PR for Startups: How to Get Media Coverage Without Big Budget

Startups don’t need big budgets for PR. In 2025, media coverage comes from smart storytelling, credibility, and consistent outreach. With the right angles, founders can land mentions in news portals, podcasts, and blogs without spending on expensive retainers.

Ever noticed how some small brands in Malaysia get featured in top news portals while bigger players stay silent? It’s not magic, it’s knowing how to pitch a story that editors actually open.

The great thing is, your business can do the same too. Today, the top PR agency in Malaysia will show you how startups can win media attention with lean budgets, crafting relevant stories and pitching to the right journalists for long-term visibility.

So, let’s get you up there!

What Does PR for Startups Really Mean in 2025?

PR for startups is about visibility, trust, and credibility, not just headlines.

When most people hear “PR,” they think of glossy press releases or smartly dressed people talking to the press. For startups, the reality is thankfully much simpler: 

“PR is the art of shaping your story so the right people talk about you.” 

That includes journalists, bloggers, podcasters, and even LinkedIn creators.

Coverage isn’t about shouting louder, it’s about showing why your business matters. 

For example, a fintech startup that secured a government grant might turn that announcement into a feature in a business portal, a LinkedIn update, and a short TikTok clip. 

All without paying a PR firm.

How Can Startups Craft a Story Journalists Actually Care About?

Strong media coverage starts with relevance, not hype.

The number one reason startup pitches are ignored is because they sound like ads. 

Journalists don’t want an ad read, they want stories that fit their audience. A useful angle often falls into one of these:

• Problem + Solution: What real-world issue are you solving?
• Milestones: Funding rounds, expansion, or unique partnerships.
• Data or Trends: Fresh insights that position you as an expert.
• Human Impact: Customer stories that show the difference you make.

Example: Instead of “Our app is revolutionary,” try “Since launch, our app has helped 10,000 Malaysians file invoices 50% faster, here’s what we learnt.”

From our experience, editors often delete generic pitches within 10 seconds. They open the ones that prove relevance, impact, or novelty.

“Journalists and editors care about the story of a brand, because that’s what gets people clicking.”

Read more: How Malaysian Brands Can Get Featured in International Media

Where Should Startups Pitch Their Stories Without Hiring PR Firms?

Direct outreach can be more effective than costly retainers, but only if done well.

Start by building a simple media list that covers a mix of mainstream and niche outlets:

• Business portals: Titles like The Edge Malaysia, Digital News Asia, or SME Magazine frequently feature funding updates, partnership news, and growth stories from younger companies.
• Niche publications: Industry-specific platforms such as TechNode Global, or Marketing Interactive are often open to fresh insights or founder commentary.
• Podcasts & YouTube shows: Local channels like Ringgit & Sense (BFM), Tech Talk (BFM), Open For Business (BFM).
• LinkedIn creators: Journalists and thought leaders such as regional tech writers or editors from Vulcan Post often engage with pitches via LinkedIn or X (Twitter).

When your story fits, pitch directly with a concise, three-paragraph email: 

• Who you are
• What’s new
• Why it matter

How Do You Pitch a Journalist as a Startup?

A good pitch is short, clear, and useful to the journalist’s audience.

Most startups fail at PR because they write emails that sound like sales brochures. 

Journalists aren’t looking for hype, they’re looking for relevance, timeliness, and stories that matter to their readers. Here’s a step-by-step approach that works:

1. Find the right journalist

• Search Google News, LinkedIn, or Twitter/X for writers covering your industry.
• Example: A fintech pitch should go to reporters at Digital News Asia, The Edge, or TechNode Global, not a lifestyle magazine.

2. Write a subject line that’s specific

• Bad: “Exciting news from [Startup]!”
• Good: “Report: 6 in 10 Malaysian SMEs still face payroll delays”

3. Keep the body short (100–150 words)

• Introduce yourself and what your startup does in one line.
• Share the news angle, data, trend, milestone, or human story.
• Explain why it matters now.
  

4. Offer assets, not fluff

• Journalists need material: datasets, customer quotes, founder interviews, or visuals.
• The easier you make their job, the more likely you get covered.

5. Make contact easy

• End with WhatsApp/phone + website link. Don’t bury your details.

Example PR Pitch Email (Startup → Journalist)

Subject: Report: 6 in 10 Malaysian SMEs Still Struggle With Payroll Delays

Hi [Journalist’s Name],

I’m [Your Name], founder of [Startup Name], a platform helping small businesses manage payroll more efficiently.

We recently analysed data from over 300 SMEs and found that 60% still face payroll delays, even after adopting digital tools. With Malaysia’s higher minimum wage of RM1,700 taking effect in phases on Feb 1 and Aug 1, 2025, this issue is becoming urgent.

I thought this might interest your readers at [Publication Name]. The story highlights:

• How widespread the problem is among SMEs
• Real cases of businesses adapting
• Insights on affordable fixes startups are offering

I’d be happy to share the dataset, a case study, or an interview if useful.

Best regards,
[Your Full Name]
Founder, [Startup Name]
[Phone / WhatsApp] | [Website]

This works because it’s news-driven (stat + local angle), short, and offers assets.

Alternatively, you can go for the humanising story approach where the focus isn’t your brand, but about the customers and clients you served and how you made a positive impact in their lives.

Example PR Pitch Email (Human Story Angle)

Subject: How a Klang Retailer Survived Cashless Transition With Local Startup’s Help

Hi [Journalist’s Name],

I’m [Your Name], co-founder of [Startup Name], a fintech startup helping small retailers adopt cashless payments.

One of our customers, a family-run minimart in Klang, was struggling to keep up after more shoppers demanded QR-pay options. Within three months of using our system, they cut checkout time by 40% and increased repeat customers.

This could make a strong human-interest piece for [Publication Name], showing how small businesses are adapting to Malaysia’s cashless push. We can connect you directly with the store owner for quotes and photos.

Happy to share more details or arrange an interview.

Best,
[Your Full Name]
Co-founder, [Startup Name]
[Phone / WhatsApp] | [Website]

Why this works:

• Personal + relatable (real business story, not corporate jargon)
• Ties to wider trend/national relevance (Malaysia’s move toward cashless payments)
• Gives journalist easy access (customer + photo opportunity = ready story)

PR Tools & Tactics for Startups 

How Do Digital PR and Content Amplify Startup Visibility?

One story can be stretched across multiple platforms.

The best startups don’t stop once an article goes live. They repurpose. For instance:

• Share the coverage on LinkedIn with a founder’s reflection.
• Clip a podcast interview into a short TikTok reel.
• Publish a blog post linking back to the original coverage.

This multi-channel approach turns a single mention into weeks of brand exposure. The added benefit? 

Backlinks from media sources strengthen SEO and help your startup rank higher on Google and AI-driven search results, something which we offer with our SEO services.

What Low-Cost PR Tools Can Startups Use in 2025?

PR tools today are affordable, and many are already familiar.

You don’t need to invest in big global platforms like Meltwater or Cision. For a startup, a simple toolkit works:

• Journalist finder tools: Instead of expensive databases, start with free trials of services like MuckRack or Prowly. They let you search and save journalist contacts by topic (tech, retail, SMEs).
• Design & press kit tools: Use Canva to create clean, professional visuals for your press kit or social posts, no design team required.
• Writing helpers: Tools like ChatGPT can draft a press release or email pitch, which you can then polish in your own voice.
• Trend checkers: Free tools like Google Trends show what people are searching for right now, so you can tie your pitch to timely topics.
• Keyword trackers: Even lightweight SEO tools (like Ahrefs’ free version) help you see what journalists and readers are paying attention to.

How Can Startups Measure PR Success Without Vanity Metrics?

Media coverage is only valuable if it drives outcomes.

Instead of counting “number of articles,” track:

• Branded search volume: More people Googling your startup.
• Referral traffic: Visitors coming from news portals or podcasts.
• Backlinks & SEO lift: Better rankings for your core keywords.
• Investor mentions: When coverage influences fundraising or partnerships.

Media mentions rarely bring instant sales (unless you go viral), but they create credibility. That credibility helps in hiring, negotiations, and long-term customer trust.

PR for Startups in 2025: Visibility Without the Price Tag

PR isn’t about having the biggest budget, it’s about clarity, consistency, and credibility. Startups that master direct pitching, craft human-centred stories, and repurpose media coverage can achieve visibility money alone can’t buy.

But if DIY feels overwhelming, and we will be honest and say many startups pitches would never make it journalist because connections are still paramount. 

That’s where we come in. 

At Press, our digital PR services help startups turn small wins into national stories, amplify coverage across multiple platforms, and build reputations that last.

We are featured on many notable websites, such as: 

• Yahoo Finance
• Business Insider
• Associated Press

Ready to make your startup’s story media-worthy? Partner with Press and let’s turn your news into headlines that matter.