Here’s a very interesting opinion of startups approach to media coverage. In summary, media coverage has been associated with startups gaining mileage in way of raising money, since they get visible and look good in the eyes of potential investors. However, there is a risk of creating hype for a startup who’s product isn’t quite ready to handle all this newfound fame. Such as platform versatility, user expectations and all.
The writer’s advice is try get media coverage when your story and product is good enough, that way it will be sustainable and not ruin your startup when users come on board. Remember Ello? How is BRCK doing?