As startup builders, we all know raising capital isn’t just about getting the wire transfer, it’s about building momentum. A strong PR and communications strategy can shape how investors see you, attract the right talent, and set your company up for growth long after the announcement.

One great example of this is Heave, a startup out of Embarc Collective. They recently announced a $7M Series A, and the way they shared the news went far beyond a standard press release. The press strategy sparked real momentum for their business.

Heave is changing how heavy equipment gets repaired. Their platform connects construction companies and independent mechanics to deliver multi-brand fixes in under a day, while helping mechanics earn up to 6x more. It’s a pain point every construction leader knows well — downtime costs real money — and Heave’s solution is both disruptive and urgently needed.

Their Series A announcement was more than a funding milestone. It was a strategic communications moment designed to build credibility, reach new audiences, and accelerate growth.

Here’s how we approached it together.

Heave’s Series A Objectives

Before we wrote a single pitch, we got clear on the “why.” Heave’s goals were bigger than just announcing a raise:

1. Position as an Industry Leader: Heave needed to establish itself as the up-and-coming name, solving one of the construction industry’s biggest headaches: equipment repair delays.
   
2. Reach Talent and Partners: Funding announcements aren’t just for future investors. This news needed to resonate with skilled mechanics, construction companies, and industry partners who could benefit from Heave’s platform.
   
3. Drive Earned Media Coverage:  A PR Newswire release is a good baseline, but it’s not enough on its own. The goal was to secure thoughtful, targeted coverage in industry trades, regional press, and top-tier tech publications.

The Strategy: Turning a Press Release Into a Movement

Here’s how we built a launch plan that went beyond a single announcement:

Overall Timeline:
A one-month sprint with:

• Weeks 1–2: Early pitching under embargo to targeted press.
  
• Week 3: Secured an exclusive with a commercial real estate trade and conducted press interviews.
  
• Ongoing: Built a marketing and PR amplification plan for announcement day.
  
• Week 4: Reporting and coverage wrap-up.

1. Pitch to the Right Outlets

We didn’t just “spray and pray” the news. We built a targeted media list focused on construction tech, venture funding, and key regional markets.

• For construction trades, we pitched the cost of downtime and how Heave’s model fixes it.
  
• For funding reporters, we focused on traction, metrics, and the founder journey.
  

2. Personalize the Story

Every journalist has a different lens. Instead of sending one generic pitch, we tailored each one to what their audience cared about most. That personal touch makes a massive difference in breaking through inbox clutter.

3. Diversify the Message

The announcement wasn’t just about “Heave raised $7M.”
We built messaging that hit multiple angles:

• Human stories about the technicians using Heave.
  
• Data-driven insights on the market opportunity and cost savings.
  
• Big-picture mission — fixing a broken system for the entire industry.

4. Activate the Network

On launch day, Heave’s team, investors, and partners flooded social media with coordinated posts. We made this easy by giving everyone a social toolkit, which included pre-written copy, hashtags, and shareable links to amplify the news and ensure consistent messaging.

The Results

The impact was felt immediately:

• Media Coverage: Beyond PR Newswire, Heave was featured in Commercial Observer, Tampa Bay Business Journal, and Investors Hangout, putting the company on the radar of both customers and investors. In total, Heave’s coverage reached over 101.18M UVM.
  
• Website Traffic: Heave’s site saw a huge spike on announcement day, with elevated traffic continuing for days. Their site saw an increase of 3.4K new users and active users, plus 3,780 new site sessions (a 923.81% increase). Referral traffic also quadrupled, showing strong downstream pickup from coverage.
  
• New Talent Sign-Ups: The announcement sparked increased sign-ups from both mechanics and construction companies ready to use the platform.
  
• Social Ripple Effect: Social media posts from Heave’s team and Embarc Collective generated hundreds of likes, comments, and reshares — organically expanding the reach of the news.
  • LinkedIn saw the largest gains in impressions and engagement, with over 10k new page impressions and 117 new followers as a result of the news. 
  • Instagram also grew steadily, with Heave gaining 628 new followers on the platform, and profile reach increasing by 55%. 
  • Facebook showed notable reach and impression growth, despite follower counts being more stable. Heave’s page impressions and page reach increased by 308% and 356% respectively. 

Key Takeaways for Your Next Funding Round

Heave’s PR strategy significantly expanded brand visibility and drove new audiences to their website and social platforms. Not to mention, since announcement day, Heave has had 54 customer app downloads, 9 of which have converted so far. This confirms that coordinated PR campaigns, social amplification, and targeted storytelling work effectively to attract attention and convert new users. 

In all, Heave’s Series A announcement offers a repeatable playbook for other startups:

• Start with the Story: Don’t just share the raise. Highlight the mission, the people impacted, and the problem you’re solving. Humanize the round.
  
• Go Beyond the Wire: PR Newswire is table stakes. Personalized, targeted pitching drives deeper, more meaningful coverage.
  
• Empower Your Network: Make it easy for your team, investors, and partners to share the news. A coordinated social push extends your reach exponentially.
  
• Show Your Traction: Data points build credibility. Share the numbers that prove your business is growing and worth betting on.
  

A funding announcement is more than a headline. Done right, it’s the launchpad for your next stage of growth.

If you’re planning a raise, think strategically about how to make that moment count because momentum is one of the most valuable things you can generate as a founder.