How One Founder Got 200+ Features: How to Get Press Coverage for a Startup Without a PR Agency

By Zach Schleien

Learn how to get press coverage for a startup without a PR agency using the exact cold email strategies I used to land 200+ features in Forbes, NYT, and BBC.

TL;DR

• Press coverage is earned through direct relationships and unique angles, not expensive retainers or "blast" press releases.
• Journalists want stories that solve problems for their readers, not product pitches that serve your bottom line.
• You can achieve world-class results by mastering the art of the cold email and focusing on high-relevance targeting.

When I was building Filteroff, a video dating app that eventually facilitated over 2 million video dates in 150 countries, I didn't have a $10,000 monthly budget for a PR firm. I was still working at Johnson & Johnson while growing the company, which meant every minute and every dollar had to count. I realized quickly that if I wanted the world to know about us, I had to learn how to get press coverage for a startup without a PR agency. Over the next few years, I landed over 200 media features, including the New York Times, Forbes, and BBC, all through my own outreach.

The secret isn't a "magic" contact list or a fancy office in Manhattan. The secret is understanding that journalists are humans with overflowing inboxes who are desperate for a good story. If you can provide that story, you don't need a middleman.

How do you get press coverage for a startup without a PR agency?

Getting press is a sales process. You are selling a story, and the journalist is the buyer. Most founders fail because they treat PR like a megaphone where they just shout their product features. Instead, you need to treat it like a bridge between your expertise and a current trend.

1. Identify your "Why Now"

A journalist at TechCrunch or Forbes doesn't care that your app has a new UI. They care why your app matters today. When I was pitching Filteroff, I didn't just say "we have video dating." I pitched the "Anti-Tinder" narrative during a time when people were frustrated with mindless swiping. I leaned into the loneliness epidemic and how video creates authentic connection.

2. Build a hyper-targeted media list

Don't use those generic databases that cost thousands. Use tools that help with angles and targeting to find the specific writers who cover your niche. If you are in fintech, don't just email "the business desk" at the Wall Street Journal. Find the specific reporter who wrote about seed-stage fintech rounds in the last three months.

3. Personalize or die

The fastest way to the trash folder is a "To whom it may concern" email. I have gotten into the New York Times by referencing a specific article the journalist wrote two years prior. It shows you aren't a bot.

Is it possible to get into top-tier publications alone?

Absolutely. In fact, many journalists prefer hearing from the founder directly. A PR agent is a barrier; a founder is a source. When I got a 21-year-old into Forbes with one cold email, it wasn't because I had a special connection. It was because the story was framed perfectly for that specific editor's beat.

The "Founder Advantage"

• Authenticity: You know the "war stories" of your startup better than any hired gun.
• Speed: You can approve an interview or provide a quote in five minutes.
• Authority: You are the subject matter expert.

I used this same approach when I built 18percent, a mental health community on Slack. By reaching out as the person who saw the problem and built the solution, I was able to garner significant attention because the passion was evident in the outreach.

How to write a pitch that journalists actually answer?

Your subject line is the most important piece of real estate in your business. If it doesn't get opened, the rest doesn't matter. I’ve spent years testing subject lines that got me into Forbes, NYT, and GMA, and the winners are always short, descriptive, and non-spammy.

The Pitch Anatomy

1. The Hook: One sentence referencing their work.
2. The Problem: The "gap" in the market or the trend you are seeing.
3. The Solution: How your startup or expertise fills that gap.
4. The Proof: One or two "wow" stats (e.g., "2 million dates" or "150 countries").
5. The Ask: A low-friction call to action, like "Would you be interested in a 10-minute chat?"

Avoid the "Attachment Trap"

Never send a press release as a PDF attachment in your first email. It looks like a virus and clutters the inbox. Put the most important information in the body of the email. If they want a press kit, they will ask for it.

What tools do you need to manage PR yourself?

You don't need a massive tech stack. You just need a few PR tools that actually work for founders.

1. Research Tools: Use Google News to see who is writing about your competitors.
2. Email Finders: Tools like Hunter or RocketReach to find direct work emails.
3. Deliverability Checkers: Ensure your domain isn't landing in spam.
4. PressPitch AI: I built this to help founders with the hardest parts: finding the right angle and the right people to talk to.

How do you handle rejection or silence?

In sales, the money is in the follow-up. PR is no different. If a journalist doesn't respond, it usually doesn't mean "no." It means "not right now." I follow up exactly twice, spaced five days apart. If I still hear nothing, I move on.

I remember pitching a major dating story to a reporter at the BBC. The first email was ignored. The second email was ignored. On the third attempt, a month later with a new data point about our growth, they responded and we ended up with a massive feature.

Persistence, when paired with value, is your greatest asset. If you are struggling with this, remember that rejection never stopped me. It just told me I needed a better angle or a different target.

How can you leverage press once you get it?

Getting the link is only 50% of the work. The other 50% is "milking" that press for all it's worth.

• Social Proof: Put the "As Seen In" logos on your landing page immediately.
• LinkedIn: Share the article and tag the journalist (thanking them, not bragging).
• Email Signature: Add a line that says "Featured in [Publication]."
• Investor Updates: Use the coverage to show momentum.

When Filteroff was acquired by a major dating conglomerate, our track record of media features was a significant part of our brand equity. It proved we knew how to get attention without burning millions on ads.

FAQ

Does PR actually help with SEO?

Yes. A backlink from a high-authority site like the New York Times or Forbes is incredibly valuable for your domain authority. However, you should focus on the brand awareness and credibility first; the SEO benefits are a powerful byproduct.

Should I pay for a "guaranteed" feature?

Never. If a publication asks for money to feature you, it's called "sponsored content" or an ad. Real PR is earned media. Paying for play doesn't give you the same "stamp of approval" that an editor's endorsement does.

How much time should I spend on PR?

As a founder, dedicate 2 to 3 hours a week. It’s about consistency. Spend one hour researching journalists and two hours sending personalized pitches. Over a year, that’s over 100 targeted outreaches.

What if my startup is "boring"?

No startup is boring if it solves a real problem. If you sell accounting software, you don't pitch "software." You pitch "how small businesses are saving 10 hours a week during tax season." Find the human element.

Can I get on TV without a publicist?

Yes. I got onto Good Morning America by pitching a segment that was timely and visual. TV producers want "segments," not companies. Show them what the segment would look like, and they will be much more likely to book you.