Your Startup Doesn’t Need PR. It Needs a Story.

Every founder wants visibility, but not everyone understands what makes media coverage meaningful and impactful. Let’s start with five grounding principles to help you build better narratives and relationships with the media: 

2. Most Startups Can’t Afford PR — And That’s Okay. You don’t need an expensive PR agency to get coverage. In fact, in the early days, your authenticity and clarity can go further than a press release drafted by someone who doesn’t live your story.

3. Where Is Your Audience – Really? Before you shoot that email to your favourite publication, pause. Ask yourself — who are you trying to reach, and where do they consume content? Your audience may not even be reading the outlet you’re targeting.

4. Before You Pitch to the Media, Build the Relationship. Media engagement is not just transactional. If you're only reaching out when you need coverage, you're doing it wrong. Invest time in following, understanding, and connecting with journalists who cover your space.

5. Pitch Stories, Not Announcements. Reporters are not notice boards. They want stories that are relevant, timely, and human. Lead with the why, not just the what.

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