{"id":117607,"date":"2026-03-11T09:20:00","date_gmt":"2026-03-11T08:20:00","guid":{"rendered":"https:\/\/cms.munich-startup.net\/?p=117607"},"modified":"2026-03-13T10:53:58","modified_gmt":"2026-03-13T09:53:58","slug":"munich-startup-experts-startup-pr-how-to-become-visible","status":"publish","type":"post","link":"https:\/\/cms.munich-startup.net\/en\/117607\/munich-startup-experts-startup-pr-how-to-become-visible\/","title":{"rendered":"Munich Startup Experts: Startup PR \u2013 How to become visible"},"content":{"rendered":"
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Companies need visibility \u2013 and public relations, or PR, still helps with that. Good PR includes good press relations. I've experienced how this is done for many years from three perspectives: as a PR consultant who wants to get topics into the media for clients, as the founder of my own startup, and as an editor who decides which press releases get a chance.<\/p>\n\n\n\n

In this triple role, I've encountered pretty much everything: the 14-page press release from Timbuktu, without a single figure. The "exclusive" photo that clogs up the inbox as a 25 MB file. Or the text that begins with "In today's fast-paced world..."; a sentence that sends newsrooms collectively running for coffee refills.<\/p>\n\n\n\n

The good news: Many mistakes are easily avoidable. Here you'll learn how professional public relations works and how it can make your startup more visible.<\/p>\n\n\n\n

Public relations is not a megaphone \u2013 it's translation work.<\/strong><\/h2>\n\n\n\n

The most important thing to remember upfront: Press relations and PR are not a one-way street. Simply "spitting it out" rarely helps. Just because a press release has been sent doesn't mean it will be picked up. Or at least not immediately. Unless, of course, it's truly "hot" and can't wait. Often, days, sometimes even weeks, pass before newsrooms pick up content. This is often the case if it's not current news. So be patient and don't immediately send an email to ask "if the email arrived." That's a cardinal sin that primarily produces one thing: annoyed editors.<\/p>\n\n\n\n

The public \u2013 whether media, venture capitalists, or individuals on social media \u2013 isn't automatically interested in a startup. They're interested in relevance. In developments that extend beyond the individual company. In stories that explain a bigger picture, also within the context of the Munich startup ecosystem or an industry.<\/p>\n\n\n\n

Public relations is therefore not an extension of marketing, but rather translation work: Why is what you do also important for others?<\/p>\n\n\n\n

Why public relations is more important today than ever before<\/strong><\/h2>\n\n\n\n

The same question comes up again and again in conversations:
Does anyone even read this anymore? Is there any reach beyond social media?<\/p>\n\n\n\n

The clear answer is: yes.<\/p>\n\n\n\n

Trade publications, business newsrooms, newsletters, industry portals, and their online articles are read intensively. And precisely by the target groups that are crucial for startups: investors, potential partners, talent, and customers. Often, these formats are even more relevant than traditional reach channels because they are used deliberately, not casually.<\/p>\n\n\n\n

And a new factor is added: Trust is increasingly being assessed by machines.
Search engines and AI systems preferentially access sources considered reliable. These include established media outlets, editorially reviewed content, and clearly categorized articles.<\/p>\n\n\n\n

Those who participate in such events gain not only visibility among people, but also digital discoverability. PR continues to directly contribute to a company's visibility and trust. And credibility is the foundation for perception, for decisions, and increasingly also for algorithmic relevance.<\/p>\n\n\n\n

Or to put it another way: Good startup PR and media presence is far more than just communication. It's part of a company's digital infrastructure.<\/p>\n\n\n\n

What startups broadcast and what newsrooms listen<\/strong><\/h2>\n\n\n\n

PR always wins when it translates abstract visions into concrete results.

An example from everyday editorial work:<\/p>\n\n\n\n

The press release states: "We are developing an innovative platform to optimize urban mobility."<\/p>\n\n\n\n

An invisible thought bubble will appear in the editorial office, containing the following:
"And what exactly does that mean?"<\/p>\n\n\n\n

Therefore, make it concrete:
"We help cities to consolidate delivery traffic so that fewer vans are on the road at the same time."<\/p>\n\n\n\n

It is tangible, understandable, it explains a problem and provides the solution.<\/p>\n\n\n\n

Marketing language is not a quality indicator.<\/strong><\/h2>\n\n\n\n

"Market leader."
"Revolutionary."
"Unique."<\/p>\n\n\n\n

These words appear in a surprisingly large number of press releases. They are meant to impress, but usually achieve the opposite. Journalistic texts don't work without superlatives. They need context, examples, figures, and perhaps even a comparison.<\/p>\n\n\n\n

Or to put it another way: If something is truly revolutionary, you don't need to write it down. <\/p>\n\n\n\n

The thing about language (and why German is sometimes the better choice)<\/strong><\/h2>\n\n\n\n

Internationally oriented startups often communicate in English, even with German media. This creates a global impression, but it also creates unnecessary work for German-language newsrooms. Texts have to be translated, quotes lose their tone, and subtleties are lost.<\/p>\n\n\n\n

The result is often an article that may no longer say exactly what was originally meant.<\/p>\n\n\n\n

Anyone wanting to reach a German audience should therefore offer them ready-made German content. This greatly increases the chance of an accurate presentation. And that's in every company's best interest.<\/p>\n\n\n\n

Quotes are not acknowledgments.<\/strong><\/h2>\n\n\n\n

Another PR phenomenon that becomes particularly apparent when too many cooks have mixed up the broth: a barrage of quotes is served up along with the product. The CEO, CTO, three investors, and perhaps even the founder's dog all repeat the same thing in different ways.<\/p>\n\n\n\n

Quotes are not a group photo. They are meant to explain, contextualize, or exaggerate something.
Two strong statements are more effective than five friendly ones that repeat themselves from a different perspective.<\/p>\n\n\n\n

A good quote answers a possible question.
A bad one begins with "We are very pleased...".<\/p>\n\n\n\n

Image material: The underestimated door opener<\/strong><\/h2>\n\n\n\n

Text is mandatory, images are almost obligatory optional extras, also in one's own interest. And yet, usable visual material is often lacking.<\/p>\n\n\n\n

Typical cases:<\/p>\n\n\n\n