How to Use Earned Media to Build Relationships With Investors
In the world of business and finance, earned media can be a powerful tool for attracting investor attention. This article delves into the strategic use of public relations to create genuine interest among potential investors. Drawing on insights from industry experts, we explore how earned media can spark meaningful conversations and build lasting relationships with investors.
- Media Attention Attracts Investors
- Strategic PR Creates Investor Interest
- Earned Media Sparks Meaningful Conversations
Media Attention Attracts Investors
When people ask how I attract investors, I tell them this: You don't need to knock on doors if the media's already paying attention.
With TrapTap, what started as a napkin sketch turned into a global venture in less than a year. We launched a wireless driving assistant to help people avoid speed traps and school zones. Within 90 days of the idea, I raised $600K and built a product that reached over 20 countries in just nine months.
But the real turning point? Getting it everywhere. TrapTap was featured on TechCrunch, Popular Mechanics, Discovery Channel, major news outlets across North America, and landed me on Dragons' Den where I pitched in front of Canada's most prominent angel investors.
That kind of visibility changed everything. We didn't just hit our crowdfunding goal. We performed in the top 3.5% of all campaigns. And once the coverage started rolling in, so did the investor calls. I wasn't chasing capital. I was fielding interest from people who already saw the traction, the headlines, and the momentum.
That's the same strategy we now build for founders at Don't Be A Little Pitch. Real PR creates leverage. When your story is already out there and people are paying attention, the pitch writes itself.
Investors aren't just buying into your product. They're buying into perception. And when you control the narrative, the opportunities follow.
Strategic PR Creates Investor Interest
I've always believed that earned media can be a secret weapon when used strategically, especially in building trust and credibility with investors and partners. One time at Spectup, we worked with a startup that had developed groundbreaking technology in the sustainable materials space. Instead of just pitching this to investors out of the blue, we helped the team craft a compelling story around their mission and secured features in industry publications emphasizing their innovative work and market potential. These articles not only amplified their visibility but also became natural conversation starters when reaching out to investors.
I recall one investor telling us, "I'd already read about them in [publication], so when the pitch came across my desk, I was curious enough to take the meeting." That's the power of earned media—it creates familiarity before the formal conversations even begin. We made sure the story resonated with the right audience, focusing not just on what the company built but why it mattered. The trick is keeping the coverage authentic; nothing kills credibility faster than hype that doesn't match reality. It also helps to follow up with investors subtly, referencing the piece as a way of saying, "Hey, others are noticing this too." Done right, earned media doesn't just attract attention—it primes investors and partners to see your business in the best possible light.
Earned Media Sparks Meaningful Conversations
One of the most effective ways I've used earned media to build relationships with investors and strategic partners was through a well-placed founder story in a niche publication that catered to the same audience I wanted to attract. The key was not just getting coverage—it was treating that moment as the start of a conversation, not the end of one.
Instead of blasting it out and hoping it landed, I used it to open high-context outreach. I would send it directly to potential partners or investors, often with a note like, "Thought this piece might give you a sense of what we're building and why it matters." That light touch—no pitch deck, no ask—consistently sparked meaningful conversations. It gave them social proof, narrative clarity, and an emotional connection, all in one scroll.
Earned media, when used intentionally, can act as a credibility shortcut. But the real magic happens when you pair it with personalized, respectful follow-up that puts relationships before transactions. That's where trust starts.
