Funding Breakthrough: Smaller Startups Can Outshine Big Numbers

Breaking Through the Noise: How Startups Can Craft Compelling Funding Stories

The media landscape continues to evolve, leaving newsrooms shrinking and reporters with even less time to write differentiated stories about venture capital happenings. Startup funding announcements often get lost in the shuffle, reserved for the biggest numbers or most well-known VC backers.

Funding below $100 million might not get noticed by top-tier financial media, but that doesn’t mean it’s irrelevant. Instead, focus on targeting mid-tier media outlets or industry-specific publications, where reporters have more bandwidth and interest in giving your funding round the spotlight it deserves.

Reporters aren’t just interested in the dollar figure; they want to understand how this funding round will help you revolutionize your industry or address a specific market need. Take a page from the playbook of successful startups that are using their latest round to expand their team, geographic footprint, or innovation capabilities.

By focusing on the bigger picture and showcasing how your company plans to drive change, you can capture the attention of reporters who prioritize stories that highlight innovation and disruption. Highlight the unique aspects that your investors bring to the table – whether they’re emerging managers, diversity-led investors, or specialists in niche sectors.

Just as VC investors follow market trends, reporters follow hype cycles. Right now, there’s significant interest in how startups are leveraging artificial intelligence in their operations and products. If your startup is utilizing AI or your funding round is focused on expanding into this area, make sure it’s front and center in your pitch.

By positioning your company within the current trend wave, you can significantly increase your chances of gaining media attention. With the right narrative and context, even smaller funding rounds can stand out from the crowd.

Sarah Mattina, founder of Mattina Media Group, a PR consultancy for VCs and startups, has seen firsthand how the right strategy can make all the difference. With her expertise in private capital and communications roles at top organizations like Edelman Smithfield and JetBlue Ventures, she’s recognized as a Rising Star by the Bay Area chapter of the Public Relations Society of America.

By crafting a compelling narrative that connects to larger industry trends, your startup can break through the noise and capture the media attention it deserves.