How to use PR to help your AI startup stand out

Artificial intelligence is the most significant technological advancement of our time, but the more AI dominates headlines, the more the media tires of reporting on it. Reporters are inundated with pitches from AI startups, and it’s harder than ever to rise above the noise. To stand out in this crowded and often skeptical media landscape, your AI startup needs the right PR strategy. 

Define a clear and unique message

In the AI space, startups need to focus on carving out unique positioning and crafting distinct messaging that clearly communicates how you’re solving a specific, pressing problem. If you had to describe what your company does in a single sentence, what would you say?

Cut out the buzzwords. It’s easy to rely on words like “groundbreaking,” “disruptive,” “revolutionary,” “transformative,” and “next-gen” to make your claims sound more exciting. But these words don’t impress and are empty when talking about yourself. Explore plainspoken messaging that genuinely communicates what you do so that anyone can understand. 

When crafting your messaging, timeliness is everything. What makes your solution especially relevant now? Your messaging needs a sense of urgency, connecting to current events or other pressing issues. This messaging will be the foundation of your press releases and media outreach, so make sure you take the time to finesse it. 

Craft compelling storylines

Everyone loves a good story. Weaving an intriguing storyline into your announcements can create more interest. Think beyond the product and highlight other aspects that grab attention.

Consider angles, such as:

• Founder story: Do you have a unique origin story? 
• Contrarian view: Do you disagree with conventional opinions in your industry? 
• Use case: Can you demonstrate real-world examples with data, videos, or customer voices? 

Elevate your team with thought leadership

Another way to set your company apart is to distinguish yourself and your leadership team. Your company shouldn’t only be in the media when there is big news to share but should be consistently positioning your leadership as credible voices in the industry. Thought leadership can build trust and open doors for future coverage. 

There are many formats to get started:

• Guest posts: Share strong opinions or unique perspectives in a bylined piece for a relevant outlet. Avoid promotional content, and write an insightful article that offers value.
• LinkedIn posts: Use your personal platform to share your thoughts on industry trends. Make sure to engage with comments to create meaningful conversations.
• AMAs: Join or host “ask me anything” sessions on platforms like X or Reddit to showcase your industry knowledge and start interesting dialogues.

The more visible and credible your leaders, the more attention your startup will attract.

Avoid painful pitfalls

Many startups run on PR autopilot and don’t take proper precautions when it comes to classic pitfalls. Avoid these common mistakes on your journey to stand apart. 

• Ignoring current events: AI is a hot topic, but also volatile. One week, the news may praise AI innovation, then condone its impact on labor or security issues the next. Closely monitor public sentiment, stay informed, and time your announcements strategically.  
• Falling into old narratives: Journalists have heard the same AI stories countless times. While you may think that “AI isn’t taking jobs, it’s empowering workers” is a great thought leadership topic, it’s been done a million times. Research what has already been said and contribute fresh takes. 
• Overhyping your tech: Big promises that you can’t deliver on are a quick way to lose trust. Avoid inflated claims, and be prepared to back everything up with data or real-world validation. 

Catch the media’s attention and keep it

The world is watching AI companies with both fascination and fatigue, and it’s up to you to convince the media that your company is worth paying attention to. Guiding your startup away from the graveyard of forgotten AI companies is a challenging task, which is why many rely on trusted, experienced tech PR agencies like SlicedBrand to show them the way. Reputation is everything: don’t let your company become white noise; build a next-level PR strategy that shows the world why your company truly matters.