Let’s talk money. Because, hands down, the economic climate for founders has definitely seen better days. Investors and VCs are currently holding back, and the investment amounts still being disbursed have been higher in the past, too. Makes sense: high interest rates, geopolitical uncertainty, an economic slowdown – the current situation is just not that easy.

And it’s not just about the money. In addition to the capital needed to turn a business idea into reality, investors and VCs also bring valuable expertise and industry connections to the table. They can support you with strategic decisions and help you navigate challenges – strengthening the credibility of your business and building trust among potential customers and partners.

We’ve put together five steps to help you, as a start-up or founder, get yourself and your idea noticed despite the challenging conditions – while positioning yourself as an industry expert at the same time.

Read on.

#1 – Know Your Industry Inside and Out

To approach the right investors and VCs, having a deep understanding of the industry your company operates in is crucial. Analyze market trends, identify potential growth opportunities, and become a total nerd about it – until you genuinely believe 100% that you have enough knowledge to succeed. Investors recognize and appreciate it when you understand the specific challenges and opportunities within your field and can present solutions accordingly.

#2 – Get Your Idea Featured in Relevant Media

Keyword: PR. Getting featured in relevant media doesn’t just increase your visibility – above all, it boosts your company’s credibility. Here’s our shortlist of media outlets that, based on experience, are read by investors and VCs: Handelsblatt, Wirtschaftswoche, F.A.Z., Süddeutsche Zeitung, Capital, Sifted, TechCrunch, Crunchbase, VentureBeat, WSJ, Bloomberg, and the Financial Times.

So, mostly big players. Getting featured in one of these publications isn’t exactly easy, especially if you’re new to the game. But there are ways in. If, for example, you manufacture solar panels, research which editor covers renewable energy and pitch them an expert interview. It may not be as effective as a major company profile, but hey, especially for early-stage founders, the key is simply to get featured. Get creative and find a way to get your name and idea into the publications mentioned above.

Some media outlets also have dedicated sections specifically for start-ups – such as “Entrepreneur of the Day” (Handelsblatt) or “Start-up of the Week” (Wirtschaftswoche), for example. You can pitch yourself for these opportunities, too.

Just getting started with PR? Here are 7 quick tips for effective self-PR.

#3 – Leverage Your Own Channels

If your company has been featured in a media outlet – congratulations! Now it’s time to recycle that content. Share the clipping on LinkedIn and thank the journalist (and tag them) for the great article. Do you send out a newsletter? Make sure to include the article there, too.

Also, position yourself as an expert on social media (and not just by sharing your own media coverage). Make your industry knowledge visible, share relevant articles, and position yourself and your company as a trailblazer. Investors value companies that are recognized as thought leaders.

New to personal branding? Here are 5 steps to level up your self-promotion game.

#4 – Build Your Network

This doesn’t just apply to LinkedIn: Build a network that supports your idea. Actively look for opportunities to make personal connections with investors, VCs, and other relevant people in your industry – whether through events, conferences, or networking opportunities. A personal relationship can increase interest in your company and strengthen investors’ trust in you.

One word of caution: Nobody likes a sycophant. (Seriously though: Keep it subtle and authentic.)

#5 – Host Your Own Events

Hey, you can take it one step further: One effective way to get investors and VCs to notice your company is to organize your own industry-specific events. A panel or roundtable, for example. (This works online, too!) By organizing events like these, you can showcase your expertise, make new connections, and position your company as a key player in the industry on a broader level. Give it a try!

FAQ

Why is PR relevant for funding?

PR “borrows” trust. Investors don’t just look at the numbers; they also look for signals: market knowledge, credibility, momentum. A strong media or expert signal can make your story feel “legit” much faster.

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Which media outlets do investors and VCs typically read?

Short answer: major business and tech publications: Handelsblatt, WirtschaftsWoche, F.A.Z., Süddeutsche Zeitung, Capital, Sifted, TechCrunch, Crunchbase, VentureBeat, WSJ, Bloomberg, and the Financial Times.

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We don’t have any major news right now – how can we still get featured in relevant media?

Through “side doors”: Instead of going straight for the big company profile, pitch an expert interview on a clear industry topic (e.g. “renewable energy”). This is often more realistic – and still gets you into the conversation.

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What does “leverage your own channels” actually mean – without coming across as cringe?

Recycle, don’t brag: When an article goes live, share it on LinkedIn, say thank you, and tag the journalist. Include it in your newsletter, too. And post as an expert even when you don’t have any media coverage to share. LinkedIn is also a landing page.

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Do events really help with investor visibility?

Yes, if they’re industry-specific. A panel or roundtable (online works, too) shows that you have expertise, can bring relevant people to the table, and are more than “just a pitch deck.” Those are exactly the kind of meta-signals VCs love.