GTM 160: The Startup PR Playbook Every Founder Needs: How to Nail Your Launch, Get in the News, and Avoid the Biggest PR Mistakes | Jenny He

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Aug 26, 2025

Jenny He, Founder and General Partner at Position Ventures, shares her expertise in startup public relations. She breaks down what PR really is and dispels common misconceptions. Jenny emphasizes the importance of positioning and storytelling to craft narratives that resonate. She provides practical tips for building relationships with reporters and highlights the key elements of what makes a story newsworthy: timeliness, impact, and relevance. Additionally, she discusses how to effectively amplify coverage post-launch.

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INSIGHT

Positioning, Storytelling, PR Stack

Positioning is your North Star explaining why you exist and who you serve.
Storytelling makes positioning memorable and PR provides third-party credibility.

ADVICE

Start PR By Defining Goals

Always start a PR push by defining clear goals like hiring, sales, or fundraising.
Tailor the communication strategy to those specific goals before announcing.

ANECDOTE

AI Radiologist Born From A Family Insight

New Lantern's founder built an AI radiologist after watching his mother, a top radiologist, work during COVID.
His mother's early adoption and real-world feedback helped validate and launch the product.

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Jenny He is the Founder and General Partner at Position Ventures, an early-stage venture fund that backs startups with strategic communications from day one. Previously, Jenny led comms at Square and has since helped hundreds of founders land coverage in top outlets like TechCrunch and Forbes. With deep expertise in positioning, storytelling, and PR, she’s on a mission to help startups craft differentiated narratives that drive credibility, legitimacy, and growth.

Discussed in This Episode

What PR actually is (and isn’t) for startups
The difference between positioning, storytelling, and PR — and how they stack together
When PR makes sense and when to hold back on announcements
Step-by-step process for landing coverage in top outlets like TechCrunch or Forbes
How to build authentic relationships with reporters before you pitch
What makes something truly newsworthy: timeliness, impact, relevance
Tactical advice for pitching, interviews, and amplifying coverage post-launch
How PR fits into the broader go-to-market motion

Episode Highlights

00:00 — Positioning, storytelling, and PR defined

02:23 — Jenny explains what PR really is and why startups misunderstand it

06:39 — The first step before any PR push: setting clear goals

11:37 — Example of a newsworthy founder story: building an AI radiologist from personal experience

15:17 — The three elements of newsworthiness: timeliness, impact, and relevance

17:42 — Why building warm relationships with reporters is crucial

20:36 — Preparing for the interview itself vs. outreach

22:47 — Amplifying coverage through your network post-publication

25:07 — What PR agencies cost (and why no one can guarantee coverage)

29:18 — Jenny’s #1 book recommendation on positioning

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Recommended Books

Positioning: The Battle for Your Mind by Al Ries & Jack Trout — Jenny’s #1 recommendation for founders learning positioning fundamentals.

Referenced

Clarify (autonomous CRM): https://clarify.ai
TechCrunch: https://techcrunch.com
Forbes: https://forbes.com
New Lantern (portfolio company example): https://newlantern.ai
Square: https://squareup.com

Guest Links

LinkedIn: https://www.linkedin.com/in/jennyhe
X (Twitter): https://x.com/jennydhe
Website: https://positionventures.com

The GTMnow Podcast
The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.