Case Study: How a Seed-Stage SaaS Startup Scored Global Coverage

This case study examines how a seed-stage SaaS startup, 'MetricWave', used targeted PR to land coverage in TechCrunch, The Information, and regional business outlets within a six-week campaign.

Context and objectives

MetricWave builds analytics tooling for creator-economy startups. Objectives: generate investor interest, recruit early customers, and build category awareness among creators and platforms.

Strategy

The campaign centered on three pillars: data-led storytelling, exclusive reporting windows, and personalized outreach to niche reporters. Tactics included developing a proprietary dataset, offering an early exclusive to a top-tier outlet, and preparing a suite of assets (case studies, founder interviews, and short explainer videos).

Execution

Weeks 1–2: research and asset creation. Weeks 3–4: exclusive to one target outlet with embargoed distribution to key secondary outlets. Week 5: broad distribution and community amplification via creator networks.

Why the exclusive worked

Offering an exclusive gave a reporter time to build a nuanced story with data and sources. The story emphasized an original dataset showing creator monetization trends — a timely topic — and included founder access for context.

Results

• Feature story in TechCrunch with referral traffic that converted to 120 trial signups in 72 hours
• Follow-up coverage in regional outlets and a profiles piece in a trade publication
• Three inbound investor meetings and two strategic partnership conversations

Key lessons

1. Invest in original data: Reporters value new, verifiable information. It makes a pitch newsworthy.

2. Use exclusives strategically: An exclusive can create a halo effect that opens doors for broader coverage, but reserve it for highest-priority outlets.

3. Prepare reusable assets: Having pre-approved quotes, videos, and one-pagers speeds publication and reduces friction.

Final takeaways

Early-stage companies can earn top-tier coverage when they offer something uniquely valuable to journalists: data, access, or a timely angle. Thoughtful sequencing and high-quality assets convert initial visibility into tangible business conversations.

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