Early-stage startups can’t do everything. Time and budget are limited, and you have to question every opportunity to understand what value it delivers and when the right time is to invest.
If you’re asking these questions about PR, especially how it can support your next funding round or attract top talent, you’re in the right place.
Here’s why startups should invest in PR.
PR builds brand awareness
The primary goal for starting a PR programme is to increase your visibility in a key market. Brand awareness is essential for feeding the top of your sales funnel, building recognition with customers, investors and partners.
Your blog and social media will only get you so far. To reach new audiences and build brand momentum, you need third-party validation. As Partech’s Global Director, Brand & Community, Keji Mustapha told us when discussing the importance of founders raising their profile, “It’s great to put it on your own blog, but ultimately if no one knows you, or your company, the likelihood of them stumbling on your blog is slim”.
PR cements credibility
PR is not just about being heard. It’s about having something to say. The media won’t engage with you unless you have something relevant and interesting to their audience.
This is where thought leadership comes in. When the media engages with you around a topic, you’re seen as a credible voice in your industry. When they share your customer story, it becomes a trusted account of your impact.
Media coverage validates your brand story and positions your leadership team as experts. They’re saying to their audience – who should be your audience if you’re targeting the right journalists – check them out, they’re worth hearing about.
PR drives media coverage that investors notice
One of the greatest challenges that investors perceive for new founders is awareness. With competition for capital high, startup media coverage is becoming a powerful differentiator.
We asked a series of investors whether PR impacts a founder’s attractiveness with investors, and the response was a resounding yes. Martin Karschkes, Growth Investor at Lightrock said that “while we have a good understanding of market participants, sometimes you read an article and that’s where you find an interesting company. I believe it is particularly useful for bootstrapped companies that may not have had their growth reported on in the same way as those that have previously sourced capital from VCs. These companies are not typically popping up in anyone’s portfolios, and raising their profile in the media will help them get inbound interest.”
Elizabeth van den Berg, Executive Vice President at Insight Partners agreed, saying “if you are doing it, it significantly improves your chances. It’s not just about us hearing from you, it’s also about the brand equity.”
PR supports talent acquisition and employer branding
One of the first hurdles companies face when hiring is the question all candidates ask themselves: “Would I want to work here?”.
PR is a great tool to boost your employer brand toolkit and, in turn, support recruitment of great talent.
How? By promoting your company’s growth story as a rocket ship they want to jump on. By building the profile of your leadership as people who inspire them. And by showcasing the innovative work you’re doing in a way that they want to be a part of it.
Why PR supports long‑term startup momentum
There’s a lot more that PR can do for your business. But we know your time is precious, so we will stop here.
Want to build brand momentum and attract the right attention?
If you want to hear more about what PR can do for your business, get in touch at [email protected]
Frequently Asked Questions
Why should startups invest in PR?
Startups should invest in PR to build awareness, credibility and trust with customers, investors and potential employees. PR helps early‑stage companies compete for attention and establish momentum before scale.
When is the right time for a startup to start PR?
The right time for a startup to start PR is when it has a clear story, defined goals and something meaningful to communicate, such as growth, traction or innovation. PR can be effective well before a funding round.
How does PR support startup growth?
PR supports startup growth by increasing visibility, strengthening reputation and reinforcing trust. Consistent exposure helps startups become more recognisable and credible as they scale.
