Day 17: Write a Press Release or Media Pitch That Gets Coverage

The Point Of Today

Media coverage starts with a story, not an announcement.

Founders often believe their launch, funding round, partnership, or milestone is automatically interesting. It may be important to the company, but journalists and editors serve readers. They ask a different question: why should someone who has never heard of this company care now?

Today you will build a press release or media pitch around reader relevance. The product or company may still appear in the story, but it should not be the only reason the story exists.

AI can help structure the press release, generate angles, and draft a pitch. You still need to choose the strongest hook and personalize outreach to real journalists.

Newsworthiness Comes From Tension

A story usually needs tension.

That tension might be:

• A surprising data point.
• A market shift.
• A customer behavior change.
• A local impact.
• A new category emerging.
• A large company ignoring a problem smaller customers face.
• A founder solving a problem from direct experience.
• A contrast between what people believe and what is actually happening.

"We launched a product" is weak on its own. "Independent retailers are losing hours every week to manual inventory work, and new tools are finally becoming affordable" is stronger. The company becomes part of a broader story.

Before writing the pitch, ask: what would the headline be if our company name were removed?

If there is still a story, you may have something worth pitching.

The Inverted Pyramid

A press release should put the most important information first.

The structure is:

1. Lead with the news and why it matters.
2. Add the strongest supporting evidence.
3. Include a short quote that adds perspective.
4. Explain context and background.
5. End with company information.

Do not hide the point in the third paragraph. Editors scan quickly. If the first two sentences do not explain why the story matters, the release is unlikely to recover.

Quotes should not be generic. Avoid lines like, "We are excited to announce." A useful quote explains why the development matters, what changed in the market, or what customers are struggling with.

The Journalist Pitch

The pitch email should be shorter than most founders want it to be.

A five-sentence structure works:

1. Personalised reference to the journalist's recent coverage.
2. The story angle.
3. Why it matters now.
4. The evidence or source available.
5. A simple offer to share more.

The subject line should read like a story idea, not a company announcement. Do not lead with your company name unless the company is already widely known.

Personalisation matters. A journalist can tell the difference between a mail merge and a pitch from someone who read their work. Reference a specific article, angle, or beat. Keep it sincere and brief.

Choose The Right Outlet

Not every story belongs in a national technology publication.

Some stories are better for local business press. Some belong in industry newsletters. Some belong in founder communities, trade publications, podcasts, or analyst briefings. A narrow but relevant audience may be more valuable than a large but indifferent one.

Match the angle to the outlet:

• Industry publication: operational trend or practitioner lesson.
• Local press: regional founder story, jobs, community impact.
• Business press: market shift, funding, economics.
• Newsletter: practical insight, data, founder lesson.
• Podcast: personal journey or strong point of view.

The right outlet makes the story easier to understand.

Know When Not To Pitch Yet

Some announcements are not ready.

If there is no timely angle, no evidence, no customer impact, and no broader relevance, wait. Build the proof first. A weak pitch sent too early can make later outreach harder because journalists remember irrelevant emails.

You can still prepare. Use the prompt to identify what evidence would make the story stronger. That might be a survey, a customer result, a milestone, a local connection, or a more specific market insight.

Build A Small Media List Carefully

A short, relevant list beats a large generic list.

For each journalist or editor, capture:

• Their beat.
• One recent article related to your topic.
• The angle they usually care about.
• Why your story fits their readers.
• The first sentence you will personalize.

This small amount of research changes the pitch. It prevents you from sending a funding-style announcement to someone who writes only practical operator pieces, or a local founder story to someone who covers national market data.

If you cannot explain why a specific person should care, do not send the pitch to them yet.

Today's Practice

Run the prompt and choose the strongest angle.

Then find five journalists, newsletter writers, or editors who have covered similar stories recently. Read at least one recent piece from each person. Personalise the first sentence of your pitch.

Before sending, ask:

• Is the story clear without our company name?
• Is there a reason this matters now?
• Is the evidence specific?
• Is the email short?
• Is the recipient a real fit?

Good PR is not noise at scale. It is relevance, timing, and a story that serves the reader.