How to Get Press Coverage as a Startup, Step by Step

By Zach Schleien

A complete step-by-step guide to getting press coverage for your startup without hiring a PR agency or spending thousands on retainers.

Getting press coverage as a startup feels impossible. You don't know any journalists. You can't afford a PR agency. And every pitch you send disappears into the void.

I've landed 200+ media features - including the New York Times, Forbes, TechCrunch, BBC, and Good Morning America - without ever hiring a PR firm. Here's the exact step-by-step process.

Step 1: Find Your Angle

Journalists don't cover companies. They cover stories. Before you pitch anyone, answer this question: "Why would a reader care about this right now?"

Your angle needs three things:

• Relevance: Ties to something happening in the news or culture
• Specificity: Concrete numbers, names, or details (not "we're disrupting X")
• Uniqueness: Something only you can say

When I pitched Filteroff, the angle wasn't "we built a dating app." It was "this dating app caught its own scammers using live video verification." That's a story. The other is a press release.

Step 2: Build Your Journalist List

Don't pitch randomly. Find journalists who already cover your topic. Here's how:

Method 1: Google reverse-engineer. Search for recent articles about your topic. Note the journalist's name, outlet, and beat.

Method 2: Use a journalist database. Tools like PressPitch AI let you search for journalists by topic, outlet type, and location. You get contact information and recent coverage so you can personalize your pitch.

Method 3: Twitter/X and LinkedIn. Many journalists share what they're working on. Follow reporters who cover your industry and engage with their content before pitching.

Build a list of 20-30 journalists. Quality over quantity.

Step 3: Craft Your Pitch

Your pitch email should be 150 words or fewer. Here's the structure:

1. Subject line: [Specific credential/number] + [Newsworthy hook]. See my full subject line breakdown.
2. Opening: One line referencing their recent work. "I loved your piece on [topic]."
3. The pitch: 3 sentences max. What's the story, why now, why it matters.
4. Proof: Your credibility in one line. Numbers, press, credentials.
5. Ask: "Happy to jump on a call or send more details."

That's it. No attachments. No press releases. No "about our company" sections.

Step 4: Send and Follow Up

Send your pitch on Tuesday, Wednesday, or Thursday morning (journalist time zone). Avoid Mondays (inbox overload) and Fridays (weekend mode).

Follow up 3-4 days later with a new angle, not "just checking in." Add a new data point, a timely news hook, or a different story element.

My follow-up strategy for my dad's New York Times feature turned one story into coverage across GMA, CNN, FOX, and The Washington Post.

Step 5: Stack Your Coverage

Every press hit makes the next one easier. After your first feature:

1. Add "As seen in [Outlet]" to your website and email signature
2. Reference previous coverage in future pitches ("Following our recent feature in [Outlet]...")
3. Pitch new angles to different journalists at different outlets
4. Ride the news cycle - when the narrative shifts, pitch the same story with a new hook

I turned one COVID story into features across 5+ national outlets by pitching new angles every time the news cycle shifted.

Step 6: Build Relationships, Not Transactions

The best press comes from journalist relationships built over time. After a feature:

• Thank the journalist publicly (share and tag on social media)
• Stay in touch with occasional relevant tips or insights
• Be available as an expert source for future stories

Journalists remember founders who are helpful, responsive, and respectful of their time.

The Timeline

Expect 2-4 weeks from first pitch to published story for online outlets. Print and TV can take longer. Don't get discouraged by silence - most of my biggest hits came from follow-ups, not first pitches.

Ready to start landing press? Try PressPitch AI to find journalists, generate pitches, and track your outreach - all in one platform.