Newsrooms are shrinking, and reporters are increasingly pressed for time to write compelling and differentiated stories about the state of venture capital. As a result, startup funding announcement coverage is typically reserved for the biggest numbers or the most well-known VC backers.
Ensuring your startup’s funding news stands out requires a concise narrative, a connection to larger industry trends, and a clear articulation of how your company is uniquely positioned to drive change. Here are some common missteps to avoid and tips to ensure your funding news doesn’t go unnoticed.
Size matters
Funding lower than $100 million is unlikely to get noticed by top-tier financial media, such as Bloomberg or The Wall Street Journal.
To break through, consider targeting mid-tier media outlets or industry-specific publications to share your news. Reporters at these outlets typically have more bandwidth and interest in giving your funding round the spotlight it deserves, regardless of size.
Context is key
That said, reporters are looking for more than just a dollar figure — they want to understand the bigger picture of your business.
Raising a round to expand your team or geographic footprint is a tale as old as time. Instead, focus on how this new round of funding will help your startup revolutionize its industry or address a specific market need.
Reporters prioritize stories that showcase how a company plans to drive change and innovation.
Leverage your investors
The venture media focus is often on high-profile firms such as a16z, Lightspeed Venture Partners and Bessemer Venture Partners. Securing attention without backing from these big names can be difficult, but not impossible. If you don’t have a high-profile VC on your cap table, highlight the unique aspects that your investors do have — perhaps they are emerging managers disrupting the venture scene, diversity-led investors or specialists in niche sectors. Differentiating your investors can make your story more compelling to journalists looking for fresh angles.
Ride the trend wave
Just as VC investors follow market trends, reporters follow hype cycles. Right now, there’s significant interest in how startups leverage artificial intelligence in their operations and products. If your startup is utilizing AI or your funding round is focused on expanding into this area, ensure that’s front and center in your pitch. Positioning your company within the current trend wave can significantly increase your chances of gaining media attention.
By following these strategies, you can increase your chances of breaking through the noise and capturing the media attention your startup deserves.
Sarah Mattina is the founder of Mattina Media Group, a PR consultancy for VCs and startups. Previously, she worked in private capital at Edelman Smithfield and held communications roles at Venture Forward and JetBlue Ventures. She was recognized as a Rising Star by the Bay Area chapter of the Public Relations Society of America in 2021 and 2022.
Illustration: Dom Guzman
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