For early-stage founders, media coverage can feel both essential and elusive. You know visibility matters for credibility, traction, and growth. But pitching journalists often feels like shouting into the void.
One of the most common mistakes founders make is focusing too much on what they want to say, instead of what journalists need to tell a strong story.
To help founders cut through the noise, we sat down with Ellyn Winters-Robinson, AC Mentor of Marketing and Communications, to talk about how early-stage companies can improve their chances of earning meaningful media coverage.
Start by thinking like a journalist
At the heart of strong PR is empathy. Journalists are under constant pressure to produce timely, relevant, and compelling stories, often with limited time and resources.
Ellyn emphasizes that founders who want coverage should start by understanding what journalists need to do their jobs well. That means thinking through the full set of story elements before hitting “send” on a pitch.
Ask yourself:
Does this story connect to current research or trends?
Is there a clear angle that makes it timely or relevant right now?
Does it tie into the broader or active news cycle?
Is the information clearly written and easy to use?
The more complete and thoughtful your story framing is, the easier it is for a journalist to see its value.
Make it easy to say yes
Early-stage founders often assume journalists will do the heavy lifting; researching the company, refining the angle, and shaping the narrative. In reality, the founders who earn coverage most consistently are the ones who reduce friction at every step.
That can mean:
- Providing a well-written press release
- Clearly outlining the story angle (or angles!)
- Supplying background context, research and connections to third party experts
- Offering ready-to-use content where appropriate
- Demonstrating patience. Journalists receive hundreds of pitches in a week and may write only a handful of stories. Your urgency is not theirs.
While it may feel uncomfortable at first, proactively supporting the journalist’s workflow can significantly increase your chances of coverage. The goal isn’t to control the story, it’s to make it easier to tell.
Timing and framing matter
Even a strong story can fall flat if it isn’t positioned correctly. “You can’t participate in the making of news if you don’t consume the news and understand how your story fits within the greater context. I can’t emphasize enough the importance of aligning your message with what’s happening in the world right now,” says Ellyn. “By framing your story in a way that complements or connects to the issues of the day, you help journalists place your company within a larger, more relevant narrative. This is especially important for early-stage startups that may not yet have brand recognition working in their favor.
PR is about understanding, not promotion
Remember, it’s not a journalist’s job to sell your product or service. Ultimately, effective PR isn’t about pushing your message harder. It’s about understanding your audience, and the journalist’s audience better. When founders take the time to understand journalists, their needs, and the realities of their work, and the readers they serve, PR becomes less transactional and more collaborative.
By thinking through the full story, providing the right elements upfront, and framing your message strategically, you position your company as a valuable source — not just another pitch in the inbox.
PR goes beyond traditional media
“This isn’t just about your story appearing in a national newspaper”, says Ellyn. “In fact, that focus will narrow your PR opportunities and may not serve your business as well as you think. There are many PR opportunities beyond newspapers and tech media. Think about podcasts, newsletters, trade magazines,” Ellyn recommends. “These niche media are often less generalized and are consumed by your prospective customers. I always encourage our startup founders to ensure their PR strategy is aligned with their broader sales and marketing efforts.”
Learn how to tell better stories
At Accelerator Centre, we help early-stage founders build credibility and visibility through intentional storytelling and strategic communication. With mentorship from experts like Ellyn Winters-Robinson, founders learn how to position their companies in ways that resonate with media, customers, and investors alike.
If you’re ready to strengthen your PR strategy and tell stories that actually get picked up, explore AC:Incubate. You’ll gain access to experienced mentors, hands-on guidance, and a community designed to help you scale with clarity and confidence.
Make it easier to tell your story, and the coverage will follow.
