Founder of SutherlandGold Group here. I would just add that every start up really needs to pitch a story that is relevant to things that are already in the news

Founder of SutherlandGold Group here. I would just add that every start up really needs to pitch a story that is relevant to things that are already in the news. As reporters and editors here already pointed out, the media is just too busy covering trends of the day to drop everything for every start up pitch that comes in the door. The secret to great coverage in the media, is really building a great story about your company, yourself and your product before you ever pitch anything to the media. Founders really need to focus on how what they are doing or building is disruptive and powerful and delivers a really worth value proposition to the intended audience -- consumers, advertisers, publishers or whoever will buy your product. Almost 10 years ago, I led the team that launched Honest Tea. Our story then was about a founder who was mentored by an MBA professor and the two joined together to build a great company that was recently acquired. Ten years later that story is still being written about the company. So think about all the elements of "your" story before you pitch anything.