Most media outlets no longer cover very early-stage startups, so ensure your pitch is a compelling story that warrants attention.

In the early stages, founders should not prioritize marketing and PR, but as the product gains traction, they need to take charge of messaging and communication to ensure consistency and clarity. Developing personal relationships with journalists is crucial; they prefer talking to founders rather than PR representatives.

PR, or press, involves pitching an independent third-party publication to tell your startup's story, which is external to your own channels.

Most startups should wait to pitch to press until they have a launched product and some early users to engage their audience effectively.

Most early-stage PR can be handled by the founders themselves; spending on PR firms is often unnecessary and can waste significant resources.

Don't hire PR firms too early; build relationships with the press yourself as they can last throughout your company's lifecycle.

As a founder, one of your primary jobs is to tell the story of your startup to investors, press, users, and potential employees throughout the entire lifetime of your company.

When pitching to press, define your goals and audience to tailor your story effectively.

It's crucial to understand the story behind a startup's founding, as a compelling and personal narrative can significantly influence investor interest.