How VCs Think About PR for Startups | Paige Soya & Kate Meissner (Velocity Partners)

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In this episode of High Stakes, K Street Capital Managing Partner Paige Soya continues the Venture Capital 101 season with a conversation about public relations (PR) for early-stage companies: when startups should invest in PR, how founders can build a compelling company narrative, and why the right media strategy can help accelerate business growth.

She's joined by Kate Meissner, K Street investor and co-founder of Velocity Partners, a strategic communications firm working with venture-backed startups. Kate breaks down how founders should approach PR with limited resources, why publicity needs to start with clear business objectives, and how companies can identify the right moment to share their story with a broader audience.

Paige and Kate explore how founders can develop a narrative that resonates with investors, customers, employees, and journalists. They discuss what makes a story newsworthy, why reporters prioritize their readers over the companies they're covering, and how founders can build relationships with journalists before their biggest announcements.

The conversation also covers how AI is changing the media landscape, the rise of generative engine optimization (GEO), and why human relationships, credibility, and authentic communication may become even more valuable as more content becomes machine-generated. The episode closes with Kate's career journey, lessons from balancing entrepreneurship and family, and why founders should be selective about whose advice they follow.

We dive into

What PR means for early-stage startups and why it matters
How founders should approach PR with limited resources
Why publicity should start with clear business objectives
When startups are ready to invest in PR and media exposure
How founders can identify a compelling company narrative
Why finding product-market fit can be a signal to amplify your story
How PR can support fundraising, hiring, and customer acquisition
How strategic product announcements can build momentum before a Series A
Why founders should build relationships with 5–8 key journalists
What makes a startup story compelling and newsworthy to reporters
Why journalists prioritize their readers rather than the companies they cover
How founders can establish credibility and permission to speak to the press
The importance of understanding on-the-record and off-the-record conversations
How traditional journalism and independent media are changing
What Generative Engine Optimization (GEO) means for startups
Why credible earned media can influence how AI platforms surface information
Why human relationships and real-world credibility matter in an AI-driven world
Why founders should be selective about whose advice they follow

Chapters

00:00 Intro: PR for Early-Stage Companies

00:48 Welcome to High Stakes: Venture Capital 101

01:35 Meet Kate Meissner & Velocity Partners

02:18 Why Startups Struggle With PR

04:19 The Story Behind Paige's First PR Experience

04:49 What PR Actually Means for Startups

06:47 When Is the Right Time to Invest in PR?

09:13 Finding a Compelling Startup Narrative

10:35 Turning Your Company Story Into a Bigger Market Narrative

12:24 Why Startups Should Seek Strategic PR Advice Early

13:11 Timing Your PR Strategy Around Business Milestones

15:54 Building a PR Strategy Before You're Ready to Launch

16:14 How PR Can Influence Startup Growth and Fundraising

20:12 What Makes a Startup Story Newsworthy?

21:01 What Journalists Actually Look for in a Story

23:03 Building Credibility and Relationships With Journalists

24:56 On-the-Record vs. Off-the-Record Conversations

27:28 How the Media Landscape Is Changing

29:13 AI, GEO & the Future of Startup PR

34:00 Why Human Relationships and Social Proof Matter

35:04 Kate's Career Journey Outside of PR

38:31 Career Mistakes, Entrepreneurship & Family

40:48 Why Founders Have More Capacity Than They Think

41:07 The Best Advice: Don't Take Advice From People You Wouldn't Want to Become

42:37 Final Thoughts on Entrepreneurship & Building a Company

Topics: Venture Capital • Startup PR • Public Relations • Strategic Communications • Startup Marketing • Media Relations • Founder Branding • Startup Storytelling • Fundraising • Venture Capital 101 • Product-Market Fit • Earned Media • Journalism • Media Strategy • Generative Engine Optimization • GEO • AI & PR • Brand Credibility • Investor Relations • Early-Stage Startups