Debunking the Top 5 Tech PR Myths Startups Still Believe

Tech public relations can be one of the most misunderstood functions in a company’s growth strategy — especially for early-stage startups. When budgets are tight and the pressure to deliver results is high, it’s tempting to see PR as either a magic bullet or a strategy reserved for more mature companies. The truth is, effective PR is neither. It’s an investment that, when done right, can shape market perception, build credibility, and contribute to the bottom line.

At Karbo, we work with companies at every stage of growth, and we’ve heard just about every tech PR myth out there. Let’s break down five of the most common misconceptions we encounter and what startups should understand instead.

Myth #1: “All you need is one TechCrunch story to help you succeed overnight.” Yes, we’ve placed many TechCrunch features that result in a major surge of website traffic and solid sales leads. Many times TechCrunch is a key component of our press strategy because it reaches the right people at the right time and its credibility and reach are stellar. But solid marketing and PR strategy is based on short and long term components, not a one trick pony. Long term growth requires long term strategies and programs. For example, there’s been an emergence of niche publications that are impactful and should be a part of many efforts.

Myth #2: “We only need PR when we have news.” If you’re only engaging in PR when you’re launching a product or raising a round, you’re missing out on real value. Consistent storytelling keeps your company relevant and top-of-mind for your key audiences — media, customers, investors, and even future employees. Thought leadership, data storytelling, and rapid response commentary are just a few ways to keep momentum going between official announcements.

Myth #3: “PR is just for big budgets or late-stage companies.” Actually, early-stage PR can be a secret weapon. At seed and Series A, your story is still being written. That makes it the perfect time to shape the narrative around your mission, your founders, and your market vision. Plus, a well-placed story or compelling thought leadership piece can go a long way in building credibility with investors, customers, and recruits.

Myth #4: “Any coverage is good coverage.” More isn’t always better. Getting your name in a dozen outlets that don’t reach your target audience or misrepresent your value prop can actually set you back. Strategic PR is about securing the right coverage in the right places — the kind that speaks to your buyers, potential partners and investors, or future hires.

Myth #5: “We can just pitch the product.” Unless you’ve got something truly revolutionary, most reporters won’t bite on a feature list alone. Reporters want stories on market trends, founder journeys, solutions to customer pain points, and real-world impact. Effective PR is about crafting a narrative that shows how your product fits into something bigger — a shift in the industry, a pain point you’re solving, or a better way of doing things.

The Bottom Line 

Effective tech PR is about building credibility that compounds over time. The startups that get the most out of it are the ones that understand how and when to invest, and who treat their PR partners as a strategic extension of their marketing team.

At Karbo, we specialize in helping companies build meaningful, measurable PR programs that align with their growth stage, goals and vision. Ready to move beyond the myths? Let’s talk.