With over 600 media attending Web Summit Vancouver – including major names like Newsweek, WIRED, National Geographic, and Vox – there’s no better time for B.C. startups to refine their media strategies.
As part of the Road to Web Summit Vancouver, (R2WSV), Innovate BC’s second event in the Beyond the Pitch series offered actionable tips for founders looking to tell compelling stories, attract journalist attention, and build lasting media relationships.
Help your startup break through the noise and make a meaningful impression on the global stage with the top takeaways from Crafting Your Startup’s Media Story, including insights from Amanda Colette (Deputy Country Manager, Web Summit), Mary Kavanagh (Event Lead, Media, Web Summit), Nicole Brassard (Vice President, Global Public Affairs), Robin Gill (Communications Consultant, Gill Communications), Natalie Korenic (Chief of Staff to the CEO + Sr. Director, Communications, Aspect Biosystems), and Kate Wilson (former Managing Editor, Vancouver Tech Journal).
Media Matters: Visibility Builds Validation
Getting media coverage isn’t just about getting in the headlines – it’s about establishing credibility, amplifying your message, and reaching the audiences that matter. For early-stage startups, a well-placed story can legitimize your brand, drive interest from investors and customers, and open doors you didn’t even know were there.
The media is hungry for content, and if your story is well-packaged and timely, you might be just what they’re looking for. But remember: it’s not about selling – it’s about storytelling. Think human impact, not hype.
The Press Release Still Works – If You Do It Right
Press releases remain a tried-and-true tool – but only when they’re strategic and well written. Whether you’re launching a product, announcing funding, or hitting a major milestone, a release should be concise, relevant, and grounded in facts.
Stick to the essentials – who, what, when, where, and why – in the first paragraph. Avoid technical jargon, buzzwords, and filler content that dilutes your message. And always answer the key question: Why does this matter today?
Timing is also key: whenever possible, send your release in advance of the day you want it published, ensuring it’s under embargo to give journalists more time to digest the story, ask follow-up questions, and prepare coverage. Make sure to pitch early in the day and avoid Mondays. If you’re including visuals, make sure they’re high-quality and that the journalist has full rights to use them.
The Media Landscape Has Changed – So Should Your Pitch
With shrinking newsrooms and fewer reporters required to cover more beats, news publications are strapped for time and resources. This means your pitch needs to do the heavy lifting. Provide ready-to-use assets like high-res images, brief expert quotes, and easy access to your team.
More than ever, empathy is essential: put yourself in the journalist’s shoes. Ask, “What would make this story easy and compelling for them to tell?” Think beyond the copy-and-paste – your goal is to help them create something dynamic, engaging, and effortless to publish.
Build Relationships, Not Just Press Lists
Getting press is about more than sending cold emails (though yes, cold emails still work). It’s about knowing the reporters, understanding what they cover, and meeting them where they are. The best way? See which events journalists are attending and make face-to-face introductions. Ask for their number, build a rapport, follow up, and keep the lines of communication open.
Make their job easier, and they’ll remember you when they’re on deadline.
Pitching Tips That Actually Work
Personalize your outreach, spell names correctly, and always include something in your pitch that’s not in the press release. If you don’t have a traditional announcement, focus on the problem you’re solving and why it matters now. Reporters receive a lot of emails so you may not hear back straight away – allow 2-3 days before you follow-up.
Also: never assume anything is off the record unless you’ve clearly stated it. And don’t message reporters on their personal socials – cold emails are still the standard when you don’t have an existing relationship.
No Headline? No Problem. Make the Story About the Impact.
If you don’t have a funding round or new product to announce, lean into your purpose. What are you doing that’s innovative, urgent, or unique? What real-world issue are you solving – and how is your team equipped to tackle it? The more clearly you can articulate your story, the easier it is for a journalist to write it.
Bonus Tips for Success at Web Summit Vancouver
- Download the Web Summit Vancouver event app early and explore its features.
- Use the app filters to find relevant media, sessions, and speakers.
- Explore the Web Summit media portal to share your announcement with the press ahead of the conference.
- Keep an eye out for the Web Summit media connection list.
Make sure to check out other upcoming R2WSV events and opportunities over on our events calendar, and if you’re a B.C. startup that has already been accepted into the Web Summit Startup Program and are participating in the B.C. Pavillion, then keep an eye out for an invite to Innovate BC’s exclusive Web Summit Bootcamp on May 15th.
