You don’t need personal contacts to win press

You don’t need personal contacts to win press attention, but you *do* need a strong story.

That's the advice I've given twice this week (already!) to startup founders looking to win media coverage.

PR / media can all seem a bit mystical and alien, but really if you have a strong story, you have no more / less of a chance of it being picked up whether or not you 'have contacts' (although, contacts can help shape the story). If the story is naff, even your bff at The Times can’t make it land. If your story’s strong, you can pitch cold and get a spot in The Guardian.

There's no secret - if you want to be in the press, here's what you can do:

1) *Find and shape the story* - this is the most important part. What’s really new, surprising or emotionally resonant? Journalists aren't likely cover a startup or solution just because it exists, but they will be interested in a bigger narrative, like a data trend that signals a turning point in care delivery.

2) Match the story to the outlet - Think about which angle would land where. A piece for The Times might lead with social impact or data; HSJ might want a spicy opinion on a national policy. You need to research the audience and the outlet you're aiming for.

3) Pitch - short, tailored emails that lead with the story and why it's timely. Mention stats or trends if they support the angle.

4) Line up spokespeople - Make it easy for them to publish! A founder with a clear and credible voice, a patient who has been impacted. Strong images or video also really help to have on hand.

Simples, right? 😺 (no meerkat emojis are available, so I did my best)

[Image: Getty via Condé Nast]