Them
Journalists are people, not email inboxes. They’re drowning in pitches, and most get deleted faster than you can say “press release.” If you want to stand out, you’ve got to connect before you ask for anything. This isn’t about wining and dining — it’s about showing you’re not just another faceless founder.
I learned this the hard way. Early on, I cold-emailed a reporter with a pitch about my app. Crickets. Then I started following her on X, commenting on her posts about fintech trends, sharing her articles with my two cents. A month later, I pitched again. This time? “Hey, I remember you! Let’s talk.” That’s when I realized relationships are the secret sauce.
How to Connect with Journalists
- Do your research: Read their work. Know what they cover.
- Be real: Drop a genuine comment or DM about a story they wrote. No sucking up.
- Play the long game: Don’t pitch until you’ve built some trust.
Tap Into HARO Like It’s Your Job
If you haven’t heard of HARO (Help a Reporter Out), it’s like a matchmaking service for journalists and sources. It’s free, and it’s a game-changer. Reporters post queries looking for experts, and you can respond with your take. I’ve seen tiny startups land features in huge outlets just by being quick and smart on HARO.
Here’s the deal: sign up for HARO’s daily emails. Skim them for queries that fit your expertise. If a journalist is writing about “the future of blockchain,” and you run a crypto startup, jump on it. Write a response that’s clear, concise, and shows you know your stuff. I know a crypto PR agency that helped a client score a feature in a major outlet this way no big budget required.
HARO Hacks
- Move fast: Queries often close in a day or two.
- Tailor your response: Don’t copy-paste. Make it specific to the query.
- Check in: If you don’t hear back, a polite follow-up can work wonders.
Write a Pitch That Grabs Attention
Your pitch is your shot to shine, so don’t blow it with a generic email. A good pitch feels like a conversation, not a billboard. Keep it short, make it personal, and give the journalist a reason to care.
Here’s what’s worked for me: start with a hook that’s impossible to ignore. Maybe a surprising stat or a question that hits home. Then, tell your story in a couple of sentences why it matters, who it impacts. Wrap it up with a quick nod to your credibility and an easy ask, like “Can I send you more info?”
Sample Pitch
Subject: How One App Is Helping Families Save Smarter
Hi Emily,
Your piece on financial literacy really hit home especially the part about young parents struggling to save. My app, SaveSimple, is tackling that head-on, helping 5,000 families budget without stress. I’d love to share how we’re making finance less scary for the average Joe. Got a minute to chat?
Cheers,
Mike Chen, SaveSimple Founder
This pitch is direct, ties to the journalist’s work, and doesn’t waste words. It’s the kind that gets a reply.
Use Social Media to Get Noticed
Social media isn’t just for scrolling it’s your megaphone. Platforms like X are perfect for catching a journalist’s eye. Share your wins, your insights, your story. Don’t just post about your product; talk about the bigger picture. If you’re in health tech, maybe share a thread about “Why Mental Health Apps Are the Future.” Tag reporters or outlets when it makes sense, but don’t overdo it.
I saw this work for a buddy’s fitness startup. He posted a video on X about his journey from couch potato to marathon runner, tying it to his app’s mission. He tagged a few health writers, and one reached out for an interview. That landed him a feature in Inc.com Magazine. The lesson? Be human, be helpful, and journalists will notice.
Social Media Tips
- Post regularly: Share industry insights, not just self-promo.
- Ride trends: Use hashtags or jump into conversations about your niche.
- Let your voice shine: People want to hear from you, not a corporate robot.
Hitch a Ride on Bigger Stories
You don’t always need to be the main event. Sometimes, you just need to piggyback on a story that’s already buzzing. Keep tabs on what’s hot in your industry, and position yourself as a voice worth hearing. If a big outlet runs a piece about “the rise of eco-friendly brands,” and you make sustainable packaging, reach out with your angle maybe how your product cuts waste by 50%.
I use Google Alerts to stay on top of this. Set it up for keywords like “green tech” or “small business trends.” When something relevant pops, email the journalist with a fresh take. Timing is everything, so don’t wait.
Team Up for a Bigger Splash
If you’re a small operation, partnering with others can make your story feel bigger. Look for businesses, influencers, or even charities that align with your mission. A joint project or event can draw media attention you wouldn’t get solo.
A coffee shop I know teamed up with a local animal shelter for a “Paws and Lattes” adoption event. They invited a few reporters, posted about it on social media, and got coverage in the local paper. That story’s charm caught the eye of a regional blog, and the rest was history. Partnerships add credibility and heart.
Start Local, Then Aim High
Big national outlets are the goal, but local media is your starting line. Your hometown paper or radio station is way more likely to cover you, especially if you’re creating jobs or solving a local problem. Plus, local wins can lead to bigger ones.
I saw this with a bakery that got a write-up in their small-town newsletter for their quirky cupcake flavors. The story was so fun that a city magazine picked it up, and soon a national food site was knocking. Start where you are, and let the dominoes fall.
Keep Learning, Keep Pushing
Landing media coverage is like learning to ride a bike you’re gonna wobble, maybe even crash. Track what works. Maybe one pitch got a bite because you led with a bold stat, while another flopped because it was too salesy. Use those lessons to get better.
And don’t let silence discourage you. I’ve sent pitches that vanished into the void, only to nail the next one. As 9FigureMedia puts it, “PR is about showing up, again and again.” Keep at it, and the wins will come.
The Finish Line
You don’t need a fat wallet or a Rolodex of media contacts to get your story out there. It’s about telling a story that’s real, connecting with journalists like they’re old friends, and being smart about where you put your energy. Whether you’re dreaming of get featured on Business Insider, working with a crypto PR agency, or landing a spot in Inc.com Magazine, it all comes down to being authentic and relentless.
So, fix that wobbly table (or don’t), grab your laptop, and start telling your story. The world’s ready to listen.
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