PR for saas companies
SaaS PR: coverage for software companies that sell to businesses
SaaS PR has to make software interesting to reporters who see dozens of tools a day. The winning stories are rarely features. They are data from the product, customer results, a sharp opinion on how work is changing, and funding or growth milestones. Trade and category newsletters often drive more pipeline than big-name outlets.
Story angles that work for saas companies
Journalists do not cover companies, they cover stories. These are the angles that most often earn saas companies coverage:
- Benchmarks and anonymised usage data from your platform
- Customer results with named logos and hard numbers
- Funding and ARR milestones offered as exclusives
- Founder opinion pieces on a shift in how teams work
How to run saas companies PR yourself
- Pick one story. Choose the strongest angle above and write it in one sentence. If you cannot, the story is not ready.
- Build a short list. Find the 20 to 50 reporters who have covered saas companies recently. A short list that fits beats a long list that does not.
- Write a personal pitch. Three short paragraphs: the news, why it matters to their readers, and what you can offer such as data, interviews or images.
- Follow up once. Three to five working days later, add something new rather than "just checking in".
- Track what lands. Note who replied and what they wrote about, so your next pitch is warmer.
What reporters on this beat want
- Lead with what changed for users, not the feature list. Tech reporters see hundreds of launches a week.
- Offer data the reporter cannot get anywhere else: usage numbers, a survey, or benchmark results.
- Lead with the figure: revenue, deal size, growth or headcount.
- Offer the CEO or CFO for an interview. Business desks rarely quote PR staff.
Mistakes to avoid
- Announcing minor feature releases as news.
- Ignoring newsletters and podcasts in your category.
Who covers saas companies
InsightFuse lists 586 journalists, editors and producers whose role or outlet points to saas companies coverage, across 50 countries. Here is where they work and what they do.
Where they work: top outlets and employers
- Zee Entertainment Enterprises Limited
- Soundcloud
- Playboy Enterprises, Inc.
- Integra Software Services PVT Ltd
- Opera Software
- Aspect Software
- Software Wydawnictwo
- BMC Software
- Cloud Imperium Games
- Construction Software Technologies
- ST. Cloud Times Media
- ST Cloud in the News
| Country | Journalists |
|---|---|
| United States | 213 |
| India | 152 |
| United Kingdom | 31 |
| Canada | 21 |
| Germany | 10 |
| China | 9 |
| Spain | 9 |
| Romania | 8 |
| Role | Journalists |
|---|---|
| Editors | 170 |
| Producers | 165 |
| Writers | 158 |
| Section and senior editors | 16 |
| Reporters | 12 |
| Journalists | 12 |
Counts come from the InsightFuse database and include only people with editorial job titles. Names and contact details are available inside the app.
Browse journalists on these beats
- Technology journalists55,605 worldwide
- Technology journalists in the United States25,632 journalists
- Technology journalists in India5,558 journalists
- Technology journalists in the United Kingdom3,723 journalists
- Business journalists5,562 worldwide
- Business journalists in the United States2,151 journalists
- Business journalists in the United Kingdom542 journalists
- Business journalists in India440 journalists
Related guides
Frequently asked questions
How do SaaS companies get press?
SaaS companies get press with original data, customer outcomes, funding news and strong founder opinions, pitched to reporters and newsletters that cover their exact category.
Do SaaS startups need a PR agency?
Early-stage SaaS companies can usually handle PR in-house around launches and funding rounds. Agencies help once there is regular news and a need for wider reach.
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