The Problem With Early Press Coverage

The pros and cons of scoring media wins quickly, and how to determine the right moment that will drive real business results for you.

I was a journalist for more than a decade, so I know how to pitch. And what gets covered most easily? News.

I planned my early slate of We Are Spiraling episodes with that in mind, aiming to publish my most newsworthy guests in the first handful of episodes. That’s how I landed We Are Spiraling in the New York Times within two weeks after launch – every founder’s dream.

But what most founders don’t realize is that while early press wins can offer validation, they do not always drive tangible business outcomes. The same squeeze could offer a lot more juice later in your lifecycle.

I say this as someone who has been a journalist, founder and comms adviser. Everyone wants validation and recognition as soon as possible, but you make a sacrifice when you achieve it too early.

This post outlines the pros and cons of early press, and how to determine the right moment that will drive real business results for you. I already shared the cold pitch that got us into the NYT and We Are Spiraling’s viral moment with Business Insider. Now I’ll detail what happened afterward and what I’d do differently now.