10 startup PR mistakes that could be costing you media coverage

Struggling to get the media attention your startup deserves?

Media coverage can attract customers and investors, while helping you scale, but many early-stage startups sabotage their own PR efforts. Whether you’re bootstrapping or backed by VCs, the right public relations strategy can open doors, skyrocket recognition and even secure funding.

The truth is: the way you communicate your story matters. In fact, it can make or break the way investors, customers and journalists perceive your startup.

Let’s break down ten of the most common PR mistakes startups make and how to adjust them before they cost you more than just valuable coverage.

PR mistakes to address immediately

1. Inconsistent messaging

If your messaging is unclear, you’re making your audience do the heavy lifting and most won’t even bother.

What to fix:

• Refine your one-sentence value proposition
• Align your team around key talking points
• Be crystal clear about your problem, solution, and market fit

2. Targeting the wrong media

You wouldn’t pitch a fintech story to a fashion editor, right? Yet startups do this all the time.

What to fix:

• Build a media list segmented by beat and audience
• Research what each journalist covers (read their last 3 stories)
• Craft personalized pitches that speak their language

For example, if you’re a female-founded climate tech startup, look for journalists who write about sustainability, ecological advancements or women in business.

Getting coverage is about relevance, not reach. Focus on micro-targeting from trade outlets, regional media or podcasts with niche influence, before chasing national headlines.

3. Weak media relationships

You can’t just pitch when you need something. Relationships are built in the off-season.

What to fix:

• Follow journalists on social, comment on their work and share it
• Send a kind note about a story they wrote without a pitch attached
• Offer value before asking for anything

The best pitches come from familiarity and trust, not an unknown name in an inbox.

4. Boring or generic press releases

Newsrooms get hundreds of press releases daily. Yours needs to stand out, immediately.

What to fix:

• Focus on the ‘Why now?’ Is your announcement tied to a trend, report, or moment?
• Write like a journalist: Strong headline, compelling lead, quote from a founder or user
• Ditch fluff. Lead with impact, not adjectives

Also, don’t rely solely on press releases. A well-placed exclusive or a contributed op-ed can often produce more meaningful results.

5. Underutilizing social media

Your X, Instagram, LinkedIn and TikTok profiles aren’t just marketing tools, they’re media amplifiers.

What to fix:

• Turn media wins into snackable posts (quote graphics, behind-the-scenes reels, key takeaways)
• Engage with journalists on their platforms
• Use relevant hashtags and tag outlets when appropriate

Social proof can be a journalist’s first impression of your brand. Make it count.

6. Not tracking media coverage

If you’re not tracking your coverage and performance, you’re flying blind.

What to fix:

• Set up alerts (Google, Talkwalker) for your brand, founders and competitors
• Use tools like Critical Mention, Cision or Muck Rack, or even free analytics to monitor sentiment and reach
• Create a monthly PR report to see what’s working

PR without measurement is like sales without a CRM, you won’t know where to double down or where to slash funding.

7. Skipping the press kit

If a journalist must hunt for your headshot or logo, you’re making it harder than it needs to be.

What to fix:

• Create a digital press kit that includes bios, product descriptions, high-res images, past press coverage and contact info
• Host it in a shared folder (Dropbox, Google Drive) with easy permissions
• Keep it updated quarterly

Make your press kit so good, a journalist could write a full story without even interviewing you.

8. Overpromising, underdelivering

Hype may get clicks but substance keeps credibility.

What to fix:

• Don’t exaggerate user numbers, funding or traction
• Be realistic in what you offer, including access to execs, demos or timelines
• When possible, overdeliver to showcase your professionalism

Your startup’s reputation is your currency. Spend it wisely.

9. Ignoring negative feedback

Your critics might just be your best teachers, if you listen to them.

What to fix:

• Track online reviews and social mentions, even those you’d like to ignore
• Address issues, apologize if needed and share how you’re correcting them
• Use feedback loops to improve both your product and your messaging

Transparency is more than doing what’s right, it’s also a winning PR strategy.

10. Inconsistent branding

Confused customers don’t convert. Neither do confused journalists.

What to fix:

• Lock in your visual identity (logo, colors, typefaces) and voice across all platforms
• Ensure your site, social, and sales materials align
• Train your team on brand basics as consistency is everyone’s job

Brand consistency builds trust, while making it easier to understand and share your story.

Turn mistakes into momentum

The best startups don’t just build great products, they tell inspiring stories. And that starts with getting your PR foundation right.

By avoiding these ten mistakes and taking intentional steps to fix them, you’ll position your startup for better press, stronger relationships and bigger impact.

Need help building a story worth sharing?

Connect with The Seidel Agency, an award-winning public relations firm known for crafting influential and meaningful media strategies for tech, health, wellness, and entertainment startups.

We help founders like you land on the biggest stories, screens, and stages.

Visit The Seidel Agency to get your free PR diagnostic audit and see where your strategy stands.

Let’s tell your story in a way the world won’t forget.