The Fundamentals of PR for Startups: Maximum Efficiency on a Minimal Budget

Greetings, future unicorns! It's incredible to see how breakthrough ideas can change the world and reach their full potential with the proper support, overcoming all barriers.

In fact, it has been my dream to turn these breakthrough ideas into reality and help startups become rising stars within their industries. That's why I've been pursuing my passion by consulting novice founders on the journey of a lifetime.

In particular, I’ve been sharing insights on the power of public relations, which is one of the most effective methods to boost traction and secure funding. I aim to impart my industry knowledge and skills to as many founders as possible, especially those seeking essential PR tools to promote their businesses with a limited budget and maximum efficiency.

Proper promotion and public perception play a crucial role in the success of startups. However, early-stage startups often struggle with limited budgets or other inherent financial risks associated with the venture capital industry which makes it challenging for them to invest in PR.

With that being said, navigating the sea of challenges associated with PR can be tricky, but it's worth it in the end.

Unfortunate Mistakes Made by Startups When Doing Their PR

PR can be tough to master, especially for newbies lacking the expertise and exposure. Based on my own experience, here are some typical mistakes that startups often make when handling their PR:

Ignoring Sales Data Before Starting a PR Campaign

Some companies kick off their full-speed PR campaigns without any sales track record, conducting primary research on their target audience and getting feedback about their product or service — they are simply shooting in the dark.

It is imperative to allocate the budget wisely, especially in the early stages, to avoid burning through funds quickly. Keep in mind that you have a limited runway, and PR tends to yield results slowly — it is a meticulous long-term investment.

Massive Mistreatment of Press and Bloggers

I have noticed several instances where founders act impolitely and condescendingly towards the press because of the common misconception that journalists and producers are eager to receive emails from them. It is also believed that they will go the extra mile by arranging advertisements and interviews with the founders within 24 hours in order to secure a story.

However, in my experience, this is far from reality, and this kind of behavior can severely damage the founder’s and the company's reputation. It is better to treat each transaction or interaction as mutually beneficial to avoid raising red flags.

Guys, I firmly believe that if you have the best product you should let the world know that, and the focus should be on finding the best means to convey this message. It is crucial to remember that building relationships with everyone is essential to showcasing your product to the world.

Every person you interact with, from journalists to customers, has the potential to become either your ambassador or your hater.

Therefore, be attentive and polite to everyone without any exceptions. Remember, journalists receive thousands, if not more, pitches a day.

Participating in a Plethora/ Various Kinds of Events

Attending large events where “everyone is going” may not justify its cost. Sometimes, your target investors are "hidden" in a niche and smaller events, which may be free.

In both cases, it's imperative to make sure you're well-prepared for the event, even if you're not the one doing the presentation. Take some time to get to know the people attending the event, and try to establish a connection by engaging in some friendly conversation. Before the event, make sure to master your elevator pitch.

It's also crucial to take an opportunity to meet the organizers during the event, where you can give a brief introduction of yourself and your business. This might increase your chances of being invited as a speaker in the future.

Creating Aggressive Advertising By Pitching

Talking about yourself and your company to journalists is an art, and not everyone is a master of it. Entrepreneurs who engage in self-promotion often fail to justify their real value as a speaker and conceal information about their company when it should be transparent to earn trust in their new product.

Why is this the case? Public relations is about honest, win-win negotiations. It is about adding value: if you want someone to talk about you to their audience, you need to clearly explain why they should be interested in doing so instead of focusing solely on yourself.

Approaching Irrelevant Media

People who decide to handle their own PR often need to figure out which journalists or producers to approach for featured articles or publications. Remembering that each journalist and producer has their own areas of expertise and interests is crucial. They're usually passionate about storytelling regarding those specific topics.

Additionally, place extra attention to the person’s position within the company, as every business has its own hierarchy and impact zone. Feel free to reach out if you would like to learn more about this!

Effective Channels to Promote Startups

What can you do with a minimal budget without hiring an agency or an internal public relations specialist? The key here is to stay focused on your targets and objectives and to be realistic about what you can achieve. Don't try to be famous to everyone, and don't go overboard.

Instead, decide whether you want to attract users or investors. Keep in mind that securing investments is a lengthy process, and even after signing a contract, the funds may come through later or in partial amounts.

Many startups often fail in this aspect: while waiting for funds from a new round, the funds from the previous round run out, resulting in a pause not only in PR but also in other areas, if not all business operations.

The Power of Blogging: You Can Become Your Own Journalist

Using paid and free blogs can be a fantastic way to get brand exposure. You can try small to medium ones like ReadWrite or Grit Daily or aim high and go for top-tier publications like Entrepreneur or Fast Company.

Some of these platforms even offer sections where you can publish your blog posts without pitching to a journalist, though sometimes a fee might be involved.

To ensure the success of your blog and increase engagement and trust with your audience, consider hiring a content manager or writer.

Medium: A Powerful Tool for Indexing Your Company and Branding Your Startup

Medium offers a variety of opportunities to promote your business. One popular option is to start your own blog that will help you get noticed by people you have little or no access to in your life.

I've witnessed a situation where a well-known entrepreneur and investor approached a founder with a strong scientific background after accidentally stumbling upon their article.

Another great Medium option is connecting with renowned blog authors like Adam Tinworth, Jon Slattery, Jennifer Smith, and others. Journalists from major media outlets also have their blogs there. For example, you can establish a connection with a journalist from a well-known media outlet by providing assistance for one of their articles on Medium.

Negotiating with them is often easier than with more prominent media outlets. One of the main goals of PR is to have your name and company indexed in search engines through external sources, not just on your website and social media.

Why is this approach better than purchasing ads in Tier-1 media? Readers can easily recognize when they are being sold to and may overlook or ignore such content. We refer to this phenomenon in the PR field as "banner blindness.”

We do not recommend wasting funds on direct advertising when working with clients with big budgets. Instead, we suggest launching a special project or something more native.

Leveraging Social Networks: LinkedIn and Twitter

LinkedIn and X, formerly known as Twitter, are powerful tools that founders can use to their advantage. An actively maintained professional blog will attract the attention of journalists, investors, and potential partners and generate credibility.

It is essential to share your entrepreneurial journey. For instance, you can discuss your business in detail and welcome comments from others. Public relations is about building long-term relationships, not just a single-time sale.

Although it may take some time to see the results, the value is greater and more profound.

The Value of Working With a PR Professional: Save Time and Avoid Mistakes

It would be great to get some input from an experienced PR specialist; however, you don't necessarily have to start by making monthly payments to a large team.

Speaking with an industry expert who has gained experience and invested in professionalism can help you avoid mistakes and save time, which is limited for any founder.

Together, you can develop a PR plan that fits your business case.

The Strength of Community: Connecting with Like-Minded Professionals

By joining an entrepreneurial community, you can expand your professional network and connect with experts and like-minded people. I would recommend these communities:

• StartupGrind — The largest community for tech startups.
• Furlough Community — A community for entrepreneurs on Discord.
• Entrepreneurs Organisation — A community of entrepreneurs, you'll need $1M+ in annual revenue to join.
• FoundersBeta — A community for founders with online events.
• YC Co-Founder Matching Tool — A free tool from YC Startup School for finding co-founders.

In the next article, I will explain why the number of publications does not lead to improved PR. I will share some exciting PR success stories from Trust's communications agency.

These include securing publications in top media outlets before the project launch, organizing meetings with European ministers, and signing contracts with investors. Stay tuned for more!