The Right Time for Startups to Invest in PR - Ascent Conference

The Right Time for Startups to Invest in PR

startup pr

Most startup owners prioritize customer acquisition, quality products or services, and hiring in their early stages. It is a fact that all these factors play a significant role in the future of your tech company operations. However, there is one thing that tech startup should not overlook, and that is PR.

Most individuals do not understand or underestimate the value of investing in startup pr, and eventually, they may go out of business sooner or later. The implication, in this case, is that you should consider investing in PR for your tech startup early enough if you want to reap the benefits of the same and secure the future of your enterprise as well.

The Importance of PR for Startups


PR is a strategic approach towards telling your startup’s story in a way that connects with the audience you are targeting. You can indeed tell the story about your tech startup, but you may not be able to refine it and deliver it out there in the best way possible, and that is why you should invest in PR.

Engaging experts with a track record of delivering results yields success for startups, and that is what PR is all about. PR can help you grow your startup in ways that traditional advertising channels cannot. Below are some of the reasons why tech startups should consider investing in PR.


It Provides the Best Testimonials


Spreading the word about your tech startup is critical because people need to know about your existence. Funnel marketing is one of the approaches you can adopt for your startup, which focuses on self-promoting your brand, but that is not sufficient. If you want to enhance the credibility of your startup’s story, you need to engage reliable sources to tell and even sell your brand.

For instance, if details about your startup appear on a widely-read publication, it will give you the leverage you need in the market. Media is one of the platforms that can provide the best testimonials about your startup. You also need to appreciate the fact that the idea behind media coverage is creating awareness and promoting direct messaging rather than direct sales.

The reason is that the media videos and stories you archive in your tech startup’s website serve as testimonials for brand-building. As such, when buyers come across a valid press page on your site, it will give you brand the authenticity they are seeking, and after that, they will most probably take action.


It Helps Shape Your Startup’s Story


If you recycle your investor and site pitches in other marketing platforms in a bid to expand your reach, your tech startup may not realize a desirable outcome. Your audience is looking for fresh and relevant content every other time, and partnering with competent journalists, in this case, is a wise idea.

The reason is that working with a journalist requires you to sharpen your message to ensure that it is appropriate for a wider audience. In turn, you will discover how PR-shaped messaging can resonate beyond your professional bubble. Investing in reliable journalists will also give people out there a fresh perspective about startups, and it encourages owners of such entities to improve their presentation too.

PR-shaped messaging will also act as a dependable feedback loop free from internal compromise, which becomes a wealth of communication that your startup can leverage.


It Facilitates Filtering of Competitors


Media is undoubtedly a precious resource for those startups that get to feature there. If your competitors are all over the news and you are not there, you may be losing more than you are gaining. Note that media validates ideas and endorses various brands indirectly.

Therefore, as clients and investors check mainstream media, they should find your there if you want to win their attention and stand out from the competition. Additionally, by investing in media ads, you can communicate current tech industry trends, the impact of technology in the present world, among other things, which will generate the much-needed traffic to your site.


When to Invest in PR


Most startup owners are careful when investing because any negative impact on their cash flow can affect their operations in one way or another. On the other hand, you will realize that a PR investment has more benefits beyond what you put in, which is why it is worth your consideration. So, when should a tech startup invest in PR?


After Receiving Media Attention


The mention of your tech startup by a media outlet is an indication that you are already part of the conversation making its rounds. In that case, that serves as an opportunity for further engagement of that specific media outlet for them to feature your brand going forward.


When The Sign of A Clear Product-Market Fit Is in Sight


The expansion of your customer base in a scalable manner suggests that your startup should consider reaching a broader audience. PR will help you expand the reach of your brand beyond what you can achieve from conventional marketing options.


If You Discover Paid Advertising Is Expensive


There many challenges that can prevent a tech startup from thriving in a particular market, and that includes prohibitive advertising avenues. So, if you realize that you are competing against well-capitalized entities that can outspend you on paid advertising, it is time to ship out and invest in PR.


As A Result of The Presence of Heavy Competition in Your Industry


If all people are reading from various sources are stories about your competitors, then you have a problem. Carving a niche for your tech startup in a competitive sector is not an option, and that is only possible when people know about your existence, and PR can make that a possibility.


In A Bid to Build Your Recruiting Pool


Your target audience will rarely interact with your brand if they do not know about you, which suggests that recruiting will be a challenge as well. Investing in PR will ensure that the public gets to know more about what you offer, including those you intend to hire.


Forms of PR Available for Startups


Here are the various types of PR that remain at the disposal of your tech startup at different stages of its growth.

  • The Onset – Promoting your tech startup through social channels. Ensure you address negative online responses at this stage as well.
  • First Few Months – Focusing on community relations.
  • After A Few Months – Engaging in corporate social responsibilities (CSR).
  • First Few Years – Involvement in crisis management activities.
  • After A Few Years – Prioritizing media relations.
  • Going Forward – Planning and executing outreach events for media and the public.



Separating PR from your startup operations may set you on the path for failure, and you can avoid that by opting to invest in this marketing strategy. If you need more information on the right time for tech startups to invest in PR, contact us today!



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