How to Get Media Coverage for Your Startup in Singapore

A professional media guy, capturing subjects.

Why Media Coverage Matters for Startups

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.

Crafting a Compelling Story

Founders Over Features

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.

Emotional Hooks

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:

• Does your startup solve a problem that people deeply care about?
• Are you challenging industry norms in an unexpected way?
• Have you overcome an unusual obstacle in building your business?

Aligning with Singapore’s Innovation Narrative

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.

Knowing Your Media Landscape

Local vs. International Media

Understanding which publications to target is key. Some outlets focus on Singapore-specific news, while others cover the region or even global tech trends.

• Local Mainstream Media: The Straits Times, The Business Times, Channel NewsAsia.
• Startup & Tech Publications: Tech in Asia, e27, Vulcan Post.
• Niche & Industry Blogs: Green Queen (sustainability), FinTechNews (finance), KrASIA (venture funding).
• Podcasts & YouTube Channels: The Startup Grind, Asia Hustle Network, The Financial Coconut.

Who Covers Startups?

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.

The Outreach Playbook

Personalized Pitches Win

A common mistake founders make is sending mass emails with generic press releases. Journalists get hundreds of pitches daily. Stand out by:

• Mentioning a recent article they wrote and why your startup fits their beat.
• Keeping it concise—no one wants to read an essay.
• Offering an exclusive angle they haven’t covered yet.

Perfecting Your Press Kit

Before reaching out, ensure you have all the necessary materials. A well-prepared press kit should include:

• A compelling founder bio.
• High-quality images (your team, product, and logo).
• Key facts about your company (funding stage, market traction, unique selling points).
• A short, well-written press release.

Follow-Ups That Work

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.

Leveraging Existing Communities

A group of founders aiming for brighter ideas together.

Founder Networks Can Boost Visibility

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.

Partnerships with Ecosystem Players

Collaborating with accelerators, VCs, and government agencies can also get you media attention. For example:

• Enterprise Singapore often highlights innovative startups in their programs.
• SGInnovate focuses on deep-tech founders.
• Venture capital firms sometimes promote their portfolio companies in the media.

Getting Featured on Startup-Specific Platforms

Some platforms are built specifically to highlight startups. Submitting your story to:

• Tech in Asia’s Startup Profiles
• e27’s Founder Stories
• LinkedIn Startup Spotlights

...can provide easy wins.

Alternative Strategies Beyond Traditional PR

Friends on Social Media.

Social Media Virality

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.

• Share insights about your industry.
• Post behind-the-scenes startup struggles.
• Engage with journalists’ posts—they’ll notice you.

Guest Blogging & Podcasting

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.

Strategic PR Stunts

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.

Measuring Success and Scaling Further

Tracking Media ROI

After getting press, measure its impact. Use:

• Google Alerts to track mentions.
• Website analytics to see if traffic spikes after an article.
• Inbound leads to gauge if media exposure is converting into customers or investors.

Expanding Beyond Singapore

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.

Final Thoughts

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.