Publicity is a great way for start-ups to increase their client/customer base. When businesses are just starting out and doing their own public relations, what’s the best way to approach the press?

Don’t start too early

According to business mentor and adviser Donncha Hughes, it’s important to know the right time to try for media coverage.

“Getting covered by The Irish Times, for example, can have a massive impact. But it can come at the wrong time and have no impact,” he said.

“There’s a thing in start-ups called getting ‘TechCrunched’. You get mentioned on [technology website] TechCrunch and have thousands of people checking out your website. Sometimes that can come too early.”

Hughes thinks start-ups should “forget about the media for a while” and concentrate on things like LinkedIn and building one-on-one relationships with people.

“When you want to scale up and have something to talk about, then go to the media.”

Establish a social media presence

Deirdre Waldron of Fuzion, a PR agency that does start-up consultancy, says companies have to be on social media.

“Journalists can get 1,000 emails a day, but if you engage with one online through Twitter, you get immediate access to them. You even see a bit of their personality, what engages them and what doesn’t,” she said.

If you approach the journalist with a pitch later, “they’re more likely to engage and listen if they think you’re a good person online”.

She suggests that if you see an article that you agree with and fits the sector your business is in, offer a compliment to the journalist online as a way to introduce yourself.

Do your research

Before reaching out to a journalist, research them and the different topics they cover. Make sure they align with your business or story idea.

“Never ever contact a journalist if you haven’t researched them and the different topics they cover. It’s just disrespectful,” said Waldron.

“Then try to make your story relevant to them. Say, I think this will be of interest because you’ve covered this before…Or, I think this would be of relevance to your readers because…”

Make contact

“If you’re ringing a journalist, the first thing you should ask them is: Have I caught you at a bad time? The last thing you want to say is: Did you get my email? Because they get a million emails every day. Acknowledge they’re very busy people and ask for a good time to ring back,” said Waldron.

She suggests keeping a database of press contacts and making a note of the best time to contact different people. This could depend on the production day/time of their publication.

Don’t pester

Waldron cautions against pestering journalists if you don’t hear back from them after a pitch.

“Sometimes they’re just not that into you. Don’t take it personally.”

At the same time, she said not to give up on them if they don’t take the first piece. Following up with a journalist once or twice is a good idea.

“Journalists are extremely busy people. If you’ve done your research and think (a story) is relevant, don’t give up on the first try,” she said.