Strategic PR for VCs: Breaking Through the Noise

For many emerging managers, PR can feel like a mystery. While GPs often succeed through strong deal flow and solid returns, there are ways to amplify these strengths and expand their reach. With the right approach to PR, you can signal professionalism, build credibility, and generate momentum—all to attract the attention of LPs and founders.

I sat down with Emilie Gerber, founder and CEO of Six Eastern, a boutique PR agency that has worked with over 100 startups and funds, including Accel, Greylock, Ramp, and Intercom. Emilie broke down what PR can and can’t do, how the venture media landscape has changed, and the immediate, actionable steps GPs can take to start moving the needle.

The following conversation has been edited for clarity and length. You can find the full webinar recording here.

What can PR do for a venture fund?

Emilie: For a GP, PR is about credibility more than quick conversions. You can’t draw a straight line from one press story to a new LP commitment, but being visible in trusted outlets builds awareness and validation. That validation matters when you’re raising, hiring, or competing for deals. LPs and founders want to see your perspective in the wild, not just in your deck.

What makes a GP’s story compelling to reporters?

Emilie: Reporters don’t want the same “founder-first” talking points every fund uses. They’re looking for what sets you apart:

• Background: Do you have a unique background, or did you come from an unconventional path into venture?
• Specific wins: Portfolio milestones, acquisitions, or up-rounds.
• Hot takes: Bold predictions or contrarian perspectives.
• Unique vantage point: Something you’ve experienced that others haven’t.

If you don’t yet have exits or DPI, lean on your personal story and perspective. Reporters want to feature people who have something different to say. If all you’re offering is “we’re founder-friendly,” it won’t land. The more differentiated and credible the take, the more likely it is to resonate.

What common mistakes do funds make when they first try PR?

Emilie: The two big ones I see are:

1. Chasing only tier-one reporters. If you put all your energy into landing TechCrunch or WSJ, you’ll probably be disappointed. Smaller podcasts or niche newsletters are far easier to break into and often punch above their weight. Early hits like StrictlyVC or Newcomer can actually open the door to those bigger outlets down the road.
2. Sounding too self-promotional. Reporters tune out recycled VC tropes. If you say “we’re founder-friendly,” they’ve heard it 1,000 times. If you make a bold claim, back it up with proof points: portfolio momentum, unique sourcing strategies, or an insight from your experience.

PR is iterative. You have to test messages, learn what resonates, and refine over time.

How should managers tailor PR to reach founders vs LPs?

Emilie: Founders are easier to reach. You can target any of the hundreds of podcasts and newsletters designed for them. When pitching those, make the message tactical and actionable. For example, I’ll often suggest framing your perspective as “three things I look for in every seed deck” or “mistakes founders should avoid when pitching investors.”

LPs are trickier. They’re more likely to encounter you through mainstream business press (Fortune, WSJ, Bloomberg) or sector-specific outlets. For LP-facing stories, performance metrics, portfolio outcomes, and your long-term thesis matter more than founder-friendly branding.

How has the media landscape changed for VCs?

Emilie: Traditional outlets like TechCrunch no longer cover every funding round. They’re focused on trend pieces. At the same time, AI dominates headlines, leaving less room for other sectors. That makes it harder to break through.

The good news is that more independent newsletters, Substacks, and podcasts are thriving. Many top journalists have gone solo—like Alex Konrad, Eric Newcomer, Ron Miller, and Alex Heath. These are great resources to follow. Smaller formats like these often have more engaged audiences and give emerging managers more accessible entry points.

How can emerging managers start PR with a limited budget?

Emilie: You don’t need an agency to get started. I usually recommend carving out just one to two hours a week for a month. In that time, you can research relevant podcasts, draft short pitches, and send a handful of personalized outreach emails. Even that light-touch effort is often enough to land your first podcast or newsletter interview.

If you do bring in outside help, start with a consultant rather than a big agency. Look for someone who has actually worked with venture firms at your stage and can point to specific wins. But don’t underestimate what you can do yourself early on. It’s often the most authentic way to build initial momentum.

How do you build a strong relationship with a PR partner?

Emilie: Trust and responsiveness are everything. PR often moves on a journalist’s timeline, which can be incredibly fast. If you can’t respond quickly, you miss the opportunity.

Another pitfall is micromanaging pitches. If you feel the need to approve every single email, the process slows to a crawl. The best partnerships happen when clients trust the process and focus their time on delivering strong interviews and content.

Finally, be willing to build momentum gradually. Smaller wins like a podcast interview or niche Substack feature can create collateral that gets you noticed by Bloomberg or WSJ down the line. Think of PR as a long-term compounding strategy, not a one-time announcement.

Conclusion

Strong deal flow and returns will always be the foundation of a successful fund. PR can’t substitute for those, but it can amplify them. For GPs without a long track record, PR is a way to highlight your work, signal professionalism, and make sure LPs and founders know your fund is worth paying attention to.

For additional insights or to share the conversation with others, you can find the full conversation with Emilie, including a live Q&A from the audience, below.

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