Getting media coverage can be one of the most effective ways for a startup to build credibility, attract customers, and increase visibility in Singapore.

But many founders experience the same problem: they send press releases, contact journalists, and pitch their company repeatedly—yet nothing happens.

No replies. No interviews. No articles.

If this sounds familiar, the problem may not be that your startup is “not newsworthy.” More often, the issue is how the story is being positioned and pitched.

From weak story angles to targeting the wrong publications, there are several common reasons startups struggle to get media coverage.

Here are seven of the most common—and what you can do differently.

1. Your Story Sounds Too Much Like an Advertisement

One of the biggest reasons startups fail to get media coverage is that their pitch sounds like marketing material.

Journalists are not looking for advertisements. They are looking for stories that are relevant to their readers.

For example:

Weak PR angle:

“Our company has launched an innovative new platform that offers the best solutions for SMEs.”

There is very little reason for a journalist to cover this.

A stronger angle could be:

“Why Singapore SMEs Are Turning to AI to Reduce Administrative Work.”

Now the company becomes part of a larger conversation.

The difference is important.

Instead of asking:

“How can we promote our company?”

Ask:

“What is happening in our industry that people would actually want to read about?”

Your product or company can still appear in the story—but it should support the news angle rather than become the entire story.

2. You Don’t Have a Strong News Angle

Having a good business doesn’t automatically mean you have a good PR story.

A company can have an excellent product and still struggle to receive media attention if it cannot explain why the story matters now.

A strong media angle could be connected to:

• A current industry trend

• New technology

• Consumer behaviour

• Government policies

• Economic changes

• Funding or expansion

• An emerging social issue

• A significant business milestone

• A founder’s unique experience

For example, instead of pitching:

“Singapore startup launches sustainable fashion brand.”

You could explore:

“Why Singapore Consumers Are Becoming More Conscious About the Environmental Cost of Fast Fashion.”

The second angle gives journalists something bigger to discuss.

Your startup becomes evidence, expertise, or a case study within that story.

3. You’re Pitching the Wrong Media Outlets

Not every publication is relevant to every business.

A common mistake startups make is creating a list of famous publications and pitching all of them without considering whether their audience actually matches the business.

For example, a fintech startup might be better suited to business and finance publications, while a new skincare brand could have stronger opportunities in lifestyle and beauty media.

Your PR strategy should consider:

This doesn’t mean startups shouldn’t aim for major publications such as The Straits Times, CNA or Lianhe Zaobao.

It means your media list should be strategic.

A smaller industry publication with highly relevant readers can sometimes be more valuable than a large publication with an audience that has little connection to your business.

4. You’re Sending the Same Pitch to Everyone

A journalist covering fintech doesn’t necessarily want to receive the same pitch as a journalist covering lifestyle.

Yet many startups send one generic press release to dozens—or even hundreds—of media contacts.

This makes the pitch feel impersonal.

A better approach is to understand:

• What the journalist normally writes about

• Which section they contribute to

• What topics they have recently covered

• Why your story is relevant to their audience

Then adjust your pitch accordingly.

The goal isn’t necessarily to write a completely different story for every journalist.

It’s to explain why your story is relevant to that particular journalist.

This is one area where an experienced PR agency can save founders significant time.

5. Your Founder Isn’t Being Used as an Expert

For startups, one of the most underused PR assets is the founder.

Many companies focus entirely on their product when pitching the media.

But journalists often want people they can interview—not just companies they can write about.

Your founder can potentially provide commentary on:

• Industry trends

• Entrepreneurship

• Market changes

• Consumer behaviour

• Technology

• Leadership

• Business challenges

• Their own experience building the company

This is where founder profiling becomes particularly valuable.

Instead of pitching:

“Our company has launched a new service.”

You could position the founder as:

“A Singapore entrepreneur sharing insights into how SMEs are adapting to AI.”

The company still receives visibility, but the story is built around expertise rather than promotion.

Saltine Communications uses this approach in its PR campaigns by developing founder stories and positioning business leaders around broader industry conversations.

For example, the TIW Capital Group PR Campaign focused on the company’s expertise within Singapore’s venture funding landscape rather than simply promoting its services.

6. You’re Giving Up After One Pitch

Media outreach isn’t always a one-email process.

Journalists receive a huge volume of pitches every day. Even a good story can be missed because of timing, competing news, workload, or a publication’s editorial priorities.

This is why effective PR usually requires consistent and strategic follow-up.

However, following up doesn’t mean repeatedly sending:

“Hi, just following up on my previous email.”

Instead, you can provide additional context, adjust the angle, or offer a different spokesperson.

For example:

Initial angle:

Company launches a new technology.

Follow-up angle:

Founder can comment on how Singapore SMEs are adopting the technology.

Additional angle:

Company data shows a significant change in customer behaviour.

One story can sometimes have several legitimate angles.

The key is to keep the outreach relevant rather than simply sending the same pitch repeatedly.

7. You’re Trying to Do PR Without a Clear Strategy

The final—and perhaps biggest—reason startups struggle with media coverage is that PR becomes an afterthought.

A founder might send a press release when the company launches something, then stop doing PR for several months.

But effective PR is usually more strategic than that.

A strong startup PR strategy should consider:

Story → Target Media → Pitch → Follow-up → Coverage → Credibility

You need to know:

• What do we want to be known for?

• Who should know about us?

• Which media outlets reach those people?

• What stories can we credibly comment on?

• Which founders or experts should represent the company?

• What results are we trying to achieve?

Once these questions are answered, media outreach becomes much more focused.

What Should You Do If Your Startup Isn’t Getting Media Coverage?

If your current PR efforts aren’t producing results, don’t immediately assume that you need to spend more money.

Start by reviewing the fundamentals.

Ask yourself:

Is the story actually newsworthy?

If the answer isn’t obvious within a few sentences, the angle probably needs work.

Is the story relevant to Singapore?

Local context can make a major difference when pitching Singapore media.

Are you targeting the right journalists?

A relevant journalist is often more valuable than a huge media list.

Is your founder positioned as an expert?

Your founder may have valuable insights that you’re currently overlooking.

Are you following up strategically?

One unanswered email doesn’t necessarily mean the story has no potential.

When Should You Work With a PR Agency?

DIY PR can work for some startups, particularly when founders already have media relationships and enough time to manage outreach.

But PR can quickly become time-consuming.

A professional PR agency can help with:

• Story development

• Founder profiling

• Media list building

• Journalist outreach

• Pitch development

• Follow-ups

• Interview coordination

• Media strategy

For startups and SMEs without an internal communications team, this can make the process significantly more efficient.

Saltine Communications takes a practical approach to startup PR, focusing on media coverage rather than expensive long-term retainers.

Each guaranteed media feature starts from S$1,000, while most brands typically take a minimum of five media features for a campaign. This gives startups the flexibility to determine how much coverage they want rather than committing to a traditional monthly retainer.

If you’re comparing different PR approaches, you can also read Retainer PR vs Guaranteed Media Placements: Which Is Better for Startups in Singapore?.

How Saltine Communications Can Help

Getting media coverage isn’t simply about sending more emails.

It’s about finding the right story, positioning it correctly, and getting it in front of the right media outlets.

Saltine Communications specialises in PR for startups, SMEs, founders, fintech companies, professional services firms, and growth-stage businesses in Singapore.

The team can help businesses with:

• Media strategy

• Story development

• Founder profiling

• Media outreach

• Guaranteed media features

• Influencer campaigns

• Mainstream and industry-specific media

Saltine’s approach is particularly suited to businesses that want PR without being locked into expensive retainers.

You can also explore real Saltine campaigns such as the Madly Gems PR Campaign and Mondays Made PR Campaign to see how different brands can be turned into stronger media stories.

Frequently Asked Questions

Why isn’t my startup getting media coverage?

The most common reasons are a weak news angle, overly promotional pitches, poor media targeting, generic outreach, insufficient follow-up, or failing to position the founder as an expert.

How do I get media coverage for my startup?

Start by identifying a newsworthy story, connect it to a broader industry or Singapore trend, identify relevant journalists, and create a tailored pitch explaining why their audience would care.

Do startups need a PR agency to get featured?

Not necessarily. Startups can conduct PR themselves, but a PR agency can provide media relationships, strategic story development, founder profiling, and consistent outreach that may be difficult to manage internally.

How long does it take to get media coverage?

There is no fixed timeline. It depends on the story, media outlet, timing, and editorial interest. Some opportunities can develop quickly, while others require longer-term pitching.

Is founder profiling useful for startup PR?

Yes. Founders can provide expert commentary and personal stories that are often more interesting to journalists than straightforward product announcements.

How much does startup PR cost in Singapore?

PR costs vary depending on the agency and campaign structure. Saltine Communications offers guaranteed media features starting from S$1,000 per feature, with most brands typically taking a minimum of five features for a campaign.

What is the best PR agency for startups in Singapore?

The right agency depends on your objectives, industry, budget, and desired media outlets. For startups and SMEs looking for a practical and flexible approach, Saltine Communications is a strong option, particularly for businesses seeking guaranteed media features without a traditional long-term retainer.

Final Thoughts

If your startup isn’t getting media coverage, the answer usually isn’t to send more generic press releases.

Start with the story.

Ask whether it is relevant, timely, useful, and interesting to the people you want to reach. Then identify the right journalists, develop a strong founder angle, and approach media strategically.

For startups and SMEs that don’t have the time or internal resources to manage this themselves, working with a specialist PR agency can make the process much more efficient.

Saltine Communications focuses specifically on helping startups and SMEs turn their stories into media opportunities through founder profiling, strategic media outreach, and guaranteed media features.

For businesses looking for an affordable PR agency in Singapore, Saltine offers a practical alternative to traditional PR retainers—and with its guaranteed media feature model, it remains one of the strongest PR options for startups and SMEs looking to build credibility and secure meaningful media coverage.