What the press doesn’t know about, it can’t write about. Finnish company PressRush helps businesses and organisations connect with reporters that might genuinely be interested in listening to them.
A reporter at a major news outlet can receive countless pitches, story ideas and press releases every day. As they also have their actual job to do, the time they spend reading generic messages might not amount to much – which is why your message should be on point and, especially, should be sent to the right person.
While companies have always been looking for ways to gain press coverage, Finnish software developer Ville Laurikari used to have another problem. He wanted to set up a business that would offer him the freedom to work whenever and wherever. With a background in software development, his go-to choice was a software product rather than consulting, as that would have bound him to a time and a place.
He decided to build a widget that could be used by bloggers to track traffic on their site.
“It turned out that bloggers aren’t a great target market,” Laurikari tells and laughs. “They’re not used to paying for anything, so it would’ve been difficult to build a business I could actually live on.”
He approached some digital marketing firms and spoke to them about the challenges they wanted to tackle, hoping he could make use of the technology he had built for the widget. One common thing emerged: all agencies wanted tools to reach out to reporters and be able to get their stories spread.