Why biz news coverage is important to startup companies

Tom Foremski of ZDNet.com writes about how coverage from the business media is important to startup companies.

Foremski writes, “Readers, will quite rightly, value a reporter’s news story much higher than that of an advert or advertorial paid for by the company. An unbiased reporter provides a tremendous amount of credibility and trust.

“And in today’s world, where there is so much media being produced, of all types, it is extra important for startups to have good media coverage. If you aren’t seen, you don’t exist.

“However, what happens if a leading news organization is conflicted in its coverage of Silicon Valley startups by the financial self-interest of one or more of its senior staff?

“There’s nothing much that a startup can do. If its rival startup has a financial connection with an editor or reporter, then it doesn’t matter if it has a better product, or a better technology, and that means it might never receive the media coverage it deserves. It might not succeed at all. And that’s a loss. It’s a potentially a large loss for the world, too, if the startup has an important technology that could be widely applied.

“As innovation takes root around the world, local startups deserve fair and unbiased media coverage, just as much as Silicon Valley’s startups. As countries look to their ability to innovate and encourage entrepreneurism, in a bid to improve their economies, and the living standards of their people, unbiased reporting is very important. It affects not only startups but also government policy and education.”