Just starting out but want press coverage? Build these skills.
A guest post by Elham P.Mohammadi, Managing Editor at Portugal Startup News.
Hi, Victoria here! I started The First-Time CEO to share not just my own journey, but the collective wisdom of new entrepreneurs. This project is about learning from one another — the lessons, skills, and insights that help us grow. From now on, I’m welcoming guest authors to share their experiences, tips, and perspectives so we can continue growing together as first-time CEOs. Want to share your knowledge? Reach out to me (press the button for contact)!
AUTHOR BIO
Elham P. Mohammadi is a journalist and editor with more than 15 years of experience in print and digital media, covering politics, business, and technology. She is currently the managing editor of Portugal Startup News.
Many business leaders think media coverage requires a big reputation, a large budget, and the help of a PR agency, but my 15 years in journalism show the right skills can open more doors.
For years as an editor, I’ve covered the stories of many entrepreneurs not because their startups were well established and qualified for earned media or because they had newsworthy information to share, but simply because they won my respect with their media skills.
From the way they communicated to their website copy, the information they provided, and their follow-ups, they showed professionalism that made them stand out.
So if you’re leading a business and looking for media visibility, know that investing in your media skills can take you far – especially in the early stages of your business. Sometimes, a single media mention is enough to catch the attention of a customer, partner, collaborator, or investor.
The good news is that these skills are fairly easy to develop once you understand what media publications value and expect.
From my experience as a journalist and editor with several publications, including my own, I’d divide them into two categories: hard, such as having a strong media kit, and soft, such as the way you communicate.
Even though these practices may seem like common sense, many businesses – both small and large – overlook them, and this can cost valuable opportunities. Let’s take a closer look to identify what might be missing from your communication plan.
Hard media skills
Hard media skills are often the easiest to develop. To build them, put yourself in the shoes of a journalist who has never heard of you or your company. Imagine they want to report on your work – how can you make it as easy, fast, and efficient as possible for them to access the information they need?
Remember: research is part of a journalist’s or editor’s job, but they’re usually working on several stories at once. If information about you isn’t easy to find, your story is less likely to be prioritized – or it may end up less thorough than it could be if you had provided more details.
Here’s what I recommend business leaders and their teams learn to develop, share on their platforms, and update regularly. And to be clear, this isn’t about generic copy or random templates – it’s about building the right skills and insights to organize and present information in the best way possible.
Start with your website, since that’s often the first place a journalist will look. A few things can make their job easier:
Clear company bio
Founder stories have value, but they shouldn’t replace a simple company bio. Without one, journalists may be left trying to decode your mission and vision. A short, straightforward paragraph – ideally on your homepage – should explain what you do without being overly creative or technical. It also helps to keep your website layout clean so readers can easily navigate and quickly find key sections, including your products and services.
Media kit
More than 90% of the startups I’ve reported on did not have a press kit available on their website. Having one makes you look professional, helps avoid copyright issues, and saves everyone time. Journalists are often on a tight deadline and may use whatever low-quality image they can find if a proper one isn’t available. A good media kit should include your company bio, high-resolution logos, professional team and product photos, brand guidelines, and up-to-date contact details. There are plenty of online tools that can help you create one quickly and easily.
Contact options
On your website, offer both an email address and a contact form. Journalists may need to send attachments like photos or documents, which some forms don’t allow. If possible, provide a dedicated media email so you can respond faster. While this may not be realistic for smaller companies, when it is, it makes communication much smoother.
English version
If you’re serious about gaining global recognition and expanding internationally, and your website’s main language is not English, a language switcher is essential. While it’s true that everyone has access to Google Translate these days, relying on automatic translation may cause your company to leave a poor impression and can lead to inaccuracies in the coverage – especially if your field of work is technical.
Other notes
Make sure your brand name is written the same way throughout your website. Using different versions – like all caps in one place and mixed case in another – can confuse journalists and take away from a professional impression.
Your LinkedIn and other social platforms deserve attention too. Journalists often check them to learn more about your company’s background, so make sure your profiles are up to date. Posting regularly also helps, as it provides context and timely updates for the media.
And when it’s time to reach out directly, use a company email instead of a personal one, and include a professional signature – ideally with your photo. This small detail adds credibility and makes your communication look more trustworthy. It’s even more effective when the email comes directly from the CEO. I myself always prioritize such outreaches.
Soft media skills
In my opinion, soft skills are often even more important than hard skills. Journalists know you may not have all the answers or the perfect press kit, but if they see that you’re cooperative, respectful, and doing your best, they’re far more likely to help fill in gaps and make the story work.
Of course, there are too many soft skills to cover in one article, but here are some of the most important ones:
Write professional emails – Keep them short, clear, and well-structured. Avoid casual tones or text-message style writing.
Make respectful requests – Ask, don’t demand. Journalists value independence, so always phrase requests politely.
Introduce yourself properly – Say who you are, your role, and the company’s name in the first lines.
Share complete information – Always include a press kit with background material, photos, bios, and logos. The less chasing the journalist has to do, the better.
Follow up respectfully – If you don’t hear back, a single polite follow-up after a few days is fine. Don’t spam or pressure.
Respect timelines – Journalists often work on deadlines. Reply within a reasonable time, provide the information they ask for in full, and don’t push them to change their schedule.
Understand the difference between paid and earned media – Don’t confuse advertising with editorial. Don’t request to see the draft, and don’t try to control when the article is published.
Show gratitude – A simple thank-you after the article is published, ideally with a public shoutout, goes a long way.
Share the coverage – Once the piece is published, share it on your company’s and personal accounts. Tag the journalist and the publication – it strengthens relationships and makes the publication more likely to cover you again in the future.
You can learn it all and do it all
While there’s always merit in hiring professional help and outsourcing, I’d like to assure you that you can develop all the hard and soft skills mentioned here yourself. It’s important to invest in them because they’re not just media skills – they’re leadership skills that benefit other aspects of your business as well.
So I encourage you to use the many resources available online for this purpose, and as your company grows, you can choose to outsource communications to a PR firm if you wish.
After all, building a business is more about who you become in the process than what you create. As a wise man once said, “you’re the main product of your business.” So build YOU.