Beyond the Media Kit: How to Land Press Coverage That Makes You a Trusted Expert

Most PR advice stays theoretical, but startups need tactical steps to secure meaningful press coverage that drives real business results beyond vanity metrics.

PR agency founder Emily Gerber reveals exactly which publications to target, how to craft pitches that work, and why the real value of press isn't direct signups.

Key Takeaways

• Press delivers powerful second-order effects like sales credibility, recruiting validation, and sponsor attraction rather than direct customer acquisition for most B2B companies
• TechCrunch covers only 9 funding stories per week from 50+ actual funding rounds, but you can be one of those nine with the right approach
• Keep funding pitches simple: amount raised, investors, one-line explanation of why it matters—avoid convoluted market trend explanations
• Reference established incumbents rather than claiming category creation when pitching reporters who need immediate context and frame of reference
• Three-sentence pitches work better than long emails—reporters have short attention spans and need clear, direct communication
• Warm introductions to reporters matter less than excellent cold outreach with thoughtful, targeted messaging to the right beat journalists
• Business Insider loves pitch deck stories, Forbes has strong contributor networks, and Axios focuses purely on deals and partnerships
• Press releases are largely obsolete—blog posts offer more flexibility, better SEO, and social sharing without formulaic marketing speak
• The atomic structure of successful PR involves finding controversial angles that provide reporters with fresh perspectives on trending topics

Timeline Overview

• 00:00–18:30 — Press Value Beyond Signups: Why B2B companies benefit from validation, credibility, and second-order effects rather than direct customer acquisition metrics
• 18:30–35:20 — Publication Strategy Guide: Which outlets to target (TechCrunch, Axios, Business Insider, Forbes) and what types of stories each publication prioritizes for coverage
• 35:20–52:15 — Crafting Effective Pitches: Three-sentence rule, referencing incumbents vs category creation, and finding controversial angles that reporters actually want to cover
• 52:15–68:40 — Reporter Outreach Tactics: Why warm intros don't matter, how to reach journalists via Twitter/LinkedIn/email, and the importance of exclusive offers
• 68:40–85:35 — Pitch Examples Analysis: Real examples of successful vs unsuccessful pitches, including Ramp vs Bill.com positioning and common press release mistakes
• 85:35–END — Agency vs DIY Decision: When to hire PR agencies, budget expectations ($10-30k/month), and tactical opportunities like Morning Brew co-working series

Why Press Coverage Delivers Value Beyond Direct Signups

The common critique that press doesn't drive meaningful growth misses the powerful second-order effects that actually matter for business development and credibility building.

• B2B companies benefit most from validation and third-party credibility rather than direct customer acquisition through press coverage
• Sales teams can reference press coverage in outbound emails and presentations to establish legitimacy and reduce buyer skepticism about new tools
• Recruiting becomes significantly easier when candidates see press coverage that validates the company's trajectory and market position
• Sponsors and partners use press coverage as internal justification for working with earlier-stage companies that might otherwise seem risky
• The validation effect proves especially important for companies selling to enterprise buyers who worry about vendor stability and longevity

Consumer companies can see direct growth impact when the product has low barriers to trial and immediate value demonstration upon first use.

• Perplexity invested zero in paid marketing but saw massive signup spikes after press announcements because the product offers instant gratification
• Products that require single-use trials to demonstrate value (like search alternatives) benefit more from press-driven traffic than complex B2B tools
• The "Google alternative" framing gives reporters and readers immediate context for understanding what the product does and why it matters
• Consumer PR works best when combined with viral product mechanics that encourage sharing and word-of-mouth amplification beyond the initial press hit

Press coverage creates compound effects over time rather than delivering immediate measurable returns that show up in weekly analytics dashboards.

Strategic Publication Targeting: Where to Pitch What Stories

Different publications have distinct editorial preferences, audience demographics, and story types that determine your likelihood of successful coverage placement.

• TechCrunch remains the go-to for funding announcements despite only covering 9 out of 50+ weekly funding rounds—but you can be one of those nine
• They also offer TechCrunch Disrupt speaking opportunities, the Found podcast for compelling founder stories, and the Equity podcast for investment analysis
• TechCrunch struggles with dedicated beat reporters for healthtech and martech, making those sectors harder to place through their standard channels
• Their lack of paywall helps drive meaningful website traffic on announcement days compared to subscription-gated competitors

Business Insider excels at pitch deck stories for companies willing to share redacted fundraising materials and entrepreneurial journey pieces with hard metrics.

• They actively push for revenue numbers, growth statistics, and specific business metrics that many early-stage companies aren't comfortable sharing publicly
• Their "top startup" and "top professionals" lists offer easier entry points requiring minimal time investment through simple submission processes
• These list opportunities have become almost comically niche but provide legitimate Business Insider logo placement for portfolio and website use
• The entrepreneurial journey angle works well for founders who've built measurable businesses and can share specific financial performance data

Axios operates as a deals-focused publication that requires monetary components, acquisitions, or funding announcements rather than pure product news.

• Their healthcare vertical coverage stands out as particularly strong with dedicated beat reporters who understand industry nuances and trends
• Local Axios editions provide regional story opportunities for companies with location-specific news or community impact angles
• Never pitch them product announcements without deal components—they'll likely ignore pitches that don't fit their editorial focus areas

Forbes works best through their contributor network for earlier-stage companies while their main editorial staff covers later-stage businesses with significant metrics.

• Forbes 30 Under 30, Fintech 50, and AI 50 lists provide legitimate recognition opportunities for qualifying companies and executives
• The contributor network has lower barriers to entry and more flexibility around covering earlier-stage companies without requiring massive scale

Mastering the Art of the Three-Sentence Pitch

Effective media pitches follow specific structural principles that respect reporters' time constraints while delivering essential information clearly and concisely.

• The most successful pitches contain exactly three sentences that cover the news, why it matters, and the exclusive offer or angle
• Subject lines should immediately clarify your intentions and the specific story type you're proposing rather than using vague marketing language
• "Reaching out with [Company] funding exclusive - $8M Series A from [investors]" works better than "Revolutionary fintech solution disrupting payments"
• Include the funding amount and investors OR the company name and description, but not both initially to prevent reporters from writing stories without your involvement

Reference established incumbents rather than claiming category creation when positioning your company for reporters who need immediate context.

• "Company taking on Salesforce with X approach" instantly gives reporters a frame of reference and understanding of market dynamics
• Category creation language fails with reporters because it doesn't provide concrete comparisons that help them understand the actual product value
• "First-to-market" and "revolutionary new category" claims typically get ignored because they lack specificity and concrete positioning anchors
• Pattern matching to successful existing companies helps reporters quickly grasp your business model and competitive differentiation

Controversial angles and contrarian takes dramatically increase your chances of coverage by providing reporters with fresh perspectives on trending topics.

• When Shopify announced meeting cancellations to widespread praise, positioning critical analysis of why that approach wouldn't work long-term secured Fast Company coverage
• Reporters receive dozens of similar pitches on trending topics—they need opposing viewpoints to write balanced articles that stand out
• Bold stances must align with business strategy and expert positioning rather than manufactured controversy purely for attention
• The key involves thoughtful analysis that adds genuine value to industry discussions rather than inflammatory takes designed solely for clicks

Reporter Outreach: Cold Email Beats Warm Introductions

The relationship-driven PR myth overstates the importance of personal connections while understating the power of excellent cold outreach to the right people.

• Warm introductions provide faster responses but don't influence editorial decisions—good reporters make coverage choices based on story merit, not friendship
• Media changes too rapidly for relationship-based strategies to remain sustainable as reporters switch beats, publications, and career focuses regularly
• Cold outreach done thoughtfully proves just as effective as warm introductions when you target appropriate beat reporters with relevant story angles
• The relationship building happens after successful collaboration rather than serving as a prerequisite for initial coverage opportunities

Multi-platform outreach strategies maximize your chances of connecting with busy reporters across their preferred communication channels.

• Twitter works especially well when reporters tweet about stories they're working on—respond with concise pitches that directly address their stated needs
• LinkedIn messaging proves effective for podcast hosts and some beat reporters, though email remains the primary professional communication channel
• DMs should contain maximum 10 words explaining why your contact is relevant, plus a link to supporting materials rather than full pitch content
• Email subject lines must clearly state your goal: "[Column Name] guest suggestion" or "[Company] funding exclusive" rather than vague relationship-building language

Follow-up strategies require respectful persistence with new information rather than repeated identical messages that demonstrate lack of strategic thinking.

• Wait 3-4 days between follow-ups and include fresh angles, recent news developments, or additional context rather than resending the same pitch
• Acknowledge their busy schedules with language like "I know your inbox is slammed" to show awareness of reporter workload realities
• Point out coverage gaps in their recent work that your story could address, demonstrating that you actually read their content regularly
• Try different platforms if email doesn't work—sometimes DMs or LinkedIn messages break through when emails get buried in overflowing inboxes

Real Pitch Examples: What Works vs What Doesn't

Successful pitches demonstrate clear value propositions through concrete positioning rather than abstract marketing language that obscures actual functionality.

• Ramp's bill pay launch succeeded by positioning as "taking on Bill.com" rather than describing "seamless vendor payment solutions" in generic terms
• The incumbent reference helped CNBC understand market dynamics and competitive implications that made the story newsworthy beyond basic product announcements
• Bill.com stock dropped the day after Ramp's announcement, with press mentioning the competitive threat as a contributing factor to investor concerns
• This concrete market impact vindicated the positioning strategy and demonstrated how proper framing creates actual business news rather than product marketing

Failed pitches rely on jargon and undefined terminology that prevents reporters from understanding what the company actually does or why it matters.

• "Workflow automation product combining AI assistance, human-in-the-loop collaboration, and robust multiplayer experience" communicates nothing specific or actionable
• Terms like "human-in-the-loop collaboration" (all collaboration involves humans) and "robust multiplayer experience" (sounds like gaming) create confusion rather than clarity
• Reading pitches aloud reveals how unnatural and incomprehensible marketing language sounds compared to normal human communication patterns
• The solution involves answering basic questions directly: what does this product do, who uses it, who are your customers, what problem does it solve

Growth metrics require strategic presentation that avoids misleading percentage calculations based on tiny baseline numbers that reporters immediately recognize as manipulation.

• "700% increase since exiting stealth" could mean growing from 1 to 7 customers, which reporters understand as meaningless statistical manipulation
• Better approaches provide concrete context: "Revenue hit six figures in Q4 and has grown 30% quarterly with 40% enterprise adoption"
• Specific revenue milestones and consistent growth rates sound more credible than explosive percentage increases from near-zero starting points
• Early-stage companies shouldn't worry about seeming "small"—reporters understand that startups begin with modest numbers and expect realistic metrics

Press Release Obsolescence and Blog Post Advantages

Traditional press release distribution represents an outdated approach that doesn't align with modern media consumption patterns or reporter research methods.

• Reporters no longer check news wires for story ideas, making expensive press release distribution ($300-2000) largely ineffective for generating coverage
• Press release formats encourage formulaic marketing language that contradicts effective communication principles for media relations
• Syndicated press release sections on business websites receive minimal reader attention compared to original editorial content that people actually seek out
• SEO benefits from press release distribution have diminished as Google algorithms no longer prioritize this type of syndicated content

Blog posts provide superior flexibility, shareability, and engagement opportunities while containing all the same factual information as traditional press releases.

• First-person narrative formats allow founder voices and authentic storytelling that press releases specifically prohibit through their formal structure requirements
• Social media sharing works naturally with blog posts but feels awkward with press release links that few people want to distribute voluntarily
• Custom graphics, embedded media, and interactive elements enhance blog post engagement while press releases restrict creative presentation options
• Website traffic flows to your domain rather than third-party press release distribution sites that provide no ongoing relationship building

Modern companies can maintain all the informational benefits of press releases while gaining communication advantages through more flexible content approaches.

• Blog posts can include identical investor quotes, funding details, and factual announcements that reporters need for their coverage
• The informal tone and personal perspective often make blog posts more quotable and interesting for journalists seeking authentic founder voices
• Press release requirements only apply to public companies for earnings announcements and regulatory compliance situations
• Early to mid-stage startups gain nothing from press release formality while sacrificing communication effectiveness and audience engagement

Agency Selection: When to DIY vs Hire Professional Help

PR agency effectiveness depends more on startup-specific experience and execution speed than brand recognition and prestigious client rosters.

• Large, established agencies often use strategies designed for household brands that require reactive messaging control rather than proactive startup growth tactics
• Startup PR demands experimentation, speed, and scrappy approaches that contradict the methodical processes used for protecting established brand reputations
• Don't assume agencies with impressive client logos understand how to work with early-stage companies that need aggressive growth-focused PR approaches
• Month-one activities should involve immediate pitching and tactical execution rather than lengthy messaging development and strategy documentation phases

Budget expectations range from $8,000 monthly for experienced consultants to $15,000-30,000 for boutique agencies serving Series A through Series C companies.

• One-off project budgets for single story placement typically run $10,000-20,000 depending on story complexity and timeline requirements
• Six weeks lead time before announcements allows proper blog creation, media training, outreach coordination, and reporter scheduling flexibility
• Avoid rigid announcement dates that prevent optimization around reporter availability—the right journalist coverage matters more than specific timing
• RFP processes often exclude the best agencies who won't invest significant unpaid time in competitive bidding situations

Writing samples and team introductions matter more than client lists and agency pedigree when evaluating potential PR partners for startup work.

• Request recent blog posts, press releases, or pitch examples to evaluate actual communication quality rather than relying on case study summaries
• Meet the day-to-day team members who will handle your account rather than just senior partners who participate in sales conversations
• Ask specifically about month-one deliverables and tactical activities to understand their approach to immediate value creation versus long-term relationship building
• Startup PR agencies should demonstrate comfort with hands-on execution rather than high-level strategy consulting that delays concrete results

Common Questions

Q: How do I know which publication is right for my funding announcement story?
A: TechCrunch works for most funding rounds, Business Insider accepts pitch deck stories, and Axios covers deals with monetary components.

Q: Should I try to build relationships with reporters before pitching my story?
A: Cold outreach with excellent targeting works as well as warm introductions—focus on finding the right beat reporters with relevant story angles.

Q: What's the difference between B2B and consumer press strategies?
A: B2B press provides validation and credibility for sales/recruiting, while consumer press can drive direct signups for low-barrier trial products.

Q: How long should my pitch email be to reporters?
A: Three sentences maximum covering the news, why it matters, and your exclusive offer—longer emails typically get ignored due to reporter time constraints.

Q: When should I work with a PR agency versus handling media outreach myself?
A: Agencies make sense at $15k+ monthly budgets when you need consistent coverage and have complex announcements requiring strategic coordination.

The modern media landscape rewards directness, authenticity, and strategic positioning over relationship-driven approaches and marketing jargon. Companies that understand reporter needs, target appropriate publications, and craft compelling narratives around concrete business developments will consistently secure meaningful coverage that drives real business value beyond vanity metrics.

Practical Implications

• Research beat reporters at target publications and follow their recent coverage to understand their story preferences and angles
• Create simple three-sentence pitch templates for funding announcements that include amount, investors, and one-line business explanation
• Replace category creation language with incumbent comparisons that give reporters immediate context and competitive framing
• Write blog posts instead of press releases for announcements to enable social sharing, better SEO, and more authentic founder voice
• Apply to Morning Brew co-working series through their Google form submission process for relatively easy feature placement
• Test controversial or contrarian takes on trending industry topics to provide reporters with fresh angles they actually want to cover
• Budget $10-20k for one-off story placement or $15-30k monthly for ongoing agency relationships depending on your coverage goals
• Follow up with reporters every 3-4 days using new information or angles rather than repeating identical pitch content
• Target newsletters and podcasts in your vertical using the same strategic approach you'd use for traditional media outlets
• Build executive social media presence around bold opinions and industry commentary rather than generic corporate content