What Startups Get Wrong About PR (And What VCs Should Do Differently)

Runway Podcast

Frederik Barsøe isn’t your typical PR pro. He’s a trained journalist who cut his teeth in Denmark’s media scene and now navigates the complex world of startup storytelling from both agency and VC perspectives. As PR & Comms Lead at Scale Capital, Fred brings something rare to the table. We’re talking actual newsroom instincts combined with ecosystem savvy.

Fred sat down with our very own Mauro on the Runway podcast to unpack what has worked for him in startup and VC communications. No fluff here! A refreshing conversation with candid insights from someone who’s been on both sides of the pitch.

Here are some of the insights from the conversation:

Journalism Training Is a PR Superpower

You know how they say get in the shoes of others? Well, Fred literally has. He starts most introductions with “I’m a journalist.” And he means it. This background doesn’t just help him write better stories. It helps him think like an editor, spot the fluff that founders love to include, and shape narratives that actually matter to readers.

“I’m proud of being a journalist. It gives me legitimacy and a mindset that I use every day in PR, whether I’m writing, pitching, or advising founders.”

Of course, that doesn’t mean you can’t be good at PR without having been a journalist. But consider new ways to put yourself in their shoes.

The Bootstrap vs VC PR Divide Is Real

Something people rarely talk about. Bootstrapped startups have a much harder time getting media coverage. Even really successful ones. It’s because we’re kind of stuck in an insulated world where VC-backed startups are (almost) the only game in town.

Fred worked with a bootstrapped startup doing €12M in ARR. Great company, solid story. But landing coverage? Way harder than with smaller VC-backed companies. “We pitched that story for months,” he said. “Without news like a funding round, it took real persistence.”

The harsh truth? Media loves funding announcements. They’re easy hooks.

VC Coverage Isn’t a Free Pass

Sure, VC-backed startups might get their foot in the door more easily. But that doesn’t mean the storytelling gets any easier. You still need strategic messaging. You still need internal alignment. You still need to figure out what’s genuinely interesting about your company.

And VCs? They face their own challenges. “It’s about balancing multiple audiences,” Fred explained. “LPs, co-investors, founders. All while avoiding corporate speak and making the message actually land.”

Be the Startup’s Support Act, Not the Star

When Fred handles funding announcements, his approach is straightforward: make the founder shine. “It’s about their journey, their story. Not about making the VC the hero of the press release.”

This founder-first approach does something else too. It builds trust with journalists who want authentic stories. And it builds trust with portfolio companies who see you’re actually in their corner.

Startup PR Mistakes? Start Here

Fred sees the same problems over and over:

Founders wait until a week before launch to think about PR
Stories sound polished but say nothing interesting
Press releases drown in buzzwords nobody understands
Everyone confuses product features with actual stories

“Your story isn’t just about what you built,” he said. “It’s why you built it, who needs it, and why it matters right now.”

One-Off Announcements Are Not a PR Strategy

Too many founders think PR is something you do once. Launch day arrives, send a press release, done. Fred completely disagrees.

“Do it when you’re ready to think strategically, and ready to invest time into getting it right. Not just money. Time.”

When should you start? Often at seed stage, especially if you’re planning to raise again or want to build visibility over time.

Build Relationships, Not Just Headlines

The long game matters more than you think. Fred doesn’t just chase one-time coverage. He works to become a useful resource for journalists.

“One of my goals is to be on journalists’ radar,” he said. “Not just for one story, but for trend commentary, background info, future angles.”

This applies to founders too. Stop thinking transactionally. Start thinking relationally.

VC Thought Leadership: Less “Me,” More Insight

Every VC wants to publish hot takes and trend predictions. Fine. But Fred thinks the most powerful communications still come through the startups you back.

“It’s not about quoting every investor in every press release. Show what kind of founders you back and why. Let the portfolio do the talking.”

Your investments say more about your thesis than any LinkedIn post ever could. Think of that as the core and the starting point.

Honesty Is the Best PR Policy

Fred’s golden rule for founders is simple. Be honest. Be clear. Don’t overpromise.

“Be transparent. Don’t write quotes that no human would ever say. The more honest and specific you are, the more trust you’ll build with your audience and the media.”

Sounds obvious, doesn’t it? But you’d be surprised how many people forget this.

More advice, tips and tricks from our podcast guests:

Financial Times Contributor Nick Huber Tells Us What Every Startup Founder Should Know About Comms

5 Key Lessons from Eric Melchor on Podcasting and Building a B2B Community

5 Essential LinkedIn Lessons with Kotryna Kurt of Linkedist