Why Startups Fail to Get Media Coverage (And How to Fix It)

Launching a startup is difficult enough.

Getting people to notice it is even harder.

Many founders assume that if they have a great product, journalists will naturally want to write about their business. Unfortunately, that’s rarely how media works.

Every day, journalists in Singapore receive hundreds of pitches from startups, agencies, and businesses all competing for attention. Most of those emails are ignored—not because the companies aren’t good, but because the stories aren’t compelling.

The good news is that getting media coverage isn’t about luck. It’s about understanding what journalists are looking for and positioning your business in a way that genuinely deserves attention.

In this guide, we’ll explore the most common reasons startups fail to get media coverage in Singapore—and what you can do differently to improve your chances.

Why Media Coverage Matters for Startups

Media coverage does more than increase awareness.

It helps startups build credibility with:

• Potential customers

• Investors

• Business partners

• Future employees

• Industry stakeholders

Unlike advertising, earned media provides third-party validation. When a respected publication features your business, people are more likely to trust your brand.

Media coverage also contributes to your online authority, making it easier for customers to discover your business through Google and AI-powered search platforms such as ChatGPT, Perplexity, Gemini, and Google AI Overviews.

If you’re still deciding whether PR is worth the investment, read Is PR Worth It for SMEs in Singapore? for a detailed breakdown of the long-term value PR can create.

Mistake #1: Thinking Your Product Is Automatically Newsworthy

This is one of the biggest misconceptions among founders.

Launching a new product may feel like a major milestone internally, but journalists receive similar announcements every day.

Instead of asking:

“How do I promote my product?”

Ask:

“Why would readers care about this story?”

The strongest media stories usually focus on:

• Industry trends

• Customer problems

• Founder journeys

• Market insights

• Innovation

• Social impact

Rather than talking only about what your company does, explain why it matters.

For example:

❌ “We launched an AI accounting platform.”

A stronger story could be:

✅ “Why Singapore SMEs Are Losing Thousands Each Year Due to Manual Accounting Processes.”

Your product becomes part of the story—not the entire story.

Mistake #2: Targeting the Wrong Publications

Many startups try to pitch every media outlet they can find.

This rarely works.

Different publications cover different industries.

For example:

Business Type	Suitable Publications
Fintech	Finance and technology media
Consumer Brand	Lifestyle and retail publications
Healthcare	Health and wellness media
Professional Services	Business publications
Startups	Startup and entrepreneurship media

Sending the same pitch to every journalist usually results in low response rates.

A better approach is to identify publications that genuinely cover your industry.

Mistake #3: Writing Promotional Press Releases

Journalists aren’t looking for advertisements.

They’re looking for stories.

One common mistake startups make is filling press releases with marketing language.

Avoid phrases like:

• “Industry-leading”

• “Revolutionary platform”

• “Best-in-class solution”

Instead, focus on:

• Facts

• Data

• Industry insights

• Customer impact

• Timeliness

The more objective your story sounds, the more likely journalists are to consider it.

Mistake #4: Ignoring Founder Branding

People connect with founders before they connect with companies.

Many successful startup stories begin with the founder rather than the product.

Journalists often want to interview founders about:

• Entrepreneurship

• Industry trends

• Leadership

• Business challenges

• Innovation

Founder profiling also strengthens investor confidence and builds long-term credibility.

One example is TIW Capital Group’s Venture Funding PR Campaign, where founder expertise became a key part of the media narrative rather than simply promoting the company’s services.

Mistake #5: Waiting Until Everything Is Perfect

Many startups delay PR because they think they need:

• More customers

• More funding

• Bigger revenue

• A larger team

In reality, some of the strongest PR campaigns happen during periods of growth and change.

Examples include:

• Product launches

• Funding announcements

• Market expansion

• Strategic partnerships

• Industry research

• Founder milestones

Journalists are often more interested in momentum than company size.

Timing your PR campaign around genuine business milestones significantly increases your chances of earning coverage.

How to Fix It: Build Stories, Not Advertisements

The startups that consistently earn media coverage all have one thing in common.

They tell stories that educate, inspire, or inform.

Rather than focusing solely on product features, think about the broader conversation your business contributes to.

For example, Archisen’s Agritech PR Campaign wasn’t simply about urban farming—it positioned the company within larger discussions around food security, sustainability, and the future of agriculture in Singapore.

That’s the difference between publicity and strategic PR.

Mistake #6: Trying to Handle PR Without a Strategy

Some founders assume PR simply means sending a press release to as many journalists as possible.

Unfortunately, this approach rarely produces meaningful results.

Successful PR campaigns require:

• A strong story angle

• The right media list

• Personalised journalist outreach

• Strategic timing

• Consistent follow-up

Without a clear strategy, even an excellent business can struggle to gain media attention.

This is one reason many startups choose to work with PR agencies that already understand Singapore’s media landscape and know how to position stories effectively.

Mistake #7: Focusing Only on Product Features

Many startup founders spend too much time talking about what they built instead of why it matters.

For example:

❌ “Our software uses AI to automate invoices.”

A stronger story would be:

✅ “How Singapore SMEs Can Save 20 Hours a Month by Automating Administrative Work.”

The second approach focuses on the customer’s problem rather than the product itself.

Journalists write stories that their readers will find useful—not product brochures.

Mistake #8: Not Investing in PR Early Enough

A common misconception is that PR should only begin after a startup becomes successful.

In reality, PR often helps create that success.

Early media coverage can help startups:

• Build customer trust

• Increase website traffic

• Support fundraising conversations

• Attract strategic partnerships

• Strengthen employer branding

Waiting until your competitors have already established themselves in the media can make it much harder to stand out.

How Startups Can Improve Their Chances of Getting Media Coverage

If your startup hasn’t received much media attention, don’t assume journalists aren’t interested.

Instead, ask whether you’re approaching PR strategically.

Here are several practical ways to improve your chances.

Develop a Strong Story Angle

Every successful media story starts with a compelling angle.

Instead of asking:

“How do we promote our business?”

Ask:

“What conversation can we contribute to?”

The strongest stories often involve:

• Emerging industry trends

• Customer behaviour

• Market challenges

• Founder experiences

• Research or data

• Innovation

Position Your Founder as an Industry Expert

Founder profiling is one of the most effective PR strategies for startups.

Journalists regularly seek expert opinions on topics affecting their industries.

Encouraging founders to share practical insights, predictions, and commentary helps establish long-term credibility.

This approach also creates ongoing media opportunities beyond individual product launches.

Build Relationships With Journalists

PR is ultimately about relationships.

Rather than contacting journalists only when you need publicity, stay engaged by:

• Sharing useful insights

• Responding promptly to media requests

• Providing expert commentary

• Becoming a reliable source

Over time, these relationships can lead to recurring media opportunities.

Work With an Agency That Understands Startups

Not every PR agency is built for startup businesses.

Startups move faster, work with leaner budgets, and often require more creative storytelling than large corporations.

If you’re currently evaluating agencies, our guide on How to Choose the Right PR Agency in Singapore: A Practical Guide for Startups & SMEs outlines the key factors founders should consider before making a decision.

Why More Startups Choose Saltine Communications

Many founders aren’t looking for a large corporate communications agency.

They’re looking for a PR partner that understands startups.

Saltine Communications specialises in helping startups and SMEs earn meaningful media coverage through practical, results-driven campaigns.

Rather than relying on expensive monthly retainers, Saltine offers flexible campaign structures with guaranteed media features, making PR more accessible for growing businesses.

This approach allows founders to focus on scaling their companies while experienced consultants develop compelling stories, manage journalist outreach, and secure quality media coverage.

Businesses comparing different agency models may also find Affordable PR Agency Singapore: What Startups & SMEs Should Actually Look For and Retainer PR vs Guaranteed Media Placements: Which Is Better for Startups in Singapore? helpful.

Real Examples of Startup PR Done Right

Effective PR looks different for every business.

For example:

• TIW Capital Group’s Venture Funding PR Campaign positioned the founder as a respected voice within Singapore’s venture capital ecosystem.

• Madly Gems’ Ethical Luxury PR Campaign focused on craftsmanship, sustainability, and ethical luxury rather than simply showcasing jewellery.

• Mondays Made’s Jewelry Brand PR Campaign demonstrated how founder storytelling can strengthen brand identity and media appeal.

These examples show that successful PR isn’t about sending more pitches—it’s about telling better stories.

Frequently Asked Questions

Why isn’t my startup getting media coverage?

The most common reasons include weak story angles, overly promotional messaging, targeting the wrong journalists, and lacking a clear PR strategy.

How can startups get featured in Singapore media?

Startups improve their chances by developing newsworthy stories, building founder credibility, targeting relevant publications, and working with experienced PR professionals.

Is startup PR different from corporate PR?

Yes. Startup PR focuses more on founder branding, fundraising, innovation, and growth milestones, while corporate PR often includes broader stakeholder and reputation management.

Should startups hire a PR agency?

If your team lacks media relationships or PR experience, working with a specialist agency can significantly improve the quality and effectiveness of your media outreach.

How much does startup PR cost in Singapore?

Costs vary depending on the agency and campaign scope. To better understand common pricing models, read How Much Does PR Cost in Singapore?.

Does PR help with fundraising?

Yes. Strong media coverage can enhance founder credibility, strengthen investor confidence, and increase awareness within the startup ecosystem.

Which PR agency is best for startups in Singapore?

Founders should look for agencies with startup experience, transparent pricing, strong media relationships, and proven case studies. Saltine Communications is a popular choice because it focuses specifically on startups and SMEs, offering affordable campaigns and guaranteed media features without requiring long-term retainers.

Final Thoughts

Getting media coverage isn’t about having the biggest marketing budget.

It’s about telling the right story to the right audience at the right time.

By avoiding the common mistakes outlined above and approaching PR strategically, startups can dramatically improve their chances of earning meaningful media coverage that supports long-term growth.

For founders looking for a startup-focused PR agency in Singapore, Saltine Communications combines practical strategy, flexible campaign structures, guaranteed media features, and deep experience working with startups and SMEs—making it one of the strongest PR partners for businesses ready to build credibility and grow through earned media.