How to Get Media Attention Without a Big Announcement

Clara Armand-Delille, a seasoned French-American PR professional and founder & MD of ThirdEyeMedia, shares essential do’s and don’ts of PR for European startups.

The Challenge: Maintaining Media Presence Between Major Announcements

Consistent media presence is crucial for your startup’s growth—helping attract users, investors, and partners whilst building brand recognition. But what if you don’t have major news to share? Many European startups struggle with this exact challenge, particularly in competitive tech markets where funding announcements and product launches dominate headlines.

The reality is that most startups spend months between significant milestones. Waiting for the next funding round or product release to engage with media means missing countless opportunities to build relationships, establish credibility, and maintain visibility in your target market.

Here are three proven strategies to stay in the spotlight without relying on traditional press releases.

Strategy 1: Pitch Your Founder Story – The Human Behind the Innovation

Why Founder Stories Work

Journalists love compelling narratives, and founder stories offer the perfect blend of human interest and business insight. European media, in particular, appreciates authentic stories about entrepreneurial journeys, especially those that highlight problem-solving innovation or unconventional paths to success.

What Makes a Compelling Founder Story

Personal Challenge Turned Solution: If your founder built the startup to solve a personal challenge, that’s a narrative worth sharing. Examples include:

A parent creating EdTech solutions after struggling with their child’s remote learning
A small business owner developing FinTech tools after experiencing payment difficulties
An immigrant entrepreneur addressing integration challenges through technology

Unconventional Background: Founders who transitioned from unexpected industries often capture attention:

Former teachers launching cybersecurity companies
Ex-military personnel creating wellness platforms
Career changers bringing fresh perspectives to traditional sectors

Execution Tips

Target the Right Outlets: Reach out to reporters covering your industry or startup profiles. Research journalists who have written similar founder features and personalise your pitch to their recent work.

Focus on Problem-Solving: Frame your story around the problem you’re solving rather than just your personal journey. This naturally promotes your company’s vision whilst building credibility with potential investors and customers.

Include Concrete Details: Provide specific examples, metrics, or milestones that demonstrate traction. Even early-stage startups can share user feedback, pilot programme results, or initial market validation.

Strategy 2: Share Industry Insights & Opinions – Establishing Thought Leadership

The Power of Opinion Content

You don’t need to be famous to have a voice. Writing opinion pieces (op-eds) on industry trends or challenges positions you as a thought leader whilst establishing trust with potential investors and clients. Since you control the message, it’s also an easier sell to media outlets seeking expert commentary.

Content Ideas That Generate Coverage

Industry Trend Analysis:

“Why European FinTech Regulation Will Shape Global Standards”
“The Rise of Sustainable Tech: What Investors Should Know”
“How Remote Work Is Reshaping European Startup Culture”

Challenge-Focused Commentary:

Addressing skills gaps in your sector
Discussing regulatory changes affecting your industry
Analysing market shifts and their implications

Contrarian Viewpoints:

Challenging conventional wisdom in your field
Questioning popular trends with data-backed arguments
Offering alternative solutions to common problems

Maximising Impact

Research-Backed Arguments: Support your opinions with data, case studies, or market research. European media particularly values well-researched content that provides actionable insights.

Multiple Outlet Strategy: Tailor the same core message for different publications:

Technical deep-dive for industry publications
Business impact focus for mainstream media
Regional angle for local European outlets

Social Media Amplification: Share your published pieces across LinkedIn, Twitter, and other platforms to extend reach and demonstrate ongoing thought leadership.

Strategy 3: Leverage News Cycles – Strategic Timing for Maximum Impact

Understanding Predictable Trends

Timing is everything in PR. Align your pitches with predictable seasonal trends and industry cycles to increase your chances of coverage.

Seasonal Opportunities:

EdTech startups: Back-to-school season, exam periods, educational technology conferences
E-commerce platforms: Black Friday, holiday shopping, summer sales seasons
FinTech companies: Budget seasons, tax deadlines, financial planning periods
HealthTech: New Year wellness trends, flu seasons, health awareness months

Industry Event Cycles:

Conference seasons in your sector
Annual report publications
Regulatory announcement periods
Investment community events

Reactive PR: Capitalising on Breaking News

React quickly to breaking news in your sector. If a cybersecurity breach makes headlines, a security startup can offer expert commentary, dramatically increasing its chances of media coverage.

Effective Reactive PR Process:

Monitor News Alerts: Set up Google Alerts for key industry terms
Rapid Response: Respond within hours, not days
Expert Commentary: Offer specific insights, not generic observations
Solution Focus: Connect the news to your startup’s expertise or solutions

Example Scenarios:

Data privacy regulations: FinTech companies commenting on compliance
Sustainability mandates: GreenTech startups offering implementation insights
Remote work policies: HR tech companies providing operational solutions

Building Media Relationships

Journalist Relationship Development:

Follow key reporters on social media
Engage thoughtfully with their content
Offer yourself as a source for future stories
Provide background briefings on industry trends

Media Database Management:

Maintain contacts for relevant journalists
Track their coverage areas and preferences
Note their deadline schedules and preferred contact methods
Record successful pitches for future reference

Advanced PR Tactics for European Startups

Geographic Storytelling

Regional Success Stories: Highlight how your startup addresses specifically European challenges or opportunities. This could include:

GDPR compliance innovations
Cross-border payment solutions
Multilingual customer service platforms
EU regulatory adaptation tools

Local Market Penetration: Share stories about entering new European markets, partnerships with local companies, or adaptation strategies for different countries.

Partnership Announcements

Even without major funding news, strategic partnerships can generate coverage:

Collaborations with established European companies
University research partnerships
Integration announcements with popular platforms
Certification or compliance achievements

Customer Success Stories

Transform customer wins into media opportunities:

Case studies showing measurable impact
Customer testimonials and success metrics
Problem-solution narratives featuring your clients
Industry transformation examples

Measuring PR Success Beyond Media Mentions

Key Performance Indicators

Immediate Metrics:

Media mentions and coverage quality
Website traffic from media referrals
Social media engagement on shared content
New subscriber or follower growth

Long-term Impact:

Brand recognition surveys
Investor inquiry increases
Partnership discussion initiation
Talent acquisition improvements

Tools for Tracking Success

Google Analytics for website traffic analysis
Social media monitoring tools for engagement tracking
Media monitoring services for coverage analysis
CRM systems for lead source attribution

Common PR Mistakes to Avoid

Over-Pitching

Don’t bombard journalists with multiple pitches per week. Quality and relevance matter more than frequency.

Generic Messaging

Avoid one-size-fits-all press releases. Tailor your message to specific outlets and their audiences.

Ignoring Deadlines

Respect journalists’ schedules and deadline requirements. Late pitches rarely receive consideration.

Lack of Follow-Up

Don’t assume silence means disinterest. Professional follow-up can often revive initially overlooked stories.

Conclusion: Staying Top of Mind Without Big News

You don’t need a funding round or product launch to generate meaningful press coverage. By strategically leveraging storytelling, expert opinions, and timely news commentary, you can maintain a strong media presence and keep your startup top of mind with key stakeholders.

The key is consistency and authenticity. European media particularly values genuine insights and well-researched commentary over promotional content. Focus on providing real value to journalists and their audiences, and the coverage will follow.

Remember: every interaction with media is an investment in long-term relationships. Today’s background briefing could become tomorrow’s feature story when you do have major news to announce.

About the Expert

Clara Armand-Delille is a seasoned French-American PR professional and founder & Managing Director of ThirdEyeMedia. With extensive experience in European startup ecosystems, she specialises in helping technology companies build sustainable media relationships and establish thought leadership in competitive markets.

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