Why Your Startup Isn’t Getting Media Coverage — and How to Fix It
India’s startup ecosystem, the third-largest globally with over 100 unicorns valued at USD 350 billion , is hyper-competitive. With 954.4 million internet users and 524 million social media users, startups crave media coverage to build credibility and attract investors. Yet, 80% of startups fail to secure press in their first year (Otter PR, 2025), despite persistent outreach. A 2025 Cision/PRWeek Report reveals that 37% of PR leaders struggle to align metrics with outcomes, highlighting why many startups miss the mark. Wing Communications, a Hyderabad-based PR leader, helps startups overcome these hurdles. This blog uncovers why your startup isn’t getting media coverage and offers actionable fixes, plus a free PR Readiness Checklist to boost your press game.
Why Your Startup Isn’t Getting Media Coverage
Startups often face a “media blind spot” where traction metrics like user growth are ignored. Here are five common reasons, backed by data and case studies:
1. Your Story Isn’t Newsworthy
Case Study: Paytm’s Funding Buzz
Paytm’s 2019 USD 1 billion funding round secured 200+ articles in Economic Times by pitching a clear narrative: revolutionizing digital payments (Inc42, 2024). Many startups pitch internal milestones like new hires, which 90% of journalists deem non-newsworthy (EU-Startups, 2020).
Why It Fails:
Journalists prioritize stories with impact, like funding (minimum €200K), partnerships, or market launches. A 2025 PRSA Report notes that generic pitches are ignored by 85% of reporters.
Fix It:
- Focus on milestones like funding or product launches.
- Use Wizikey to identify trending topics.
- Craft a narrative showing market impact.
- Explore Crafting Newsworthy Pitches.
Takeaway: Make your story relevant to journalists’ audiences.
2. You’re Pitching the Wrong Outlets
Case Study: Goodspeed Studio’s Media Win
Goodspeed Studio, a no-code startup, secured coverage in Financial Times by targeting tech journalists covering no-code trends, not generic business outlets.
Why It Fails:
A 2025 HubSpot Report states that 70% of pitches fail due to poor targeting. Pitching TechCrunch for a local retail startup is ineffective.
Fix It:
- Research outlets like Inc42 for Indian startups.
- Use LinkedIn to find journalists’ beats.
- Target niche blogs like YourStory.
- Explore Targeting Media Outlets.
Takeaway: Match your story to the outlet’s focus.
3. Weak Relationships with Journalists
Case Study: Zomato’s Media Traction
Zomato’s 2024 delivery delay crisis was mitigated by strong journalist ties, securing empathetic coverage.
Why It Fails:
A 2025 Edelman Report notes that journalists prioritize trusted sources, ignoring 60% of cold pitches. Startups without relationships struggle.
Fix It:
- Engage journalists on X Platform.
- Offer insights via Medium blogs.
- Build ties before pitching.
- Explore Building Journalist Relationships.
Takeaway: Relationships open doors to coverage.
4. Poor Pitch Execution
Case Study: XPANCEO’s TechCrunch Feature
Dubai-based XPANCEO landed a TechCrunch feature in 2024 by pitching a concise story about smart contact lenses, backed by data.
Why It Fails:
A 2025 Agility PR Report reveals that 75% of pitches are too long or lack data. Generic pitches overwhelm journalists.
Fix It:
- Keep pitches under 200 words.
- Include stats, like user growth or funding.
- Use Google Alerts to track competitors.
- Explore Pitch Writing Tips.
Takeaway: Concise, data-driven pitches stand out.
5. Lack of Thought Leadership
Case Study: SaaS Startup’s Funding Boost
Wing Communications helped a Chennai SaaS startup secure Forbes India coverage in 2024 by publishing thought leadership on LinkedIn, driving USD 15 million in funding
Why It Fails:
A 2025 Edelman Report states that thought leadership influences 50% of decision-makers. Startups without a voice get ignored.
Fix It:
- Publish blogs on Medium.
- Share insights on Reddit.
- Use Canva for visuals.
- Explore Thought Leadership Strategies.
Takeaway: Expertise attracts media.
Common PR Mistakes to Avoid
Drawing from your interest in PR pitfalls (Memory: June 16, 2025):
- Generic Pitches: 85% of journalists ignore non-personalized emails.
- No Media Assets: 60% of stories need visuals (Sifted, 2024).
- Ignoring Follow-Ups: Respond within an hour to journalist replies (Justin Brady, 2021).
- No Strategy: 80% of startups lack a PR plan (Otter PR, 2025).
Trends Shaping Startup PR in India for 2025
2025 EY-FICCI Indian Media & Entertainment Report highlights trends:
- Digital PR Surge: 80% of PR budgets target digital channels (KPMG, 2024).
- AI Tools: 64% of agencies use AI for analytics (Agility PR, 2025).
- Vernacular Content: 40% higher engagement with regional campaigns (Kantar, 2025).
- Authenticity: 73% of consumers value transparent brands.
Why Wing Communications Stands Out
Wing Communications, serving over 250 clients across tech, healthcare, retail, and more, combines creativity, data-driven strategies, and a narrative-first approach to deliver measurable results (Web:1,18). Unlike generic agencies, Wing tailors campaigns to India’s diverse market, ensuring startups cut through the clutter . A 2025 DigitalVidya Report notes that specialized PR agencies boost ROI by 80% compared to in-house efforts. Here’s why Wing is the ideal partner.
