We work with incredible founders. Bold thinkers. Brilliant product minds. Visionaries with a point of view. But every now and then, we come across founders who say they want media coverage… and then do everything possible to avoid getting it.
If you’re a founder wondering why press coverage isn’t happening, this might sting a little—but it will help a lot.
So in the spirit of tough love, here’s a list of guaranteed ways not to get media coverage. Follow these, and you’ll be invisible in no time.
1. Make it all about your product
If your pitch sounds like an ad, reporters will treat it like one—and ignore it.
News is about relevance, not features. The media cares about impact, not what version you’re on. If you can’t explain why your product matters to the world, outside your roadmap or revenue model, don’t expect anyone to write about it.
Fix it: Connect your product to a bigger trend, problem, or human story. Journalists don’t cover features—they cover stakes.
2. Wait until you’re “ready”
Spoiler: you never will be. Founders often delay press outreach until everything is perfect—the site, the team, the numbers, the narrative. But the media cycle doesn’t wait for perfection. It rewards relevance and timing.
Fix it: If you’re solving a timely problem or offering a fresh take on a fast-moving topic, that’s now. Strike while the story’s hot—even if your branding deck isn’t.
3. Say “we’re just like [Insert Unicorn Here]—but better”
Congratulations, you’ve just made yourself uninteresting. Comparing yourself to a well-known company isn’t differentiation—it’s mimicry. And if you’re “Uber for X” or “the next Stripe,” the reporter already wrote that story three years ago.
Fix it: Tell us what you’re seeing that others aren’t. What’s broken in your industry? What’s missing in the conversation? Lead with insight, not imitation.
4. Go silent after you launch
You launched. You got a few mentions. Then… nothing.
If you think media is a one-and-done exercise, you’re missing the point. Thought leadership, timely commentary, consistent relevance—that’s how you stay visible.
Fix it: Develop a few key themes that matter to your customers and your industry. Comment on news. Join the discourse. Show up with value even when you’re not “announcing” something.
5. Ignore your own story
Founders often underestimate how compelling their personal journey is. But media isn’t just about product—it’s about people. Your background, your motivations, your lived experience all shape the lens through which your company sees the world.
Fix it: Be willing to share the “why” behind the “what.” Especially if you’re from an underrepresented background or a non-linear path, your story might be the hook that earns the headline.
6. Say “we’re not ready for media” while telling your story on LinkedIn, podcasts, and panels
If you’re already out there, the media is listening. Reporters are everywhere—lurking in LinkedIn threads, listening to industry podcasts, and Googling guests after every event. If you’re telling your story publicly, own it.
Fix it: Be intentional. Treat every channel as a potential launchpad for press, and make sure your message is consistent across the board.
7. Treat PR like a faucet, not a function
Founders sometimes turn PR “on” for a moment, then expect results to pour in like it’s paid media. But PR is earned—emphasis on earned. Relationships take time. Relevance is earned through context. Coverage builds with consistency.
Fix it: Invest in PR the way you invest in product: deliberately, strategically, and with staying power.
By Cara Harbor, Founder & CEO, AMP Marketing and Public Relations