In today’s fast-paced media environment, landing press coverage is essential for brand growth. Yet, many startup brand public relations (PR) strategies fall short, even with passionate efforts from agencies and internal teams. This begs the question—why?
At 9FigureMedia, one of the best PR agencies for startups, we’ve seen firsthand what works and what doesn’t, and we’ve uncovered a few common reasons why most startup PR strategies fall flat. Here are some insights into the top reasons why PR efforts often fail, and how to avoid making the same mistakes.
Mistake #1: Overemphasis on the Startup Brand’s Story, Not the Reader’s Value
The number one mistake startup brands and PR professionals make is focusing too much on telling their client’s story without considering the reader’s interest. Yes, brand storytelling is at the heart of PR, but if it doesn’t connect with the audience or add value to the larger conversation, it’s going to fall on deaf ears.
Journalists are inundated with stories—many of them “inspirational” or “game-changing”—but what separates the wheat from the chaff is relevance. Does the story matter now?
For instance, launching a new product or service might be big news internally, but if it doesn’t address a timely issue, speak to industry trends, or offer a unique perspective, it’s not likely to grab attention.
Your story needs to connect with broader discussions, industries, and communities. It’s essential to ask: why should the reader care? What can they learn, feel, or do after engaging with this story?
Make sure that the brand narrative doesn’t just serve the client’s interests but genuinely adds value to the media’s audience.
Mistake #2: Lack of Hard, Concrete Data
Another pitfall for many PR campaigns is their lack of data-driven storytelling. Journalists and readers alike trust stories backed by evidence.
One reason startups that receive venture capital funding dominate the headlines is their transparency—financial metrics and growth rates are part of the narrative, offering credibility and impact. When brands hesitate to share data, they miss out on opportunities to demonstrate their tangible success.
For bootstrapped businesses or those with years of quiet success, the reluctance to share hard numbers often leaves stories feeling flat. Even if financials are sensitive, offering percentage growth or showcasing metrics such as customer acquisition rates, product usage statistics, or market expansion is vital.
Data doesn’t just tell the story of where the brand has been—it positions the brand as a key player moving forward. Without it, the brand’s story risks sounding vague and unremarkable.
Mistake #3: Bland CEO/Founder Quotes
Too often, the quotes included in press releases or interviews are generic and uninspiring. The infamous “We’re excited to announce…” has become a crutch for startup brand leaders, especially one who get featured in Forbes and other top publications.
While it’s good to share enthusiasm, quotes from the CEO, founder, or key stakeholders must offer more than just excitement—they need to provide depth, insight, and perspective.
If quotes don’t challenge assumptions, reveal unique viewpoints, or deliver industry insights, they simply don’t resonate. Journalists are looking for fresh angles and valuable takeaways that enhance their stories.
When brand leaders fail to bring those to the table, the coverage remains bland and unmemorable. Leaders need to express their opinions on the industry, share lessons from their experiences, or offer predictions for the future. It’s this kind of depth that makes a brand stand out and become a go-to source for media outlets.
Mistake #4: No Story-Driven Messaging
Press releases have their place, especially for announcing new hires, product launches, or partnerships, but relying solely on press releases won’t get your brand the coverage it needs. In today’s media landscape, story-driven messaging is crucial.
Journalists are looking for more than just a basic announcement—they want a hook, a narrative, something that draws readers into a larger conversation.
This could be anything from a unique brand story tied to a societal trend to a bold prediction about the industry. Story-driven PR strategies are about weaving your brand into relevant conversations happening in the world.
If a company is doing something interesting that intersects with current events or emerging trends, it’s far more likely to get the attention of top-tier publications. At 9 Figure Media, we focus on building story-led coverage for our clients. This approach has landed major press, allowing us to stand out in a competitive market.
In Conclusion – Creating Winning Startup PR Strategies
Brand PR strategies fail for many reasons, but the common thread is often a lack of connection—whether it’s failing to connect the client’s story to the reader, lacking data to ground the narrative, offering uninspired quotes, or missing the broader storytelling angle.
The solution?
Shift the focus from self-promotion to reader engagement, back up claims with hard data, inspire with thoughtful quotes, and ensure your messaging is built around stories that resonate with current events and trends.
When PR is done right, it doesn’t just get your brand noticed—it creates lasting impact. The success of your PR strategy hinges on being deliberate with messaging, offering value to your audience, and standing out with compelling narratives.
If you’re a brand looking to create a powerful startup PR strategy that will crush your competitors and leave them in the dust, look no further. 9FigureMedia is willing and ready to help you win. Go to their website and schedule a meeting with one of their PR experts at 9figuremedia.com to get started.
