So, you’re in the process of launching a crowdfunding campaign and want to drum up some positive media attention. You may have heard a lot about how important PR is for new product launches, but how do you actually go about it?

3d human read his news paperA slew of blogs and websites have shared insights on the basics of PR and marketing for crowdfunding campaigns, but what’s the best way to get a reporter to actually notice your venture? How do you actually get them to write about it? Keep reading.

I write about design and construction for a handful of digital and print publications. It’s my responsibility to field pitches for new products and services by manufacturers of all sizes. Some of these firms are well established in their industry and I’m aware of their track record of bringing quality products to market. Others, less so. Unfortunately, start-ups without a proven product history fall into this category.

As crowdfunding becomes an increasingly popular to-market approach for entrepreneurs with promising business ideas, I’ve seen an increase in my own coverage of small and large firms running crowdfunding campaigns. Few, however, reach out directly with their pitch.

Instead, I spend a few hours each week browsing the likes of Kickstarter and Indiegogo to check out new campaigns. That means private crowdfunding ventures often fly under my radar, as well as those in the early days of their campaign that may be having trouble drumming up support.

Though I can’t speak for every reporter, I can suggest a few tactics based on my own experience to aid in getting on a reporter’s radar. Check out some of the tips below.

1. Contact Information

contact info

When you reach out initially, provide an email, phone number, and full name for the individual in charge of your media relations. Also, note their relationship to your company.

Are they a contract public relations representative? One of the founders? It’s helpful to know whether the person I’m contacting will be providing answers to my questions or simply connecting me with someone who can.

2. Identify Yourself

Who are you? Where did you–and your idea–come from? Help me validate your pitch and gauge whether I can trust your claims by linking to your website and campaign page, on which I’d recommend including background information for founders and others involved with the project and links, where relevant, to personal LinkedIn, Google+, and Twitter accounts.

3. Social Media Presence

social media

Pick the right channels for your brand, be it Twitter, Facebook, Tumblr, or the many other platforms. Have a presence and make it easy for me to find you (see #2). It’s not just for my own background research, either. Once I write the piece, I’d like to promote it on my own brand’s social media channels and tag or mention your venture to ensure the piece gets in front of its intended audience.

4. High Resolution Photos

Publishing images with the article about your venture in print and online helps my readers understand just what it is you’re peddling. Be able to provide a handful of high-resolution images of the product on a neutral background. Pro tip: Avoid including human hands in the picture–this is particularly prescient for apps or other tech products.

5. Comprehensive Press Release

Plenty of blogs can tell you how to write a press release. I can give you a few ideas about what a reporter is looking for when deciding whether or not to write about you: Product name, brand story (how did this widget come to be), when it’ll likely be commercially available if it’s not already, who developed the product, how it works and what need it meets, how big it is, what it is made out of, whether or not it’s available in different colors or models, what the crowdfunding money will be used for, etc. Also include the name, email, and phone number of the best person to contact to learn more about the product (see No. 1).

6. Time To Talk

talk mediaThe stock quotes in your press release aren’t enough for most reporters. Be ready to spend 20 to 30 minutes talking on the phone about the product or service. I advise outlining your brand message and preparing two or three big takeaways that can help guide my understanding of your product or service and subsequently reinterpret that to readers.

In short, while a media write-up shouldn’t be your sole public relations objective, understanding what reporters are after when they are deciding whether or not to cover your venture can go a long way toward getting the press coverage you’re after. Though I’ll admit that the real guarantee is the quality of your venture, how you communicate that value is important. Have a product or service you’d like us to consider? Start at step No. 1:

hallie bustaHallie Busta is a Washington, D.C.-based journalist covering start-ups, small business, and architecture and design. She can be reached @halliebusta and



  • petro

    From personal experience.

    Pictures: I add a Dropbox link to hi res pictures when I pick. Sometimes writers don’t want to go extra step so make it easy.

    Press releases: IMHO it’s a waste of time or money (if you pay for them) they are faceless and useless. And if you submit it through aggrigators (if that’s the right word) such as prweb someone can use it just for SEO spin articles (see example. They even spelled my last name wrong

    Question. Why no hands on picture? Does it apply to product design?

    Thank you

    • Hallie Busta


      Thanks for your comment. To answer your question, the “hands” note refers to tech products that often will show someone “using” the app or device. It’s not that it can’t be done right, but that composition limits how a writer or a publication’s designer can use the image. If you do want to show a person (via a hand) using the product, also include an image sans hands.

      And, to your point, Dropbox, Hightail, Box, etc. are all very helpful for getting product images quickly and most importantly without risking the email getting bumped back by the server, especially when you’re sending hi-res.

  • hi, we just launched a Kickstarter campaign and it would mean the world to us if you guys take a look at our game and support us 🙂

  • thesmartridge

    Hi Hallie Busta, thanks for your sharing, I like it! We’ll launch our Indiegogo campaign soon, please have a look, thanks!

  • gholmes

    Please take a loook at the GadgetBall! a Cool Tech Basketball that link sports and technology!

  • Hi Haley thank you for the very relevant information for someone who is looking to picth to journalsts. Do you recommend I send in a buy-in mail first asking if the reporter would be interested in covering a story by sending a short email with a brief details and then sending the details as a followup or send the entire pitch at the first go! Thank you.

  • Fred Henning

    Thanks Hallie for the informative article. Since my patent won’t be published until 4-6 months from now, I am studying everything I can about launching an effective Kickstarter campaign. Your information here is invaluable. I want to hit the ground running!

  • Abbadon Richardson

    Hi! This is a great post!
    We are asking you, could you look like framed our company, and suggest something from your experience in conducting crowdfunding company? How to attract more attention? What are the key aspects of the work?
    We sincerely hope for your help and advice!
    With gratitude, Amaralis Art Group team.

  • SnuggPlug SnuggPlug

    Hi Hallie,

    Great advice here and every little helps. We’d love to hear your opinion of our kickstarter campaign and would love if you checked it out:

    Every little helps.

  • Pete Gustis

    Our Legal Medical Marijuana Crowdfund Just Launched.

    Its A Revenue Share so you get paid back 3x if you back us.

    here is the short link to the crowdfund site for all organic medical marijuana and 500 N 3rd St.