What Journalists Expect from Early-Stage Startups

There comes a point in every startup’s journey when pitching to journalists becomes a requirement. This point could be at the end of a quarter, a product launch, or a strategic campaign.

However, the real problem starts when startups approach journalists, with an average Tier 1 outlet getting around 500 pitching emails in a week.

The surprise? Many of these emails end up in the trash or spam box. Although it’s debatable when discussing the reasons for these pitches to get ignored.

We know for a fact, that most of these “rejected” pitches are from early-stage startups. Only because they couldn’t live up to the expectations of the journalists.

Don’t want your pitch to also end up dying in a spam box?

Well, it’s time to discover some “insider secrets” about what journalists would be expecting from early stage startups in 2025.

What Journalists Expect from Early-Stage Startups

Before you go down to YouTube or start searching about “what I need to know about pitching to journalists”, wait there!

It’s not needed to watch hour-long videos when we get the basics done in as quickly as 10 minutes.

So, let us start with the “3 basics” that journalists expect from startup founders.

The Basics Every Journalist Expects From Early-Stage Startups

Journalists are some of the busiest people you'll encounter, constantly juggling deadlines, pitches, and interviews.

Your pitching mail should start with:

Following Basic Etiquette of Conversation

First impressions matter, even in emails or direct messages.

When reaching out to a journalist, you should approach them with professionalism. Start with a polite greeting, introduce yourself briefly, and clearly state why you’re reaching out.

Journalists aren’t here to dig through vague pitches. They won’t even fully read an email that doesn’t look respectful or formal.

Plus, never make the mistake of sending mass emails with generic subject lines like “Story Idea” or “Pitch for You.” Research the journalist’s recent work and make your pitch relevant to their beat. For example, if they cover tech startups, highlight the innovative aspect of your product. Show that you’ve done your homework.

Eleanor Warnock writes:

Sometimes I get WhatsApps from founders about upcoming news on the weekend or late in the evening. Founders, ask yourself: Are you Bill Gates? Are you Travis Kalanick? Do you have a Wikipedia page longer than three paragraphs? If not, I don’t see any reason remotely urgent enough for you to be contacting me at that time.

When this happens, it shows me that you have no respect for professionalism and boundaries.

An Easy-to-Read Message With No Jargon

Your pitch should be straightforward and easy to digest. Journalists don’t have the luxury of deciphering buzzwords or technical language.

Focus on the “what,” “why,” and “who.”

• What is your startup about?

• Why is it relevant or newsworthy?

• Who does it benefit?

These answers should be clear within the first few sentences.

For example, instead of saying, “Our platform leverages disruptive AI to revolutionize the e-commerce landscape,” you could write, “We’ve developed an AI tool that helps small online businesses save time by automating product recommendations.”

The second version is far more relatable and concise.

Bullet points also work great and give a summary touch to make your message skimmable.

Acting As Patient Founders Who Don’t Expect Overnight Results

Building a relationship with journalists takes time. And honestly, we have seen tons of startups getting rejected in media attention only because of this 1 point.

So, for the sake of your own pitch, don’t expect instant coverage after a single email. Journalists have a queue of stories to cover, so be prepared to wait. If they don’t respond immediately, follow up politely after a week or so.

Patience also applies to managing your expectations. Journalists can’t guarantee viral stories or massive publicity. Instead, plant seeds for long-term visibility. A positive mention today can open doors to larger features in the future.

5 Extras Journalists Expect From Early-Stage Startups

Done reading the basics?

Well, we’ve heard the famous line “PR isn’t as easy as it looks”

Likewise, a journalist might reply to your email but won’t immediately start working with just 2-3 basics.

For every project, journalists like to see what ‘extras' founders can offer in exchange for their services.

Here are five complementary actions that journalists expect from startups to foster trust and increase the likelihood of coverage:

1. A Unique, Pre-Edited Story That Doesn’t Need Too Much Edits

Journalists love stories that haven’t been told before. But, how can you tell that on a Zoom call or a WhatsApp chat?

To capture their attention, identify what makes your startup different. Is it your mission, your founder’s background, or the problem you’re solving?

For example, if you’re a tech startup, avoid the generic “innovative AI platform”. Instead, highlight how your technology solves a specific, timely problem. Perhaps your AI tool is helping local businesses adapt to eco-friendly practices.

2. Data and Supporting Evidence

Claims without proof won’t get you far. Journalists need data to make their stories authentic.

Now, this could be market research, customer success metrics, or industry statistics. Anything related to the businesses… The point is, have you already provided that data, easing the life of journalists?

For instance, if your startup has helped clients save money, don’t just say, “We’re saving businesses time and money.” Instead, provide specifics like,

“Our platform has saved small businesses an average of $10,000 annually by automating inventory management.”

If you don’t have large-scale data yet, use testimonials or case studies from your early customers. Journalists love numbers and stories that add depth to their articles.

3. Ready to Interview

Wanna know who are the most loved founders of Journalists?

Ones who are always ready for an interview. And being “ready to interview” means you’re available when they need you and come prepared with clear answers.

Avoid the common pitfalls of rescheduling at the last minute or being overly cautious about what you say. Journalists hate it!

They value founders who are confident in their stories and articulate in their delivery. Make sure you have key points memorized and know how to explain your startup’s mission, impact, and future plans succinctly.

4. Quick Communication

Journalists operate under tight deadlines, and nothing frustrates them more than delayed responses. If they reach out with follow-up questions or requests for additional information, reply quickly.

This doesn’t mean responding within minutes, but within hours or the same day, whenever possible.

Before you pitch, ensure you have all necessary materials (like press releases or quotes) ready to go. If a journalist requests a phone interview, be flexible with your schedule to accommodate their timeline.

5. Realistic and Transparent Expectations

Journalists value honesty and transparency. Avoid overhyping your startup or making promises you can’t keep.

For example, if you’re pre-revenue, don’t pitch yourself as the next billion-dollar company. Instead, focus on the traction you’ve gained so far and the potential you see for the future.

Transparency also means being clear about what you’re offering. Are you pitching for a feature story, or do you want to provide expert commentary on an industry trend? Defining your expectations upfront prevents misunderstandings and ensures the journalist knows how to approach your story.

Wrap-Up:

In short, media coverage isn’t just about immediate results. It’s a long-term investment in your startup’s credibility and public image. Approach every interaction with professionalism, patience, and transparency, and you’ll build lasting media relationships that can amplify your story for years to come.

Here’s a bonus tip: Always do your homework. Research the journalist’s previous work from LinkedIn or X, know their preferred style, and the types of stories they usually cover.

Personalizing your outreach can go a long way in standing out from the crowd.