The 7 story types reporters want to write about

When you're pitching reporters it's important to know what reporters are looking to write about. When pitched, reporters try to put your article into one of seven newsworthy categories. If they don't think it's newsworthy, they likely won't write about it.

Here are the seven story types:

1. Company launch
2. Funding announcement
3. Metrics / milestone
4. Founder story
5. Product launch / major update
6. Partnership
7. Trend story

Company launch

This is one of the more difficult stories to get coverage for. It helps if the founders are particularly notable or the solution is groundbreaking. The proper way to promote a company launch is exactly when the product is available to the general public. You can certainly do a company launch earlier (during a closed beta with a signup list). Make sure you don't reach out to press to cover a company launch a few weeks or a few months after the product is publicly available. By then, reporters treat it as old news.

Funding announcement

This is the most straightforward type of story, and the one reporters don't really enjoy covering. I've had reporters tell me that unless your company raises over $10 million then your funding is not news. They said too many startups are raising $3–5 million to make solely a funding announcement newsworthy. To ensure coverage of your funding announcement you might want to lump it in with other news, like a prominent hire, a product refresh, or a metrics milestone.

Metrics / milestone

The "so what?" behind this is to demonstrate a company has traction and is thereby newsworthy. Usually metrics are around installs, MAU/DAU, or revenue. There are other types of milestones, however. One popular milestone is making a key hire — companies announcing key hires poached from bigger, more established companies.

Founder story

This is a softer approach that can work if you have a very unique founder or founding story. A remarkable personal journey or an unconventional path to starting the company can qualify.

Product launch / major update

Announcing a new product or a major update to an existing product. This is probably the most likely way for a startup to get press — maybe moving beyond your MVP, launching a 2.0 version, or bringing a new product under the umbrella.

Partnership

Did you team with a major company to bring your product to a new audience? That's newsworthy. The important aspect of the newsworthiness is the partner and the type of the relationship. Companies have faked a simple integration and made it into a product announcement, but that's a great way to ruin your relationship with the press. Focus on what the partnership does for users and how it validates your company.

Trend story

The rise of a new behavior. The popularity of a new category of app. There will always be trends that the press love. Chances are you can tie your startup in with one — just make sure that it's a real trend.

In the end, it's important to focus on what's newsworthy about your company and to answer the "so what?" question.