Public relations (PR) plays a crucial role in shaping a startup’s reputation, helping small businesses gain visibility, and building trust among their target audience. Unlike large corporations with massive marketing budgets, startups and small businesses need strategic, cost-effective PR tactics to establish credibility and grow.

According to Mary Njoki, a PR expert, startups must focus on PR from day one to build trust and credibility in their industry. But what are the best PR strategies for startups and small businesses? Let’s break it down step by step.

How Can Startups Leverage PR to Build Brand Awareness?

Building brand awareness is one of the biggest challenges for startups. Unlike established businesses, startups don’t have a history, making it essential to create visibility and trust.

1. Position Your Brand as an Industry Expert

Startups must establish themselves as thought leaders. One effective way to do this is by sharing expert insights through:

• Guest articles on industry websites
• Interviews on podcasts and YouTube channels
• Speaking engagements at business events

For example, if you’re launching a health-tech startup, getting featured in leading health publications or participating in webinars can position your brand as an authority in the field.

2. Build Relationships with Journalists and Bloggers

Media coverage can be a game-changer for startups. Identify journalists, bloggers, and influencers who cover your industry. Engage with them on social media, comment on their articles, and build a relationship before pitching your story.

Tip: Instead of sending generic press releases, personalize your pitch. Journalists appreciate well-researched, relevant stories.

3. Use PR to Showcase Social Proof

As Mary Njoki highlights, credibility is everything for a startup. Getting media mentions, testimonials from industry experts, or partnerships with established brands adds credibility to your business.

Example: If a well-known business leader or influencer endorses your product, highlight it in your PR materials. This builds trust and encourages potential customers to engage with your brand.

What Are Cost-Effective PR Strategies for Small Businesses?

Small businesses often operate on tight budgets, so expensive PR campaigns might not be feasible. However, there are several low-cost strategies to create an impact.

1. Leverage Free PR Tools

Platforms like HARO (Help a Reporter Out) and SourceBottle connect businesses with journalists looking for expert sources. Signing up for these services can help your startup get media coverage without spending a fortune.

2. Partner with Micro-Influencers

While celebrity endorsements may be out of reach, micro-influencers (those with 5K–50K followers) can be a great PR asset. They have niche, highly engaged audiences and are often more affordable than mainstream influencers.

Tip: Offer your product or service to influencers in exchange for honest reviews instead of paying for promotions.

3. Engage in Community-Driven PR

Supporting local causes, hosting free workshops, or collaborating with other small businesses can generate positive media coverage. Journalists love community-driven stories, and they are more likely to feature brands that actively contribute to their local communities.

How Do You Create Compelling Press Releases for New Brands?

A well-crafted press release can help a startup gain media attention. But how do you ensure your press release stands out?

1. Follow a Clear Structure

A standard press release should include:

• A strong headline that grabs attention
• A compelling opening paragraph that answers the “who, what, when, where, and why”
• A quote from the founder or a key stakeholder
• Supporting details and facts
• Contact information for media inquiries

2. Focus on the Story, Not Just the Product

Journalists receive hundreds of press releases daily. Instead of just announcing a product launch, tell a story that makes it newsworthy.

Example: Instead of saying, “Startup X launches an AI-powered fitness app,” frame it as, “How a Young Entrepreneur Overcame Health Challenges to Create an AI-Powered Fitness Revolution.”

3. Keep It Concise and Avoid Jargon

Press releases should be one page long and written in clear, simple language. Furthermore, avoid technical jargon and keep your message easy to understand.

4. Distribute It Strategically

Although sending a press release randomly won’t get you results. Research publications that align with your industry and pitch your press release directly to relevant journalists.

(Read more: Building positive PR as a Start Up)

What Is the Role of Social Media in Startup PR?

Social media is a powerful PR tool for startups and small businesses. Ciro Dias Reis, a PR strategist, emphasizes that startups must use social media strategically to amplify their messaging. But how?

1. Use Social Media to Engage, Not Just Promote

Many startups make the mistake of only posting promotional content. Instead, focus on:

• Sharing industry insights
• Engaging in conversations with customers
• Hosting live Q&A sessions

For instance, an edtech startup could host a Twitter Space discussion on “How to Prepare for Competitive Exams” rather than just promoting their app.

2. Leverage Trending Topics and Hashtags

Jumping on relevant trending topics can help your startup gain visibility. However, ensure the topic aligns with your brand message.

Example: During World Environment Day, a sustainable fashion startup could share tips on eco-friendly clothing choices, using hashtags like #SustainableFashion and #EcoFriendlyStyle.

3. Utilize LinkedIn for Thought Leadership

For B2B startups, LinkedIn is a goldmine for PR. Furthermore, Founders should regularly post insights, engage in discussions, and connect with industry professionals.

4. Create Shareable Visual Content

Videos, infographics, and interactive posts perform better than plain text. Startups should also invest in high-quality visuals to make their social media content more engaging.

How Can Small Businesses Handle PR Crises Effectively?

No business is immune to crises. Whether it’s a negative review, a social media backlash, or a product issue, handling PR crises effectively is crucial for maintaining your reputation.

1. Acknowledge the Issue Quickly

Ignoring a PR crisis can make things worse. If a customer posts a complaint on social media, respond promptly and professionally.

Example: If a food startup receives a complaint about hygiene, they should immediately acknowledge it, investigate, and share the corrective steps taken.

2. Take Responsibility and Offer Solutions

If the crisis is due to a mistake on your part, accept responsibility and outline how you plan to resolve it. Customers appreciate brands that own up to their mistakes rather than making excuses.

Tip: A well-crafted apology from the founder can sometimes turn a crisis into an opportunity to rebuild trust.

3. Control the Narrative

Instead of letting negative comments spread, proactively communicate your side of the story. Use press releases, social media updates, and direct customer engagement to provide accurate information.

Example: If a tech startup faces a data breach, they should immediately issue a statement explaining the incident, the measures taken, and how they are ensuring customer data security.

4. Monitor Your Brand Reputation

Use tools like Google Alerts, Mention, or Brandwatch to track mentions of your brand online. This helps in detecting potential PR crises before they escalate.

PR is a game-changer for startups and small businesses, helping them build credibility, gain media coverage, and establish a strong brand presence. Therefore, by leveraging media relationships, crafting compelling press releases, using social media strategically, and handling crises effectively, startups can maximize their PR efforts—even on a limited budget.

(Read more: What Are the Key Phases of Political PR?)

Why PR Aspirants Should Join the School of Communications and Reputation (SCoRe)

For those looking to build a successful career in public relations, choosing the right institute is crucial. The School of Communications and Reputation (SCoRe) stands out as one of India’s premier institutions for PR and corporate communications, offering a specialized curriculum, industry exposure, and hands-on learning opportunities that prepare students for the dynamic world of public relations.

1. Industry-Centric Curriculum

Unlike traditional mass communication courses, SCoRe’s programs are tailored specifically for public relations and corporate communications. The curriculum is designed in collaboration with industry experts, ensuring students gain relevant skills such as media relations, crisis communication, digital PR, and brand reputation management.

2. Hands-on Learning with Real-World Projects

At SCoRe, learning goes beyond textbooks because students work on live PR campaigns, engage in media interactions, and handle real-world communication challenges. This practical approach ensures they graduate with not just theoretical knowledge but also industry-ready experience.

3. Exclusive Mentorship from PR Leaders

One of SCoRe’s biggest advantages is its strong industry network. Students receive mentorship from top PR professionals, including senior leaders from agencies like Edelman, Weber Shandwick, and Adfactors PR. Moreover, this guidance helps bridge the gap between classroom learning and professional success.

4. Strong Placement Support

Furthermore, SCoRe has an excellent track record of placing students in leading PR firms, corporate communication teams, and media houses. Because the institute’s close ties with the industry ensure that graduates have access to internships and job opportunities at top organisations.

5. A Launchpad for Future PR Leaders

For aspiring PR professionals who want to stand out in the competitive world of communications, SCoRe offers the perfect foundation. Moreover, with its industry-aligned training, expert mentorship, and real-world exposure, the institute helps students build a strong career in PR.

Want to kickstart your PR journey with the best training in the industry? Explore SCoRe’s programs and take your first step toward a successful PR career today! 🚀

Visit us today https://www.scoreindia.org/ or give a call at +91 98115 72673 to know about the course in Public Relations.