The most interesting stories for press pitches will come from you, the founders, not from PR firms.

Building direct relationships with journalists is crucial for gaining media coverage, rather than relying on PR agencies, which can create unnecessary barriers. I spent $50,000 on a PR agency that didn't understand my company, leading to a waste of money and forcing me to handle press outreach myself, which resulted in a better launch announcement.

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

Making good content allows you to shape your startup's story and share it with a larger audience through press outreach, which can be a powerful combination for growth.

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.

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

The most effective PR strategy is to avoid hiring a PR firm and instead build close relationships with a few journalists who understand your company.

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

Treat PR like business development; don't outsource it in the early stages of your company.