Perspectives

In the make-or-break world of startups, it’s easy to get caught up in the whirlwind of product development, business strategy, and fundraising. Amidst these priorities, we’ve noticed that one important question often gets overlooked: Why should startups invest in PR and communications? We believe that strategic PR is not a luxury but an essential for startups, regardless of their fundraising stage.

Here are five reasons why dedicating resources to PR can significantly benefit your startup: 

1. Build credibility 

To start with, when you are a new kid on the block, you want to convince your target audience that you know what you are talking about, and that your product or service is worth paying attention to. Marketing is an obvious way to get the word out, but the problem with marketing is that people will always know it is you telling them how good your offer is. You might increase brand awareness, but you will lack credibility. The credibility you build through a thoughtfully produced PR campaign, having other, independent and authoritative voices talk about you, is literally something no marketing budget can buy you.  

2. Get more bang for your buck 

This brings us to the second point: Marketing is expensive. Regardless of the channels you use, a marketing campaign requires significant financial and time investment if it is to be impactful. These are resources that your startup might simply still lack. By contrast, one positive article in a large mainstream media outlet or trade publication, depending on your audience, can put you on the map instantly and provide your company with a significant boost in public interest. Yes, PR is often described as ‘a marathon not a sprint’, but especially for startups, it can have a direct and fast influence on your sales too. 

3. Support your fundraising 

We get it, as a founder you and your team (if you have one) have other priorities: Improving your product, new business development and, most likely, pitching to VCs for fresh funding. But here too, there is a strong case to devote some time to your communication. Because remember, investors also read newspapers and trade publications. Media coverage validates your company’s market potential while at the same time demonstrating you’re able to generate excitement and interest in your offering. In addition, a VC’s decision depends as much on a promising business model as on the person supposed to lead the company to success. Positioning yourself as an industry thought leader through interviews and op-eds helps in convincing investors you’ve got what it takes.  

4. Survive crises  

Accidents happen to the best of us, and when they do, they might generate the kind of attention from reporters you’d rather have avoided. In short, negative press has the potential to make businesses fail. The investment you made in PR earlier will also help you overcome your crisis. PR is not just about generating media coverage; it also helps you build relationships with the exact journalists that will also report on your failures. This is not to say they won’t write about it just because they know you, but of course it helps if their impression of you and your company is generally positive. In addition, during a crisis you are likely to generate coverage whether you want it or not. Generating positive coverage before and after a crisis prevents interested people from only finding the negative stuff. 

5. Attract top talent  

Investing in PR can also help you attract top talent for your business. When your company is frequently mentioned in the media and has a strong public profile, it becomes more appealing to potential employees. Talented individuals are often drawn to companies that are perceived as innovative and successful. Positive media coverage can highlight your company’s culture, values, and achievements, making it easier to recruit skilled professionals who can drive your startup’s growth. 

If this article resonates with you and you’re interested in exploring how strategic PR can elevate your startup, I’d love to chat. Reach out to me at buhde@trilligent.com for a discussion about how Trilligent can help you build credibility, attract investors, and navigate the challenges of the startup world.