There is no shortage of articles suggesting ways startups can get press coverage. But what I find is a shortage of articles and materials suggesting ways startups can maximize the press coverage. When startups get featured on traditional media channels, say CNN or BBC, the exposure rarely translates to improved sales.
So why do many startups not maximize press coverage? How does a local startup that gets featured by the international media still not pull in more customers?
There are many answers to the above questions. It could be that the founder doesn’t know how to evangelize the product. Or maybe too many people just aren’t interested in what the startup is selling. There are many other possible reasons.
International media exposure can help or hurt a startup, depending on how the startup uses it. There have been cases where a founder gets featured on international media and lets the hype get to him, sometimes making him believe his startup is bigger than it really is. In the end, the startup pays dearly for thinking they are Apple when they really aren’t.
Here’s how to convert the coverage, not just into more hype, but into more sales.
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There is no shortage of articles suggesting ways startups can get press coverage. But what I find is a shortage of articles and materials suggesting ways startups can maximize the press coverage. When startups get featured on traditional media channels, say CNN or BBC, the exposure rarely translates to improved sales.
So why do many startups not maximize press coverage? How does a local startup that gets featured by the international media still not pull in more customers?
There are many answers to the above questions. It could be that the founder doesn’t know how to evangelize the product. Or maybe too many people just aren’t interested in what the startup is selling. There are many other possible reasons.
International media exposure can help or hurt a startup, depending on how the startup uses it. There have been cases where a founder gets featured on international media and lets the hype get to him, sometimes making him believe his startup is bigger than it really is. In the end, the startup pays dearly for thinking they are Apple when they really aren’t.
Here’s how to convert the coverage, not just into more hype, but into more sales.
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