Startup land is fuelled by late nights, litres of coffee, and the promise of a prosperous future. Amongst other marketing channels such as SEO, Google Ads and Social Media, startup business PR also plays a part in your growth during the initial years and can be a powerful tool if wielded correctly. From ideation to execution, there are ways you can be illustrating and leveraging your brand message to your soon-to-be captivated audience. If you’re searching for an extra push, consider these digital PR tips for startups.

1. Establish a unique brand story

Before you apply any digital PR tips for startups, you need to first establish what your unique brand story is. This will form the basis of your digital PR strategy, and will give you the meat to build out future campaigns. Part of building any startup is telling the world who you are and what you stand for. The challenge is finding the right angle that resonates with the public. Depending on your brand and vision, try anchoring your brand story to a relevant issue. Big brands have begun using topical issues to help generate conversations and even contribute beyond just their own ambitions. If your startup is contributing to an industry that is in the news, capitalise on this relevance by announcing new plans, challenging the status quo, or discuss exciting potential partnerships.

2. Identify your audience

As a startup, one of the hardest tasks can be identifying and reaching your audience. Through your ideation journey, you probably have a good idea of who you want your end-user to be. A great way to reshape and evolve your audience is to use a digital PR campaign to test messaging. Digital PR campaigns allow you to test a variety of talking points, product or service features as well as audience profiling. As a startup, you may learn an invaluable lesson about who you thought your product or service spoke to, and who it actually speaks to through PR. Not only does this help raise awareness of your business, but it allows you to learn more about your offering and perhaps even pivot your design.

3. Flesh out your angle

Digital PR campaigns are all about the hook. Without a hook, the story has no legs. There are thousands of startups in today’s market, meaning you need something special to capture eyeballs. Look for a unique angle to help tie your campaign together. Simply announcing a launch or new product isn’t newsworthy, no matter how exciting it is for you. Instead, look for an angle that you can tie your story too. Any angle that captures audience attention is what you are looking for. A digital PR campaign has only a matter of words to impact on an audience, make sure you look for the best possible angle to tie your story to.

4. Start pitching

Most brands will find the pitching process to be a daunting one, which is usually telling of how often they interact with media. Building and nurturing your network is one of the most integral digital PR tips for startups, and not enough startups focus their energy here. You can start by identifying the media outlets and writers who are penning news in your industry market, and compiling these contacts into a media list. From here, you can send your media releases to your researched media list and wait for the nibbles. The pitching process gets a lot easier over time, as you begin to build a familiar relationship with the media.

5. Agility is key

PR is an unpredictable beast, and there is no saying where the newscycle will take your message. As a startup you will be used to moving quickly and with agility. Being ready to do so with your PR campaign is no different. There will never be a perfect release or story, so don’t waste time and miss an opportunity perfecting. Also be prepared for a journalist to tinker with your message and even rewrite sections. Know what your high level key messages are, prepare them in a compelling way, and don’t sweat the little stuff. This agility also applies during and post-campaign. All subsequent engagement and comments should be responded to quickly, and with quality.


Like most things, the hardest part to PR is typically starting. The more you engage with PR, the greater your reach will go, and you’ll start to gain good traction with the relevant media outlets. Being a startup you have relevancy on your side – so capitalize on this momentum!

You may also be interested in our Small Business SEO Tips: Compete With Bigger Brands article that explains how your startup business can challenge bigger brands in the competitive market of Google Search Results.

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