How to use PR to secure funding: What investors really want

If you’re a founder raising capital, you already know the pitch deck is just the beginning. Metrics start the conversation, while stories close deals. When investors compare dozens of startups solving similar problems, what makes one stand out? It’s not just the product, but the story behind the idea and the team’s credibility.

That’s where Public Relations (PR) steps in as the secret weapon to capture investor interest, prove traction and accelerate deals.

Let’s unpack how PR can help early-stage startups and founders secure funding, while supporting what investors are looking for.

Why investors fund stories (not just numbers)

Early-stage startups rarely have years of data or predictable growth curves. That’s why investors often bet on the founder, the vision and the surrounding support for both.

This is where PR comes in. It builds credibility, momentum and trust through third-party validation. When respected outlets or influencers tell your story, you’re no longer the only one saying you’re worth backing.

From Naveen Jain (Intelius) to Melanie Perkins (Canva), compelling stories with powerful PR help turn ideas into empires. Here’s how to use it to attract the investors you want.

1. Earn Credibility Through Third-Party Validation

Investors Google you. What shows up should validate your vision.

When your startup is featured in reputable publications, it gives you instant credibility. PR turns that awareness into quantifiable trust.

How to do it:

• Target outlets investors read for third-party validation
• Share your story, not just the product in respected publications like TechCrunch and Forbes
• Highlight your ‘why now’ to generate respected social proof

Startups with strong PR are perceived as established and trustworthy, often becoming the tipping point for a funding round.

2. Demonstrate market demand with analytics

Investors want verifiable proof that your product solves a real-world problem and that there is demand.

Use PR to spotlight client stories, adoption metrics and success data.

Examples:

• Customer success stories with testimonials, milestones, retention rates
• Founders as guest contributors in press releases or bylines
• Social campaigns showcasing user growth

A compelling press story backed by real results beats a hypothetical deck.

3. Establish authority in your space

Solidify your expertise and position yourself as a thought leader. Investors fund leaders, not just builders.

Tactics:

• Publish founder opinion pieces and predictions
• Speak at events or expert panels
• Demonstrate subject mastery in media coverage

Show investors they’re backing a credible leader with long-term potential for future growth.

4. Craft a compelling and cohesive brand story

PR helps you control the narrative around your brand. And great narratives raise capital.

Your founder or brand story should:

• Explain the pain point and why it matters now
• Show who you are as a founder and why you care
• Paint a picture of the world your startup is helping to create

TOMS founder Blake Mycoskie, for example, built a movement through a clear and emotional story, which created a new business model. Investors buy into vision, so make yours tangible.

5. Frame your startup within a growing market

Venture capitalists bet on big, growing markets. Prove the space is real and gaining traction.

How to do it:

• Reference industry reports and analyst projections
• Highlight coverage showing your market’s momentum
• Use macro trends as signals of opportunity

Associate yourself with a rising tide.

6. Show proven traction

Even when you’re early-stage, investors expect proof of progress. Numbers build confidence.

Share statistics like:

• 10K app downloads or site visits in 60-90 days
• A pilot program with a known partner
• 3-10K MRR growth over 6 months

Delivering results, not just ideas, helps build an undeniable track record.

7. Look like you belong

The most investable startups look the part, before they get the check.

PR helps you appear credible in rooms you haven’t even entered yet.

Tips:

• Maintain a sharp website, founder bio and brand presence
• Attract press, talent and investor attention
• Show you understand your market and how to innovate as a leader

When you show up like you belong, investors lean in.

8. Make investors believe

Even great ideas can fall flat without PR in your go-to-market strategy.

Avoid these mistakes:

• Don’t wait: Start PR before you fundraise
• Don’t pitch specs: Lead with stories, not features
• Don’t chase quantity: One relevant piece beats five irrelevant ones

PR doesn’t replace a strong business model, it amplifies it.

Ready to turn your vision into headlines?

The Seidel Agency helps startups like yours land major stories, stages, and screens with influential media strategies across tech, wellness, health, and entertainment.

Get your free PR diagnostic at The Seidel Agency to start turning PR into investor interest today.