A fundraising round is a major turning point in the life of a startup. For many teams, it is the culmination of months of negotiations, pitches, and due diligence. But once the deal is closed, one question arises: how do you turn this financial event into a real media catalyst?

Public relations for a fundraising round is about more than just sending a press release to a few journalists. It is a full-fledged strategy that, when executed well, can generate lasting coverage, strengthen your market credibility, and accelerate your growth well beyond the closing.

In 2025, French startups raised 7.39 billion euros across 618 deals. In this competitive ecosystem, only those who know how to tell their story capture the attention of journalists, talent, and future clients. This guide gives you all the keys to being one of them.

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Why PR is strategic during a fundraising round

Many founders think that public relations is a "nice to have" when raising funds. In reality, it is a full-fledged business lever, the effects of which are measured well beyond press clippings.

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Credibility and market legitimacy

Coverage in Les Echos, Maddyness or L'Usine Digitale sends a strong signal to your entire ecosystem: investors, partners, and clients. Third-party press provides a level of validation you cannot grant yourself. This is especially true in the tech sector, where the founder's reputation carries as much weight as the product itself.

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Accelerated recruitment

The time of a fundraising round is often when you have the most open positions to fill. Strong media visibility attracts candidates who would never have applied spontaneously. Top talent chooses projects that stand out, and the press contributes directly to that visibility.

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Lead generation and business development

A feature in a publication read by your prospects (whether they are CFOs, HR directors, or CIOs) can trigger direct inquiries. Many startups report deals initiated directly following press coverage surrounding a funding round. The announcement thus becomes a sales tool.

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Preparing for the next valuation

Investors for your next round will look at your press coverage. A founder capable of generating visibility proves they know how to build a brand: a skill increasingly valued by VCs, particularly for Series A and B rounds.

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The 3 goals of a PR campaign for a funding round

Before reaching out to your first journalist, clearly define what you expect from your campaign. Generally, there are three coexisting objectives:

1. Immediate awareness : generating broad coverage at the time of the announcement across as many target media outlets as possible.
2. Brand positioning : establishing a strong narrative in your market—why you exist, what problem you solve, and why now.
3. Long-term impact : building a foundation of media relationships that will serve you for future announcements (hiring, product launches, new markets).

A successful PR campaign doesn't end on the day of the announcement. It initiates a lasting relationship with the media in your sector.

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The ideal timing: before, during, and after the funding round

Timing is one of the most underestimated variables in a PR strategy for a funding round. Here is how to break down the three phases.

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Phase 1: Before the funding (6 to 8 weeks before closing)

This is the quiet preparation phase—the most important one.

• Identify your target journalists : who covers your sector? Who has recently handled similar funding rounds?
• Build your narrative : don't start with "we raised X million." Start with the problem you are solving and why now is the right time.
• Prepare the full press kit : press release, biographies, key figures, high-definition visuals.
• Set up embargoes with 2 to 3 trusted journalists for more in-depth articles published on launch day.

A well-managed embargo allows you to secure high-quality coverage on the day of the announcement without losing control of the message.

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Phase 2: Launch day and the week of the announcement

• Publish the press release early in the morning (between 8 a.m. and 10 a.m.), preferably on a Tuesday, Wednesday, or Thursday.
• Simultaneously activate your owned channels : LinkedIn, website, newsletter.
• Follow up with journalists who did not respond to your embargo within 24 hours.
• Prepare for interview requests : keep slots open in your calendar for 48 hours.

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Phase 3: After the announcement (the following 4 weeks)

The classic mistake is to stop everything after launch day. However, a funding round opens editorial doors that you need to leverage:

• Pitch expert op-eds to media outlets specializing in your market's challenges.
• Position your CEO as a go-to source for journalists covering your sector.
• Capitalize on the coverage: share every article on LinkedIn, tagging the journalists and investors involved.
• Start working on the next angle : new hires, international expansion, or your first post-funding contract.

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The 5 media outlets to prioritize for your announcement

Not all media outlets are created equal. Here is the hierarchy to adopt for a B2B tech startup in France.

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1. Les Echos / BFM Business

General business media provide maximum professional credibility. Coverage in Les Echos is read by decision-makers, bankers, and investors. Target journalists who cover tech and corporate finance. The barrier to entry is often higher (significant funding amounts, a strong angle), but the impact is unmatched.

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2. Maddyness

The go-to media outlet for the French startup ecosystem. Maddyness consistently covers funding rounds with a focus on the founders and their vision. It is ideal for reaching other entrepreneurs, early-stage investors, and tech talent.

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3. Frenchweb

A must-read for B2B tech and SaaS. Frenchweb reaches IT decision-makers, CIOs, and corporate tech buyers directly. An article on Frenchweb can generate direct sales leads if your target audience is the mid-market or enterprise sector.

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4. L'Usine Digitale / L'Usine Nouvelle

These outlets are essential for startups in deeptech, Industry 4.0, applied AI, or greentech. They reach large industrial companies — your potential partners and clients. An article in L'Usine Digitale positions your startup as a serious player in sectors that are traditionally wary of new ventures.

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5. Forbes France / Challenges

Premium media outlets for decision-makers and entrepreneurs. Ideal for founder profiles and opinion pieces. Less focused on the funding round itself, they are perfect for building long-term brand positioning.

Bonus: also consider vertical media outlets specialized in your sector (HR media for HRtech, Pharma & Biotech for healthtech, Village de la Justice for legaltech, etc.). Their audience is smaller but highly qualified.

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How to prepare your PR kit for a funding round

A good press kit for a fundraising round should allow a journalist to understand your story in under 5 minutes and have everything they need to write their article without having to follow up with you.

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Essential elements

• The press release : amount raised, investors, use of funds, quotes from the CEO and lead investor, and key startup metrics.
• The company one-pager : mission, addressable market, business model, and traction (ARR, clients, MoM growth).
• Founder biographies : background, expertise, and why they are the right people for this subject.
• Visuals : high-definition team photos and logos in various formats.
• Market data : key figures that provide context for the problem you are solving.

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Angles to propose based on the media outlet

Don't pitch the same angle to every journalist. Tailor your pitch:

• For a business publication → angle: "growth model and European ambition"
• For a tech outlet → angle: "product innovation and market disruption"
• For an HR publication → angle: "company culture and hiring plans"
• For a magazine for executives → angle: "founder's journey and long-term vision"

The fundraising is the pretext, not the subject. The real subject is always the story you are telling.

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Mistakes to avoid

1. Announcing without building a narrative

Sending a press release that simply says "Startup X raises Y million" does not make a story. Journalists receive dozens of funding announcements every week. Without a strong angle, your press release ends up in the trash.

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2. Contacting all journalists on the same day without personalization

Mass emailing without targeting damages your reputation with newsrooms. Every pitch must be tailored to the media outlet, the editorial line, and the journalist's recent work.

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3. Neglecting the embargo

Botching embargo management—by sending it too late, to too many journalists, or without clear terms—can lead to uncoordinated coverage and a loss of control over your message.

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4. Forgetting niche media

Focusing solely on major mainstream media is a common mistake. Media outlets specialized in your sector often generate more business ROI (leads, partnerships, recruitment) than generalist outlets, even if their audience is smaller.

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5. Failing to capitalize on coverage

Securing coverage in major publications and failing to share it on LinkedIn, send it to your prospects, or feature it on your website is a missed opportunity. Every piece of press coverage should be amplified across all your channels.

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In summary

A well-orchestrated PR campaign for a fundraising round involves:

• A strong narrative built before the first press release is even sent
• Precise targeting of journalists and media outlets relevant to your sector
• A three-phase timeline (before, during, and after) to maximize impact
• A comprehensive press kit that allows journalists to write their stories without needing to follow up with you
• Systematic amplification of coverage across your owned channels

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In an ecosystem where €7.39 billion was raised in France in 2025 across 618 deals, the competition for media attention is real. The startups that stand out are those that invest in their PR strategy before closing, not after.

Working with a PR agency specializing in tech startups gives you access to an established network of journalists, narrative expertise, and flawless execution when it matters most.

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Ready to turn your fundraising round into a media success?

A fundraising announcement shouldn't be handled at the last minute. It requires rigorous preparation, precise management, and long-term amplification.

At Linker, we help B2B tech startups build their PR strategy: from defining the narrative to managing coverage, including journalist targeting and drafting press materials. Book a meeting with our team to discuss the influence strategy for your startup.