Special

Are You Special?

Every founder thinks his or her product or service is special – but is it really?

Your startup is doing incredible things every day and you want to shout about every goal and project from the rooftops, because it’s all monumental to you.

And we get it. But you need to be realistic about what’s newsworthy and what isn’t, and then focus your efforts to make your pitch stand out from the hundreds of emails reporters and bloggers get every day.

Here are some questions to ask yourself before you send out that email.

Are you the first?

Is your company the first to do something or creating an entirely new category? When Amazon started, the company wasn’t interesting because it sold books – it was interesting because of how the books were sold. The company was the first in the category – it’s what made them different. Now that’s something to write about!

Have you reached a major milestone?

While reaching financing and funding goals are important, only a niche group of media will likely be interested in that story. Think bigger and broader about milestones that will showcase the company’s growth and give reporters and bloggers a moment in time to write about your startup.

Do you have a unique background?

Do you have an interesting story about why you started your company? Were you inspired while backpacking across Europe? Was there a process that was so frustrating that you decided to fix it? Help reporters and bloggers understand the “why” of your company, and you may just hook them.

Do you have a special event?

A new office opening? Media’s availability is limited, but they may take you up on an offer to attend a grand opening, site tour or product demo. Think creatively on how best to engage media and communicate your story.

The more your startup grows and develops, the more newsworthy info you’ll have to share with reporters and bloggers. And yes, in the end, you are special.

E.J. Powers is EVP/Partner at Montagne Communications

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