We all want press coverage. That's just natural.
But as we've discussed here before, not all press coverage is good. And not all press coverage will drive your overall business objectives. Which is why it is absolutely critical to be strategic on where you and your team invest time and resources as it pertains to media relations.
As a small start-up (and this can be the case for larger organizations too), your reaction may be to take any and all inbound press opportunities. But it is important to ask yourself what impact that story could have on the business.
Is that outlet's audience our target customer demographic? Do our investors read that publication regularly? How has that blog covered our industry and competitors in the past?
Not only complete the due diligence on all inbound press inquiries to make sure they are worth your communications and leadership teams' time, but also do some proactive research to ensure your teams are on the same page around priorities.
What outlets are "must-haves," meaning they cover your industry and competitors regularly and are a must-read for your customers, partners and investors? What publications would be "nice to have," meaning they are stretch goals for the business either because they are top-tier (and everyone wants a mention), tend to cover just outside your industry, or cover a very wide range of topics?
Create your lists and then work backwards on what storylines might work for those particular publications and what pieces of the puzzle (metrics, customer testimonials, third party research, etc.) you might need to place the right story.
But do your research and make sure story opportunities are going to help drive your business objectives, not just get a story for the sake of getting a story.