Startup The Do’s and Don’ts of PR 

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

Clara Armand-Delille has 15+ years of experience in communications strategy in the digital and tech space across multiple markets. She has lived and worked in 5 countries, including France, the UK, the US, Portugal and Italy and is fluent in 6 languages.

PR has lasting effects—either building or breaking your brand—making it a powerful tool when handled well. Strong relationships with the right reporters can drive success, but mishandling them can have the opposite effect.

Journalists, overwhelmed by constant information, prioritise speed and relevance. Their job is to deliver fresh stories quickly and capture the audience’s attention. To ensure your media outreach resonates, follow these key guidelines.

DO:
Share relevant news only.
Contact a reporter when you have something newsworthy and tailored to their beat. Make your pitch clear, concise, and timely, especially on a first approach. Providing useful, relevant information sets a foundation for long-term relationships.

Give reporters time.
Journalists receive hundreds of emails daily, so don’t assume your press release will get automatic coverage. Offering embargoed news gives reporters the chance to digest your story before it goes public, improving your chances of coverage.

Frame your story within a bigger picture.
When pitching, include broader industry context. For example, if you’re launching a freelance platform, share market data on freelancing trends. A strong, market-relevant angle helps journalists craft richer stories and boosts your pitch’s appeal.

Prioritise quality over quantity.
A few well-placed articles with reputable sources will build a stronger media presence than a flood of generic mentions. Focus on crafting meaningful stories that highlight your vision and mission.

Offer exclusives strategically.
In certain cases, offering an exclusive to a trusted reporter can lead to better quality coverage. It also helps you control the narrative by working with one journalist closely.

DON’T:
Send generic mass emails.
The days of blasting press releases to every journalist are over. A well-researched, personalised press list is far more effective than a broad, impersonal one.

Waste reporters’ time.
Journalists are always busy—avoid unnecessary calls, meetings, or vague pitches. Only reach out when you have something substantial to offer, like exclusive content or significant news.

Use misleading email subjects.
Avoid alarmist or vague email subject lines like “URGENT” or “Press release.” Journalists will decide what’s urgent, and a clear subject line like “Facebook acquires startup X” will get more attention than something generic.

Pitch too early or too late.
If your startup is still in its early stages with no proof of concept, it’s too early to reach out. Conversely, don’t wait too long—share your news while it’s still timely and relevant.

Share inaccurate information.
Always stick to facts when pitching to the media. Avoid speculative or inflated claims about your company’s future growth or product launches. Once published, inaccuracies can harm your credibility and are nearly impossible to retract.

By following these PR best practices, you can build productive, lasting relationships with journalists, ensuring your brand gets the right kind of media attention.