Here’s the thing about startup PR: everyone tells you it’s important, but nobody tells you what that actually means.
Is it getting your logo in TechCrunch? Should you hire an agency before you have product-market fit? And why do some startups get wall-to-wall coverage while others can’t even get a journalist to open their email?
JJ recently sat down with Zivile Einikite on the Perception Paradox podcast to cut through the noise. We’ve extracted the insights, so if you’re tired of vague PR advice and want the real startup PR thing, here’s what actually matters.
Stop Thinking PR is Just Pretty Headlines
Let’s kill this myth right now: PR isn’t about vanity metrics or looking cool on your investor deck.
Real PR is about proving you belong in the conversation. Especially if you’re building in fintech, defense tech, cybersecurity, or any space where trust isn’t optional… it’s everything.
Your customers need to believe you can solve their problem. Your investors need to see you as a category leader. Your regulators (yes, even them) need to understand what you’re building and why it matters.
PR isn’t fluff. It’s credibility.
The Newsworthy Test: Does Your Story Actually Matter?
Here’s where most founders go wrong: they think everything they do is a PR activity. But is it really a story for the media to get excited about?
Your new website? Not a story. Your “stealth mode” exit? Probably not a story. Your third pivot this year? Definitely not a story.
What IS newsworthy? Well, let’s start with defining newsworthiness:
Timeliness – Something is happening right now. Fresh funding, product launch, major partnership, or you’re riding a trend that journalists are already covering. Also, something that captures the Zeitgeist. Even if not an ‘announcement’, are you pitching a story at a moment in time where the world’s context makes it more interesting?
Impact – Show, don’t tell. User growth, revenue milestones, market-moving partnerships. Journalists want proof, not promises.
Geography – Your story needs to matter to the market you’re targeting. Local traction beats global aspirations every time.
Credibility – Back up every claim with facts. Journalists aren’t your marketing team, they’re gatekeepers with reputations to protect.
The Right Time to Think About Startup PR (Spoiler: It’s Now)
Every founder asks this: “When should I start thinking about PR?”
The answer: immediately. But that doesn’t mean hiring an agency tomorrow or rushing a press release today.
Start by understanding what PR actually is, how it fits into your broader strategy, and what stories you’ll eventually want to tell. Build your personal brand. Speak at events. Learn the media landscape in your space.
Do the groundwork before you need it. Because when that Series A announcement comes, you won’t have time to figure out your messaging from scratch.
In other words, get educated as soon as you can. And then, you’ll understand the timing for everything else better.
DIY Startup PR: Master the Basics Before You Hire Anyone
Before you drop $10K/month on an agency, handle the fundamentals:
- Polish your digital presence – Yes, people actually look at your LinkedIn and website
- Create a simple press kit – Professional bios, high-res photos, company facts (DO NOT oversell!)
- Engage authentically – Follow journalists in your space (know who they are), engage in a human way (not a pitch machine)
Good PR hygiene isn’t glamorous, but it’s the foundation everything else is built on.
Avoid These Startup PR Disasters (Your Future Self Will Thank You)
The classic startup PR blunders that make everyone cringe:
Expecting instant results – PR isn’t paid ads. It compounds over time, not overnight. Quick wins are possible, though, under the right conditions.
Obsessing over backlinks – Not every story will link to your site. That’s normal and fine.
Launching before you’re ready – If your product is half-baked, your story will be too. Bad PR is worse than no PR. We know it goes counter to a lot of product advice. But we’re not saying ‘don’t ship fast’, rather we’re saying ‘be strategic about when you do PR’.
When PR Goes Wrong: Know Your Limits
Not every reputation problem can be solved with a press release. Some crises need specialized crisis communications or legal intervention.
The best defense? Anticipate problems before they explode. Act with integrity from day one (we hope this is something people would do anyways). Build trust deposits when things are going well, because you might need them when they’re not. And when things don’t go well, act to regain the trust.
You can put together a simple plan at the beginning with potential crises based on your estimates. Consult with your team or even lawyer if you have one. As the startup grows, the plan should get more comprehensive and account for more potential issues. But don’t overdo it, it is also possible to overshare, for example by commenting externally on an internal crisis that is not too relevant for external stakeholders (we’ve seen a few of those on LinkedIn!).
Finding the Right PR Partner (If You Need One)
The best PR partnerships aren’t transactional. They’re collaborative. You want a team that’s part strategist, part editor, part reality check.
A great agency won’t just amplify your voice. They’ll help you find it, sharpen it, and make sure it’s worth amplifying in the first place.
The Bottom Line
If people don’t know about you, you don’t exist. PR helps startups be seen, understood, and believed. And when it’s done right, it can completely change your trajectory.
But it’s not magic. It’s strategy, execution and hard work. And like any discipline worth pursuing, it works best when you understand the rules (before you try to break them).
Want more? Listen to the full Perception Paradox episode (just here below) or keep exploring our blog for more PR advice.
Ready to shape your startup’s story? Drop us a line! We’ll help you figure out what’s actually worth saying, and where to say it.
