Startups Need to Make Creative Noise

We all want journalists to cover our startup. How do you do it without bugging those journalists? The right way to do this involves making creative noise. Yes, you do have to make noise, because otherwise nobody will notice you. Particularly if you have a product launch, an event, or something time sensitive that you need people to know about.

The thing is, not everybody wants to know about it. That’s the truth. You can’t broadcast. You can’t rely on a thousand points of data scatter. Getting specific is good. The key is to discover the right journalists who will be interested in your startup, usually by using Twitter. Journalists are on Twitter a lot, writing about what they’re writing about. It’s an easy way to get to know them. You can look in their Twitter profile and get a snapshot of who they are. So far, so good?

The next step is retweet and mention the stories your favorite journalists have written that you like. Say something intelligent in 140 to show that you’ve actually read what they wrote. …

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