Earned Media Outreach

Earned Media Outreach

When to Use

• Founder wants to get featured on podcasts as a guest
• Founder wants press coverage from journalists and tech publications
• Founder wants to build relationships with media for ongoing exposure
• Founder wants to identify which podcasts and publications reach their target audience
• Founder wants to write pitch emails that actually get responses

Context Required

• Founder's story and what makes it interesting (not just what the product does)
• Target audience — who are you trying to reach through media? (customers, investors, talent)
• Topics the founder can speak on with genuine authority
• Previous media experience (if any)
• Upcoming newsworthy events (launch, funding round, milestone, contrarian take)

Workflow

1. Define the media angle — journalists and podcast hosts don't cover products, they cover stories. Identify your angles:

• Founder story: unusual background, pivot story, "I quit X to build Y"
• Trend story: "Why [trend] is changing [industry]" — you as the expert source
• Data story: original data or insights from your product/market
• Contrarian take: challenge conventional wisdom in your space
• Milestone: funding round, user milestone, revenue milestone, major partnership

1. Build the target list — research podcasts and publications that reach your audience:

• Podcasts: search Apple Podcasts, Spotify, ListenNotes, and Podchaser by topic. Look for shows that have had similar-stage founders as guests. Check episode frequency (active shows only) and audience size (download numbers if available).
• Publications: identify journalists who cover your space. Read their last 10 articles. Follow them on X/Twitter. Check if they have a tips inbox or preferred pitch method.
• Newsletters: Substack writers, industry newsletter authors who feature startups
• YouTube channels: tech reviewers, industry commentators

1. Tier the list — prioritize by reach x relevance:

• Tier 1 (5-10): perfect audience fit, worth significant prep time
• Tier 2 (10-20): good fit, standard outreach
• Tier 3 (20+): adjacent audience, batch outreach

1. Write the pitches — different formats for different targets:

• Podcast pitch: short, personal, focused on what you'll teach their audience (not what you'll promote)
• Journalist pitch: newsworthy angle, relevant data, why their readers care, not a press release
• Newsletter pitch: how featuring you provides value to their subscribers

1. Send and follow up — outreach cadence:

• Initial pitch
• Follow-up 1 (5-7 days later, add new context)
• Follow-up 2 (7-10 days later, final touch — offer a different angle)
• Move on after 3 touches with no response

1. Prepare for appearances — for confirmed bookings:

• Research the host's style and past episodes
• Prepare 3-5 talking points with stories (not bullet points)
• Have a clear CTA for listeners (one thing, not five)
• Send the host a prep sheet with your bio, headshot, topics, and any questions to avoid

Output Format

## Earned Media Plan

### Media Angles
1. **[Angle name]:** [1-2 sentence pitch hook]
   - Best for: [podcast / press / newsletter]
   - Timeliness: [evergreen / time-sensitive — why now]

### Target List

#### Podcasts
| Show | Host | Audience | Fit | Pitch Angle | Contact |
|------|------|----------|-----|-------------|---------|
| [name] | [host] | [who listens] | Tier 1 | [which angle] | [email/form] |
| ... | ... | ... | ... | ... | ... |

#### Journalists & Publications
| Name | Publication | Beat | Recent Article | Pitch Angle | Contact |
|------|------------|------|---------------|-------------|---------|
| [name] | [pub] | [what they cover] | [recent relevant piece] | [which angle] | [email/X] |

#### Newsletters
| Newsletter | Author | Subscribers (est.) | Pitch Angle | Contact |
|-----------|--------|-------------------|-------------|---------|
| ... | ... | ... | ... | ... |

### Pitch Templates

**Podcast Pitch:**
Subject: [subject line]
[Draft email — 150 words max]

**Journalist Pitch:**
Subject: [subject line]
[Draft email — 200 words max]

### Appearance Prep Sheet
- **Bio:** [2-3 sentences]
- **Headshot:** [link]
- **Talking points:**
  1. [Point + story]
  2. [Point + story]
  3. [Point + story]
- **CTA for audience:** [one clear action]
- **Topics to avoid:** [if any]

Frameworks & Best Practices

Finding the right podcasts: | Search Method | How | |--------------|-----| | Topic search | ListenNotes.com, Apple Podcasts, Spotify — search your industry keywords | | Competitor appearances | Google "[competitor founder name] podcast" — they've already found shows in your space | | Guest crossover | Find one good podcast, then check where their past guests also appeared | | Podcast directories | Podchaser (has contact info), Rephonic (audience data), Matchmaker.fm (guest matching) | | X/Twitter search | "[your topic] podcast" or "just recorded a podcast about [topic]" |

Pitch principles:

• Lead with their audience, not your product. "I can teach your listeners how to..." beats "I'd love to share about my startup..."
• Reference a specific episode. "Your episode with [guest] on [topic] resonated because..." proves you actually listen.
• Make it easy to say yes. Include your topic, 3 talking points, and bio in the first email. Don't make them do research.
• Short pitches win. Podcast hosts get 50+ pitches/week. 150 words max. Journalists get 200+. Be brief.
• Timing matters. Pitch journalists on Tuesday-Thursday mornings. Avoid Mondays and Fridays. For podcasts, timing is less critical but avoid holiday weeks.

What makes a founder a good podcast guest:

• Tells stories, not features ("We almost ran out of money in month 3..." not "Our platform leverages...")
• Has a genuine point of view — agrees with the host on some things, disagrees on others
• Gives actionable takeaways listeners can use immediately
• Doesn't hard-sell — mentions the product once naturally, lets the host ask about it

Common mistakes:

• Sending press releases instead of personalized pitches
• Pitching the product instead of the story
• Not researching the host/journalist before reaching out
• Saying yes to every podcast regardless of audience fit (your time is limited)
• Forgetting the CTA — you get 1,000 listeners and they have nowhere to go
• Not repurposing appearances into social content, blog posts, and email

Related Skills

• founder-thought-leadership — media appearances amplify your personal brand
• cold-outreach — similar outreach mechanics, different audience
• content-strategy — repurpose media appearances into content
• launch-strategy — coordinate press with product launches

Examples

Prompt: "I want to get on podcasts to promote our developer tools startup. Help me find shows and write pitches."

Good output includes: 15-20 podcasts that feature developer tools founders (with contact info), tiered by relevance, 2-3 media angles based on the founder's story, and customized pitch drafts for the top 5 shows.

Prompt: "We just raised our seed round. Help me get press coverage."

Good output includes: List of journalists who cover seed-stage funding in the relevant sector, a pitch angle beyond "we raised money" (what the funding enables, the market insight, the founder story), and draft pitches referencing each journalist's recent coverage.

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: shawnpang
• Source: shawnpang/startup-founder-skills
• License: MIT

Install and usage instructions live in the source repository linked above.