Two types of press reviews not to be confused
The "ego" press review focuses solely on mentions of your own brand. It is useful for measuring visibility and reporting to management, but it does not generate new opportunities.
The strategic press review covers a broader scope: your sector, your direct competitors, and the topics on which you have the authority to speak. This is the version that becomes a true management tool.
What a strategic press review allows you to do
For a B2B tech startup, a strategic press review serves three functions:
- Competitive intelligence : identifying when your competitors get coverage and from what angle. This reveals the topics that interest journalists in your sector.
- Detecting newsjacking opportunities : a current event covered by multiple media outlets is often an open window to offer a complementary perspective. Journalists covering the topic are often looking for additional sources.
- Refining your messaging : by reading how your market is described in the press, you can identify which phrasings resonate and which ones are ignored.
What we see with our clients
Founders who conduct regular press monitoring are able to react to current events within 24 hours. This responsiveness multiplies their chances of getting coverage: a journalist who has just published an initial article on a topic is often digging for a follow-up. Being present at the right time, with the right angle, is sometimes all it takes to land an interview.
Those who don't monitor the landscape react too late, once the topic has already gone cold.
How to structure an effective press review
A useful press review is more than just a list of URLs. It should include:
- Direct brand mentions (including URL, date, media outlet, and author)
- Articles about competitors and the angle they are taking
- Emerging industry topics (new terminology, new issues being addressed)
- A brief summary note: what has changed in the coverage? What opportunities does this create?
To learn more: PR in 2026: trends that are changing the game.
