Digital PR for startups on a small budget
Updated 14 October 2026
You don't need an agency retainer to get coverage. With a clear story, a short list of the right publications and a few hundred dollars, a startup can get written about where its customers actually read.
01
Start with one clear story
Coverage needs a reason. Pick the strongest one you have right now: a launch, a customer win, a number, or an opinion your founders can defend. Write it in two sentences before you spend anything.
02
Spend where your customers read, not where it's famous
A niche newsletter your buyers open every week will often do more than a big name they never visit. Make a list of ten publications your customers actually read, then narrow it to the three that fit your story.
03
A simple first budget
- One sponsored feature on the most relevant site in your niche.
- One or two press release placements for the news itself.
- One inclusion in a "best tools for X" list, if a good one exists.
Then wait four to six weeks and see what moved before spending more.
04
Do the free things too
- Reply to journalist requests in your area of expertise.
- Turn your own data into a short report others can quote.
- Make sure your website says plainly what you do, so coverage has something to link to.
05
Measure what matters
Track referral visits from each piece, sign-ups that mention it, and whether AI assistants start naming you for the questions your customers ask. Likes and impressions are easy to collect and hard to bank.