As tech startups increasingly rely on social media and direct-to-consumer channels to reach their audiences, the role of traditional journalism seems to be diminishing. But bypassing the media is a strategic oversight. Traditional media outlets remain a valuable platform for tech startups to reach wider audiences and establish credibility.
The media have changed beyond recognition since the turn of the millennium—and continue to do so. There is an endless appetite for new content that pushes the juiciest narratives. And where once “the media” referred mostly to outfits of trained journalists working to get the biggest scoops, the term now encompasses podcasts, blogs and the many social media platforms that increasingly deliver the news to people around the world.
Where a relatively small coterie of gatekeepers once had the power to curate “the news,” today anyone, anywhere, can put their message out. The grassroots power of social media can have tremendous allure for visionary founders, especially in the tech sector, as they convey complex, new ideas. It is no great surprise that many question the need to engage with traditional journalism at all.
But to shun the news media is a mistake.
Owned Versus Earned
The rapid evolution of media has taken place alongside an ongoing debate among startup founders about the value of “earned media”—shorthand for coverage in an independent media outlet. There are those who doubt the value of legacy media—an industry many think is slowly dying—and even doubt the motives of the journalists themselves.
For a former journalist of more than 20 years, this is a subject that is near and dear to my heart. I lived and worked all around the world, from Latin America to the Middle East, embedding with the U.S. Army in Iraq and traipsing through Peruvian jungles with guerrilla forces. Later, I oversaw the operations for hundreds of journalists in my role as general manager for Reuters Americas. And I can tell you this: It isn’t hyperbole to say that the mission of a journalist is, above all, simply to report the truth.
Sure, some might ask: But why should I put myself and my company at the mercy of a news media that seem to take an uncharitable position toward many tech-related issues? This defensiveness extends to the most successful and well-known tech entrepreneurs. Elon Musk famously bought Twitter for over $40 billion in 2022 to remake it in his image. It’s the apotheosis of the idea that owned media—in this case, literally—are all you need.
Photo by Apu Gomes/Getty Images
But that idea is wrong. There is still no substitute for earned media. Musk himself knows this; he is in the headlines practically every day, and he is no fool. He knows that earned media coverage resonates in a way advertising and social media marketing never can. People aren’t stupid. They can tell when something is promotional and when something is being reported earnestly.
You Have to Earn It
Gaining earned media success is an essential element in bringing a new product to the world. If you can overcome the default skepticism of serious journalists, you have probably found a product ready for consumers’ scrutiny too. It can be challenging, and the results are uncertain. But that’s true of any worthwhile enterprise.
And I understand the apprehension founders can sometimes feel around journalists. It is always a leap of faith to share your story with another person—a stranger—and trust that person to tell it accurately. There is no guarantee of positive coverage. One bad experience—a “gotcha” story or wrong quote—can make founders once bitten, twice shy.
Beyond the fear of journalistic bad faith, I know from experience that most founders place very high importance on the technical accuracy of statements about their products. Even if a journalist is sympathetic, getting the specifics wrong can be disqualifying in a technologist’s eyes. After all, what’s the value of media coverage that gives the public the wrong idea about what you are building?
But this is exactly why it’s so important for journalists to speak to startup founders. Journalists’ primary duty is to learn about, and report on, the most important events in the world. They want, more than anything, to understand and share tomorrow’s big ideas. And few ideas have been bigger than the ones these founders work to realize. They are writing the next chapter in the history of technology’s evolution, and the world needs to hear about it.
Trust the Public and It Will Trust You Back
There is one more reason founders should talk to journalists. People instinctively respect and reward it. The public is highly attuned to marketing, paid or sponsored content and spin. They can tell when an article has been reported honestly, and they form opinions accordingly. This is one more reason founders should not underestimate the value, in terms of reputation as well as market visibility, of earned media coverage.
As someone who has worked with over 100 teams of startup founders, I understand the hesitancy to put yourself out there and risk potential negative publicity. But I also know, as a former journalist, that the overwhelming majority of journalists operate from a place of genuine interest. Their job is to share the “first draft of history.”
In fact, I have found that the interests of founders and journalists are more often aligned than not. If you have an exciting new product—if you have big news to share—no one wants to help you share it more than a good journalist. Which is a lucky thing, because these are the stories that most need to be told.
Saul Hudson is a managing partner at Angle42, a strategic communications agency for fast-growing startups in the Web3, AI and other emerging technology industries.