How to Capture Media Attention for Your Crowdfunding Campaign

Every creator wishes to attract as many backers as possible. Learn how to utilize the power of media to capture their attention.

Cosma Zhang

June 9, 2023

Are you launching a crowdfunding campaign and looking to gain maximum exposure? Securing media coverage can be a game-changer for your campaign's success. In today's competitive landscape, journalists are inundated with pitches and stories. To stand out from the crowd, you need to think strategically and craft a compelling narrative that captivates their attention. Here are some valuable tips to help you secure media coverage and amplify your crowdfunding campaign.

Novelty, Importance, and Timeliness: The Key Factors

Journalists are always on the lookout for newsworthy stories. To capture their interest, think like a journalist. Consider the novelty, importance, and timeliness of your product's launch. What sets it apart from the rest? Craft unique angles that highlight these aspects and make your story stand out. Avoid pitching on major holidays, and be mindful of current events that you can tie your campaign into. By aligning your campaign with trends and news, you increase your chances of getting coverage.

Enhancing Credibility with Samples

Journalists love firsthand experiences. Offering them samples of your product, even if it's a prototype, significantly boosts the likelihood of media coverage. Being able to touch, feel, and try your product adds authenticity and credibility to the story. If your sample differs from the final product, communicate this clearly to the journalists. Let them know what to expect and how it will differ. Remember, journalists have been cautious about covering crowdfunding campaigns in the past due to unfulfilled promises. Providing samples mitigates their concerns and increases the chances of coverage.

Strategic Outreach with The Power of Momentum

Media coverage tends to have a domino effect. Once one outlet features your campaign, others take notice and are more likely to follow suit. Target specific journalists and outlets strategically, rather than sending mass emails. Personalize your correspondence and create a sense of exclusivity. Establish ongoing communication with journalists and maintain relationships throughout your campaign and production phase. Instead of reaching out to all targeted journalists at once, segment your communication to keep the momentum going.

Differentiating PR Opportunities

During your crowdfunding campaign, you'll encounter various PR opportunities. It's crucial to understand the differences between paid, earned, and owned media. Paid media involves content you pay for, such as advertorials and sponsored guest posts. Owned media is content you create and control, like your social media platforms and website. Earned media is what others create about you, including reviews, feature articles, and social media posts. Contributed articles also fall under earned media. Recognize the value of each type and leverage them effectively to build your brand.

Partner with Influencers

Influencer marketing plays a crucial role in today's social media landscape. Engaging with influencers can drive significant traffic to your crowdfunding campaign. Consider different types of influencers based on their follower count: macro, micro, and nano influencers. Incorporate influencer marketing into your budget and allocate a portion of your marketing funds to paid influencer partnerships. The cost varies depending on the influencer's reach and engagement. Be clear about your expectations and the deliverables, whether it's a social media post, blog feature, or story. Calculated influencer partnerships can amplify your campaign's reach. Click here to read more about how to find the right influencer to power your campaign. 

Remember, press coverage is never guaranteed. Be cautious of anyone promising assured media coverage for your crowdfunding campaign. PR should be viewed as a reputation-building tool that helps you cultivate a brand and following. On average, PR accounts for 1-3% of the total funds raised during a campaign. Embrace the fact that press coverage is not a guaranteed outcome and focus on building a strong foundation that can be leveraged as your business grows.