How tech startups can get their products written about in popular business publications

Here are the steps you need to take to get your product in top business magazines and websites

Image by Michael Zimmermann from Pixabay 

When I was working for a startup on the marketing team, I was able to get the company’s new product written about in Business Insider when we were at CES, which is the world’s biggest consumer electronics convention. In this article, you will learn the steps you need to take to get a product into magazines, like Business Insider or TechCrunch. 

Step 1. Create a Media Kit

The first step you need to do is get prepared for going to the convention or trade show. In order to do this, you need to create a Media Kit. The media kit should include photos of the product, contact information, a short commercial about the product, and a PR article that you or your team have written. Put your media kit in both a cloud drive and a USB thumb drive. The thumb drive can be given to the journalist at the event. If the journalist prefers to get it later online, then you can give them access to your cloud drive file after the event. 

Step 2. Email journalists

The second step you need to take is to notify journalists. Send journalists an invitation to the event and tell them where your booth will be. You should include the day, time, location, and the number of your booth. You should also include links to your website and pictures in the email, so they can quickly understand what your product is.  

Step 3. Market event online 

The third step you need to take to get noticed is to market your product and event online. You should have a Facebook page, Instagram account, and LinkedIn account already set up, so use these to advertise that you will be at a certain event on a specific day and time. If you can get social influencers to mention it on their channels, that will very be helpful in getting the word out. Linkedin is a business platform, so it’s important to post about the event on there.  

Step 4. Design and print out product pamphlets

The fourth step is to make sure your design and marketing teams have created a pamphlet about the product, which you can hand out to journalists and people passing by at your booth. Make sure the website address and contact information are on the pamphlet. You could even create a QR code for the product’s website and print it on the pamphlet, so people can access the website quickly.   

Step 4. Go to CES

Once you have done the first four steps, you are ready to attend a convention or trade show, like CES. I highly recommend attending CES since all the top business and tech journalists will be there.   

Step 5. Talk to every journalist who stops by your booth

Once you are at the event, keep a lookout for journalists. Usually, their badge will say “Media” on it, so you can look at their badges. When you spot someone passing by, ask them if they have heard of your product and tell them what problem it is solving. If your product or company has any awards or has been in the media, then tell them about that too. Tell them information that will intrigue them and make them want to write about your product.  

Step 6. Give media kit to journalists

Once you have gotten the journalist’s attention, make sure you give them your business card and you also get theirs. What’s most important is that you give them the media kit. Offer to give them the thumb drive version, but if they prefer the online version, send them an email that day with a link to the media kit folder.  


So now that you have completed steps one through six, you can wait for the news to appear. Once you find that your product is in the news, share the link on your social media pages to get the word out to your followers. Congratulations, you have created buzz about your new product! 


Read more from Veronica Wagenet on Medium.com at https://medium.com/@vwagenet

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