In Valletta, a panel presented a practical guide for startup PR, from the headline test with friends and family to the importance of hiring an agency.
At the recent EU-Startups Summit in Valletta, founders seeking media attention received straightforward advice from publishing decision-makers.
The session, titled “The Startup Media Landscape, PR Tips & Tricks”, featured insights from three editors and a moderator on effective strategies, common pitfalls, and recent changes in the industry.
The panel included Thomas Ohr, founder and CEO of EU-Startups; Akansha Dimri, founder and editor-in-chief of Tech Funding News; and Alexandru Stan, CEO of TNW.
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Cathy White, founder of CEW Communications, moderated the session, which was part of the main-stage lineup at the Mediterranean Conference Centre, with about 2,500 attendees expected over the two-day event.
A key takeaway was more practical than philosophical. Alexandru Stan recommended that early-stage founders, particularly those at seed and Series A, engage a PR agency. His rationale was simple: major tech publications in Europe receive numerous pitches daily, and having a professional to navigate that volume may justify the expense.
He highlighted that founders writing pitches in their spare time compete with agencies familiar with pitching the same outlets regularly, who also know which journalists cover specific topics.
This advice came with a caution. Several speakers advised against relying too much on AI-generated press releases, which are increasingly common and often lack originality.
Instead, the focus should be on authentic storytelling: clearly communicating the company’s purpose, its audience, and the significance of the news. Generic announcements, no matter how well-presented, are easily overlooked.
Early in the discussion, another key point was made clear. Founders should understand a publication’s coverage before pitching. They should read recent articles and identify which writers cover which topics to ensure the right person receives the right story.
This straightforward advice addresses a prevalent mistake among startups, according to every editor present.
A particularly memorable piece of advice was about writing headlines. If a headline does not capture friends and family’s interest, it likely won’t attract the media’s attention either.
This simple approach underscores a truth often lost in more complex PR playbooks: editors sift through hundreds of subject lines daily, favoring those that tell a story over corporate announcements.
The session’s audience reflected the broader summit demographic,