Co-founder and editor Katia Lang of The Fintech Times stopped by Copenhagen last week. We sat down with her before a talk at CPH Fintech Lab to identify three trends she expects to reshape the media coverage of startups.
1. We will move from an interest in money flows to people + ideas
“Succesful funding rounds continue to dominate the headlines, but they are far from the most interesting pieces of news. At Fintech Times we rather focus about people and groundbreaking ideas: Who are the founders and how are they transforming a sector. We also try to prioritize step-by-step business cases. If a startup got bought by a bank, we want to go into detail about how they set up the supply chain.
How to tap into it: As an entrepreneur, don’t just mail the journalists with ‘we got funding’ as the primary pitch. Contextualize the investor interest in your company with a bigger story – eg. ‘we’re part of a new wave of these kind of startups’. Don’t be afraid to point to stuff that is not smack-bam-your-product.
2. Wait a bit with the external PR guys, but spend time on the base story.
“Nobody knows their product better than the founders, so I would never hire an expensive PR team in the beginning to secure wider coverage. Do it in-house: Be creative and think the base story about your company through, so you have a good answer, when the world asks.”
They do their narrative well: We like sweetgreen’s video version and Snøhetta’s short one.
3. The division between the sources and the editorial teams are shifting
“At Fintech Times we are increasingly crowdsourcing stories, so the companies we cover actually deliver the bulk of the content themselves. We have a small editorial team that assure general quality, but our main role is to provide a framework. Through our agency division Fintnews we help 200 startups push the news they upload. So far we have not encountered a conflict, where one startup was simultaneous a platform client and received critical coverage in The Fintech Times. But the situation could happen.”
Where is this going: Nordea sponsors articles in Politiken, Shell is on NYT, and in five years every media outlet will be an agency too.