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The Power of Doing Things That Don't Scale: A Guide to Getting Press

Tips and tactics for getting your startup in the news

Setting Goals for Press Coverage

  • Define your target audience and desired outcome
  • Focus on reaching specific industries or customer segments
  • Identify the type of stories that align with your goals
  • Consider product launches, fundraising, milestones, or stunts
  • Align your press strategy with your business objectives

Choosing Newsworthy Stories

  • Evaluate the relevance and novelty of your stories
  • Consider if your news would be interesting to others
  • Originality is not necessary, but being 'original enough' is
  • Avoid being the 'second' in a similar story
  • Ensure your stories are worth writing and reading

Tactics for Getting Press Coverage

  • Build relationships with journalists and bloggers
  • Develop a media contact list and keep it updated
  • Craft compelling press releases or pitches
  • Personalize your communications to each recipient
  • Leverage your network and industry connections

Maximizing Press Impact

  • Monitor press coverage and engagement metrics
  • Amplify positive coverage through social media
  • Engage with journalists and readers through comments
  • Leverage press coverage for additional opportunities
  • Continually evaluate the effectiveness of your press strategy

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