Imagine opening up your favorite tech blog and seeing a story about your startup’s successful recent investment round. Or reading an article about your expanded service into a local market in their printed paper. Or one of the top cryptocurrency publications did a writeup on your upcoming ICO. This is the kind of publicity you can’t buy – right?

It is true that the best coverage is free, voluntary coverage of your newsworthy developments. But the major tech publications are understandably picky about what they will print. They tend to prioritize the Unicorns who make splashy series-A announcements and high-profile hires. If you’re not quite Unicorn-status, how can you cut through?

The truth about press mentions is that they fit into two categories – journalistic and paid news outlets. 

Those that print what they believe to be real, compelling news that will excite their audience select their stories based on newsworthiness. They can’t be bought. They can, however, be accessed through PR agencies that have built up relationships with the journalists and editors over time. It can be worthwhile to hire a PR agency to help you get the word out, even though it means your free publicity isn’t actually free. Even the best PR agency can’t guarantee your story will appear in a specific publication. They can, however, help you reach the editor’s inbox to be considered.

The second category is paid news outlets that will print stories for a fee. In some verticals, such as the cryptocurrency and ICO media, nearly all publications charge a fee to print your content. Costs can range from 99 dollars to 2 bitcoins. The benefit here is that you are nearly guaranteed to get your article published. All of these publications (at least those worth reading) will still have standards of what is ‘newsworthy,’ but as long as you have some real, valid announcement that fits their audience, they will print it.

So what is ‘newsworthy?’ This of course varies by publication and is heavily dependent on the audience it attracts. As a rule of thumb, a press release should be about something that recently occurred. A key hire, a product release, expanding into a new market, landing a major investor or findings from a recent study. What is not news? The fact that “my company exists” is simply not enough to interest the average reader. Try to develop an angle that relates to a specific event, and you can tie information about your company as supporting facts.

If you need help developing ideas for your story, UpChannels can help! We have experience publishing hundreds of press releases and know what angles will stand out to editors. Not only that, we have relationships with both paid and journalistic publications to up your chances of getting printed, or get you a placement at a discounted rate. 

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