One of the arguments I often have to win with tech founder clients – and which I hope to win more this year – is why they don’t need international press from the beginning.
I usually win this argument by asking them to give me the profiles of their target customers. Once I list the likely media outlets patronized by these customers, they usually say, “Oh! I see now!”
I’ve never met a tech founder who didn’t want to be featured in TechCrunch, BBC, CNN, or Financial Times. And I understand the allure of such high-profile media exposure.
However, while there’s nothing inherently wrong with desiring to be featured on these platforms, it’s crucial to focus your energy on sharing your story with outlets most likely to reach your target audience.
After all, is it the best value for your startup if only a tiny fraction of your target customers ever see the feature?
The Local Advantage
Many founders, driven by passion for the problems they’re solving, often aim straight for the stars in their PR efforts, overlooking the readily attainable benefits of starting local.
While being featured in international outlets can be a nice morale boost, your initial PR efforts should prioritize outlets that have the highest likelihood of reaching your target customers.
For startups, PR is often classified as “Marketing PR” – a strategy that uses public relations to achieve marketing objectives such as increasing user signups or generating leads.
This means your PR efforts should align with tangible goals, like reaching customers or driving conversions. Spending significant resources on international press at the outset may not be the most effective use of your marketing budget.
The Challenges of International PR
Unlike local media, where you can often secure coverage by pitching directly to a journalist or working with a PR strategist who has local connections, international media operates differently. Journalists at global outlets typically have strict criteria for selecting stories.
These criteria aren’t always transparent, which often necessitates working with international PR firms that understand these dynamics and have established relationships with the media. However, these firms can be prohibitively expensive for many startups.
Why Local PR Leads to Global PR
Local news often serves as the first source for international media. When journalists from international outlets receive a pitch, their first step is usually to research the individual or company. If their search yields little to no local coverage, it could weaken your credibility.
This makes robust local media coverage one of the best strategies for eventually landing international press.
By prioritizing local media, you not only reach your target audience but also create a strong foundation for international journalists to discover your story.
Think of it as building your reputation from the ground up – local recognition can amplify your credibility when you’re ready to go global.
Practical Takeaways
- Identify Your Target Media: Research the media outlets your target audience consumes and focus on getting coverage there.
- Build Relationships Locally: Cultivate relationships with journalists and media outlets that are relevant to your niche and location.
- Leverage Local Wins: Use local media coverage as a stepping stone for pitching to international outlets.
- Set Clear Goals: Align your PR efforts with specific objectives, like driving user signups or increasing brand awareness.
Conclusion
Getting featured in international outlets like TechCrunch or CNN can be exciting, but for startups, the most strategic approach is to first focus on the media platforms that matter most to your target audience.
Local PR not only brings you closer to your customers but also sets the stage for global recognition. If you really want to go global, start local.
*Jonah Nwokpoku, a PR strategist, finance journalist and the author of First Generation writes from Lagos
