PR
PR for Early-Stage Startups: Getting Press Without a PR Agency
You do not need a PR agency to get media coverage. Here is a DIY approach that has worked for bootstrapped founders and produces the same results at a fraction of the cost.
Most founders waste money on PR agencies before they have a story worth telling. PR agencies are most effective at amplifying momentum — they cannot create it from nothing. The right time for an agency is when you already have traction and want to scale coverage. Before that, you can do this yourself.
Build a press-ready story
Journalists write about stories, not products. Before you pitch anyone, identify your story: What is unusual or unexpected about what you built? What insight led to the product that challenges conventional wisdom? What data or trend does your product's growth reveal? Your product is the vehicle for the story — not the story itself.
Finding the right journalists
- Search for journalists who have covered companies in your space recently. Read their articles to understand their angle.
- Use HARO (Help a Reporter Out) to respond to journalist requests for startup sources.
- Follow relevant journalists on Twitter — they often post what stories they are working on and looking for sources for.
- Start with niche publications in your industry before targeting large tech media.
The pitch email
Keep it under 200 words. Lead with the story, not the product. Show that you have read their work. Include one specific data point or insight. End with a clear ask: "Would you be interested in a 15-minute call to learn more?" If you have not heard back in 5 days, one follow-up is acceptable. More than that is spam.
Directory listings create the press coverage base
Many journalists search startup directories to find new companies to cover. UpStart helps you get listed on directories that journalists use for sourcing, amplifying your press chances without additional outreach.