The world doesn’t care about your company (yet). And a funding round announcement isn’t going to make them. That means getting press coverage is about selling a story, not a company. Here's how to do it.

1. Draft Off of Existing News

Journalists (and readers) already care about certain topics—so make your startup part of that conversation. When everyone was talking about DeepSeek’s AI, I pitched a startup as “here’s what comes after DeepSeek,” not “we raised $7M.” The funding round became a supporting proof point, not the headline.

2. Position Yourself in a Trend

Everyone wants to know what’s happening next. So define a trend that makes your company a guide to the future. A trend always needs three examples—so link your company with two others (ideally not competitors) to paint the bigger picture. It can be as broad as the future of work or as industry-specific as advanced packaging in the semiconductor industry. “We illustrate a broader shift toward XYZ” is more compelling than “we exist.”

3. Make It Timely

The eternal question is Why Now? In case the existing news angle isn’t working, perhaps tie your pitch to a new law, an upcoming event, or a milestone. Editorial calendars (especially at trade publications) often manufacture timeliness by focusing on industry themes—leverage that.

4. Share Data That Reveals Something New

Does your company produce or collect data that challenges the way we understand the world? If your startup surfaces a surprising trend or challenges assumptions, lead with that. Bonus points if your data updates regularly—now you can make an index and make news every quarter.

5. Go Niche, Not Glamorous

Instead of seeking validation in a publication your mom has heard of, focus on the ones your customers and partners read. Think General Surgery News, not the New York Times. The right niche outlet is more likely to publish your story, is more likely to be a cheerleader for your innovation, and you’ll reach a higher-value audience that’s ready to do business.

6. Build Relationships

Forget mass-blasting 200 reporters. Instead, identify 2–3 journalists who cover your space and follow their work. A good way to do this is to set up Google Alerts for your industry. You’ll likely identify a small group of reporters who matter. Reach out: Compliment their reporting, share useful info without a pitch, and become a source. When you finally do pitch, it will be a warm outreach.

7. Pre-Write the Nut Graf

The “nut graf” is the heart of any article: the paragraph that says what the story really is and why it matters. Pre-writing it helps sharpen your angle—and lets the journalist immediately envision the article. If they can copy-paste it, you're doing it right.

8. Craft a Killer Subject Line

If they don’t open the email, nothing else matters. Your subject line should tease your nut graf—pose a question, suggest urgency, or highlight a surprising stat. Keep it short and curiosity-inducing.

9. Offer Something Exclusive

An exclusive story or interview gives a journalist a reason to say yes. A bold-faced name (an investor, advisor, or customer) can add weight—but only if they’re relevant to your space and willing to talk about how great your startup is.

10. Brevity Wins

Once you’ve written your pitch, cut it in half. Then cut it again. Journalists don’t need your full origin story—just enough to get interested and ask for more. A little mystery is good.

In short, remember the 3 H’s: Hook, Help, Human.

Hook them with a timely story.

Help them with real evidence and data.

And always treat the journalist like a human, not a distribution channel.

Still stuck? Ask a professional for help. Press coverage isn’t magic—but with the right approach, it can feel like it.