PR strategies are essential for startups to stand out and thrive in a competitive market. To explore this vital topic, we organized a second roundtable discussion, following up on our first due to the strong interest from PR managers eager to share their insights. In this session, leading PR experts specializing in startups discuss key aspects, including the specific business outcomes PR can drive for new ventures, how startup goals differ from those of established companies, the most impactful PR channels and tactics for emerging businesses, and how startups can accurately assess the return on investment (ROI) of their PR efforts.
Our experts:
Lauren Field, Senior Digital PR Manager at Distinctly.
Stepan Burov, Co-founder at 8bitPR Agency.
Christian Sharp, Communications and PR Manager at OVHcloud.
Anastasiya Bardunova, Founder and CEO at Makers PR.
Justin Mauldin, Founder of Salient PR.
Hadil Elmaki, Senior PR Manager at Yango.
Lauren Field, Senior Digital PR Manager at Distinctly
What specific business outcomes can PR help startups achieve in 2024?
- Brand awareness & exposure - the key thing with PR for a startup is introducing the business, this is everything from what the business is, to who the target audience are and what the brand wants to be known for. This initial step is crucial to find a place for your business in a competitive space.
- Reputation building - deciding what you want your brand to represent is the first step but more importantly PR can be used to solidify this and show your credibility as a brand to be building stories and discussions around this.
- It's important to note that in the initial stages, the wins may seem small for startups but it is about longevity and establishing a strong brand. The ultimate goal is to have a story/product or service that is synonymous with your business but it has to start with expertise and credibility.
How do PR goals differ for startups compared to enterprises?
Before I touch on goals being different, it's good to touch on the fact that PR activity will differ largely between startups and enterprises. An enterprise with an established brand and presence will have more freedom to experiment with different ideas for example or try to 'think outside the box' but with a startup it is imperative to remain true to your identity and build that initial trust.
One of the most important PR goals for startups is reach - firstly, how are you going to increase the reach of your brand and secondly, how are you going to get in front of the right people. Analyze your competitors' presence and use this to understand where they are being featured or have a big voice where you don't, this not only helps you to understand how your target audience are learning about your business but also more likely to drive an engaged audience.
Another difference will be type of coverage, for example everyone wants to be featured in BBC & Forbes etc but is that possible/or the right thing for you. Driving highly-relevant and expertise-led coverage to your business (which can be on a much smaller case) is going to be pivotal.
Which PR channels or tactics are most effective for startups?
- Healthtech - utilising existing whitepapers or proprietary data to write compelling stories relevant to HCP (healthcare professionals) publications.
- B2B - partnerships and newsletters. These are great resources to help push the exposure of your business in specific trades and industries.
- Saas - thought leadership will work well for Saas businesses. Providing educational and informative content that provides fresh views on long standing challenges.
- Deeptech - pushing expert commentary is a key way to push PR for a deeptech business. By using an individual with strong experience and passion for the business to comment on news stories, industry updates or even new scientific studies can push the awareness in this space.
- Fintech - media coverage in relevant, high authority publications with an engaged audience.
How can startups measure PR ROI?
Measuring PR ROI can change depending on the activity and what you are looking to gain from the tactic. Brand awareness, as mentioned, is a huge part of this strategy for a startup and that can be measured using various tools online by analysing the reach of publications you have gained coverage in and social media engagement. However, as with traditional marketing, brand awareness is difficult to measure - how do we know if business was won 6 months down the line due to the prospect seeing an article/interview/podcast 6 months ago?
Digitally, PR is easier to showcase ROI - we can look at the domain rating (authority of the site based on links built), number of referring domains and the quality of those, organic traffic, referral traffic from those links that have been built as well as relevancy. While not a core focus of PR at these initial stages, revenue from referral traffic can be a contributing factor in measuring ROI.
Similarly, have we closed the gap on our competitors? Are we ranking higher in the SERPS (Search Engine Results Pages) for our key services? By taking a broad overview of your business and analysing search intent along with your key services and keywords, you can start to measure how much of that space your business is taking up.
Stepan Burov, Co-founder at 8bitPR Agency
What specific business outcomes can PR help startups achieve in 2024?
Think of PR as an octopus, with each tentacle reaching out to achieve different goals – an adaptable powerhouse that can drive multiple outcomes simultaneously. At its core, PR helps with increasing awareness when launching new products, which again helps in communicating with potential investors and partners, it also helps with expanding the network for potential cooperation and entering new markets, I won't even talk about building trust and strengthening reputation – this is obvious.
A rare goal is to create something new – PR can also help you carve out entirely new market segments. For example, public relations can position your product or service as a pioneering solution in an emerging category, establishing your startup as the “first mover” in a niche. Nevertheless, it carries inherent risks — after all, not every innovation is a “game-changer.” Sometimes, a fresh perspective or a clever twist on an existing idea can have the same impact without reinventing the wheel, but it can become viral news that will bring additional points to your media piggy bank.
PR can educate the audience about how the product works and why this niche is promising for investment. The most important thing to bear in mind is that PR is not a standalone function. It should work in sync with marketing, only in this case and only with complex work, it is possible to achieve certain business results. It is important. Do not confuse business results with communication ones.
How do PR goals differ for startups compared to enterprises?
There are plenty of differences, but let me highlight two of them. The timing and audience focus.
It is difficult for a startup to consider and plan a PR campaign for more than a year if we are talking about a project at an early stage before raising investments or before reaching the break-even point. The life cycle of a PR campaign for a startup is short, campaigns must be lightning-fast so that the company remains on the radar while the product/service is buzzing. As a result, campaigns are often reviewed and adjusted every six months to a year. Enterprises mostly create campaigns to sustain long-term visibility and manage a complex, broader audience.
Now about the audience. Startups often focus on a narrow, niche audience that will start using the product as soon as possible. These can be investors, early adopters, partners, or an active community. The goal for enterprises, in contrast, is to work with a wide audience, including both existing and potential customers. To summarise, startups are focused on rapid growth, recognition and creating interest, whereas enterprises are thinking about scaling, reputation management and customer loyalty.
Which PR channels or tactics are most effective for startups?
I will recommend using an advanced approach mixing digital tools with regular PR, in which you can try to keep the generated news viral and put a squeeze on all the benefits from it. Try new media, conditionally, by sowing in news or articles, interviewing top influencers on LinkedIn, or numerous IT/Tech communities in Telegram messenger (according to company data, Telegram has 950 million monthly active users as of July 2024), which allows you to attract organic interest for both: the brand and the author. For B2C-focused startups, tactics that leverage market analysis work particularly well. By generating insights on consumer demand, trends, and emerging behaviours, we help brands in sectors like Retail, FoodTech, EdTech, and FinTech position themselves as thought leaders. For example, a report on new trends in sustainable packaging can elevate a FoodTech startup’s profile and drive organic media interest. For the ones from the B2B category (SaaS, AI, DeepTech, etc) case studies remain one of the most effective tactics. Showcasing real-world applications of the product and how it solves specific industry challenges not only highlights the startup’s USP but also resonates with potential clients. Additionally, creating how-to materials or in-depth white papers that address the pain points of your target audience can further establish credibility and attract business partners.
How can startups measure PR ROI?
Early in my career, clients often questioned the value of PR, considering it as a cost rather than an investment. Many felt that without clear analytical metrics, PR was simply draining the marketing budget. A fair point here. I think many colleagues will agree with me that the level of customer education in terms of PR has increased, and therefore the general understanding of the profitability of external communications has come to a more unified opinion.
What should you pay attention to when evaluating exhaust from PR? Track increases in website traffic following media coverage, particularly within the first 7 days after the release. No more. The number of search queries/GoogleTrends: a surge of interest in search engines proves that PR activities boosted interest. Of course, do not forget about the basic method – conducting surveys among the incoming audience, if the answer to the question about how they found out about your product is PR (article, post on LinkedIn, etc.), then do not hesitate to thank your PR manager or agency.
Most importantly, I recommend not focusing separately on the growth of conversion rates, PR is a good addition to this goal, but it’s something that shall not be considered alone here, and remember none of any self-respecting media will allow you to put a UTM counter on the link. It is not profitable for them to provide accurate traffic data.
Christian Sharp, Communications and PR Manager at OVHcloud
What specific business outcomes can PR help startups achieve in 2024?
A successful PR program can give startups a great deal of credibility. Being featured on a third-party website, where the author has no link to the company in question is a big indicator that your company is interesting, credible, and is a good way to increase awareness of your organisation.
However, PR can be difficult for startups because it needs a different set of skills and tone to other marketing channels, and results in ‘trust generation’ rather than ‘lead generation’. However, from an awareness perspective, and as part of a broader marketing mix, it can be incredibly effective for startups. PR content also tends to provide more re-usable content than other marketing disciplines, because it is (or it should be) more neutral and industry-focused than other areas – and given how time-poor startup teams can be, reusable content is often a result in its own right!
How do PR goals differ for startups compared to enterprises?
Startups are more likely to be focused on gaining brand awareness in the market; many enterprise organisations will already have some – or a lot – of brand awareness, and as such, will focus more on the nuance of how and why they’re known, or in particular sectors. However, this is something that savvy startups can learn from. Many startups lean into their founder story at the start of their journey, and although this can be a useful way to get publicity, it’s not always the best one – and it can often have a limited shelf life.
However, while a well-known enterprise can afford quiet periods, startups can’t. Content planning and cadence is enormously important: vanishing off the radar may mean that important parties lose confidence in the brand, and as such, startups should plan what they want to be known for, and the subsequent content strategy over time, from the very beginning.
Which PR channels or tactics are most effective for startups?
The most important thing in any sales or marketing campaign is to understand your audience first. From a PR perspective, think about their online reading / viewing habits, and tailor your plan accordingly. Do they read trade media or consumer press? Are there vertical titles for your industry that you can target? Do they prefer written or video content, in-depth pieces or shorter content?
In general, there are lots of options. For example, for a fintech startup, there are financial-specific media titles as well as broad technology titles, not to mention dedicated forums and events. They all have benefits: the main thing is to assess which one is going to be the most impactful for your brand, and the best use of your time and money. You won’t always get it right, but you should always learn from both mistakes and successes.
However, be careful of anything that seems too good to be true. For example, advertising is obviously a very valid and credible way of promoting your brand, but beware of organisations that approach you out of the blue, telling you that you’ve been nominated for an award, or that they want to feature you in their publication as long as you pay for it. These publications generally lack credibility.
Furthermore, a varied approach to PR is always better (and more interesting to run!) than simply issuing press release after press release. Startups can benefit from all the PR tactics that enterprises can, from news and opinion articles to blogs, entering awards, commenting on the latest trends or predicting what’ll happen next year.
Startups are also usually doing something new, in a new area, and are more likely to focus on their origin stories than enterprise organisations, which makes sense. They’re less likely to have referenceable customers than enterprises and are less likely to be able to have mature PR practices and strategies, because paying for a PR agency or in-house practitioner can be very expensive and time-consuming. All of this is ok – as you grow, so will your PR approach. At the risk of sounding trite, done is better than perfect, and little and often is the best way of getting into a healthy comms habit.
How can startups measure PR ROI?
It might look tempting but avoid overly simplistic measures such as Advertising Value Equivalent (AVE) like the plague. AVE measures how much an advert would cost and maps the equivalent PR value. Both advertising and PR have value, but they’re wildly different disciplines – adverts are wholly paid-for and promotional. Editorial is hard-earned, and mediated by an independent source. They’re not equivalent in any sense of the word.
Instead, startups should think about reach and quality. Reach is how many people your article got to (usually measured via impressions). Quality is more complex. We usually think about quality in terms of who the article reached (i.e. did it reach your target audience?), whether it conveys important messages about your company (e.g. that you have an innovative product for cats designed to reduce time spent emptying the litter tray) and whether it was a positive article – but this will vary depending on your business needs. Devising a simple scoring matrix that reflects what success means to your brand can help you to both focus your PR approach and measure the results more accurately.
Anastasiya Bardunova, Founder and CEO at Makers PR
What specific business outcomes can PR help startups achieve in 2024?
PR plays a key role in helping startups get noticed. For example, it can give startups visibility to investors, which is crucial for securing funding. When investors see consistent coverage of a company, especially in top-tier media, it builds trust and shows momentum. PR also helps build credibility with potential partners. If you're a startup trying to partner with other businesses, being featured in relevant media gives you that extra layer of validation.
It’s also great for customer acquisition. PR educates the public about your product or service, and if done right, it can drive sales by creating awareness. Another benefit is attracting top talent — many startups forget this, but when your company gets positive media attention, potential employees take notice, making it easier to hire the right people.
How do PR goals differ for startups compared to enterprises?
Startups are focused on growth and establishing credibility. They want to get their name out there, show the world that they’re a serious player, and create some buzz.
PR for startups is about storytelling, how they’re different, what problem they’re solving, and why people should care. A big part of this is building relationships with investors, partners, and early customers.
For enterprises, it’s more about maintaining their reputation and staying top of mind. They already have brand recognition, so they focus on managing their public image, handling crises when needed, and ensuring they stay relevant in the industry.
Which PR channels or tactics are most effective for startups?
Let me take a helicopter view and suggest looking at the PESO model, a strategic PR framework, where all media landscape is divided into just 4 categories: Owned, Earned, Shared, and Paid channels. Ideally, a strong consistent brand is a well-balanced combination of those 4. What startups tend to do is focus on Owned: building up their own social media presence, a website, a blog, etc. With limited resources, this is a valid approach, yet a prolonged one. Another mistake is to pour all the budget into Paid channels: buying ads, sponsored articles, or working with KOLs. The most neglected yet efficient area is Earned: organic media coverage in credible Tier 1 or industry-specific Tier 2 media outlets which can give the brand the right type of visibility and credibility over the long run to help attract customers, partners, and investors. Why is it overlooked? Because there is little understanding of how to do this properly. This is the gap that we at Makers PR help startups address.
How can startups measure PR ROI?
Startups can track PR success in a few ways. First, look at the quality and quantity of media coverage — how many times is your company being mentioned, and are these the right outlets?
Startups can also see a spike in their website traffic after a good piece of media coverage, and if that’s converting into leads or sales, that can be a result of PR.
Another way to measure ROI is through investor or partner engagement. If PR is driving inbound interest from potential investors or attracting new business partnerships, that’s a strong indicator it’s working. Lastly, keep an eye on brand sentiment. You can measure how people are talking about your startup and whether the tone is positive, neutral, or negative.
Justin Mauldin, Founder of Salient PR
What specific business outcomes can PR help startups achieve in 2024?
PR turns startups into magnets for opportunity. It grabs investors’ attention with bold headlines, builds instant credibility with partners, and makes customers take notice. It’s about standing out in a noisy market — securing that key feature in TechCrunch, landing awards, and becoming the name people trust. Whether it’s filling your pipeline, attracting A-list talent, or earning industry validation, PR is the shortcut to making startups impossible to ignore.
How do PR goals differ for startups compared to enterprises?
For startups, PR is about breaking through — building buzz, attracting investors, and proving they belong. It’s fast, scrappy, and focused on creating moments that matter. For enterprises, it’s a different game: managing reputation, staying top-of-mind, and reinforcing leadership in the market. Startups need to shout; enterprises need to steer.
Which PR channels or tactics are most effective for startups?
It depends on the vertical. In fintech, it’s all about trust — speaking at events like Money20/20 and landing thought leadership pieces in Forbes or American Banker. For deeptech, media coverage in MIT Tech Review or Wired shows investors you’re innovating at the cutting edge, while awards like CES Innovation add credibility. Consumer tech thrives on buzz, from TikTok virality to product reviews in TechCrunch or features in lifestyle outlets. The key? Go where your audience lives and own the conversation.
How can startups measure PR ROI?
This is such a good question because I think it's so often misunderstood. PR ROI isn’t just about counting clips or impressions; it’s about impact. Did that TechCrunch article bring in investor meetings? Did the keynote at that fintech event lead to partnerships? Are customers mentioning your brand in reviews or on social media? Track media impressions, site traffic spikes, and inbound leads tied to PR moments—but most importantly, measure the doors PR opens that weren’t open before. That’s the real ROI.
Hadil Elmaki, Senior PR Manager at Yango
What specific business outcomes can PR help startups achieve in 2024?
PR in 2024 is no longer just about visibility — it’s about strategic positioning that drives tangible business outcomes for startups.** For instance, PR can act as a gateway to investor interest by framing startups as thought leaders within their industries. By securing opportunities for founders to share insights or innovative ideas through panels, podcasts, or articles, PR doesn’t just attract attention — it creates authority.
Credibility with partners and stakeholders is another key outcome. Strategic storytelling humanizes the brand, illustrating not only what the startup does but why it matters. This can lead to partnerships with other businesses that share aligned missions or complementary markets.
Talent acquisition is also a PR win often overlooked. In a competitive landscape, showcasing a startup’s mission-driven approach or commitment to innovation can inspire professionals who value purpose and growth opportunities to align their careers with the company.
Finally, PR helps startups create narratives around challenges as much as successes. Proactive reputation management ensures a startup remains resilient even during tough times, reinforcing trust among stakeholders who value adaptability and transparency.
In 2024, PR is about more than just making noise; it’s about building brand affinity, trust, and loyalty that turn ideas into sustainable businesses.
How do PR goals differ for startups compared to enterprises?
PR goals for startups and enterprises differ significantly due to their distinct growth trajectories, challenges, and strategic priorities. Startups rely on PR to carve out a space in competitive markets, often with the dual goals of gaining visibility and credibility. For them, PR is a critical introduction, a way to tell a compelling story that attracts not only customers but also investors, early adopters, and potential collaborators. It’s about sparking curiosity and generating excitement around their mission and innovation.
In contrast, enterprises use PR to fortify their position in the market. Their goals are less about introduction and more about retention and influence. PR strategies for enterprises focus on nurturing stakeholder relationships, shaping public perception during pivotal moments, and demonstrating sustained value through consistent messaging across global markets.
The scale of operations also impacts the nature of PR goals. Startups, often constrained by limited budgets, must be creative and frugal, leveraging earned media, grassroots campaigns, and strategic partnerships. Their success hinges on maximizing ROI from every PR initiative. Enterprises, however, have the resources to launch multifaceted campaigns, engage in industry-wide thought leadership, and align their messaging with broader corporate social responsibility efforts.
Another key difference lies in crisis management, startups use PR mainly to mitigate risks, often focusing on reputation-building to create a buffer against potential challenges. Enterprises, on the other hand, must navigate complex crises, requiring established crisis communication frameworks to protect their entrenched market positions.
Ultimately, PR for startups is about acceleration, building momentum, trust, and visibility; while enterprises focus on sustainability, reinforcing their legacy, and driving long-term engagement. Each approach reflects not just the differences in scale but also the fundamental priorities of emerging versus established players in the market.
Which PR channels or tactics are most effective for startups?
The most effective PR channels and tactics for startups depend heavily on their industry and target audience, requiring a tailored approach to maximize impact. For example, fintech startups can gain credibility and investor attention by securing coverage in niche financial publications, paired with compelling case studies showcasing real-world success, such as improving access to banking services in underserved communities. Consumer-facing startups, such as those in healthtech or edtech, can leverage influencer partnerships to create authentic narratives that resonate with their target audiences, such as fitness influencers promoting a wearable device. For mobility startups, localized campaigns such as sponsoring community events or highlighting regional impact can drive awareness and care, particularly in emerging markets. By focusing on storytelling, visibility, and authority tailored to their specific vertical, startups can effectively engage stakeholders and accelerate growth.
How can startups measure PR ROI?
Measuring PR ROI for startups requires a focus on metrics that align with their growth goals and industry positioning. Share of Voice (SOV) is a powerful indicator, helping startups compare the volume, sentiment, and quality of their media mentions against competitors, offering insights into how effectively they are carving out a space in their market. Media reach, including impressions from online, print, and broadcast channels, provides a quantitative measure of visibility, while tracking engagement on owned media platforms such as website traffic spikes following press coverage can reveal the direct impact on audience interest. Sentiment analysis adds another layer by evaluating the tone of coverage and public discussions, uncovering whether the brand’s narrative is resonating positively or needs adjustment. For startups with limited resources, qualitative insights such as key journalist endorsements, partnership inquiries following media exposure, or investor interest are equally critical in assessing PR effectiveness. By combining these metrics with specific campaign goals, startups can create a nuanced picture of PR ROI that drives strategic adjustments and long-term value.