A TechCrunch Contributor’s Guide to Media Coverage
Sindhya Valloppillil, founder of Skin Dossier and contributing writer to TechCrunch and Beauty Matter (with bylines in BusinessInsider, Fast Company, SF Chronicle, and more) shares her strategy to amplifying her startup and personal brand, without the need for connections or warm introductions.
During SheWorx’s Virtual Roundtable, Success Stories from Women in Wellness, Valloppillil said, “I think people forget that fundraising is very much like pitching, but for the press.” From an entrepreneur-writer’s perspective, here’s a step-by-step breakdown on how to proactively generate meaningful media buzz.
1. Think from the writer’s perspective.
Valloppillil observes, “As a writer, I’ll tell you, my inbox is flooded with emails from publicists. I don’t even think I’ve ever gotten an email directly from a founder. And personally, I want to tell stories, I want to write about the underdogs, these stories that aren’t told.”
According to Valloppillil, even sending emails personally to the writer will make a big difference, so you’re already off to a great start. From there, think about what makes your story profoundly interesting. How has your personal backstory influenced your startup? What battles have you faced as a founder, and how have you overcome them? Writers are people too, and they want to connect with you and your startup’s story. You just have to open the door first.
2. Research your writers.
Before you even send out those emails, Valloppillil recommends researching different writers’ work and interests through platforms such as Twitter, LinkedIn, and Clubhouse. “It’s the same exact process as fundraising,” Valloppillil says, “where you identify writers who like to write about certain topics, whether that’s DTC, consumer stuff, healthtech or foodtech.” By tailoring your pitch specifically to that writer, you have a much better chance of forming that connection with them, leading to a higher quality story that will feature what’s special about you and your startup.
3. Get their attention!
Even if reaching out through one channel doesn’t generate any leads, Valloppillil emphasizes persistence. She recommends joining Clubhouse rooms that writers may frequent (or that are relevant to your startup’s industry), messaging writers through different social media platforms, or even tweeting what you liked about a certain writer’s article. There is an endless number of other solutions and opportunities— you might just have to get a little creative (but of course, remember to always be kind and respectful).