5 Winning PR Strategies to Incorporate Now (Trending on LinkedIn!)
5 Winning
(and free)
PR Strategies to Incorporate Now
(Trending on LinkedIn!)
(originally published on the German Accelerator website)
PR Challenges for Startups: Where to Begin
Last year, I hosted a startup PR workshop for a cohort of German startups in the German Accelerator program in New York City. One recurring question stood out:
“We are so stretched for resources and time—how do we even start with PR?”
Startups, especially those entering a new market, often face unique challenges:
Lack of local market knowledge.
Limited media contacts.
The pressure of standing out in a crowded, competitive space.
To overcome these hurdles, I’ve identified 5 key PR strategies startups should implement immediately to build recognition and credibility.
1. Perfection Is the Enemy of Momentum
Many startups delay PR efforts because they feel they aren’t “ready.” But waiting for the perfect moment can be detrimental in a fast-paced, competitive landscape.
Here’s why you should start early:
Relationships take time: Journalists and audiences need to hear about you multiple times to build trust.
Visibility matters: Being part of the conversation early ensures that your brand is familiar when your product is fully ready.
Focus on sharing interesting insights, even if your data or product is in its early stages. Journalists care about trends and perspectives, not perfection.
2. Think Creatively About Announcements
Not every update needs a press release. Here’s how to prioritize impactful announcements:
Big Wins: Funding rounds or significant partnerships deserve a press release.
Creative Angles: Highlight charitable initiatives, new board members with strong credentials, or breakthrough product features.
Avoid overwhelming your audience with too many updates. Instead, think strategically about what will resonate and create excitement.
3. Use “Face Time” to Get “Air Time”
Conferences and trade shows are goldmines for PR opportunities. Here’s how to leverage them:
Research Attendees: Find out which journalists and media outlets will be present.
Plan Ahead: Reach out early to schedule meetings with journalists.
Build Relationships: A face-to-face meeting is 34 times more effective than email.
Attending key industry events not only increases your chances of media coverage but also helps establish meaningful connections for future PR opportunities.
4. Leverage Bigger Companies for Visibility
If your startup partners with a larger, well-known company, leverage this association for your PR efforts:
Highlight the Partnership: Use it as a talking point in pitches to journalists.
Create Your Narrative: Don’t let the larger company take all the credit—highlight your unique contributions and value.
By positioning your startup alongside established players, you can elevate your credibility and visibility.
5. Always Stay in the Conversation
Startups often overlook the importance of tying their product to broader industry trends. This is critical for PR success:
Zoom Out: Connect your product to larger societal or industry conversations.
Pitch Macro Angles: For example, a real estate tech company could link its insights to sustainability or consumer behavior trends.
Staying relevant in the conversation ensures that your brand remains top-of-mind for journalists and audiences alike.
Final Thoughts: PR as a Long-Term Investment
PR is a relationship-driven, long-term process that pays off significantly when done right. Unlike marketing, PR focuses on building trust and influence. Startups have unique advantages, such as agility and control over their narrative, which can make them PR powerhouses.
About Gloria Chou
Gloria Chou is a startup PR mentor and founder of Gloria Chou PR LLC. A former U.S. Diplomat and TV producer, Gloria specializes in helping startups amplify their voices and achieve media visibility without paying for ads or sponsored content.