Role Models Panel: Pitching to the Media


Mar 9th 2021
12:00 – 13:00


Online Video Stream
Online Video Stream

What exactly makes your story stand out to media journalists?

In a panel conversation, top journalists Svenja Lassen (#SupportHer/Cosmopolitan), Miriam Partington (Sifted) and Hannah Schwär (Business Insider) answer just that as they reflect on the best (and worst) pitches they have received over their years in the consumer media.

This panel discussion promises memorable anecdotes and usable insights to help any startup founder sell their story successfully.

Join us as Svenja, Miriam and Hannah uncover just what makes a startup story “pop” to a consumer, business and startup media, and teach us how to pitch our startups (and ourselves) to media outlets.

About the Series

This International Women’s Month, Google for Startups and Factory Berlin are joining up for a special event series for current and aspiring female founders.

This series is for all women who are ready to break gender-based barriers and stereotypes, to grow their skills, and to drive meaningful change.

In addition to this event, join for Role Models Kick-off Event and Role Models Conversation: Startup Sustainably with Anna Alex (Planetly, Outfittery).

Ready for more content? Check out the International Women's Day series from Grow with Google.

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As Managing Director, Svenja Lassen is responsible for setting up the startup investor network primeCROWD in Germany, which brings investors together with selected startups and accompanies them throughout the entire investment process.

The trained journalist is a certified business coach, experienced moderator and loves to bring people together as a networker who benefits from each other and supports them in their challenges.

For more than a decade, she was primarily involved with professional topics as a journalist and was responsible at COSMOPOLITAN for Business and the special issue [email protected] In 2019, she developed and set up the SupportHer-Academy training platform for Bauer publishing house.

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Hannah Schwär is a reporter at Business Insider, covering the German startup ecosystem with a special focus on mobility. Prior to that, she wrote for WELT, BILD and Rheinische Post.

She’s a Top 30 under 30 journalist (class 2017), one of the 33 startup reporters to watch (class 2020) and graduate of the Axel Springer Akademie, one of Germany’s most progressive journalism schools.


Miriam is Germany correspondent at, a publication covering European startups and technology. She’s particularly interested in sustainability, the future of work, female entrepreneurship and the human side of tech. Miriam has been reporting from Berlin since 2018, and has written for publications such as Deutsche Welle, New Statesman, and Courier. She continues to write for independent art and design publications in Berlin and London.


Catherine Bischoff is the Chief Relationship Officer at Factory Berlin, a culture, community, and space driven by the power of connection. As the heart of the Berlin startup ecosystem, Factory Berlin provides the right tools and networks for startups to scale and flourish.

As the lead on strategic partnerships, she works with founders, investors, corporates, accelerators and academic institutions to develop dynamic programs for a fast-changing Germany and global impact. In her role Catherine launched the Stealth Mode mentorship program for female and non-binary founders in 2019, and works to support entrepreneurs and creators from underrepresented groups. She’s taken the stage in numerous public speaking engagements, leveraging her personal and professional experience to lead conversation on the ever-important issue of diversity in tech and leadership.

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