The Real Reason Most Startups Flop at National Press — And the Surprising Strategy Top Founders Use to Break Through Every Time

So why do so many startups fail to earn meaningful media attention? And more importantly, what can they do about it?

Why startups get overlooked by the media

Many founders make the same early mistake: chasing high-level media exposure before they’ve clarified what makes their story relevant, credible or different.

Here are a few of the most common missteps:

• No clear differentiation. In a saturated market, having a “great product” isn’t enough. Founders need to be able to clearly and confidently explain what sets their startup apart.
• No media-ready narrative. Journalists aren’t looking to promote your product — they’re looking to tell a story. If you haven’t crafted a human-centered, problem-solution-driven narrative, your pitch likely won’t stick.
• Poor timing. National news cycles are driven by relevance and urgency. If your story isn’t tied to something current, insightful or timely, it’s easy to be overlooked.

And finally, many startups skip the essentials: building relationships, starting with niche publications and establishing credibility over time. Big coverage rarely comes without smaller wins first.

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