In addition to bringing in funding, launching a crowdfunding campaign can be a powerful and cost-effective tool for startups to execute a successful public relations (PR) campaign. By coupling your launch with a strong PR push, you gain added benefits like top-tier press mentions and improved brand recognition. 

There is also a direct correlation between the amount of media coverage your startup receives and the amount of funds it brings in. In fact, if your fundraising campaign is not paired with a PR push it is far less likely to succeed than one where you've spent weeks or months preparing for the PR push.

In order to capture the attention of the media, you'll need to put together the right tools and information.  Reach out to members of the media via email to get more press coverage about your company. Good PR emails will have the following traits:

  • A great, concise subject line
    • Less than 80 characters
    • Not gimmicky or using hyperbole

  • A concise email pitch
    • Bullet points are an excellent tool in an email pitch.
    • Always reference the journalist's work and magazine when pitching them; it shows you did your homework, as opposed to putting them on a PR mailing list

  • Target Media Contacts
    • Emails are much more effective when you target journalists that speak to your audience and personalize your approach in your outreach
    • Don't accept a near-hit with audience; only pitch to journalists which hit your audience exactly

Here are a list of tips and tricks for contacting the media, and things to remember:
  • Coverage trickles up
    • It's easiest to start your outreach with small media outlets. Once you've got a few of these under your belt, use them as social proof when pitching to medium sized outlets. Top tiered outlets use small and medium sized publications as sources, so use them as social proof when pitching to the big players.

  • Sometimes it takes 2 emails... or 6
    • Journalists receive so many emails per day that it's easy to lose some in the shuffle. Follow up your email with another email, a phone call, a tweet  you get the picture. Keep following up until you get a response or feel that the contact has been “saturated”

  • Make covering your startup valuable
    • Bloggers and online journalists are often paid by the pageview, so when you're featured, be sure to maximize their pageviews. Share the article on all of your social media platforms and email it to friends and family. Ask them to share the article, as well. If journalists equate covering you with a payday, you've just made a great contact for future coverage

  • Make your pitch applicable to a large audience
    • Because online journalism pays by the pageview, journalists must choose the pitches they believe will appeal to the largest audience (and thereby generate the most pageviews). Write your pitch in such a way that your story is relatable to a larger industry issue; this will prove to the journalist that your story will attract a large audience