So the question becomes: how do you stay visible in between those milestones?

At ThirdEyeMedia, we work with tech startups across Europe and beyond. And what I’ve seen again and again is that founders who wait for big announcements miss out on the opportunity to build consistent visibility. Meanwhile, those who master the “no news” strategy – learning how to create relevance without breaking headlines – become the ones journalists remember and reach out to.

Let’s break down how you can do the same.

Start with your own story

Founders underestimate just how compelling their personal journey is. Journalists love narrative – and humans connect with people, not products.

Instead of leading with “what your company does,” try telling “why you started it.” Did you face an obstacle that sparked the idea? Did you pivot from a completely different industry? Did your background give you a unique lens on the problem?

Take Joue-La Comme, for example. We worked on profiling its founders in a way that highlighted their unusual path into the market and the cultural inspiration behind the brand. It wasn’t about product specs – it was about people and purpose. That human element was what resonated with media.

I’ve seen startups get coverage not because of their latest feature release, but because their founder had a story that was unusual, relatable, or inspiring. Don’t hide yours – make it part of your PR toolkit.

Share your opinions early

Another underused strategy: thought leadership. You don’t have to be a unicorn to have a perspective worth sharing. In fact, journalists are always looking for fresh, informed voices – especially from those in the trenches building the future.

Publish your views on LinkedIn or Medium. Write op-eds for industry blogs. Comment on the hot debates shaping your sector. Doing so not only positions you as credible, but also makes it far more likely a reporter will think of you when they need a quote.

Think of it as playing the long game: by showing up regularly with smart insights, you train the media to see you as a go-to expert.

Ride the news cycle

The news doesn’t stand still – and neither should your PR.

Big regulatory changes, competitor announcements, or industry events create predictable waves of coverage. The founders who win here are the ones who prepare in advance. Have a short commentary drafted on the topics you know are coming (AI regulation, sustainability rules, funding trends, etc.) and be ready to send it out within hours.

Journalists covering breaking news often need expert reactions on a tight deadline. If you can provide something fast, sharp, and relevant, you’ll see your company mentioned alongside much bigger players.

Repackage your own content

Here’s a secret: you probably already have PR-worthy material sitting in your blog, newsletter, or internal reports.

An in-depth product post? With some reframing, you can turn in into a product press release, it becomes: “Company X releases new feature allow its users to ABC Share an internal study.” Journalists love data points they don’t have to dig for. A press release along the lines of “Company A releases insights on Y trend” will position you as an expert in your domain.

Even a case study can become a narrative angle. Founders often think only press releases “count” as PR. In reality, your owned content can be a steady source of media hooks – if you package it with the journalist in mind.

Turn events into fuel

If you’re speaking at a conference, don’t just attend – leverage it. Announce your participation, share highlights on LinkedIn, and let journalists covering the event know you’re available for commentary.

Events give you legitimacy, and more importantly, they create natural PR hooks. Each speaking slot or panel can generate content, visibility, and relationships with media that last long after the event is over.

Consistency beats headlines

The real secret? None of these tactics require massive budgets or breaking news. What they do require is consistency.

PR is about visibility, trust, and credibility. One big feature won’t build that - but small stories, repeated often, will. Over time, your company becomes familiar to journalists, your name becomes associated with expertise, and when the big announcement does come, you’ll already have their attention.

So remember: you don’t need breaking news to make headlines. You need a story, an opinion, and the discipline to show up again and again.

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