Not launching this week? No funding news to announce? No problem.
Media coverage doesn’t begin and end with your next press release. In fact, some of the most valuable coverage happens between announcements—when you show up not as a headline, but as a voice. Founders who consistently earn media understand that press isn’t about what you’re selling. It’s about why you matter right now.
So if you’re looking to build visibility and credibility (and not wait six months for your “moment”), here are five proven ways to get media coverage—starting now.
1. Comment on Industry Trends—Expand Beyond Your Niche
The fastest path into a story isn’t to be the story—it’s to add to it. Journalists are always looking for smart, relevant voices who can help contextualize breaking trends. But here’s the catch: if you only talk about your product category, you’re limiting your relevance.
Think bigger. What shifts are happening in your industry, your ecosystem, your customer’s world? What’s your take on regulation, AI, workplace shifts, consumer behavior?
Pro tip: The more topics you can credibly comment on, the more reporters will come back to you.
2. Build Your Thought Leadership Themes
You don’t need 20 opinions. You need 3–5 clear, consistent themes that align with your mission and the bigger challenges your industry is facing.
Maybe it’s access in healthcare. Or AI ethics. Or supply chain transparency. The key is to pick themes that show you’re not just watching the market—you’re helping shape it.
Pro tip: Good thought leadership sounds like, “Here’s what most people are missing,” or “Here’s what we’re learning.” Not “Here’s why we’re great.”
3. Make Yourself Useful to Reporters
If you want top-tier coverage, you need to be referenceable—not just when your product launches, but when news breaks.
That means being available for comment, answering quickly, and offering insight that adds value—not just plugging your company. The founders who get quoted are the ones who help journalists do their job better.
Pro tip: Relationships drive coverage. Responsiveness and relevance are your competitive edge.
4. Tell the “Why” Behind the “What”
Media loves product innovation, but what they really care about is people, impact, and context.
Why did you start your company? What problem are you obsessed with solving? How did your background shape your view of the market? That human story is often the hook that turns a pitch into a feature.
Pro tip: Especially if you’re from an underrepresented background or bring a fresh worldview—lean into it. That perspective is the story.
5. Stay Present Between Big Moments
If your only visibility comes when you launch, fundraise, or hire a CMO, you’re missing out on the momentum that happens in between. Media visibility is earned through consistency. Share insights. Join conversations. Publish something useful. Be in the mix.
Pro tip: Your “launch moment” will go further if the market already knows who you are when it lands.
By Cara Harbor, Founder & CEO, AMP Marketing and Public Relations