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Startups don’t fail due to a lack of a good product; they fail because no one knows or cares about them. While many founders cling to the myth that “build it and they will come,” attention is essential for startups. As a tech communications expert, I’ve helped hundreds of startups build their brands across Europe and the US, from pre-seed to post-IPO.
The most successful founders know precisely the unique value they bring. It’s my mission to help them have crystal clear messaging and turn their brand into a force multiplier. This approach has enabled companies to secure funding, attract top talent, and win customers. Based on these experiences, here are five principles every founder needs to master to get their startup noticed.
### 1. Have Crystal Clear Messaging
If a founder can’t explain what they do in 20 seconds, they’re in trouble. The world’s best communicators aren’t the most charismatic ones— they’re those who organize information so it’s easy to understand.
Founders must articulate the problem they solve, the solution they offer, and the benefit for the customer in plain language. No jargon, no “cutting-edge disruption.” If your messaging is too complicated or unfocused, people will assume your product is, too.
Test your message on someone outside your industry. If they don’t get it, neither will investors, customers, talent, or media. Don’t try to be clever when you can be clear: think short sentences and use words people actually understand.
### 2. Use a Structured Approach to Tell Your Story
Everyone loves a good story, but founders often default to endless lists of features. Instead, prepare three core stories you can use repeatedly:
– **Product Story:** Why this product solves a real, widespread problem.
– **Founder Story:** Why you are the person to build this.
– **Company Story:** How your startup is evolving and where it’s going.
Using clear structures to tell your story helps you connect emotionally while illustrating traction and vision. Founders who master storytelling find it easier to pitch, recruit, and secure press.
### 3. Make Sure PR Serves Your Goals
Too many startups chase press for vanity, not strategy. Your press release isn’t a golden ticket; it’s a vehicle for a story.
Before drafting one, ask: how does press help your goals? If your priority is raising a round, press might help build credibility with investors. If you’re expanding in a new market, local coverage could open doors. Identify your top goals and the audiences you need to reach, then craft communications that target them specifically.
Aim high, but aim right.
### 4. Remember, PR Isn’t Always the Answer
PR is a tool, not a catch-all solution. Press isn’t the only channel to get the word out. Founders often waste time pitching stories that won’t land when they could instead share them on LinkedIn or their company blog. Not every update deserves press attention.
Before pitching, evaluate if your story is truly newsworthy. Is it timely, relevant, impactful, or unusual? If not, it’s better to build credibility and audience directly rather than chasing headlines that will never materialize.
### 5. Only Talk to the Media When You’re Ready
Media coverage can supercharge a startup’s credibility—but it can also expose you if you’re not prepared. Before talking to journalists, ensure you have a working product, a clear message, and a compelling story. Research who you’re talking to, prepare your key points, and practice answering tough questions.
And remember: follow up. A clear, factual follow-up email helps journalists get the details right and builds relationships for future coverage.
### The Bottom Line
You can’t delegate storytelling to an agency and expect magic. The most successful founders understand that communications is a core part of building their company, not an afterthought.
Through clear messaging, structured storytelling, strategic PR, and brand alignment, startups can transform from overlooked to unforgettable. Your product deserves to be noticed. Will you learn to tell its story well enough for the world to care?
