the Key To Getting In the Press is Knowing the Difference Between a Product Pitch vs. a Press Pitch
The Startup Challenge: Building Traffic, Users, and Credibility
For early-stage startups, the ultimate goal is to gain traffic, attract users, and build credibility. However, traditional methods like PPC (pay-per-click) advertising and paid campaigns often drain resources and shorten your runway. So, what’s the solution?
Getting featured in the press.
Unlike ads, press coverage is free, sustainable, and builds credibility that lasts. But how can a largely unknown or not-yet-funded startup grab the attention of journalists?
The key lies in writing a pitch that editors can’t ignore. Let’s explore how to craft a press-worthy pitch that positions your brand for success.
The Difference Between a Product Pitch and a Press Pitch
Many startups make the mistake of sending overly promotional product pitches to journalists. Here’s why that doesn’t work:
A product pitch focuses on features, specs, and attachments, which often resemble a brochure rather than a compelling story.
A press pitch gives journalists what they want: relevance, value, and a story that connects to their audience.
To transform your product pitch into a press-worthy pitch, focus on these elements:
Highlight the bigger story your product contributes to (e.g., solving an industry problem or addressing a societal trend).
Avoid attaching decks, product specs, or lengthy PDFs—journalists are more interested in concise, compelling narratives.
Provide relevant context and data to support your story, making it easy for editors to see its value.
Mastering the Art of Press-Worthy Pitches
To stand out to journalists, follow these steps to create a press-worthy pitch:
Understand the Audience
Research the publication’s readers and align your pitch with their interests. Editors are more likely to consider pitches that resonate with their audience.Provide a Unique Angle
Position your product within a broader context, such as an emerging trend, industry challenge, or unique market insight.Make It Easy for Journalists
Provide clear, concise information that helps journalists craft their story quickly. Avoid overwhelming them with unnecessary details or attachments.
Avoid These Common Pitching Mistakes
When pitching to the press, steer clear of these pitfalls:
Overloading with Attachments: Don’t include decks, product specs, or large files. Instead, link to resources or provide them upon request.
Making It All About Your Product: Instead of focusing solely on features, tie your product to a larger narrative.
Lacking Personalization: Avoid generic pitches. Tailor each pitch to the journalist and publication you’re reaching out to.
Free Resource: Learn the Secrets to Writing Great Pitches
Want to dive deeper into creating press-worthy pitches? Watch my PR Secrets webinar clip below, where I explain how to give journalists exactly what they’re looking for.
Why Press Coverage Matters for Startups
Press coverage isn’t just about gaining visibility—it’s about building trust, authority, and lasting credibility for your brand. Unlike paid ads, which stop delivering results as soon as the budget runs out, media coverage continues to drive traffic and awareness long after the story is published.