As part of the launch strategy, we set out to finalize the press release distribution, commenced pitching and (where necessary) scheduled interviews. Based on the target audience, we went for an exclusive with TechCrunch, focusing on landing “the big one” at client request. After the exclusive, we targeted key outlets for the funding news. We made sure to have Responsibly noticed by getting featured articles that clearly described their purpose and what they intended on doing with the funds. One way of ensuring media coverage is by tailoring the content according to the outlets being pitched to.