Without fail, every startup call starts the same way. The founder clears their throat, leans in and says, “We want TechCrunch.” It is the startup equivalent of a teenager saying they want to be on the cover of Vogue.
Here is the reality check. Wanting TechCrunch is like demanding the Wall Street Journal front page above the fold. Nice dream, but 99.9% of early startups do not have that kind of story yet. And until they do, chasing TechCrunch is like skipping high school and expecting to land a Harvard professorship.
Why TechCrunch Feels Like the Startup Holy Grail
In startup culture, TechCrunch is not just a news site. It is the cool kids’ table in the cafeteria. If you are there, it feels like you have arrived.
Founders believe one TechCrunch article equals instant credibility, investor calls and inboxes full of partnership requests. And yes, there is a myth to support it. Dropbox, Airbnb, Coinbase and Stripe all had their moment on TechCrunch. But here is the secret. Those companies already had traction, timing and a story that mattered far beyond their own hype.
The belief that “TechCrunch will make us” is less about strategy and more about startup folklore.
The Reality of Tier-1 Media
Tier-1 outlets such as TechCrunch, Washington Post and The New York Times are not waiting by the phone hoping to write about your Series A. They cover trends, industries in flux, seismic shifts.
And here is where I have to pause. Somewhere, in some business school lecture hall, there must be a professor preaching: If you land a story in TechCrunch, your business is made. For the love of God, business professors, please stop telling your students this. One story in TechCrunch does not guarantee product market fit, paying customers or a term sheet. At best, it is a moment. At worst, it is a distraction.
Even big names with deep pockets do not always get top billing. Remember Adam Kushner? He had resources, connections, a recognizable name and he still did not get the front page treatment he thought he would. If he could not, what makes a pre revenue startup think it will?
Why Tier-1 Outlets Are Wary of Startups
Here is another uncomfortable truth. Tier-1 reporters know the odds.
Recent data from the U.S. Bureau of Labor Statistics suggests that one out of five startups fails within its first year and about 65 percent close within ten years. That is still better than the alarmist “90 percent of startups fail” line that gets tossed around, but it is not comforting for an editor weighing what deserves space in their outlet.
If a journalist writes a big glossy piece about your company, will you even be around in a year? From their perspective, that makes the bet risky. They do not want to look like they crowned the next big thing only to have it flame out before the ink is dry. A track record of actual traction matters more than an enthusiastic founder with a slide deck.
Know Where Your Audience Actually Is
Here is the truth that gets lost in the TechCrunch chase. Oftentimes, TechCrunch is not where your actual audience is.
Your target customers, your investors, your partners may be reading industry trades, local business journals or scrolling LinkedIn. They might listen to a niche podcast on their commute. They might be at a regional conference, not on TechCrunch’s homepage.
Founders who chase TechCrunch for the ego hit miss the point. Media is not a trophy. It is a bridge. The real question is not “Can I land TechCrunch?” It is “Where do the people I need to reach spend their time and how do I show up there?”
Do Not Waste Time on Self Gratification Outlets
A glossy TechCrunch article may look good on your pitch deck, but if it does not connect you to buyers, investors or partners, it is just noise.
Coverage has to tie back to business goals. Does this article build trust with the right audience? Does it help sales, recruiting or investor confidence? If not, you burned a news cycle for bragging rights.
Ask yourself: will this story move my business forward or just make me feel good for a week?
The Better Path for Startups
There is a smarter way. Start small. Stack wins.
Pitch niche outlets where your story has context and weight. Share proof points like customer traction, meaningful partnerships and unique insights that demonstrate your expertise. Build credibility brick by brick.
Work this model:
• Owned media: your site, your blog, your LinkedIn posts
• Earned media: trades, podcasts, local business press
• Shared media: social amplification of your wins
• Paid media: boosting the right content at the right time
Layer these efforts and eventually your story becomes undeniable. That is when Tier-1 calls you.
The Long Game
PR is not a lottery ticket. It is a long game.
I have watched startups grind out coverage in vertical trades and LinkedIn thought leadership, stacking proof until the majors took notice. By the time TechCrunch called, the story was not just hype. It was real. And that is the point.
Where to go from here
Chasing TechCrunch for the sake of it is self gratification. The smarter move is to know your audience, meet them where they are and build credibility step by step.
The win is not the logo on your website. The win is getting the right people to actually care.
Keep on keeping on,
Jo
Everyone has a story. Let TrizCom PR tell yours!
About the Author:
Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and integrated digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.