9 proven strategies to get brand mentions for your startup

For early-stage founders, brand visibility often feels like something reserved for well-funded startups with PR agencies on retainer. Yet learning how to get brand mentions for a startup is one of the most cost-effective ways to build credibility, improve search rankings, and attract qualified users. 

When your startup is mentioned by trusted publications, podcasts, or industry voices, it signals legitimacy in a way paid advertising rarely can. People tend to trust brand mentions more than traditional ads. Nielsen’s global research shows that editorial content ranks among the most trusted sources of brand information.

For startups, these media mentions also strengthen SEO, drive referral traffic, and make future fundraising or partnerships easier. Despite this, many founders delay PR efforts, assuming they need an agency or a large budget before pitching journalists or creators.

This article breaks down nine practical strategies for getting brand mentions for startups without spending heavily. From responding to journalist source requests and landing podcast guest spots to building thought leadership and getting listed in industry roundups, each approach is designed to be realistic and repeatable. 

Whether you are pitching global tech publications, niche industry blogs, or outlets like Techpoint Africa, these tactics focus on increasing startup visibility through consistent, low-cost execution.

How to get brand mentions for startups: Quick glance

For founders trying to decide where to focus their time, not all brand-building tactics deliver the same results. Some strategies for getting media mentions work quickly but require fast responses, while others take longer yet compound over time. The table below ranks ten practical ways to get brand mentions for startups, based on cost, difficulty, speed of results, and overall impact on startup visibility.

1. Respond to HARO and source requests

One of the most reliable ways for a startup to get brand mentions is by responding to journalist source requests. Platforms like Help a Reporter Out (HARO) connect reporters with founders, operators, and subject-matter experts who can provide quotes, insights, or examples for their stories. For startups with limited budgets, this is often the fastest path to credible media mentions.

HARO works by sending three daily emails containing questions from journalists at outlets ranging from niche blogs to major publications. These reporters are already writing stories and actively seeking sources, which increases the conversion rate compared to cold pitching. Similar platforms such as Quoted, Featured, SourceBottle, and Terkel operate on the same principle and are worth monitoring alongside HARO.

To execute this strategy effectively, timing and relevance matter most. Journalists typically receive dozens of responses to a single query, so replies sent within the first two hours stand a much better chance of being read. Responses should be concise but specific, ideally three to five short paragraphs that directly address the question. Vague opinions rarely get quoted; concrete examples, numbers, or short anecdotes do.

Each response should clearly state who you are and why your perspective is credible. Including your role, company name, and website in your signature makes it easier for journalists to attribute the quote correctly and link back to your startup. If you do not hear back within forty-eight hours, a brief, polite follow-up can help keep your response top of mind.

Used consistently, source request platforms can generate five to ten quality media mentions within a few months. For founders learning how to get press coverage for a startup, this approach combines low effort with high potential impact especially when responses are fast, focused, and genuinely helpful.

2. Podcast guest appearance

Podcasts have become one of the easiest channels for startups to earn brand mentions without going through traditional newsroom gatekeepers. With more than 100,000 active podcasts globally, many hosts are constantly seeking knowledgeable guests who can share practical insights with their audiences. For founders, this often makes podcasts faster to secure than written media coverage.

The most effective approach is to target podcasts that already speak to your ideal customers rather than chasing the biggest shows. Searching your industry on platforms like Apple Podcasts or Spotify usually reveals dozens of relevant options. Tools such as Podmatch and MatchMaker can also help founders connect directly with hosts. When pitching, referencing a recent episode and clearly explaining why your experience is relevant significantly improves response rates.

Good podcast pitches focus on value, not promotion. Hosts are more receptive when you suggest two or three specific discussion angles, supported by real stories or lessons from building your startup. Once booked, preparation matters. Clear talking points and concrete examples make it more likely that your startup will be mentioned in episode descriptions, show notes, and social media posts that follow the episode.

While podcast appearances may not always generate immediate traffic spikes, they steadily contribute to startup visibility and long-term brand credibility. Over time, these audio mentions often get repurposed into written summaries, newsletters, and articles, extending their impact well beyond the original episode.

3. Publish thought leadership content

Thought leadership is one of the simplest ways for founders to attract organic brand mentions over time. By sharing original insights about your industry, your startup becomes a reference point that journalists, creators, and other founders can cite. Platforms like LinkedIn, Medium, and Substack are especially effective because they reward consistency and informed opinions rather than polished PR language.

The most effective thought leadership content is specific and experience-driven. Posts that break down lessons from building a product, explain why a common industry belief is flawed, or introduce a practical framework tend to travel further than generic advice. Visual elements such as simple charts, screenshots, or diagrams can also increase engagement and make your ideas easier to reference.

Consistency matters more than volume. Publishing two or three posts a week and actively engaging in discussions under popular industry posts increases visibility beyond your immediate network. Over time, this visibility leads to inbound opportunities, including journalist requests, podcast invitations, and mentions in industry articles.

For startups figuring out how to get brand mentions, thought leadership is most effective as a compounding strategy. Results are rarely immediate, but sustained publishing builds credibility that makes other PR efforts, such as pitching journalists or responding to source requests,far more effective.

4. Get included in industry roundups and lists

Industry roundups are a steady source of brand mentions for startups, particularly in articles titled “best tools” or “top startups” for a specific use case. These lists are often updated periodically, which creates opportunities for new companies to be added without a full feature story.

Founders can start by searching for recent roundups in their category and identifying articles published in the last 6 to 12 months. Reaching out to the author with a short, relevant note explaining how your product fits the list works best when it focuses on usefulness rather than promotion. Submitting your startup to well-known directories and comparison sites also increases the chances of being discovered by writers updating these lists.

While individual mentions may feel small, roundups compound over time. Multiple inclusions across different publications strengthen startup visibility, improve search presence, and create social proof that supports future media outreach.

5. Launch on Product Hunt

A Product Hunt launch can generate a high concentration of brand mentions in a very short time. The platform is closely watched by journalists, investors, and early adopters, making it one of the few places where a single day of activity can translate into broader media coverage.

Successful launches start before launch day. Founders who build a small list of supporters, prepare a clear product story, and choose midweek launch dates tend to perform better. On the day itself, active engagement matters. Responding quickly to comments and explaining the product’s backstory often influences how visible the launch becomes.

When a startup performs well, especially by reaching the top rankings, it often gets referenced in tech blogs, newsletters, and social posts covering new and notable products. Even without a top placement, being featured on Product Hunt creates a credible reference point that founders can mention when pitching journalists or applying to roundups later.

6. Write guest posts for target publications

Guest blogging allows startups to earn brand mentions while contributing applicable, educational content to publications their audience already trusts. Instead of pitching your product, aim to share insights that help readers understand a problem, trend, or emerging opportunity in your industry.

The most effective approach is to identify publications that regularly cover your niche and study the types of articles they publish. Editors are more receptive to pitches that fill a clear gap in their coverage. Proposing a short outline with specific angles shows preparation and reduces back-and-forth.

When published, guest posts typically include an author bio or contextual reference to your company, creating a natural brand mention and backlink. Over time, these contributions build credibility, improve search visibility, and make future media outreach easier because your startup is already associated with thoughtful commentary.

7. Build direct journalist relationships

Building direct relationships with journalists is one of the most effective, but slowest, ways to secure consistent brand mentions. Instead of one-off pitches, this approach focuses on becoming a reliable source reporters return to when covering your industry.

The process starts with identifying a small group of journalists who regularly write about your sector. Following their work, engaging thoughtfully with their articles, and sharing useful information without asking for coverage helps establish familiarity. Over time, brief introductions that explain your expertise and availability as a source feel more natural and welcome.

This strategy requires patience, but its long-term value is significant. A single strong journalist relationship can lead to repeated mentions across multiple stories, giving startups sustained visibility that short-term tactics rarely achieve.

8. Create original data or research

Original data is one of the strongest assets a startup can offer journalists. Surveys, product usage insights, or industry analyses give reporters something concrete to reference, making brand mentions more likely and more durable.

Founders can start small by analysing existing customer data or running simple surveys within their network. Even limited datasets can be valuable if they reveal a clear trend or challenge common assumptions. Presenting findings with clear visuals and plain-language summaries increases the chances of being cited.

When shared strategically with journalists, original research positions a startup as an authority rather than a commentator. Although this approach takes more time and effort than others, it often leads to repeated media mentions and long-term credibility within an industry.

Comment on breaking industry news

Commenting on breaking industry news allows startups to earn timely brand mentions by adding expert perspective to stories already in motion. Journalists often look for credible voices who can explain why an event matters, what it means for users, or how it could affect the market.

This strategy works best when founders closely follow their industry and respond quickly. Offering a short, clear insight rather than a promotional statement makes it easier for reporters to include your perspective. Being concise and available on short notice increases the likelihood of being quoted.

While these mentions may be brief, they help position a startup as relevant and informed. Over time, consistent commentary builds familiarity with journalists and reinforces the startup’s visibility whenever similar stories emerge.

Conclusion

For startups, brand mentions are rarely the result of a single breakthrough moment. They are built through consistent, deliberate effort across multiple channels. Learning how to get brand mentions for a startup means understanding that credibility grows when founders show up repeatedly with valuable insights, relevant data, and timely commentary.

Founders should commit to two or three strategies for at least 90 days before measuring results. Over time, even a small number of quality media mentions can compound into trust, authority, and sustained attention—often delivering more impact than paid advertising ever could.