Determining the ROI of public relations is not as straightforward as it is with marketing or advertising. One of the most common misconceptions we encounter is “the more the better.” However, as media relations experts, we know a successful PR campaign isn’t measured solely by the number of times you make the headlines — the quality, relevance and sentiment of the coverage are far more important than the amount you secure.

The Problem with Playing the PR Numbers Game

Some startups fall into the trap of chasing media volume because it feels like progress. Seeing your company’s name pop up in various outlets can be exciting, but it doesn’t necessarily translate directly to engagement. If your coverage appears in publications your target audience doesn’t follow, you have missed the mark. Worse, irrelevant coverage can dilute your message, making it harder for people to understand what you offer.

It’s also worth noting that not all media placements are created equal. A single feature in a niche publication that your audience trusts can do far more for your brand than a dozen mentions in general news outlets.

Think of it this way: Do you want to show up? Or do you want to show up in the right place at the right time?

How to Choose the Right Outlets

Start by considering where your ideal customer gets their information. For some startups, that might mean trade magazines or industry-specific websites. For others, it could be influential blogs or podcasts that cover emerging tech. Look at your competitors, too. Where are they being covered? Are those outlets reaching the right people?

Once you have identified your top targets, think about how to tailor your pitch to each of them. A tech blog might be interested in the problem your product solves, while a local business journal could focus on your startup’s impact on the community. Taking a one-size-fits-all approach won’t lead to results, which is why it can be helpful to partner with a media relations agency.

Avoiding Media Mishaps

Securing the right placement is only part of the equation. You need to know what you are going to say and how to say it in a way that makes an impact. Forgetting key points or freezing up likely won’t lead to the coverage you had hoped for.

Even experienced interviewees and commentators sometimes stumble, but they usually have the credibility and track record to cushion the impact. Startups don’t have that safety net. A single off-message comment, on-camera faux pas or moment of uncertainty can cause your reputation to crumble before it’s even built.

Media training helps startups avoid missteps that could hinder long-term success. Unfortunately, startups often overlook this step, thinking enthusiasm will carry the message or that speaking with a reporter is no different than talking to an investor. In reality, neither is true.

As a leading public relations firm, ARTÉMIA develops customized training programs that ensure that founders are truly media-ready. That means being able to anticipate tough questions, stay on message and pivot if the conversation veers off track, as well as knowing how to conduct themselves on camera and off.

Make the Most of Your Coverage

After you have gotten great coverage, don’t just let it sit there. Too often, startups focus on getting the coverage and forget the follow-through. Share the piece on your social channels, mention it in your newsletter and include it on your website’s press page (in a way that doesn’t infringe on the outlet’s copyright). Make sure your team knows about it too—they are your biggest advocates.

Measure What Matters

It’s tempting to track your PR success by the number of mentions, but that can be misleading. Instead, focus on metrics that tie back to your business goals. Did your website traffic spike after the piece ran? Are you getting more inbound inquiries from potential clients or investors? Did your social engagement increase after sharing the coverage?

Also, pay attention to sentiment. Are people responding positively to your message, or are they confused about what your startup does? Quality media hits should reinforce your brand, not muddy it.

Secure Coverage That Counts

As a strategic communications agency, we know that getting your name out there is important and that doing it strategically makes all the difference. Startups don’t have unlimited time or resources, so every move matters. Instead of aiming to be everywhere, focus on being in the right places. Prioritize coverage that aligns with your goals and reaches the people who matter most to your business.

And once you get that opportunity, make sure you’re prepared to make the most of it. Media training isn’t just a nice-to-have — it’s essential for ensuring your message comes across clearly and confidently. When you’re intentional about where and how you show up, your efforts are more likely to pay off.

Ready for media coverage that makes a difference? Let’s talk. Set up a time to connect with ARTÉMIA’s media relations experts today – click here to get started!