PR for startups: founder-led outreach that gets replies
last updated: Sep 2, 2025
TL;DR
PR for startups works when you pitch a tiny, relevant list with one tight angle. Build twelve names, send three focused emails with a press-release skeleton, and follow up once. Expect replies the same day if you nailed the beat.
How to:
How to:
- Build a 12-name media list that actually covers your topic.
- Send one short, relevant pitch plus a link to assets.
- Follow up once after 3–5 days. Stop. Move to next angle.
Definitions & glossary
- Media list: Short list of journalists who cover your exact topic.
- Embargo: Agreement to hold news until a set date and time. What a news embargo is.
- Exclusive: You offer one outlet first rights to publish your story.
- Boilerplate: 3-line company summary you paste into releases.
- Press kit: Folder with logo, product shots, founder bio, facts.
- UTM: Tracking tags on URLs for analytics.
- CTA: Call to action. Tell readers what to do next.
PR for startups plan in 7 steps
1. Pick one angle a reporter can say yes to
Examples: a real customer outcome; a data point; a new integration; a funding milestone with useful context; a contrarian lesson. Journalists respond when the pitch is clearly tailored to their beat and includes new or exclusive information. Muck Rack State of Journalism 2025.
2. Build a tiny media list fast
Find 12 reporters who recently wrote on your angle. Check that your topic matches their beat. Most journalists delete irrelevant pitches. See the 86% irrelevance stat. For warm intros, use LinkedIn outbound for founders.
3. Prepare assets before you email
Ship a one-pager journalist brief with the story, the interview window, one chart, and access to a customer or expert. Journalists value clear beat relevance and interview access. Source.
4. Draft the pitch
Keep it under 150 words. Offer the angle, the quick proof, and the interview window. Short pitches perform best in large datasets. 69% prefer under 200 words.
5. Send at sane times and to the right inbox
Use one-to-one email. Many responses land within four hours the same day if they’re going to happen. Thursday often shows the highest reply share even though Tuesday has the most sends. Treat timing as directional, not law. Propel Media Barometer Q2 2024.
6. Follow up once
One follow-up is generally acceptable within 3–7 days. If no reply, park the contact and try a new angle later. Preserve the relationship. Follow-up preference. For the mechanics, see cold email for B2B startups.
7. Measure what matters
Track opens, replies, and actual coverage. Expect low single-digit response rates overall. If you get zero replies, your angle or target list was off, not just the timing. Directional rates. If replies are slow, revisit your value proposition for startups to sharpen the angle.
Examples: a real customer outcome; a data point; a new integration; a funding milestone with useful context; a contrarian lesson. Journalists respond when the pitch is clearly tailored to their beat and includes new or exclusive information. Muck Rack State of Journalism 2025.
2. Build a tiny media list fast
Find 12 reporters who recently wrote on your angle. Check that your topic matches their beat. Most journalists delete irrelevant pitches. See the 86% irrelevance stat. For warm intros, use LinkedIn outbound for founders.
3. Prepare assets before you email
Ship a one-pager journalist brief with the story, the interview window, one chart, and access to a customer or expert. Journalists value clear beat relevance and interview access. Source.
4. Draft the pitch
Keep it under 150 words. Offer the angle, the quick proof, and the interview window. Short pitches perform best in large datasets. 69% prefer under 200 words.
5. Send at sane times and to the right inbox
Use one-to-one email. Many responses land within four hours the same day if they’re going to happen. Thursday often shows the highest reply share even though Tuesday has the most sends. Treat timing as directional, not law. Propel Media Barometer Q2 2024.
6. Follow up once
One follow-up is generally acceptable within 3–7 days. If no reply, park the contact and try a new angle later. Preserve the relationship. Follow-up preference. For the mechanics, see cold email for B2B startups.
7. Measure what matters
Track opens, replies, and actual coverage. Expect low single-digit response rates overall. If you get zero replies, your angle or target list was off, not just the timing. Directional rates. If replies are slow, revisit your value proposition for startups to sharpen the angle.
Benchmarks that set expectations
What this means
- Opens mean little without beat-fit. Personalization wins.
- Expect 1–2 replies per 24–50 sends unless your angle is strong.
- Keep subject lines short and clear.
- Include an interview window to speed booking.
- Use Thursday for follow-ups if your list is U.S./Europe heavy.
- Plan a 3-day window to first publish when news is timely.
Sample math
You email 24 highly matched reporters. Your pitch is 120 words and includes an interview window and one chart. Directional math: 24 × ~7.5% best-case response for short pitches ≈ 1–2 replies, likely same-day, with first article within 3 days. Based on Propel.
You email 24 highly matched reporters. Your pitch is 120 words and includes an interview window and one chart. Directional math: 24 × ~7.5% best-case response for short pitches ≈ 1–2 replies, likely same-day, with first article within 3 days. Based on Propel.
Founder-led vs agency PR
In 90 seconds, find the bottleneck stopping your first 10 customers. Take the free quiz and get a personalized action plan.
Templates
Press outreach template
Subject: {specific hook} by {deadline/day}?
Email:
Hi {First name},
Noticed your recent piece on {topic}. Short idea: {one-line angle that matches their beat}.
Why it matters now: {1 data point or customer proof}.
Happy to offer {founder/expert} for 15 minutes {day + time window}. Assets here: {press kit link}.
If useful, I can also share {exclusive/data/embargoed detail}.
Thanks, {Your name, role, mobile}
Startup press release skeleton
Journalist brief (one-pager)
Quote kit
Subject: {specific hook} by {deadline/day}?
Email:
Hi {First name},
Noticed your recent piece on {topic}. Short idea: {one-line angle that matches their beat}.
Why it matters now: {1 data point or customer proof}.
Happy to offer {founder/expert} for 15 minutes {day + time window}. Assets here: {press kit link}.
If useful, I can also share {exclusive/data/embargoed detail}.
Thanks, {Your name, role, mobile}
Startup press release skeleton
- Headline: one clear sentence with the news and who it helps.
- First paragraph: the news, the who, and one proof point.
- Second paragraph: context and why now.
- Quote: short, human, from the founder or customer.
- Details: pricing, availability, dates, integration names.
- Boilerplate: 2–3 lines about the company.
- Media contacts: name, email, mobile, interview window.
Journalist brief (one-pager)
- Story angle and 3 bullets of proof
- Who to interview and 2 time windows
- One chart or image link
- Callouts: exclusive or embargo terms with date/time if used. Embargo basics.
Quote kit
- Founder headline quote: plain English, 18–22 words.
- Customer proof quote: a number or outcome.
- Technical quote: one sentence on how it works.
Risks
- Mass emails. They look like spam and get deleted. Fix: 12-name list, not 100. Why irrelevance kills replies.
- Irrelevant angles. Fix: map beat before writing. Beat relevance matters.
- Over-promising. Fix: prove claims or remove them.
- No interview window. Fix: propose two slots in local time.
FAQ
- You:Do I need an agency to start?Guide:No. Start founder-led. Add an agency once you need steady volume.
- You:What if my news is minor?Guide:Tie it to audience impact or data. Or pitch a founder point-of-view.
- You:Should I use an embargo?Guide:
- You:How many follow-ups?Guide:
- You:When do journalists usually reply?Guide:
Ready to stop guessing?
© 2025
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