PR ON THE GO • July 31, 2026

How Does A Startup Get Into The Media?

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Experts answer: Every early-stage and growth startup wants media coverage to gain visibility, attract investment, and find new partners. But how do you get media attention? What do you want to talk about?

This expert panel offers insights that will be useful for startup founders and their teams.

Find the conversations you can contribute to

Emily Reynolds, Owner at R Public Relations

"One of the biggest misconceptions I see is that startups need a major announcement to earn media attention. In reality, journalists are looking for stories, not advertisements.

Founders should think about what unique perspective they bring to their industry, what problem they're solving, or what lessons they've learned that others can benefit from. The most beneficial media coverage starts with expertise and point of view rather than product promotion.

I always encourage founders to focus less on asking, "How do we get press?" and more on asking, "What conversation can we contribute to?" When you consistently provide value and have something meaningful to say, media opportunities tend to follow more naturally."

Speak about what you are observing in your industry

Deepak Shukla, Founder & CEO at Pearl Lemon PR

"Most startups think media coverage comes from having a great product. It doesn't. Media coverage comes from having a great story.

Journalists rarely care about another startup launch, funding ambition, or feature update. They are interested in market trends, surprises from their customers, contrarian views, and real-world learning experiences for their readers.

As we know, founders who repeatedly receive coverage are those who speak less about what they are doing and more about what they are observing. The most effective media strategy isn't pitching your company. It is becoming the person whom reporters will call upon for an informed comment on your industry. This way of doing things ensures that publicity follows naturally."

Prepare and pitch precisely.

Jodi Lynn Karpes, Owner at GreenQueen PR

"As a PR professional, the first question is: Is the startup PR-ready? That means the narrative, marketing assets, operations, distribution, ecommerce, and owned platforms in place. Startups lack proof, so they must borrow credibility.

As GreenQueen PR client Daniel Ruke (known as RUKE) of Blink explains: "You can't pitch results, you pitch the concept. Credibility comes from the team, their track record, and intentional partnerships that signal you're worth taking seriously."

Focus on the innovation or problem you solve and who you solve it for; connect it to a topic/s journalists already cover. Support your pitch with data or real examples. Pitch precisely. Start with local media before expanding regionally to build credibility and create content you can repurpose across your own channels. Pro tip: begin building your Professional, Internal, and Personal AI Clones from day one to streamline content, workflows, and communications.

An honest initial assessment will determine if PR is the right next step for the startup."

Real community engagement is what impresses journalists

Melanie Marten, Owner at The Coup Public Relations

"Once you have prepared your press kit assets, such as mission statements, current press announcements, founder bios, and startup imagery, ready for the press, it is time to create momentum for your startup. This will make you relevant to journalists as a new player in your industry.

In the past, an interesting founder story with a big vision announcement was enough to get media coverage. However, this changed due to the sheer number of startups reaching out to the media. Now, editorial departments are looking for proof of relevance. They find it in how you engage a community around your business or make a splash in your industry.

The way you gain traction around a community is is one major focus for journalists covering startups and new businesses. It doesn't matter how niche you are or whether you serve businesses or consumers. When you can make a splash through a B2B collaboration or bring people together online or offline around a shared interest, this is the proof of relevance that journalists are looking for.

That is why my first piece of advice is to be extremely creative and focused on engaging your first customer base, as this will leave a strong impression on journalists."

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