6 tips for landing press coverage for Houston entrepreneurs, business owners

Guest column

Want to secure press coverage on your company this year? Here's what you need to know. Photo via All You Need Method

If you’re looking to build brand awareness, establish trust and credibility, and reach more customers in 2023, landing a press placement can be impactful for your small business. A traditional PR placement, also known as “earned media,” is one of the most valuable endorsements for a business, and you do have to earn it.

The good news is that in today’s digital landscape you don’t need a PR agency or consultant to land press coverage, you can pursue media coverage on your own. By prioritizing your brand foundation and telling your brand story through your owned channels (such as your website, newsletter and social media platforms), you can capture the attention of the media. Pair a strong brand and storytelling with the appropriate tactics for working with editors, and you will be set up for success.

Read our insider tips below to help you secure press coverage for your business this year.

1. Good PR starts with your brand

If you’ve ever wondered how to catch the attention of an editor, it starts with your brand — and by brand, we don’t just mean your branding (logo, colors, fonts, etc.) — although that is one component.

Good PR starts with a good story, one that is unique and differentiated. Editors are looking for more than just a product or service – they are looking for something special and new that their readers will benefit from.

Building your brand is about establishing the personality and story behind your business that goes beyond sales and promotions. Taking the time to build your brand is one of the best investments you can make as a small business owner. Not only will it help with your PR and marketing efforts, but it will also support your overall long-term success.

Building a brand foundation and learning how to tell your brand story includes your company positioning, your values, articulating what makes you different, crafting your founding story, refining your visual aesthetic and tone of voice, and much more.

Being able to communicate what makes you different, what you stand for, what you have to offer, and what you want to be known for – and developing a brand aesthetic that reflects your unique point of view – will allow you to stand out from the competition and capture the attention of the media.

2. Tell your own story

In our digital world brands are being discovered online. This means that your website and Instagram channel are often the first impression of your business to both consumers and editors. That said, it’s essential for your success that your digital presence communicates and reflects your brand foundation – the personality and substance behind your business. One question to consider is if your ideal customer or editor came to your website or Instagram for 30 seconds, would they walk away knowing the three most important things about your business and with a clear idea of what you stand for, what makes you different, and what you have to offer?

Your owned channels also provide an exciting opportunity to connect directly with your ideal customers, influencers, potential partners, as well as the media. By sharing your brand narrative consistently across your owned channels, you have the potential to build a meaningful relationship with your audience that can grow into loyal followers and customers.

The key is communicating consistently – you want your brand to be cohesive across all channels, so that everything from an Instagram post to your homepage reflects the unique brand positioning you’ve established. To achieve a consistent brand narrative, you want to make sure your messaging, photography, copywriting, graphics, and any other creative materials reflect the brand foundation you’ve built.

An invaluable practice at any stage of business is to conduct a brand audit in order to evaluate if your digital channels are communicating your brand foundation effectively. Read our three steps for conducting a brand audit here.

3. Draft and organize your materials

Drafting and organizing materials is one of the first tasks to tackle when preparing to reach out to the media. Editors are inundated with emails (thousands and thousands a day) and receiving easy-to-review dropbox links and files makes their job much easier. A lengthy email without a clear hook is a sure way to end up in someone’s Trash folder and left unread.

We cannot express enough how important photography is for securing press. Many publications rely on a brand’s photography. Without images it is oftentimes impossible for an editor to cover a brand. This goes for your personal brand too - if you’re an expert or offer a service, you will also need to provide a professional headshot or lifestyle image. Brands with consumer products will also need to show product photography.

There are a wide range of materials you may need based on your industry, but here are the essentials:

  • About page: a one-page document outlining the who, what, when, where, and why of your company
  • Bio: an overview of your background and why you started your company, with a few personal details
  • Line Sheet: images, pricing and key details for product collections
  • Product photography: Lay flats of your product on a white seamless background
  • Lifestyle photography: Images that bring your product or service to life by showing them in use
  • Headshot: Professional photo of the founder or expert styled in a way that is relevant to the brand. I.e. if you’re a chef or a nutritionist, take your headshot in a beautiful kitchen, if you’re an artist or interior designer take your headshot in your studio

4. Research, research, research

We often get asked how to know who to reach out to. Every publication is different, which is why research is very important. Taking the time to properly research will save you a lot of time in the long-run and allow you to pinpoint which outlets and contacts are the best fit for your business. As you research, be sure to organize contact information and notes into a media list so you can keep track of who to reach out to and any feedback you receive.

We have a free media list template that you can download here.

When researching, keep these four tips in mind:

  • Be targeted – Focus on publications whose audience matches your own and who feel like a fit with your brand aesthetic and values
  • Scope out the competition - Where have your competitors, or brands and experts you admire, been featured?
  • Read recent articles - Whether you pick up magazines or do a Google search, look and see who has been writing about brands or other experts in your industry lately. When you use Google Search, use the Tools option to narrow down your search to articles in the past 6 months or year.
  • Look at the masthead - A magazine’s masthead is a list of its editorial staff and can give you helpful insight into who covers which category. You can usually find a masthead online, or in the front pages of a print publication.

5. Think like an editor

Editors are looking for interesting stories, new items, and pieces that will pop on a page. They work off of editorial calendars, and many magazines have set themes for each month. You can Google a magazine’s editorial calendar to find out their upcoming themes and think about where there might be a fit for your product or service, or for you as the founder of your business.

To think like an editor, keep these three tips in mind:

  1. Utilize Editorial Calendars. Most reputable magazines, outline outlets, and even blogs, share an annual “editorial calendar” on their website. Editorial calendars outline the theme for each issue, the date the issue comes out, and the topics they are covering. While editorial calendars are technically created for advertisers, they are an invaluable free resource for PR planning if you know how to use them to your advantage.
  2. Learn Lead Times. Be sure to keep what PR professionals call “lead times'' in mind. There are two main categories most publications and media outlets fall into: long lead and short lead. Long lead publications are typically glossy print publications or special issues of a newspaper that work about working three to six months in advance. For example, if you want to pitch an item for a holiday gift guide in a December issue (which hits stands in November) you want to be ready to send that information to the publication in July. Short lead publications and/or outlets include daily newspapers, weekly magazines, online outlets, such as digital versions of magazines and blogs, and broadcast news. Their lead times can range from a month in advance, to a week or even less.
  3. Understand What is “Newsworthy” vs. Seasonal/Evergreen. Editors cover what is new and newsworthy, as well as seasonal and evergreen topics that are relevant to their readers. When thinking about what you have to pitch, such as a specific product, consider whether it is evergreen and can be covered at any time, or if it is a seasonal item. This will guide the timing and context of your pitch.

6. Build relationships

Building relationships is incredibly impactful when it comes to landing press placements. Reaching out in a personal way, gifting your product or service, and keeping in touch with editors and writers over time will increase your chances of being covered with the right fit arrives.

When reaching out to editors, what do you have to offer? News? Tips? A cool new product collection to check out? This is not a transactional relationship, think long term and how you can be a resource for this editor or publication beyond what you are pitching at this moment.

Personalization and authenticity are key. Your first email to an editor should not be a “pitch” or a press release, it should be an introduction of yourself and your business. Be sure to research each person in advance and follow them on social media so you can personalize each email – mention a recent article of theirs that you enjoyed reading, or a recent Instagram post on their feed that you found interesting.

If you are able to set up a call, Zoom, or in person meeting, that is ideal for relationship building. We also recommend offering to gift your product or service to contacts at outlets that are on the top of your dream press list. This goes a long way and will allow them to be able to speak about your product or service from firsthand experience.

Lastly, be sure to follow up. If you don’t hear back, there is a good chance they missed your first email. Wait a couple of weeks and send a nice follow up. Remember, this is a long game and it takes time.

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Kathryn Worsham Humphries and Carla M. Nikitaidis are the Co-Creators of All You Need Method, a PR and brand strategy consulting firm for small business owners, creative entrepreneurs, and digital creators who are looking to build a brand and raise brand awareness through PR, content marketing, and partnerships. They offer support through their online course, The Brand Starter Kit, 1:1 Strategy Sessions, and custom client projects.

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Overheard: Houston Innovation Awards finalists share top advice for fellow founders

Take note

The startup journey is a long and winding road, and there's many ways to navigate it. Fifteen of this year's finalists have shared what their most valuable startup advice for their fellow Houston founders.

From the importance of mentorship to tips for female and BIPOC founders, these pearls of wisdom come directly from a selection of finalists across a handful of categories, including DEI Champion, BIPOC-Owned Business, Female-Owned Business, and Mentor of the Year.

Read these excerpts of advice from Houston's innovation community's top startup founders and supporters.

Click here to secure your tickets to the November 8 event where we'll name the 2023 Houston Innovation Awards winners.

"Be comfortable with asking for and accepting help. This journey is a marathon, not a sprint, but helping yourself with supportive people around is critical." — Cameron Carter of Rosarium Health, a BIPOC-Owned Business finalist

"Underrepresented founders often have trouble asking for what they want or deserve. ... Don't be scared to ask for what you want, or what you believe you deserve." — Pedro Silva of Milkify, a BIPOC-Owned Business finalist

"It's not 'fake it' until you make it. It's 'take it' until you make it. Be proud to be you." — Pamela Singh of CaseCTRL, a BIPOC-Owned Business finalist

"When starting a company, remember it’s a game of attrition. The best way to last longer than your nearest neighbor is to find your tribe." — Aaron Fitzgerald of Mars Materials, a BIPOC-Owned Business finalist

"Know your worth and add tax. Choose your partners wisely — at home and work. Invest in the best stock you own: YOU." — Katie Mehnert of ALLY Energy, a Female-Owned Business finalist

"Whatever battle you're fighting now that no one knows about — go ahead and WIN the war." — Shoshi Kaganovsky of Feelit Technologies, a Female-Owned Business finalist

"My advice would be to find truly effective mentors who are willing to open up their network for you. It doesn't matter if the mentors are men or women — what matters is that they genuinely care about your professional success and who you are as a person." — Tatiana Fofanova of Koda Healthcare, a Female-Owned Business finalist

"Remember...There are a BILLION ways to apply sunscreen, but no matter how you apply it, it ALL protects you from the sun. Like sunscreen, there are infinite ways to succeed in the startup world. Trust your gut, stick to your vision, and keep trying until you find what works for you. ... Your purpose and vision should be your North Star, guiding decisions in team-building, coaching, and creating a company culture. Stick to that purpose—it's what will drive you through the rollercoaster of entrepreneurship." — Emily Cisek of The Postage, a Female-Owned Business finalist

"First and foremost, embrace your uniqueness. As a woman of color, you bring a distinctive perspective to the table. Your background is not just a part of who you are; it's a strength that sets you apart in a male-dominated industry. ... Resilience is your greatest ally. Challenges will arise, and it's okay to acknowledge them. What matters most is how you respond. Each obstacle is an opportunity for growth and learning. ... Lastly, trust yourself. You are not just running a business; you are shaping a narrative of empowerment and change." — Ghazal Qureshi of UpBrainery Technologies, a Female-Owned Business finalist

"Figure out, learn, and understand your mission inside and out and use it to make all your major business (and sometimes personal) decisions." — LaGina R Harris, founder and CEO of The Us Space and Mentor of the Year finalist

"Know your value and continue advocating for inclusion." — Janice Tran of Kanin Energy, a BIPOC-Owned Business finalist

"Be your true, authentic self. There are going to be some people that like what you are doing, and there's going to be some people that don't, but the biggest thing is being true to who you are, and that's always going to flourish more than being who someone else wants you to be." — Muriel Foster, director of gBETA Houston and Mentor of the Year finalist

"Until you hire someone, you are the one wearing the product manager hat. You've got to love the problem more than the solution." — Wade Pinder, founder of Product Houston and Mentor of the Year finalist

"Be the person your younger self needed. Representation really does matter. Be a listening ear, share your lessons, and allow people to blossom under your leadership." — Michelle Ngome, founder and president of the African American Marketing Association and DEI Champion finalist

"Embrace your unique perspective as a source of strength and innovation. ... In Houston's dynamic startup scene, your presence and contributions as a traditionally marginalized founder or investor are essential for driving innovation and diversity. By staying resilient, seeking support, and advocating for inclusivity, you can navigate the entrepreneurial journey and make a lasting impact on both your business and the broader community." — Jessica Adebiyi, diversity and professional development director at Womble Bond Dickinson and DEI Champion finalist

Innovation and new business incubation at the University of Houston’s Technology Bridge is on a roll

Start Me Up

When Jacob Thomas first came to the University of Houston’s Technology Bridge in 2016, he knew it was the perfect incubator space to grow his company, Alchemy Sciences. The excellent support infrastructure enabled the fledgling oil recovery business to focus on improving its technology, product and business development, and operations.

“Technology Bridge also had the advantage of being located at a premier, research-focused university that afforded the opportunity to collaborate not just with other startups but with groundbreaking innovators on campus,” Thomas says.

And when Hadi Ghasemi, an associate professor in the UH Cullen College of Engineering, launched Elemental Coatings for his revolutionary anti-icing material in 2019, his ideal space was literally minutes from his campus laboratory.

“We have one of the best spaces in town right here near campus,” he says. “From a ready-made workforce to the facilities, it was a unique opportunity that was perfect for us.”

Thomas and Ghasemi aren’t alone in their assessments. They are part of a booming community of entrepreneurs setting up shop in Technology Bridge, Houston’s premier innovation park for technology commercialization, industrial partnerships, and startup development, located adjacent to the UH campus along the Gulf Freeway.

Connecting people and ideas

UH prides itself on spurring innovation, from the first spark of an idea to the transfer of knowledge and technology. The University is home to the nation’s top-ranked undergraduate entrepreneurship program and is one of the top 25 royalty-earning universities in the United States. And for seven of the past eight years, UH has ranked among the top 100 global universities for the number of utility patents issued.

Tanu Chatterji, the associate director of startup development at Technology Bridge, includes those accolades in her pitch to prospective tenants. But it’s the wealth of established relationships with UH researchers and potential employees already on campus that is the biggest selling point.

“If you are looking to grow a company and plug into a major ecosystem, Technology Bridge is where you want to be. You have access to the talent, expertise, facilities, and resources you need to be successful,” says Chatterji, noting that UH is a Carnegie-designated Tier One research university with 35 faculty members in the National Academy of Inventors.

"The students, faculty and resources at the heart of our ecosystem set us apart from everyone else," says Ramanan Krishnamoorti, UH vice president of energy and innovation.

Right now, Technology Bridge has more than 20 companies utilizing a wealth of amenities, including private and shared incubator lab spaces designed to support chemical, mechanical, and life sciences startups.

The Innovation Center features large, fully equipped and furnished office spaces with open and private areas, conference rooms and collaborative meeting areas, and a common kitchen area.

Additionally, startups receive unmatched access to UH faculty, one-on-one mentorship opportunities, and the full support of the UH Office of Technology Transfer and Innovation to help with funding, workshops, grant development, and commercialization.

“This is an innovation environment that is unique to Houston. We’re all about connecting people and ideas,” Chatterji says.

A community for innovators

To access the benefits of Technology Bridge and enjoy its competitive rental rates, companies are required to fulfill certain criteria. This includes committing to a minimum one-year contract and actively engaging with the UH innovation community at one of three levels: hiring university talent, working collaboratively on projects with faculty or sponsoring research, or commercializing UH intellectual property.

“We’re not looking to give out cheap space to anyone who’s just going to move out in three years,” Chatterji says. “We really want the right partners on board to help us cultivate this ecosystem.”

Technology Bridge is home to a diverse mix of companies, comprising both external organizations and spinoffs founded by faculty, graduate students, and staff. While some ventures are still in the early stages, actively seeking funding and assembling their teams, a handful have already reached the exciting milestone of selling products and are preparing to transition into larger, more permanent facilities.

“The higher the engagement, the higher the discount they get on their lease,” Chatterji says. “On the flip side, there’s incentive for UH to keep these companies within our family so we get to share new ideas and innovations and they can mentor our faculty and students.”

Building for the future

It’s not only innovators who are taking notice of the remarkable developments happening at Technology Bridge.

U.S. Rep. Sylvia Garcia, who represents Texas’29th congressional district where Technology Bridge is located, helped secure nearly $3 million in federal funding for infrastructure improvements that will further grow its position as a leader in Houston’s innovation space.

“We have a lot of momentum at Technology Bridge as we continue to support Houston’s growing innovation economy,” says Ramanan Krishnamoorti, vice president of energy and innovation at UH. “We’re building great partnerships and providing these startups with everything they need to commercialize technologies and be successful.”

Most of the $2.875 million will benefit the UH Industry & International Innovation Hub (UHI), a planned center for industry partner engagement with an investor and mentoring studio and event space.

It will also increase onsite industry and startup capacity and establish workforce development and training rooms. The remaining money will be used to establish The Deck Innovation & Coworking Center, with eight new private offices that will increase lease revenue by a projected 150 percent. The entire project is expected to increase capacity by more than 20 companies.

“No other space in Houston has what we have,” adds Krishnamoorti. “It’s not just the Tech Bridge, it’s the University of Houston Tech Bridge. The students, faculty, and resources at the heart of our ecosystem set us apart from everyone else.”

Success stories

In recent years, startups at Technology Bridge have developed innovations in advanced materials, pharmaceuticals, and food and agriculture, as well as infrastructure and construction, optometry, medical devices, and computer software.

Among their accomplishments are hundreds of groundbreaking inventions such as a plant-based polymer with the potential to replace petroleum-based plastics and revolutionary therapeutics that have had a profound impact on patients worldwide, offering treatments for cancer, Alzheimer’s disease, and epilepsy.

Thomas’ Alchemy Sciences, renowned for its portfolio of products that enhance the efficiency of oil and gas production in multiple basins across the United States, is now embarking on the early stages of expansion to Latin America. The company recently graduated from Technology Bridge, moving into a larger space to accommodate its growing operations.

“An incubation ecosystem like this is essential for technology startups as they begin their journey” Thomas says. “The proactive staff, modern lab facilities, and associated support system enabled us to conduct experimental work efficiently and was key to our growth over the past five years.”

Elemental Coatings, a company founded on technology pioneered by Ghasemi at his UH lab, produces anti-icing surfaces with exceptional durability, even in the harshest environmental conditions. After four years at Technology Bridge, Ghasemi said the company will double its workforce and move into a bigger facility early next year.

“When we started this journey, there were maybe two companies at Technology Bridge, so it’s been amazing to see this growth,” says Ghasemi. “Access to a knowledgeable workforce, along with the facilities and support for intellectual property protections and patents, was essential for us and is crucial for any startup.”

3 Houston innovators to know this week

who's who

Editor's note: In this week's roundup of Houston innovators to know, I'm introducing you to three local innovators across industries — from software to biotech — recently making headlines in Houston innovation.


Gaurab Chakrabarti, CEO and co-founder of Solugen

Solugen has announced two major partnerships. Photo via solugentech.com

Solugen had a busy week. The Houston-based company that makes sustainable chemicals announced two new partnerships.

Solugen and Sasol Chemicals, a business unit of Saslo Ltd., revealed that they are working together to explore commercialization of sustainably-made home and personal care products. Read more.

Later last week, Solugen announced that it has scored a partnership with ADM to build a biomanufacturing facility adjacent to an existing corn complex in Marshall, Minnesota. Read more.

Andy Grolnick, CEO of Graylog

Graylog, a Houston SaaS company, has new fuel to scale and develop its product. Photo via Graylog

A Houston software-as-a-service company has secured $39 million in financing and announced its latest upgrade to its platform.

Graylog, which has created an innovative platform for cybersecurity and IT operations, raised equity funding with participation from new investor Silver Lake Waterman and existing investors Piper Sandler Merchant Banking and Harbert Growth Partners leading the round.

“The growth we are seeing globally is a response to our team’s focus on innovation, a superior user experience, low total cost of ownership, and strong execution from our Go-To-Market and Customer Success teams,” Andy Grolnick, CEO of Graylog, says in a news release. “We expect this momentum to continue as Graylog expands its reach and raises its profile in the security market.” Read more.

Stuart Corr, executive director of Pumps & Pipes

A Houston expert shares reasons to swap screen time for extended reality. Photo via pumpsandpipes.org

Virtual and augmented reality are having a moment, as Stuart Corr, executive director of Pumps & Pipes, explains in a guest column for InnovationMap.

"The COVID-19 pandemic saw an unprecedented shift to even more screen time and interactions using remote video communication platforms," he writes. "It was also around this time that wireless virtual reality headsets were, for the first time ever, economically accessible to the consumer due to the large push of one multinational corporation. Fast forward to 2023, there are even more companies beginning to enter the market with new extended reality (XR) headsets (i.e. virtual, mixed, and augmented reality) that offer spatial computing – the ability for computers to blend into the physical worlds (amongst other things)."Read more.

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