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How to create a winning PR

Capital, a skilled team, and loyal customers are the lifeblood of any thriving startup. The key to securing all three? Great PR. With the right public relations strategy, you can attract investors, boost website traffic through backlinks, and skyrocket brand awareness. Effective PR not only shapes a startup’s image but also builds trust with your target audience. It can even help your company become known as a trailblazer, the "first of its kind."

Here are 5 essential rules for crafting your PR strategy for the first time:

1. Know your story

Before you even think about reaching out to the media, get clear on what makes your startup stand out. This isn’t just about what your product does but the deeper mission behind it. What problem are you solving? What’s your “why”? A strong story has to resonate with your audience on an emotional and practical level. For instance, Warby Parker didn't just position themselves as an affordable eyewear company. They built their story around disrupting the traditional eyewear industry and providing stylish, affordable glasses while giving back through their “Buy a Pair, Give a Pair” program ( provides a pair of glasses to someone in need for every pair sold). Their brand storytelling of combining profit with social purpose helped them quickly capture media attention and customer loyalty.

2. Identify your audience

When communicating with different audiences such as investors, customers, potential employees through media coverage, it's crucial to tailor your messages to meet their specific needs. For example, when writing an article for business media like Fortune or Forbes, which are read by investors and venture capitalists, it's important to highlight concrete results such as revenue, profits, funds raised, customer base, and market share. On the other hand, when addressing potential customers, it's more effective to emphasize the benefits of your product or service, usage examples, and competitive advantages.

3. Build relationships, not just contacts

Effective PR is about relationship-building, not just sending out cold pitches. People are more likely to support and cover brands they trust. This is why it is better to take the time to cultivate genuine connections with journalists, influencers, and industry insiders. To achieve that, engage thoughtfully with their work—share their articles, comment on their posts, and show genuine interest in what they care about. Personalizing your outreach by referencing their past work or shared interests also shows you value them beyond just needing media attention.

4. Timing is everything

Even the best story can flop if it’s released at the wrong time. Pay attention to trends, industry events, or key moments that can give your PR a boost. For instance, Clubhouse, the audio-based social media platform, exploded onto the scene in 2020 largely due to their impeccable timing. They launched during the pandemic when people were craving connection and conversation, yet fatigued by video calls. By tapping into this specific moment, they gained rapid adoption and media attention, eventually securing high-profile investors and celebrity users. Timing their growth during a period of social isolation created the perfect storm for their viral success.

5. Be consistent

PR is not a “one-and-done” effort; it requires consistency. To stay relevant, you need to keep your audience engaged with regular updates, product releases, and media interactions. Oatly, the plant-based milk brand, exemplifies this perfectly. They maintained consistent messaging around sustainability and health, regularly engaging with their audience through clever ad campaigns, bold packaging, and an active presence on social media. Even after launching, they kept up a steady drumbeat of stories, from partnerships with coffee shops to sustainability initiatives, ensuring they stayed in the spotlight. This consistency helped them grow from a niche product to a mainstream staple in the plant-based food industry with high brand awareness.