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PR & Media lessons from EU-Startups Summit 2026: what works, what does not

May 8, 2026 Emily Chen Clock

PR & Media Lessons from EU-Startups Summit 2026: What Works, What Doesn't

May 8, 2026 - 12:13 pm

A panel in Valletta outlined a practical playbook for startup PR, from testing headlines to considering agency hiring. Founders seeking media coverage at the EU-Startups Summit in Valletta received direct insights from decision-makers.

The session, "The Startup Media Landscape, PR Tips & Tricks", brought together:

  • Thomas Ohr, EU-Startups founder and CEO
  • Akansha Dimri, Tech Funding News founder and editor-in-chief
  • Alexandru Stan, TNW CEO
  • Cathy White, CEW Communications founder (moderator)

This event was part of the Summit's main stage at the Mediterranean Conference Centre, expecting 2,500 attendees across its two days.

Key Takeaways:

  • Hire a PR agency: Alexandru Stan argued that founders, especially at seed and Series A, should consider professional agencies. They can effectively compete with AI-generated releases by cutting through the noise of numerous daily pitches to major publications.
  • Avoid generic announcements: Several speakers warned against relying too heavily on AI-generated press releases, which are becoming commonplace. Authentic storytelling emphasizing unique value propositions is more effective.
  • Targeted pitching: Before reaching out to journalists, thoroughly research their publications and beats. Tailor your story accordingly for better engagement.
  • Test headlines: The panel suggested using the "friends and family" test for press release headlines. If it's not compelling enough for personal sharing, it likely won't grab media attention.

The panel emphasized the importance of understanding media landscapes and tailoring approaches to individual publications and journalists. While AI-generated content can streamline PR, the panel emphasized the importance of human touch. In 2026, startups must strike a balance, using AI for initial drafts but ensuring a human reviewer adds unique context and storytelling elements. This blend maximizes efficiency while maintaining the authenticity crucial for media engagement. For instance, AI can draft press releases, but a human must refine them to capture the startup's distinct voice and value proposition, as discussed in our related article on AI in manufacturing. AI in manufacturing

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