Published on 02/03/2025
A professional media guy, capturing subjects.
In a city where startups are booming, media coverage can be the golden ticket to standing out. Whether you’re a tech innovator, an F&B disruptor, or an AI-powered logistics company, getting featured in the press builds credibility, attracts customers, and catches the eyes of investors.
Media exposure also helps with talent acquisition—people want to work for brands they recognize. More importantly, a well-placed article in a major publication can set you apart from competitors who are fighting for the same audience. But how do you actually get noticed? It all starts with a great story.
Journalists aren’t just looking for another startup with a “game-changing” product. They want stories—personal journeys of grit, failure, and triumph. If you’re a founder, think about what makes your journey unique. Did you bootstrap your company from a small HDB room? Did you pivot after a major failure? These narratives humanize your startup.
People remember stories that make them feel something. Whether it’s inspiration, shock, or even humor, an emotional hook can make your startup more newsworthy. Ask yourself:
Singapore is positioning itself as a Smart Nation and a global innovation hub. Journalists are often looking for startups that fit within this narrative. If your business taps into AI, sustainability, fintech, or deep tech, highlight how it contributes to Singapore’s broader goals.
Understanding which publications to target is key. Some outlets focus on Singapore-specific news, while others cover the region or even global tech trends.
Before reaching out to a journalist, research their previous articles. Are they covering early-stage startups? Do they focus on funding rounds? A personalized pitch will go a long way in getting their attention.
A common mistake founders make is sending mass emails with generic press releases. Journalists get hundreds of pitches daily. Stand out by:
Before reaching out, ensure you have all the necessary materials. A well-prepared press kit should include:
No response? Don’t take it personally. Journalists are busy. Send a polite follow-up after a week. If they still don’t bite, tweak your angle or try a different journalist. Persistence pays off—but don’t spam.
A group of founders aiming for brighter ideas together.
Being part of a founder community can open doors. Many journalists look for sources within these networks, and sharing your story within a trusted group increases your chances of getting noticed.
Collaborating with accelerators, VCs, and government agencies can also get you media attention. For example:
Some platforms are built specifically to highlight startups. Submitting your story to:
...can provide easy wins.
Friends on Social Media.
Sometimes, the best PR is direct communication. Many startup founders build their personal brands on LinkedIn, Twitter, and TikTok, getting media attention as a result.
Pitching to major media outlets isn’t the only way to get coverage. Writing guest articles on Medium or appearing on niche podcasts allows you to control your narrative.
Some startups go viral by doing something unconventional. A creative stunt—like an outrageous promotion, a bold LinkedIn post, or a unique event—can grab headlines.
After getting press, measure its impact. Use:
Once you’ve mastered local media, it’s time to aim bigger. Publications like TechCrunch, Forbes Asia, and Bloomberg may be interested if your startup gains traction. Start small, build momentum, and leverage your local media wins to land international coverage.
Media coverage isn’t just a stroke of luck—it’s a game of strategy, persistence, and compelling storytelling. The most successful startups aren’t simply discovered; they make themselves impossible to ignore. By shaping a founder story that resonates, tapping into emotional hooks, and aligning with industry trends, you can transform your brand from just another startup into a must-cover story for journalists. The key is to stop thinking of PR as a one-time event and start treating it as a continuous effort to stay relevant in the conversation.
But even the best stories need the right audience. Your network is your secret weapon in getting noticed. Journalists, investors, and industry leaders are far more likely to pay attention when you’re part of the right circles. This is where founder communities come in. Being surrounded by like-minded entrepreneurs, exchanging insights, and leveraging shared connections can open doors that cold emails never will. Media coverage isn’t just about making noise—it’s about being in the right place at the right time, with the right people amplifying your message.
So, if you're serious about taking your startup’s visibility to the next level, don’t leave it to chance. Be intentional about your outreach, refine your pitch, and build relationships that matter.
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