The first time a journalist picked up a story for one of our early-stage clients, it wasn’t because of a fancy press release or a PR blitz. It was because we told a story that felt real.

The founder was building something small but meaningful in the health tech space. Instead of leading with the product, we led with her backstory. A second-time entrepreneur with a failed first venture, bootstrapping her way through a highly regulated sector. That honesty made it relatable, and the journalist ran a full-length profile.

Most founders believe media coverage starts with an announcement like funding, a product launch or a key hiring update. But what really gets attention is relevance. The media is not just looking for news; they are looking for perspective, tension and vulnerability. Something that signals a shift, not just another startup doing more of the same.

Here’s how I think about it when we work with founders looking to get noticed.

Start with the Human Before the Headline

If you are just pitching your product, you are one in a thousand. But if you anchor it to a larger problem you’re solving or a contrarian insight the market hasn’t seen, you suddenly become part of a deeper narrative.

A fintech founder once told us, “We’re not just helping people invest, we’re helping first-generation earners overcome financial fear.” That is not just a product story. That is a cultural shift. And it got picked up.

Respect the Journalist’s Lens

The most effective pitches are not about what you want to say. They are about what the journalist’s readers care about. This means reading their past stories, understanding their tone and identifying where you fit.

In one case, we delayed pitching a funding story because it would have drowned during Union Budget week. We waited, reframed it into a post-Budget trend story, and landed three national pieces featuring commentary from the founder.

Timing matters. Patience does too.

Build Credibility Before You Need Visibility

Some of our most frequently covered clients never started with a press release. They began by sharing data-led insights with journalists off the record. They participated in industry conversations without plugging their product. And when they finally had news, the media already knew who they were.

You cannot always control when your story gets told, but you can control how prepared you are when the moment comes.

What We’ve Learnt at Bloomingdale PR

Most media placements do not come from chasing headlines. They come from consistency. They come from telling stories that are relevant, framed for the right audience and timed with intuition.

For startup founders navigating noisy markets, that is what we help build. Not a one-off splash, but a sustained reputation that aligns with business goals.

If that is something you are thinking about, I’d be happy to talk.