There is nearly always a strong case for caution when it comes to media engagement. In our role as PR advisers, we aim to be one of the measured voices at the table. Often, we’re there to encourage everyone to take a breath and exercise restraint when the temptation is to go ‘all guns blazing’. Afterall, it’s our job to keep a watchful eye on the potential risks and repercussions of our client’s public-facing endeavors in order to safeguard their reputation. But many times, there are situations that call for a good dose of boldness. Sometimes it pays to throw caution to the wind, especially if that means standing out in a heavily saturated market. It’s an all-too-familiar struggle for tech startups as they vie for share of voice in a crowded media landscape. It’s even more of a challenge for those in the B2B SaaS space, where the brand or product may have limited mainstream appeal. Few manage to break out of the tech blogs or niche trade press and achieve some coveted tier-one attention. Competing for share of voice B2B SaaS is a steadily growing market, projected to almost double in size in the next five years according to one report. Salesforce, HubSpot, Shopify, and Zoom are now household (or at least workplace) names. Entire industries are being transformed from within as next-generation technologies deliver unprecedented capabilities and operational efficiencies for the businesses propping up global economies. Nonetheless, coverage in top-tier business media can still be hard to come by, due to a perceived lack of popular interest in enterprise-focused technology beyond the world’s most giant players. When it comes to building a presence in the high-value press, B2B SaaS startups are instead left fighting for scraps while charismatic BigTechs enjoy an ever-larger chunk of the pie. In this cutthroat landscape, the meek risk being overrun...as the brazen rise to the top. Measuring engagement styles The case for boldness is best demonstrated by digging into the data. With the help of AI, we analyzed 12 months of coverage for a cross section of B2B SaaS startups and measured their individual engagement styles using our bespoke methodology. The companies we looked at were chosen because they illustrate the trajectory of new entrants (founded in the past two years) in a sector undergoing rapid expansion. We then gave each company a score based on the following scales:
- Expression Style (Cautious ↔ Bold) This scale rates how assertively the company participates in media narratives. From safe, fact-based updates that steer clear of controversy through to bold opinions and contrarian commentary that use colorful and attention-grabbing language.
- Engagement Intensity (Low Frequency ↔ High Frequency) This scale measures the company’s overall media footprint and appetite for exposure. From appearing only for priority moments with minimal coverage per topic through to regular engagement across several platforms with multiple instances of coverage per topic or story.
Looking at the top right quadrant, the companies listed here rank high on the scale for both engagement intensity and expression style. While this is only an indication of the media strategies driving the coverage achieved by these companies, we can surmise a bolder and more proactive approach than those floating around in the mid-section of the chart. For the purpose of this exercise, we’ve dubbed those in the top right our Rogue Heroes – unafraid to stick their head above the parapet and get stuck into the action. Conversely, our Shrinking Violets, down at the lower left side of the chart are cautious and reactive, sometimes lacking a distinctive narrative or brand voice. Not to mention chronically underexposed. Tier-one media coverage
If we cross-reference this with top-tier national and international media coverage only, we see that those in the top right quadrant are also the best performers in terms of penetrating the high-value press.
Don’t get me wrong, the volumes remain low overall. But it seems shifting the dials in engagement style can really make the difference between languishing in the tech blogs and newswires or enjoying some of the big-league limelight. Why tier-one coverage matters
For B2B SaaS startups, top tier media coverage is about driving strategic growth and not simply vanity. Being featured in outlets like Forbes, Fortune, The Wall Street Journal or Financial Times puts your company in front of VCs, corporate development teams, and industry analysts. It signals traction, credibility, and leadership, all critical for accelerating fundraising and attracting the attention of investors, and at crucial junctures of the startup lifecycle.
Beyond capital, strong media visibility makes you more attractive to top talent and is invaluable collateral to help get those enterprise deals over the line. Senior hires are more likely to join a startup that appears to be making waves and buyers often use press presence as a shortcut to trust and credibility, especially when you're up against less-established newcomers. Tier-one recognition can also enhance valuation by shaping perceptions of growth and market position. In short, a bold, ambitious media engagement style isn’t just PR fluff, but rather essential business strategy.
Go big or go home
Breaking into top-tier media requires more than a product launch and flashy branding. It takes a strategic narrative, incisive thought leadership, and consistent execution.
Looking again at the data, startups that gain meaningful coverage often position themselves as solving high-impact, market-defining problems tied to larger trends (like AI, cybersecurity, or remote work, etc.). The big picture story matters as much as the nuts and bolts of the software you’re selling.
Founders should also be ready to serve as compelling public voices, offering quotable, insightful, and attention-grabbing commentary when the news cycle calls. We see that the startups landing tier-one opportunities tend to be those with vocal, charismatic spokespeople who aren’t afraid to say something radical or disruptive.
Just because you’re small, it doesn’t mean your voice has to be. If you want to compete on the same stage as BigTech then you need to be shouting just as loud.
Tier-one engagement checklist for B2B SaaS startups:
- Craft a bold narrative
Position around category creation or systemic problems
Connect your mission to macro trends
- Make your founder a media asset
Develop clear, strong messaging
Undertake specialist media trainings
Offer timely commentary on industry news and trends
- Build connections
Set up introductions with key reporters
Pitch exclusives or collaborate on data-driven stories
- Publish original insights
Share anonymized customer data in trend reports
Offer informed analysis on market developments
- Boost credibility
Apply for major startup lists (e.g. Forbes Cloud 100)
Time outreach with funding rounds
Speak at media-affiliated industry events
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