Want Press Coverage?

Brands come to me and ask the same question "How can you get journalists to write about us?"

The mistake they make is always 'us' part. Journalists have a certain mystique, but it's not that complicated: they love to write about interesting news.

They simply want to capture the zeitgeist.

Brands need to do everything they can to ASSIST them in writing the story, not imagine themselves as the story.

Take Chinese AI startup DeepSeek and just look at yesterday's Techmeme front page.

Do I think DeepSeek ran a massive PR campaign ahead of this launch? No.

But are they assisting journalists now? Absolutely.

Simple things brands can do to help journalists:

1) Have an awesome website, media kit and briefing doc
2) Make execs available to journalists in person, on Zoom or via email
3) Don't try to control the narrative; instead, provide facts!

Think about this before you reach out to a PR agency or even run in-house PR campaigns.