Jenny He is the Founder and General Partner at Position Ventures, an early-stage venture fund that backs startups with strategic communications from day one. Previously, Jenny led comms at Square and has since helped hundreds of founders land coverage in top outlets like TechCrunch and Forbes. With deep expertise in positioning, storytelling, and PR, she’s on a mission to help startups craft differentiated narratives that drive credibility, legitimacy, and growth.Discussed in This EpisodeWhat PR actually is (and isn’t) for startupsThe difference between positioning, storytelling, and PR — and how they stack togetherWhen PR makes sense and when to hold back on announcementsStep-by-step process for landing coverage in top outlets like TechCrunch or ForbesHow to build authentic relationships with reporters before you pitchWhat makes something truly newsworthy: timeliness, impact, relevanceTactical advice for pitching, interviews, and amplifying coverage post-launchHow PR fits into the broader go-to-market motionEpisode Highlights00:00 — Positioning, storytelling, and PR defined02:23 — Jenny explains what PR really is and why startups misunderstand it06:39 — The first step before any PR push: setting clear goals11:37 — Example of a newsworthy founder story: building an AI radiologist from personal experience15:17 — The three elements of newsworthiness: timeliness, impact, and relevance17:42 — Why building warm relationships with reporters is crucial20:36 — Preparing for the interview itself vs. outreach22:47 — Amplifying coverage through your network post-publication25:07 — What PR agencies cost (and why no one can guarantee coverage)29:18 — Jenny’s #1 book recommendation on positioningThanks to Our Sponsor – Clarify:Clarify is the autonomous CRM built for founders and early-stage teams who want to build more pipeline, close more deals, and spend way less time on busywork.Clarify automatically enriches your contacts, captures leads from anywhere (even one click from LinkedIn), and keeps your pipeline up to date on its own, so you can focus on winning deals, not updating fields.If you’re looking to simplify your stack and help your team move faster, check out Clarify.Recommended BooksPositioning: The Battle for Your Mind by Al Ries & Jack Trout — Jenny’s #1 recommendation for founders learning positioning fundamentals.ReferencedClarify (autonomous CRM): https://clarify.aiTechCrunch: https://techcrunch.comForbes: https://forbes.com New Lantern (portfolio company example): https://newlantern.aiSquare: https://squareup.comGuest LinksLinkedIn: https://www.linkedin.com/in/jennyheX (Twitter): https://x.com/jennydhe Website: https://positionventures.comThe GTMnow Podcast The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.Visit gtmnow.com for more episodes and other interesting content.