How to make your startup stand out: 5 key principles to master.

      Startup wisdom is a new series by TNW that provides practical insights from experts who have contributed to building successful companies. This week, Lize Hong, founder of the strategic communications firm Venture Vox, shares her advice on how to attract attention to startups.

      Startups do not fail due to a lack of quality products but rather because they remain unknown and unappreciated. It's harsh but true. While many founders hold onto the belief that "build it and they will come," the stark reality is that gaining attention is vital for startups.

      I've gained this insight through my experiences. As a tech communications specialist, I've protected the reputations of major companies like Google and Uber and assisted countless startups in establishing their brands throughout Europe and the US, from pre-seed stages to post-IPO. I now collaborate with founders to develop messaging that genuinely cuts through the noise.

      Repeatedly, I've discovered that the most successful founders are clear about the unique value they provide. My goal is to help them avoid leaving their success to chance by ensuring they have precise messaging that can amplify their brand's impact.

      The 💜 of EU tech: Explore the latest updates from the EU tech landscape, a story from our wise founder Boris, and some questionable AI-generated art. It’s free and delivered to your inbox weekly. Sign up now! I presented this method at last month's TNW Conference, which has allowed companies to secure funding, attract top talent, and gain customers. Based on these experiences, here are five principles every founder should master to gain visibility for their startup.

      1. Ensure your messaging is crystal clear

      If a founder cannot describe what they do in 20 seconds, they are likely to face trouble. The best communicators are not always the most charismatic; they are those who structure information in an easily digestible way.

      Founders should clearly state the problem they address, the solution they provide, and the benefits for the customer using straightforward language. Avoid jargon and phrases like “cutting-edge disruption.” If your messaging is overly complex or unclear, people will assume your product is the same.

      Test your message with someone outside your industry. If they don’t understand it, neither will your potential investors, customers, talent, or media contacts. Don't aim for cleverness when clarity is an option: utilize short sentences and words that are commonly understood.

      2. Use a structured approach to narrate your story

      Everyone appreciates a good story, yet founders often resort to lengthy lists of features. Instead, prepare three essential narratives to use repeatedly:

      - Product story: why this product addresses a significant, common issue.

      - Founder story: why you are the right person to create this.

      - Company story: how your startup is progressing and its future direction.

      Employing clear structures in your storytelling enhances emotional connection while showcasing your momentum and vision. Founders who excel at storytelling tend to find it easier to pitch, recruit, and attract media attention.

      3. Ensure your PR aligns with your objectives

      Many startups pursue media coverage for superficial reasons rather than strategic ones. A press release is not a magic solution; rather, it serves as a vehicle for a story.

      Before drafting a release, consider: how does the press support your goals? If fundraising is your main objective, media coverage could help establish credibility with investors. If you're entering a new market, local press might help create opportunities. Determine your primary goals and the audiences you aim to reach, then tailor your communications accordingly.

      Aim high, but ensure you're aiming right.

      4. Recognize that PR isn’t always the solution

      PR is simply a tool, not a catch-all remedy. Media coverage isn't the sole method to disseminate information. Founders often squander time pitching stories that won’t garner attention, instead of sharing them on LinkedIn or their company blog. Not every update requires media coverage; if you wouldn’t find an announcement noteworthy if it originated from another startup, why should anyone else?

      Before pitching, assess whether your story is truly newsworthy. Is it timely, relevant, impactful, or unique? If not, it might be more beneficial to build credibility and an audience directly rather than chasing after elusive headlines.

      5. Engage with the media only when you're prepared

      Media coverage can significantly enhance your startup’s credibility—I’ve witnessed this numerous times. However, it can also put you at risk if you are not adequately prepared. Prior to engaging with journalists, ensure you have a functioning product, a clear message, and a compelling narrative. Research whom you're speaking with, prepare your key points, and practice addressing tough questions.

      And don't forget to follow up. A concise, factual follow-up email helps journalists get the details right and fosters relationships for future coverage.

      The bottom line

      You cannot delegate storytelling to an agency and expect miraculous outcomes. The most successful founders recognize that effective communication is a fundamental aspect of building their company, not an afterthought.

      With clear messaging, structured storytelling, strategic PR, and brand alignment, startups can evolve