Sitting down with Sifted and Tech.eu

At Slush, Greg Anderson, Inventure’s Director of Comms, grabbed a mic with Sifted’s European Editor, Mimi Billing, and Tech.eu’s Writer, Cate Lawrence, to discuss the big question: How do you get covered in the press?

How do you cut through the noise?
At Slush, it’s clear that thousands of startups far outnumber the few journalists covering European tech. So, how do you cut through the noise? Align yourself with trends journalists are already covering, and emphasize the big breakthrough.

Build the Relationship
Cate and Mimi highlighted that events are one of the best ways to get to know journalists and make a real impression. Once you’ve made that initial connection, nurture the relationship. Follow their work, share relevant industry tips, and when you have news, use LinkedIn messages to get back in touch in a personal way.

Know What You Want Out of Press Coverage
It was surprising to hear journalists echo classic PR advice: know your goals before reaching out to the press. Are you looking to attract talent, signal to investors, or achieve something else? Both Mimi and Cate emphasized how frustrating it is to write an article only to see the founder or startup not even share it, promoting an in-house blog instead. If that was the plan all along, what’s the point? Treat press as a tool to achieve an outcome, not a box to check.

You Can’t Control the Exact Narrative, But You Can Control Your Exact Image
Let’s be honest—you’re more likely to click on startup news if it’s paired with a great photo. Investing in a professional founder photo is a win-win. Don’t leave this to the last minute, book a photographer as soon as you start thinking about press coverage.

A Big Thank You
Finally, a huge shoutout to our friends at 3VC and Practica Capital for co-hosting the Investor Office Hours with us!

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