Media Pitching Tips For Startups

May 17th, 2024 – Hi there, I’m Ronjini Joshua, and today we’re diving into the world of press releases and media pitching. But first, let me tell you a bit about The Silver Telegram. We’re a PR agency that’s all about connecting businesses with the media, whether they’re B2B or B2C. We’ve been at this since 2011, so that’s over a decade of honing our craft. Our team stretches from Hawaii to New York, San Francisco to LA, bringing together experts in content writing, media relations, SEO, and social media. We cover every angle of public relations and communications, making sure we’ve got your startup’s back whether you’re launching a product or securing funding.

Now, a bit about me. I’ve been in PR for 20 years, working at both boutique and large agencies, and even in-house. In 2011, I started my own boutique agency, expanding into consumer public relations with crowdfunding campaigns on Kickstarter and Indiegogo. We’ve launched everything from E-bikes to AI software, serving nearly 100 startups with impressive results. A lot of our success boils down to well-crafted press releases and savvy media pitching.

Today, I want to share some key media pitching tips for startups. Why do some pitches miss the mark? Are press releases still worth it? Let’s break it down.

First, let’s talk about the differences between press releases, media alerts, and pitches. A press release is a detailed, unbiased statement to the press about your announcement. Avoid salesy language and focus on why your news matters to the industry.

What Is A Media Alert?

A media alert, on the other hand, is a short, one-page notice for broadcast media about events. For example, we used a media alert for a STEM event at a museum, inviting journalists to cover the keynote by the mayor. Media alerts are typically sent a few days in advance with daily follow-ups.

Then there’s the pitch—a brief, personalized message highlighting why a story matters and why a particular journalist should cover it. Keep pitches between 150 to 400 words, making them as targeted and relevant as possible.

So, when should you use a press release? Despite some opinions, press releases are still valuable. Journalists use them for background information. They’re great for announcing new products, company milestones, fundraising, significant partnerships, or publishing data. Essentially, any news that impacts your industry deserves a press release.

But don’t overdo it. Save press releases for truly significant news. A well-crafted press release includes a catchy headline, a summarizing intro, detailed body, third-party quotes, supporting data, and a clear call to action.

Once your press release is ready, it’s time to pitch it. Start by creating a targeted media list, focusing on quality over quantity. Have a press kit with high-res images ready (300 dpi or higher), and make sure your spokesperson is available for interviews. Use tools like Google Calendar or Calendly to schedule easily.

Media Exclusives and Embargoes

Exclusives and embargoes are useful tools. An exclusive is a news item given to one journalist or outlet before anyone else, pitched well in advance. An embargo is a request for the news to be released at a specific time, allowing journalists to prepare their stories.

When pitching, research is key. Know the reporter’s work and interests to craft a personalized email. Follow up with additional insights or data to add value. Your pitch should include a compelling subject line, a customized introduction, relevance to the industry, supporting data, and a clear offer or call to action.

Media Pitching Tips

In short, mastering press releases and media pitching involves planning, preparation, and personalized communication. If you have any questions or need feedback on your press releases or pitches, reach out to me at Ronjini at I hope these media pitching tips for startups help clarify your PR strategy. Have a fantastic week and weekend, – Aloha!

If you would like a PPT copy of the slides used in the following video just reach out to us. We’ll send out your free gift right away.


Ronjini Joshua – Expert PR Services

Ronjini Joshua is the dynamic CEO and Founder of The Silver Telegram, a premier PR agency specializing in innovative public relations strategies for technology and lifestyle brands. With a career spanning over two decades, Ronjini has mastered the art of communication, from launching successful crowdfunding campaigns to establishing thought leadership for tech startups.

As the host of “The PR Playbook Podcast,” Ronjini shares her extensive knowledge and insights, guiding businesses through the complexities of modern public relations. She is also the founder of The Social Equity Council, where she leverages her expertise to promote social equity through strategic communication.

Ronjini’s approach is marked by creativity and adaptability, crucial for navigating the fast-paced world of startups. Her ability to craft compelling narratives that resonate with both media and target audiences has made her a sought-after advisor for companies aiming to enhance their brand visibility and reputation.

If you’re ready to elevate your brand with strategic PR insights and innovative communication strategies, schedule a 1:1 session with Ronjini Joshua today. Her proven track record and industry expertise make her the perfect partner to help you achieve your PR goals.

Reach out to Ronjini Joshua and discover how she can transform your PR approach and drive your business forward.

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