Startup funding in January 2025 reached $10.1 billion, reflecting an 8.3% year-over-year increase but a 12.5% drop from the previous month — clear evidence that securing venture capital remains an uphill battle. While the IPO market may rebound in the upcoming moths, experts caution that it will take time for capital to flow back into VC funding. In this environment, startups that fail to establish visibility and credibility risk being overlooked.
Strategic communication is no longer an option; it’s a survival tool. VCs increasingly prioritize media exposure for their portfolio companies, knowing that visibility translates to investor confidence, customer acquisition and market authority.
Why VCs Prioritize Media Coverage
Venture capitalists understand that visibility in respected publications does more than introduce a startup to the market — it validates its potential. A Harvard Business School study confirms that media exposure significantly enhances brand recognition, particularly for early-stage companies still establishing their reputation. For VCs, securing media coverage is a strategic move to signal credibility to potential investors, customers and partners. Third-party validation demonstrates momentum, making it more attractive for follow-on funding and industry partnerships.
This approach is especially crucial in competitive sectors such as startups, which must fight for attention. Without consistent media exposure, even the most innovative companies risk fading into obscurity.
VCs actively shape the media narratives of their portfolio companies to help them stand out, ensuring that their startups remain visible to the right audiences. By doing so, they not only boost investor confidence but also accelerate customer adoption — two critical factors in scaling almost any young company.
PR Missteps That Undermine Startup Growth
Startups often stumble in their PR efforts by treating media exposure as a one-time event rather than a continuous strategy. A common mistake is chasing high-profile coverage while ignoring niche industry publications, which can provide more targeted and engaged audiences.
Additionally, many founders pitch generic “profile pieces” instead of sharing real news that demonstrates traction — such as product launches, partnerships or key milestones. To maximize impact, startups must build relationships with journalists, maintain a steady news cadence and tailor their messaging to resonate with investors and potential customers.
Common PR Mistakes and How to Fix Them
- Focusing Only on Big Media: Tech giants may get Forbes features, but startups often gain more traction in industry-specific outlets. Overlooking niche publications can mean missing valuable exposure in industry-specific circles.
- Pitching Generic Profile Pieces: Investors and journalists prefer real news with measurable impact, not just founder backstories or occasional product launches.
- Inconsistent Media Outreach: Sporadic PR efforts weaken momentum; maintaining a steady flow of updates keeps a startup relevant.
To cut through the noise and gain investor trust, startups must move beyond traditional PR tactics and embrace strategic communication, prioritizing consistent, value-driven media engagement over one-off press hits.
This is what’s called the “Anti-PR” approach, which treats media exposure as a core business function — like sales or product development. Instead of chasing vanity coverage, startups should focus on building credibility through thought leadership and data-driven storytelling.
Mastering Strategic Communication: The Anti-PR Approach
Startups often make the mistake of viewing PR as a one-off transaction rather than an ongoing relationship. Instead of cold-pitching journalists only when they need coverage, businesses should focus on providing consistent value. This is the essence of Anti-PR: treating media relations as a long-term strategy rather than a quick publicity stunt.
By offering exclusive insights, expert commentary and fresh data, startups can become a go-to resource for journalists. This approach not only increases media exposure but also helps position the startup as an industry leader, making it more attractive to investors.
A key part of Anti-PR is maintaining a steady news cadence. Instead of waiting for a major announcement, startups should consistently engage with the media and stay on their radar. This proactive approach makes media coverage a growth asset rather than a last-minute effort to gain investor attention.
By embracing disruptive public relations strategies, startups can transform their media presence from a mere afterthought into a strategic advantage. As the funding landscape continues to evolve, startups that prioritize strategic communication will be better positioned to navigate challenges, seize opportunities and drive sustainable growth. In a world where visibility is paramount, mastering the art of media relations could very well be the key to lasting success.
Karla Jo Helms is the chief evangelist and Anti-PR™ strategist for JOTO PR Disruptors™. A crisis management alumna, she has worked with attorneys, investigators and media to restore reputations. She champions Anti-PR as a powerful tool to shape markets and corporate perception. Helms speaks globally on PR’s evolution and its impact.
