How to Pitch Your Story to the Media: Tips from Two Industry Insiders

At our latest Startup House Riga Monthly Meetup, we had the pleasure of hosting two powerhouse voices from the world of media and communications. Anda Asere, editor at Labs of Latvia and co-founder of Finday.lv, and Krista Krumina, co-founder of the international PR agency Truesix, joined us to share what really makes a story media-worthy—and how startups can stand out in a crowded newsfeed.

If you’ve ever wondered how to get your startup featured in the press, read on. This is what we learned.

Know Your Audience—And Theirs

The first big takeaway? Not all media is created equal. Some outlets focus on tech innovation, others are more interested in personal stories or global trends. Anda encouraged founders to do their homework. Before pitching, take time to understand the outlet you’re targeting. What kind of stories do they publish? Who are their readers? If your pitch doesn’t match their tone or interests, it’s unlikely to land.

And no, “Please write about my amazing startup” doesn’t count as a real pitch.

What Makes a Story Newsworthy?

Krista broke this down clearly: journalists want stories that are timely, relevant, insightful, and—when possible—emotional. The best stories tie into something happening right now or give readers a fresh perspective on a known topic. A bit of heart never hurts either.

That doesn’t mean you need to fake drama. Sometimes the angle is already there—you just need help framing it. Think of milestones like fundraising, unique industry insights, unusual founder journeys, strong opinions on current trends, or original data you’ve gathered. Truesix has helped many clients land stories simply by identifying what’s already interesting and aligning it with what the media wants.

Relationships Matter More Than You Think

Both Krista and Anda emphasized that getting into the media isn’t just about having a great story—it’s also about building trust. Journalists are people. They’re busy, curious, and cautious. A cold email can work, but a warm introduction is better.

Follow the journalists who write about your industry. Connect with them on LinkedIn. Engage with their work—genuinely, not just when you want something. If you meet them at a conference or event, say hello, have a chat, and let the relationship grow naturally. Later, when you do have a story, your message won’t come out of the blue.

How to Pitch It Right

When it’s time to actually pitch, keep it short and specific. Krista’s advice is to start with a clear subject line and get straight to the point. What’s the story? Why is it relevant now? And why are you the right person to tell it? If you’re pitching an opinion piece, it helps to offer a sample headline and back up your main points with real-life examples or data.

Avoid cluttered emails, generic templates, and long company bios. Journalists want clarity, not marketing fluff. Think of your pitch as a mini story—one that makes the reader want to learn more.

Be Prepared for the Spotlight

If a journalist does reach out, say yes—and get ready. Anda recommended asking in advance what the piece will focus on so you can prepare your key messages. Think about the two or three things you absolutely want to say, and remember: any sentence could become a headline. Keep it clear, avoid inside jargon, and test your messaging by explaining it to someone outside your industry. If your grandmother wouldn’t understand it, simplify.

One more thing: never downplay your own story. Don’t post things like “here’s a small article about us” on social media. Own it. If it’s worth sharing, share it with confidence.

Avoid Common Mistakes

Some final notes from Anda’s experience: don’t send press releases as PDFs, don’t use vertical photos, and never be rude or dismissive, even if you don’t get covered. A “no” today could turn into a “yes” next time—if you handle it with professionalism and respect.

Final Thought

Getting featured in the media isn’t about luck. It’s about understanding what journalists need and helping them tell a story that resonates with their readers. With a little strategy, empathy, and preparation, your startup has a real shot at being heard.

Want more behind-the-scenes insights like these? Follow Startup House Riga and join us at our upcoming events.

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