What tech founders get wrong about PR

Coverage is not the goal

Most founders come to PR with a request for coverage. It is the wrong starting point. Coverage is an outcome of having something worth saying, said to the right people, at the right moment.

Start with the belief you want to create

Before pitching anyone, decide what a reader should believe about your company after reading the piece. Everything else — the angle, the outlet, the spokesperson — follows from that.

Timing beats volume

One well-timed story during a funding round or a regulatory shift will move more than a dozen scattered mentions.

If the story only matters to you, it is not a story.