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PR isn’t just for big brands: How startups can leverage PR to scale faster

When most people think of public relations (PR), they picture big brands launching global ad campaigns, multinational corporations handling crises, or household names leveraging media buzz to stay on top. For early-stage startups, PR often seems like an afterthought—a luxury reserved for companies with extensive budgets and established reputations.

But this is a costly misconception. In reality, PR is one of the most effective tools for startups to punch above their weight, amplify brand visibility, attract investors, and establish credibility. Strategic communications can be the secret weapon that propels a fledgling business from obscurity to prominence, positioning it to compete with industry giants.

Let me dispel the myth that PR is only for big brands and show how startups can harness it for accelerated growth.

A credibility engine

Startups face an uphill battle when it comes to building trust. As a new player, your audience—whether customers, investors, or potential hires—may not yet know who you are or why you matter. This is where PR shines.

Strategic media coverage can lend startups a seal of credibility that no amount of self-promotion can replicate. A well-placed article in a respected outlet such as TechCrunch, EU-Startups, or Sifted signals that your company is worth paying attention to. It’s third-party validation that reassures stakeholders you’re a serious contender.

For example, imagine a startup pitching to investors. A deck is essential, but an article highlighting the company’s vision in a trusted publication can tip the scales. Investors like to back winners, and media coverage helps position you as one.

PR attracts talent and customers

In today’s competitive hiring landscape, startups need every advantage they can get. The right PR strategy can spotlight your company culture, mission, and leadership, attracting talent who resonate with your values.

The same principle applies to customers. PR can elevate your product or service by telling a compelling story about how it solves a real problem. In an era where people value authenticity, PR allows startups to communicate directly with audiences in a human, relatable way that traditional ads often can’t achieve.

Case in point: a B2B SaaS startup might struggle to gain attention without an advertising budget. However, a well-written thought leadership piece by its CEO in an industry magazine could position the company as a go-to expert in its field, driving both credibility and inbound leads.

Amplify your brand’s voice

Startups have big ambitions but often lack the megaphone to broadcast them. PR serves as that megaphone, enabling startups to get their story in front of the right people.

At its core, PR is storytelling. It’s about shaping your narrative, defining what makes you unique, and ensuring your voice rises above the noise. This is especially important in crowded markets where differentiation is key.

For instance, an early-stage fintech startup can use PR to carve out a niche by championing an underserved market segment or highlighting its innovative technology. By consistently sharing insights, announcing milestones, and engaging in industry discussions, startups can establish themselves as thought leaders, even in competitive spaces.

It doesn’t have to break the bank  

One of the biggest misconceptions about PR is that it’s prohibitively expensive. While it’s true that large-scale campaigns require resources, early-stage startups don’t need to start there. PR at this stage is about being resourceful and strategic.

Here are a few cost-effective ways to get started:

  1. Leverage your founder’s voice: Founders are often the best ambassadors for their startups. Writing op-eds, speaking at events, or engaging on LinkedIn can establish them as industry leaders.
  2. Target niche media: You don’t need a Forbes cover story to make an impact. Industry-specific publications and local outlets often offer more targeted, engaged audiences.
  3. Build relationships with journalists: A thoughtful pitch tailored to the right journalist can go further than a flashy press release. Focus on the value your story provides to their audience.

A long-term investment  

It’s important to view PR not as a one-off effort but as an ongoing investment. Startups that build strong communication foundations early will find it easier to scale their efforts as they grow. By consistently communicating their vision, successes, and impact, startups can stay top of mind for stakeholders, paving the way for future opportunities.

To sum up, in the startup world, the odds are often stacked against you—limited budgets, intense competition, and the pressure to scale quickly. But PR can level the playing field, offering startups the visibility and credibility they need to thrive. It’s not just for big brands or unicorns; it’s for any founder ready to tell their story, inspire confidence, and leave a lasting impression. Start small, think strategically, and watch as the right PR moves help your startup scale faster than you thought possible.

Clara Armand-Delille
Clara Armand-Delille
Clara Armand-Delille is a French-American PR professional, founder & MD of ThirdEyeMedia, a global PR agency that helps startups, scaleups and VCs scale their brand during crucial growth stages with hubs in Lisbon, Spain, Italy, UK and more across Europe, the US and Latin America.
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