Hi,
I get a version of this call more than I'd like, and I want to change that.
A founder is two, maybe three weeks out from closing a round. The term sheet is basically done. The wire is coming. And somewhere in the chaos, someone on the team (usually an investor) asks, "Who’s putting out the press release?”
So they call me.
And I can help — I want to be clear about that. It's not too late. We can pull something together, and it'll be fine. But every single time, I hang up the phone thinking the same thing: this could have been so much better.
Not because they're bad founders, or because it’s a bad company. They're usually great founders who are doing really cool things with their companies.
It’s because PR isn't a press release. And by the time you call me to write one, you've already missed the part that actually matters.
What most founders think PR is
When founders think about PR around a fundraise, they're usually thinking about one thing: the announcement. The TechCrunch blurb. The LinkedIn post with the confetti emoji. The press release that goes out on wire.
And yes, all of that's part of it. But it's the last part. And treating it like the whole thing is exactly why so many funding announcements land with a quiet thud instead of actual momentum.
Here's what actually happens when a reporter considers covering your round:
They Google you. Or ChatGPT you, whatever.
They look you up on LinkedIn, and take a peek at your company website.
They research whether other reporters have quoted you, if you’ve written anything for publication, and try to determine your point of view.
Then, and only then, do they decide if you're worth their time and effort.
If the only thing that exists about you on the internet is a LinkedIn profile that hasn’t been updated in months and a website in “stealth mode,” you're not giving them a lot to work with. Some reporters might try to fill in the gaps, most of them will just move on.
But if you've spent the last three to six months showing up? Posting on LinkedIn, getting a few quotes in trade coverage, putting your ideas out in public? Now a reporter has something to work with. Now your pitch comes with receipts.
What changes when you start earlier
Bringing PR in before a raise — even loosely, even just strategically — does a few things that a last-minute press release simply can't.
It builds a body of evidence. A pattern of LinkedIn posts, a byline in an industry publication, a quote or two in relevant coverage, all of these do more than give you an ego boost (though they also do that). They're proof that you have a perspective and that other people have found it credible enough to publish. That's something a reporter notices.
It establishes your category. One of the hardest things to do in a funding announcement is explain what you do and why it matters in two sentences. If you've been writing and speaking about your space for months, you've already done that work. You know how to frame it. So does your audience.
It warms up your target media. Reporters aren't starting from scratch when they cover a raise. They're building on what they already know about a founder and a space. If they've seen your name in a few relevant bylines or you’ve already reached out to them about some of their coverage, you're no longer a cold pitch. You're someone they already have a file on.
It gives investors something to point to. This one surprises founders sometimes, but PR isn't just for press. Potential investors Google you too. A founder who has a clear, public point of view on their category is easier to back than one who doesn't, because part of what investors are betting on is you, specifically you, being the right person to build this thing.
What "starting PR early" actually looks like
I'm not saying you need a full agency retainer from day one. You don't. But there are things you can start doing before the money is wired that are low-cost, low-lift, and make a real difference by the time you're ready to announce.
Here's what that actually looks like in practice…
Ok, ok, maybe you hate this (hit reply and tell me so if you do!), but this email was getting REALLY long, and this piece of content first appeared over at The Startupverse, an amazing community for startup founders who are building, funding, and scaling their businesses. Head over to this link for my practical tips on starting PR before a fundraise, and check out the rest of their great content while you’re there.
See you next week,
Megan