Startups often don’t fail because they lack a good product. They fail because no one knows about them. The brutal truth is that the old myth “build it and they will come” simply doesn’t work. For a startup, attention is oxygen — without it, even the best ideas suffocate.
Tech communications expert Lize Hong shares five key principles that can make a startup visible, memorable, and irresistible to the audiences that matter.
1. Keep your message crystal clear
If a founder can’t explain their company in 20 seconds, that’s a problem. Simple, direct, and concise sentences are your strongest asset. Jargon and buzzwords like “revolutionary disruption” only create distance.
Spell out the problem you solve, the solution you provide, and the clear benefit for your customer — in plain language. If someone outside your industry can’t immediately understand what you do, neither will investors, customers, or journalists. Clarity always wins over cleverness.
2. Structure your story
People don’t remember feature lists — they remember stories. Every founder needs three core narratives they can repeat and adapt:
- The product story: How does your solution address a real, widespread problem?
- The founder story: Why are you the right person to build this?
- The company story: Where is your startup headed and how is it evolving?
A clear storytelling structure not only connects emotionally but also makes pitching, recruiting, and press outreach far more effective.
3. Make PR work for your strategy
Too many startups treat press as an end in itself. In reality, PR is a tool — never the goal. Before sending out a press release, ask yourself: how does media coverage serve my objectives?
If you’re fundraising, it might build credibility with investors. If you’re entering a new market, local coverage could open doors. The rule is simple: aim high, but aim right.
4. Not every update deserves a press release
PR isn’t a magic wand. Some updates are better shared through LinkedIn, your company blog, or directly with your community. If you wouldn’t care about the same announcement from another startup, chances are, neither will anyone else.
For something to be truly newsworthy, it must be timely, relevant, impactful, or unusual. Otherwise, focus on building credibility through your own channels instead of chasing headlines that won’t land.
5. Only talk to the media when you’re ready
Media coverage can be a credibility rocket booster, but it can just as easily spotlight your weaknesses. Before speaking to a journalist, make sure you have a working product, a clear message, and a compelling story.
Do your homework on the reporter, prepare your talking points, and practice tough questions. And always follow up afterwards — a concise, factual email not only helps them get the story right but also builds relationships for future opportunities.You can’t outsource storytelling and expect magic. The best founders treat communication as a core part of building their company, not an afterthought.
With clear messaging, structured storytelling, and PR that serves strategy — your startup can shift from overlooked to unforgettable.
Your product deserves to be noticed. The only question is: will you learn to tell its story well enough for the world to care?
