Startups often dream of catching the eye of venture capital firms, but a recent study shows that it’s not just about how much press coverage they receive. What really matters is whether the media makes a company memorable.

Researchers found that startups whose names stand out in the news — not just mentioned repeatedly, but linked with unique ideas and industry conversations — are far more likely to attract funding. The study, which examined nearly 200 U.K. technology startups, highlights that investors are paying close attention to how a company is positioned in the broader narrative. It’s not quantity alone that counts, but the quality of associations the media builds around a brand.

This idea dovetails with what marketers have long emphasized: attention is the fuel that drives long-term brand impact. A recent report underscored that audiences need at least 2.5 seconds of focused attention on an ad for it to leave a lasting impression. Without it, even big advertising budgets can miss their mark.

For entrepreneurs, the message is clear. Startups should focus on creating stories that capture attention, spark associations, and tie their names to the bigger conversations shaping their industries. They should employ a hybrid model, combining organic earned media with paid guaranteed placements for broad media coverage. This will increase their chances of standing out when investors decide where to put their money.

In today’s crowded media landscape, attention is more than a buzzword — it’s currency. And for startups, those who learn how to turn fleeting mentions into memorable impressions may find it pays dividends in venture capital.