EU-Startups: why the old PR playbook no longer works for startups
EU-Startups has published a piece on startup PR strategy for 2026, arguing that many founders still rely on an outdated approach to media relations. The article calls for rethinking how publicity is built in today's changed environment.
An outdated approach
EU-Startups has published an article on PR strategy for startups in 2026, noting that many founders still hold a mistaken view of how to build relationships with the media.
According to the article, a common belief among founders is that a startup should aim to land coverage in the biggest possible publication, expecting instant recognition and success to follow.
Why it no longer works
The author explains that this strategy may have worked roughly 15 years ago, when venture capital funding was scarcer and a handful of influential publications could still give a young company broad visibility. Back then, a single feature in a major outlet could meaningfully shape a company's trajectory and attract investor attention.
The EU-Startups piece points to a wider shift in how both the media landscape and the investment environment have changed since that time, and urges startup founders to rethink their approach to building publicity today.
