You’ve built something worth talking about, but your marketing budget is closer to zero than six figures. Welcome to the reality of startup PR. The good news? Some of the most effective press coverage strategies don’t require an agency retainer. They require strategy, hustle, and the right tools.
Why Startups Can Actually Win at PR
Counterintuitively, startups have some natural advantages over large companies when it comes to earning press coverage. Journalists are always looking for fresh stories, new angles, and emerging trends. A scrappy startup with an interesting origin story, a contrarian take on an industry problem, or genuinely novel technology is often more interesting to a reporter than another press release from a Fortune 500 company.
The key is understanding what makes your startup newsworthy — and it’s rarely what founders think it is. Your product features aren’t news. Your funding round might be. Your origin story might be. The market trend you’re riding definitely is. Think like an editor: what would make their readers click?
Build Your Own Media List for Free
PR agencies charge thousands of dollars per month, and a significant portion of that cost goes toward media database subscriptions and list building. You can do this yourself with the right approach.
Start with Google. Search for recent articles about your industry, your competitors, or the problem you solve. Note which journalists wrote them and which publications they appeared in. This gives you a targeted, relevant list of reporters who have already demonstrated interest in your space.
Journalist databases like JournalistDB provide a more efficient way to build these lists, with filters for beat, publication, location, and verified contact information. Many offer free tiers or affordable plans specifically designed for startups and small teams. A good database saves you hours of manual research and gives you verified email addresses instead of guessing at journalist contact info.
Develop Your Media Angles
Every startup needs a menu of 3-5 media angles — different story frames you can pitch depending on the publication, the journalist, and what’s happening in the news. Common startup angles include:
The trend piece: Position your startup as evidence of a larger market shift. “The rise of AI in recruitment” is a trend; your hiring tool is a data point that supports it.
The founder story: If your founding story is compelling — you left a big job, you experienced the problem firsthand, you pivoted from something completely different — that’s a human interest angle that journalists love.
The data angle: Do you have unique data from your platform? Aggregate and anonymize it into an industry report. “Our platform data shows that 73% of small businesses have never hired a PR agency” is a headline waiting to happen.
The contrarian take: Challenge conventional wisdom in your industry. “Why we don’t do performance reviews” or “Cold email isn’t dead — here’s the data” — bold claims backed by evidence get attention.
The newsjacking angle: When a major news story breaks in your industry, be ready to provide expert commentary. This requires speed but zero budget.
Master the Art of the Cold Pitch
Without an agency’s existing relationships, you’ll be cold pitching most of the time. That’s okay — many journalists actually prefer hearing directly from founders rather than through PR intermediaries. Your pitch should be:
- Under 200 words
- Specific about why their readers would care
- Based on their actual coverage (reference a recent article)
- Clear about what you’re offering (interview, data, demo, exclusive)
Send your pitch from a personal email (founder@company.com), not a generic address. Journalists respond to people, not brands.
Leverage Content Marketing as a PR Engine
Original content serves double duty for startups: it builds your SEO presence and it gives journalists reasons to know who you are. When you publish insightful blog posts, original research, or thought-provoking opinion pieces, you create reference material that journalists can cite — and a reason for them to reach out to you.
Write the kind of content that journalists in your space would actually find useful. Industry analysis, data breakdowns, and practical guides are all content types that get referenced in press coverage. When a journalist is writing about your industry and finds your well-researched blog post, you’ve just earned a mention without sending a single pitch.
Use Social Media Strategically
Twitter/X and LinkedIn remain the two most important social platforms for earned media. Many journalists find sources, story ideas, and expert commentary through social media. Build a presence by:
- Commenting thoughtfully on journalists’ articles and posts
- Sharing your own insights and data publicly
- Engaging in industry conversations (not just promoting your product)
- Being available and responsive when journalists post “looking for sources” requests
This isn’t a quick win — it takes months of consistent engagement — but it builds relationships that pay dividends across multiple press opportunities.
Build Relationships Before You Need Them
The best time to connect with a journalist is before you have something to pitch. Follow their work, share their articles, and engage with their content genuinely. When you eventually do have news, you’ll be a familiar name rather than a complete stranger.
Attend industry events, even virtual ones. Many conferences have press rooms or media networking sessions. A brief, genuine conversation at an event creates more goodwill than dozens of cold emails.
Measure What Matters
Without an agency providing monthly reports, you need to track your own PR results. Focus on these metrics:
- Response rate: What percentage of your pitches get a reply? Industry average is 3-5%; good targeting gets you to 15-20%.
- Coverage earned: Track every mention, article, and interview.
- Referral traffic: Use UTM parameters and Google Analytics to measure website traffic from press coverage.
- Domain authority impact: Backlinks from press coverage improve your SEO over time.
Startup PR without an agency isn’t easy, but it’s entirely possible — and often more authentic. Journalists appreciate hearing directly from founders who are passionate about their products and knowledgeable about their industries. Use the right tools, invest the time in research and personalization, and play the long game. The coverage will come.
Find the right journalist for your story
Search 142,000+ journalists by beat, publication, and location. Get verified emails and start pitching today.