When should startups seek media coverage? (and when not to)

 
We receive dozens of emails from startups every week looking for coverage in Tech in Asia, and while some might be interesting, they don’t necessarily send us anything newsworthy. Every media outlet worth its salt will be looking for a news peg – an event that makes the piece timely. In the startup world, a few types of pegs in particular capture our attention. To help prevent both sides of this interaction from wasting time or missing out on good future coverage, we’ve put together a list of when – and when not – to seek media coverage as a startup.

You should send out a request for coverage when you …

Launch

This can be the launch of an open beta or a full launch, but probably not both, unless there are major changes to the completed version. Media get a fun new startup to talk about, often taking the novelty or underdog perspective. In return, the startup gets exposure to potential users and investors.

Receive investment

This is more likely to be picked up by media specializing in the startup and finance sectors. And if you’re getting an eight-digit figure, the mainstream media might be keen to pick up the story too. This is good exposure to future investors, but not necessarily customers. Be careful about sending out investment info before the deal is sealed as it can affect your funding round should your prospective investors see it.

Make a profit

Many startups receive investment, which is great, but far fewer actually turn a profit, which really spells success in the eyes of the media. You’ve just discovered a business model that puts your books in the black. Don’t be afraid to brag about it to the world. This is often when people start seeing your company as less of a wild card and more of a real market competitor.

Expand to another country

Like making a profit, international expansion is another indicator of success. This can be pre- or post-launch of your product or service in another country, but make sure not to backpedal if you go with the former. Remember to target media both in the domestic and foreign market.

Can offer expertise

Reporters often need sources to provide background information or context on a story not necessarily related to your startup. Entrepreneurs are often experts on some are or another, and they have more on-the-ground experience than university professors. Even though the story might not directly concern your company, it’ll still likely get a mention and you look like a smarty pants.

Reach impressive user numbers

What counts as “impressive” depends on your business model. Obviously a B2B business isn’t going by the same scale as B2C, for example, so it’s up to you to make that determination. Nice round numbers with lots of zeroes make for more attractive headlines (e.g. 100,000 is more catchy than 113,000). Savvy media will also know the difference between daily active, monthly active, and registered users, so don’t try to pull a fast one. Note that download numbers don’t equate to users – that’s just BS. Active user numbers are most important, whereas registered is just a supplementary fact and can even be deprecatory if your active-to-registered ratio is low.

Exit the market

You should not seek media coverage when you…