Four Communication Principles Every Startup Needs to Hear

By 829 Studios

Building a successful startup isn’t just about product or funding—it’s about telling the right story, to the right audience, in the right way. But for early-stage founders, cutting through the noise and earning media attention can feel impossible. That’s why we’re always looking for expert insights to help startup leaders sharpen their communications strategy.

A recent panel hosted by Bessemer Venture Partners featured voices from across the PR and media ecosystem, including John O’Brien (Founder of SBS Comms), Alex Wilhelm (TechCrunch), Kelly Ferguson (Claroty), and Alex Constantinople (Bessemer). In the Briefing Notes recap by SBS Comms, four powerful truths emerged that every startup should take to heart when building their brand narrative.

1. Great PR Starts With the Problem—Not the Product

When trying to earn press, many founders start by talking about what they’ve built. But according to John O’Brien, that’s a mistake.

For example, pitching a photonic computing company with technical specs might not land. But framing the problem—“Did you know 10% of the world’s power will be used on AI within a decade?”—immediately sparks interest and a feeling of urgency.

Lead with the problem your company solves, not the features you’ve built. That’s where the story begins.

2. Founder-Led Comms Isn’t a Strategy—It’s an Ingredient

Founder-led communication is having a moment. From social posts to direct-to-audience podcasts, many early-stage companies are betting big on founders being the face of the brand.

O’Brien’s advice? It’s only a winning play if the founder already has a public profile or the company is generating buzz. For everyone else, this approach needs to be supported by smart media strategy, storytelling, and third-party validation.

Don’t confuse one tactic for the whole plan. Founder visibility matters, but it works best when paired with a broader comms engine.

3. You Won’t Control the Final Story—And That’s Okay

Founders often hope their interviews or media placements will echo their exact messaging. But as O’Brien points out, the reality is more nuanced: “The end result is going to be a little bit of their agenda, a bit of the reporter’s POV, the editor’s two cents, and maybe a snarky headline.”

In an era of AI-driven search, the long-term value of trusted media sources is rising. Articles in reputable outlets will weigh heavily in AI-generated answers, search results, and buyer research.

Play the long game. Earned media builds authority and helps shape how your brand is understood—by both humans and machines.

4. Separate Your Go-to-Market Messaging from Your Press Narrative

A common founder misstep? Leading with the platform pitch. “We built X to do Y” is not a story, it’s a spec sheet.

O’Brien urges founders to return to the why: What industry gap did you see? What problem were you uniquely positioned to solve? That’s what drives editorial interest and emotional connection.

GTM messaging is for buyers. PR messaging is for storytellers. Respect the difference.

Final Thoughts

Startups operate in a high-stakes, high-noise environment. To succeed, your comms strategy needs more than just speed—it needs substance. From media outreach to narrative development, the most successful early-stage brands are those that tell stories rooted in insight, not ego.

At 829 Studios, we help startups craft brand narratives that resonate with media, customers, and investors alike—whether you’re pre-launch or scaling fast.

Ready to build a comms strategy that actually cuts through? Let’s connect.