With the emergence of each new start-up in the clean or climate tech space is an understandably proud founder who wants to shout about it, envisioning how their brainchild will change the world. While this might prove to be the case, not every new technology or venture can be a ‘gamechanger.’ Journalists, who are inundated with dozens of emails each day claiming precisely this, know this better than anyone.
At the same time, as typified by the unfortunate news that was shared recently by the Business Insider and TechCrunch newsrooms, the number of reporters, including those who cover the start-up space, is declining. Invariably, with less time at their disposal, journalists don’t have the luxury to explore prospective stories, such as a founder’s background or the thing that inspired them to start their new venture.
So how do you get cut through and secure the coverage that will enable your profile to grow?
Our work in clean tech communications and supporting founders has shown that clarity, credibility and consistency are key to building trust with media. Here’s five top tips to engage journalists so you can build founder profile and reach your target audiences.
1. Avoid jargon
The first thing to consider are the messages you convey and phrases you use. Every reporter has a bull**** radar, which pings when jargon is used either in a pitch or during an interview. Remember that not every solution can be a ‘silver bullet,’ ‘industry-leading’ or ‘groundbreaking.’ If you use phrases like this, or jargon-y terms more broadly, the journalist is likely to switch off or not take you and your company seriously.
2. Strengthen your messaging
Instead, it’s vital you develop a strong business case and robust and compelling messaging that stands up in the face of challenging questions – journalists will always ask these to ensure your proposition is watertight, and whether it’s something worth reporting on. This will also help to build your credibility as a spokesperson and of your offering in the eyes of prospective investors.
3. Show personality
It might sound cliché, but whether you’re being interviewed or providing written commentary, be yourself. Professionalism is important, but so is personality. Speaking with conviction helps convey both authenticity and authority – two qualities that are essential to building profile as a thought leader.
4. Nurture relationships
Once the interview is over, make sure to build upon the relationship with the journalist. This includes being available and well-prepared for interviews or to provide commentary on relevant topics and news stories, offering thought leadership exclusives and company news under embargo if it feels appropriate to do so and, more generally, maintaining contact through your agency by inviting them to relevant events and for coffee if you’ve got things to update them on.
5. Amplify your coverage
And finally, make sure to use your platform to amplify coverage by sharing it on LinkedIn and via other social and marketing channels. This helps you build credibility within your network while also growing your profile by increasing awareness beyond it. If it feels appropriate, make sure to tag the reporter in the post to acknowledge them and the opportunity they provided you.
These are the core principles we adhere to by when working with start-ups and scale-ups to build founder and C-suite executive profiles, brand awareness and, ultimately, support them in their growth journeys.
We specialise in clean tech communications, and through the relationships we’ve developed with reporters over the years, and our understanding of what it is about your background, product and company that will catch their attention, we can do the same for you.
If you’re a start-up or scale-up founder looking to build your profile and would like to chat about the support we can provide, please feel free to reach out to james.montague@forster.co.uk. You can also learn more about our services here.