If you’re a B2B SaaS founder or marketer trying to earn more media attention, you’re probably already aware: good PR can be a growth multiplier. It builds credibility, shortens sales cycles, attracts talent, and can make your brand look a lot bigger than it is.
But most SaaS companies shoot themselves in the foot before they ever land a headline.
Here are the 3 most common PR mistakes we see, and what to do instead:
🚫 Mistake 1: Pitching Too Early (Before You’re Actually Newsworthy)
The problem:
Founders often send press pitches the moment their product is live, or worse, before it’s live. The thinking is: “If we build it, the press will come.”
But unless your team includes a former unicorn founder or you just raised a monster round, most reporters won’t bite.
What to do instead:
Focus first on becoming newsworthy. This might mean:
- Launching publicly with clear positioning
- Securing early customer traction or testimonials
- Announcing a strategic partnership, investment, or product milestone
Reporters aren’t interested in your product — they’re interested in stories. Build the story first.
🚫 Mistake 2: Targeting the Wrong Journalists or Outlets
The problem:
Spray-and-pray PR is real. Too many SaaS brands blast the same generic pitch to 100+ contacts, hoping something sticks.
Result? You end up in spam folders, blacklists, or just ignored.
What to do instead:
Build a hyper-targeted media list based on:
- Writers who cover SaaS, B2B tech, or your niche
- Outlets your target customers or investors actually read
- Journalists who’ve written about your competitors or similar tools
Then customize each pitch to the journalist’s recent work or audience. A well-targeted, thoughtful pitch beats a mass email every time.
🚫 Mistake 3: Skipping Thought Leadership (aka The Long Game)
The problem:
PR is often treated as a one-and-done announcement. “Let’s do a press release and call it a day.”
But media wins are amplified — and more likely — when you’ve already built credibility in the space.
What to do instead:
Invest in thought leadership content across channels:
- Guest posts on niche sites
- Blog content that tackles your industry’s hard questions
- LinkedIn content from your exec team
- YouTube videos breaking down trends or frameworks
This makes future press pitches land harder — and helps you control your narrative long-term.
✅ Recap: What Great SaaS PR Looks Like
Avoiding these mistakes doesn’t mean you need to hire a big agency or wait a year to start. It just means playing it smarter:
- Pitch when you actually have a story
- Target the right journalists
- Build your brand beyond just the press release
And if you want help getting all that in motion — from strategy to execution — that’s what we do at Clickstrike.
🎯 Want to see how earned media could accelerate your growth? Book a free strategy session