Having led PR for Semrush, built Top Voices media for startups, and consulted for multiple emerging companies, I've witnessed firsthand how founders and teams craft compelling stories to engage the public.
What consistently struck me was the universality of questions from the audience. So, I've compiled the most common Q&As into this article to address the topics that matter most to founders.
At any stage of startup life, some level of PR is essential — it’s your relationship with the public. That relationship begins the moment your startup exists, but it's up to you to shape it in the best way possible. Merely existing isn't enough in the startup world — or anywhere, for that matter.
Should I focus on Public Relations and/or Investor Relations in the early stages of my startup?
It's not necessarily an either/or situation — you'll need both Media and Investor Relations to some degree, and they actually complement each other. However, it's important to recognize that investors and the media often have different priorities:
- Investors typically focus on financial potential, long-term strategy, and growth prospects.
- Media is more interested in the story behind the company, its social impact, and how it fits into current trends.
In the early stages, building Media Relations can help create visibility and credibility, indirectly supporting Investor Relations by making your startup more attractive and discoverable.
Investors will be Googling you regardless, so having a strong digital presence — even if minimal but of high quality — can make a difference. Good media relations, combined with a solid product, can help investors evaluate you more favorably.
Think of PR as business development — you wouldn't skip that, right? Media relations can significantly impact investor relations, even if you don't directly focus on engaging with investors.
With so many channels available, how should I prioritize?
An effective media and content strategy should incorporate a blend of:
- Owned Media: Your digital assets like blogs and social media.
- Earned Media: Media mentions and coverage.
- Paid Content: Sponsored posts or advertisements.
- Shared Media: Content shared by users through social platforms, amplifying your reach.
The focus of a startup should primarily be on owned and earned content, with paid content used selectively.
- Start by leveraging the channels you can fully control, such as your blog and social media profiles.
- Adopt a streamlined social media approach that highlights your unique selling points, team, and overall mission.
- Keep the posting frequency manageable — even twice a week is fine — and limit your focus to a few key platforms.
Prioritize platforms where your target audience is most active:
- B2B Brands: LinkedIn is a great starting point.
- B2C Brands: Instagram or TikTok might be more effective.
Building a strong digital presence is crucial for establishing initial momentum and boosting visibility. This foundation can be expanded over time as you grow.
What to focus on: product launches or funding news for PR?
When deciding between promoting a product launch or funding news, consider how each fits with your PR strategy:
- Product Launches: Often best suited for your owned channels and building community awareness on social media. Get creative with the launch, use platforms like Product Hunt, and aim to capture journalists' interest.
- Funding News: Tends to be more appealing to journalists, as it signals growth and validates your business. Media outlets are generally more inclined to cover financial milestones because they attract attention from investors and industry watchers.
When promoting your product, focus on solving a user problem. Highlight the benefits or "superpowers" it brings to the user. Be careful not to come across as too sales-oriented; instead, emphasize the real-world impact your product offers.
Shall a founder be a spokesperson who is a topic expert?
Establishing a human connection for your company by putting a face to it is a smart strategy. While starting with the CEO is a natural choice, don't limit yourself — showcasing diverse team members can resonate even more with different audiences.
Having a spokesperson who is a topic expert is especially valuable for gaining media coverage and building a strong presence on social media, particularly on LinkedIn. This strategy is particularly powerful for B2B brands, where LinkedIn serves as an ideal platform for reaching decision-makers.
How often should a startup be mentioned in the media to build a strong presence?
It's challenging to set a specific number, as it depends on your company’s goals, resources, team capabilities, and press capacity.
- Aim for at least one media mention per month to stay top of mind.
- For broader press coverage, a PR agency might be beneficial, but only if you have an internal PR person to manage external communications effectively.
What are simple steps to start with?
Even without a PR specialist or budget for an agency, you can still build your PR presence:
- Create a Simple Content Plan: Share key updates, stories, and insights reflecting your brand.
- Leverage DIY Tools: Use tools like Canva for branded graphics and visual content.
- Hire Freelancers: Bring in support for marketing, communications, or design tasks.
- Collaborate with Smaller Agencies: Consider small-scale projects with boutique agencies for cost-effective PR traction.
What should a startup do if it doesn't have regular funding rounds or product breakthroughs?
To stay newsworthy, consider these strategies:
- Leverage Data: Use user insights to identify trends that interest journalists.
- Contribute to Industry Discussions: Aim to be included in round-ups or comparisons with competitors.
- Be Proactive with Thought Leadership: Share expert opinions or commentaries on relevant topics.
For example, at Semrush, we built a data-driven PR strategy that kept us in the news — even without major announcements — by telling compelling, industry-relevant stories.
Conclusion
Building a strong PR presence is a continuous effort that goes beyond major announcements or funding rounds. By focusing on strategic media relations, leveraging the right channels, and positioning yourself as a thought leader, you can enhance your startup's visibility and credibility.