The startup “Renner” was just founded by three university graduates. The three met at a running club at the University of Cologne and opened their office in the Cologne district of Mülheim. Their product is a particularly ergonomic running shoe that differs from competing products mainly because of its particularly non-slip sole. This means they are primarily targeting amateur athletes austria telegram screening who jog in urban areas. The product will be sold via their own online shop as well as through retailers, retail chains and large online shops within Germany.
Founder media:
There are now a number of “founder media” in Germany (e.g. German startups , Starting Up or Gründerszene ) that report specifically on company start-ups and relevant topics for founders. “Renner” should definitely inform these media about the company start-up. In this case, the focus of the press work is on the company start-up itself: i.e. information about the start-up, the product, company structure, target group, marketing, sales, strategy, etc.
Local media:
Regional proximity is an important news factor that “Renner” should use to generate media presence. Even if the running shoe product is not a local product, the company and its founders can still provide a hook. “Renner” determines figures on how many startups are located in Cologne-Mülheim and draws a comparison with other Cologne districts. They then turn to the press and report on the advantages and disadvantages of being a startup in Cologne-Mülheim. This means that they do not focus on their company and their product, but on the topic of startups, but in this context they have a good chance of being mentioned in the reports as an example of a Mühlheim startup. Another way to use the “regional proximity” news factor: “Renner” hangs lots of running shoes in the tree in front of his office, shares photos of them on social networks and sends them to the local press, who are always happy to pick up on creative curiosities from the district.