The Startup PR Playbook: How to Nail Your Launch, Get in the News & Avoid the Biggest PR Mistakes

Описание: Jenny He is the Founder and General Partner at Position Ventures, an early-stage venture fund that backs startups with strategic communications from day one. Previously, Jenny led comms at Square and has since helped hundreds of founders land coverage in top outlets like TechCrunch and Forbes. With deep expertise in positioning, storytelling, and PR, she’s on a mission to help startups craft differentiated narratives that drive credibility, legitimacy, and growth.

Discussed in This Episode
What PR actually is (and isn’t) for startups
The difference between positioning, storytelling, and PR — and how they stack together
When PR makes sense and when to hold back on announcements
Step-by-step process for landing coverage in top outlets like TechCrunch or Forbes
How to build authentic relationships with reporters before you pitch
What makes something truly newsworthy: timeliness, impact, relevance
Tactical advice for pitching, interviews, and amplifying coverage post-launch
How PR fits into the broader go-to-market motion

Episode Highlights
00:00 Positioning, storytelling, and PR defined
02:23 Jenny explains what PR really is and why startups misunderstand it
06:39 The first step before any PR push: setting clear goals
11:37 Example of a newsworthy founder story: building an AI radiologist from personal experience
15:17 The three elements of newsworthiness: timeliness, impact, and relevance
17:42 Why building warm relationships with reporters is crucial
20:36 Preparing for the interview itself vs. outreach
22:47 Amplifying coverage through your network post-publication
25:07 What PR agencies cost (and why no one can guarantee coverage)
29:18 Jenny’s #1 book recommendation on positioning

Thanks to Our Sponsor – Clarify:
Clarify is the autonomous CRM built for founders and early-stage teams who want to build more pipeline, close more deals, and spend way less time on busywork.

Clarify automatically enriches your contacts, captures leads from anywhere (even one click from LinkedIn), and keeps your pipeline up to date on its own, so you can focus on winning deals, not updating fields.

If you’re looking to simplify your stack and help your team move faster, check out Clarify.

Recommended Books:
Positioning: The Battle for Your Mind by Al Ries & Jack Trout — Jenny’s #1 recommendation for founders learning positioning fundamentals.

Referenced:
Clarify (autonomous CRM): https://clarify.ai
TechCrunch: https://techcrunch.com
Forbes: https://forbes.com
New Lantern (portfolio company example): https://newlantern.ai
Square: https://squareup.com

Guest Links:
LinkedIn:   / jennyhe  
X (Twitter): https://x.com/jennydhe 
Website: https://positionventures.com 

Host Links:
LinkedIn:   / sophiebuonassisi  
X (Twitter): https://x.com/sophiebuona
Newsletter: https://thegtmnewsletter.substack.com/
Website: https://gtmnow.com

Where to Find GTMnow:
LinkedIn:   / gtmnow  
X (Twitter): https://x.com/GTMnow_
YouTube:    / @gtm_now  
The GTM Podcast: https://gtmnow.com/tag/podcast/