A lot of founders think PR is something you do after you’ve made it—once you’ve raised millions, landed a celebrity customer, or hit some flashy milestone. Until then? The assumption is you’re “too small” for anyone to care.
Here’s the truth: you don’t have to wait until you’re “big enough” to get press. In fact, if you wait, you’re missing one of your best opportunities to build credibility early, stand out from competitors, and get your story in front of the people you want to reach.
Why Early PR Matters
Press isn’t just about vanity. The right kind of coverage can:
- Establish credibility with customers, investors, and potential partners.
- Build brand recognition so people already know your name when you hit your next growth stage.
- Shape your narrative before competitors or critics fill in the blanks for you.
If your only PR plan is to “wait until we have something big to announce,” you’re leaving a lot of opportunity on the table.
The “Too Small for PR” Mindset—And Why It’s Wrong
Founders often hold back because they think their story isn’t newsworthy yet. But media isn’t just for the unicorns and tech darlings. There’s a whole world of niche industry blogs, local newspapers, business journals, podcasts, and newsletters looking for stories that connect with their audiences.
You don’t have to be the next big thing—you just have to be relevant, timely, and interesting to their readers or listeners.
Step 1: Define Your Story
What makes you worth talking about right now? It might be:
- The problem you’re solving—and why it matters.
- Your unique background or how you came to start this company.
- A bold approach that challenges industry norms.
Keep it human. Reporters connect with people more than they connect with products. A founder story with personality will go further than a dry product announcement.
Step 2: Match Your Story to the Right Outlets
Chasing coverage in TechCrunch when your target customers are reading a niche industry newsletter is a waste of effort. Instead, focus on where your audience already spends their time:
- Local press and business journals.
- Industry-specific blogs, podcasts, and YouTube channels.
- Targeted newsletters with active subscriber communities.
The right outlet is the one that reaches the people you want to influence—no matter its size.
Step 3: Build Relationships Before You Pitch
Cold pitching works better when it’s not actually cold. Start by following relevant reporters, editors, and creators on social media. Comment thoughtfully on their work, share their articles, and add useful context from your own experience.
Over time, you’ll become a familiar, credible name in their inbox—someone they’re more likely to hear out.
Step 4: Craft a Pitch That Works
A good pitch is short, relevant, and tailored to the outlet you’re sending it to. Lead with your most compelling hook—something that grabs attention in the first sentence. Avoid the “we’re excited to announce” fluff and get right to why it matters.
Make sure you include:
- The heart of your story (1–2 sentences).
- Why it’s a fit for their audience.
- Any supporting assets—photos, quick stats, quotes.
Step 5: Make It Easy to Say Yes
Journalists are busy. The less work they have to do to cover you, the better. Have a simple press kit ready with:
- High-quality founder headshots.
- Product images.
- A short company bio.
- Key facts or milestones.
If someone bites, respond quickly to follow-up questions and make yourself available for interviews.
Think Beyond Traditional Media
PR isn’t just getting into the paper or landing a glossy magazine feature. You can:
- Pitch yourself as a podcast guest.
- Offer to write guest posts for relevant blogs.
- Team up with another founder for a joint announcement.
- Speak at local or virtual events where your audience is already tuned in.
The goal is to tell your story in ways that build awareness, not just chase one high-profile headline.
PR Is a Long Game
One media hit won’t make your brand—but consistent, thoughtful outreach will. Start telling your story now, and let the coverage grow alongside your business.
The sooner you start, the easier it will be to step into bigger opportunities when they come along. And when you do have that big funding round or splashy milestone? The press will already know who you are.