European tech startups have never had an easy path to getting published in TechCrunch. These days, securing a spot on TechCrunch is quite a challenge, especially if you aren’t in a hot industry like AI. 

While some European tech startups aren’t particularly concerned about being featured on TechCrunch, others see it as a crucial endorsement that can significantly boost their SEO and brand recognition, especially in the U.S. market where they hope to grow.

No matter where you stand on the issue, understanding why your European startup wasn’t covered can help improve your chances when you announce your big news, whether it’s a funding round or new product launch.

1. The funding round was too small

Ten years ago, raising a low seven-figure sum might have interested a TechCrunch reporter. These days, however, especially in the era of AI capital raises like the $6 Billion one Elon Musk recently announced, funding levels have skyrocketed. It’s now common to see raises of well in excess of $10 million. European startups from the UK, France, Germany, Italy, and Spain, while making great progress, often can’t compete with the staggering sums raised in Silicon Valley. Bottom line: the more zeros in the capital raise, the more likely you are to get a TechCrunch reporter’s attention.

2. Lack of follow-up

Persistence always helps. TechCrunch reporters are inundated with hundreds of pitches – daily. If your PR professional stops after one attempt, there’s a chance your pitch might get lost in the shuffle. Following up a couple of times, and always in a professional, polite manner, can significantly improve your chances of being noticed.

3. You’re late to the game

Timing is everything, especially in the world of European tech startups. Waiting until the last minute to pitch news of your VC funding jeopardizes your ability to gain the attention of a busy TechCrunch reporter. Not to mention, you have to negotiate with a reporter in advance to discuss and set up interviews, as well as the timing of the article’s posting. Do it too soon and you risk ruining your ability to pitch other news outlets. The wise approach here is to start 2-3 weeks before you expect to close on the VC funding (i.e., when the formal documents get filed).

4. Wrong reporter

Targeting the right reporter is crucial to any news announcement getting covered. If you pitched a TechCrunch reporter who covers a completely different industry than the one you work in, your pitch was probably doomed from the start. European tech startups should ensure they pitch to the correct reporter who covers their specific industry to maximize their chances of getting a reporter’s attention.

5. Not offering an exclusive

While certainly not a requirement, offering an exclusive to TechCrunch can make a big difference. Another option is that you give TechCrunch a head start on publishing the news by saying you will pitch the rest of the tech and business media two hours after the wire goes out. 

6. Inadequate information 

Press releases remain the standard for major announcements, including VC funding. If you didn’t use a press release and / or were too vague or brief in your description, you likely shot yourself in the foot. The trick is to provide a detailed, clear and complete accounting of the funding news, as well as your company, to help busy reporters quickly assess your pitch. Include background on the startup, quotes and headshots from key founders and investors, and a clear plan for how the funds will be utilized.

7. Geographic bias

While Europe has a robust tech startup scene, it can be tougher to attract the attention of TechCrunch reporters if you’re not on the west coast. Silicon Valley, long regarded as the golden throne of the startup kingdom, has a massive infrastructure supporting tech innovation. The west coast bias can make it more challenging for European startups to get noticed. However, showcasing unique innovations and substantial funding can still capture interest. Also, don’t forget to target the reporter on the TechCrunch staff who handles most of the European startup coverage – currently Romain Dillet does a fair amount.

The Swyft Assist

For European tech startups in need of a B2B tech PR agency that understands the startup ecosystem and how to secure coverage in top-tier media like TechCrunch, Swyft is here to help. Through our First PR Alliance partner network, Swyft provides well-coordinated communications and marketing support across continents, time zones, languages, and cultures. Our flexible scoping and pricing strategies deliver measurable improvements in news coverage and brand visibility for all sizes of startups, from small pre-seed startups to large, established ones working on their Series D. 

Interested in learning more? Contact Swyft today!

About Sarah Gagliardi: Sarah is a Content Writer for Swyft, a tech PR agency in Austin and a top digital marketing and PR agency in Denver since its founding in 2011. Swyft recently opened a satellite office where it offers tech PR in San Francisco. Swyft was also listed as one of the top tech PR agencies in Texas by the B2B services review site,