The Media Ladder: PR for Startups and Why Starting Small Opens Doors

jackiejorgepr
Jan 31
2 min read

Public Relations Tips for Startup Brands

Most founders want Forbes coverage. They've got a product. They've got customers. Maybe some funding. So naturally, they want the big win—the business press placement that makes their board happy.

Here's the thing: You're probably skipping steps.

I say this as someone who's spent 25 years watching founders pitch themselves into silence by ignoring the actual path to meaningful coverage.

The Media Ladder: Why Starting Small Opens Bigger Doors

Media coverage works like climbing a ladder. You build credibility at each level before moving up.

Tier 1: Trade PublicationsIndustry-specific outlets. For a posture corrector brand, that's health and wellness trades. For a food delivery service, it's restaurant and logistics publications. These aren't household names, but they're read by buyers, investors, and partners who actually matter.

Tier 2: Regional Business PressYour local business journal. These outlets love covering emerging companies in their backyard. They're easier to crack than national outlets and give you legitimate third-party validation.

Tier 3: National Business PressForbes, TechCrunch, Business Insider. This is where everyone wants to start. But these reporters want proof you're newsworthy. Trade coverage is that proof.

Why This Matters in the AI Era

I worked with a cookie company that had zero media coverage. None. We didn't pitch Forbes. We started with food industry publications like Bake Magazine and Specialty Food Magazine. Built relationships. Got placements. Used those to approach regional business press, then leveraged that coverage to reach national outlets. They eventually landed in Star Magazine and Forbes.

That's the ladder.

In 2026, this matters even more because AI platforms like ChatGPT and Perplexity build recommendations on the depth of your media footprint. One Forbes mention doesn't make you AI-visible. But a consistent pattern of trade coverage and regional press? That teaches AI you're credible.

What Business Press Actually Covers

Forbes isn't looking for "we launched a product" stories. They're looking for:

Financial news: Series A+ round from a known VC
Market impact: Traction data proving you're disrupting an industry
Unique insight: Your CEO can speak to trends with proprietary data
Human interest: Compelling founder story tied to measurable outcomes

And they want validation that someone else covered you first.

The Path That Can Work

If you're a founder wondering why Forbes isn't responding:

Identify 5-10 trade publications in your category. Understand what they cover.
Build pitches around substance. Trade reporters care about data and proof points, not hype.
Get 2-3 trade placements before pitching business press.
Leverage every placement. Add it to your media page. Reference it in your next pitch.