Written by Ivy Nhi Chau, CEO & Founder of Ivy+Partners, a communications consultancy in Vietnam, Member of Tech Group, PRCA APAC
Let me tell you one fact I’ve learned from working closely with startup founders over the years: The ones who put off PR often come to us exhausted, confused, and wondering why no one’s paying attention to their game-changing product.
It’s not because their product isn’t good. It’s because no one knows its journey enough to trust, engage, or take action. So here’s a simple truth: PR isn’t a final touch, it’s part of your startup journey.
From launch to scale, each stage of building a startup requires a different PR mindset, and if you time it right, PR can be one of the smartest, scrappiest growth tools in your kit.
But first, let’s get a few things out of the way.
PR Myths, Debunked
There are a few myths that stop startup founders from taking PR seriously.
“PR is only for big brands and influencers.”
— PR is for anyone with a story worth telling and startups often have the best ones.
“PR is manipulation.”
— PR is about honesty, clarity, and trust. We don’t fake stories, we communicate the right stories that resonate.
“PR is the same as marketing.”
— Close, but no. PR earns attention. Marketing buys it. Both matter, but they work differently.
“PR is too expensive.”
— Not if you know what truly drives it. Great PR starts with relationships, storytelling, and timing, not big budgets. Even zero-dollar PR campaigns do exist!
Now that we’ve gotten those myths out of the way, let’s talk real strategy. Because the truth is: PR isn’t one-size-fits-all, what you need and how you tell your story evolves as your business grows.
Stage-by-stage PR Strategies
- Pre-Launch
This is your moment to set the stage. Before your product sees the light of day, you should already be building relationships with media, industry influencers, and potential early adopters. Don’t wait for “perfect” even a compelling vision or teaser of what’s coming can capture attention.
Actionable tactics:
- Begin building relationships with relevant journalists, bloggers, and influencers.
- Share your startup story to generate early interest and excitement.
- Engage with potential customers, investors, and the public to build brand awareness.
- Offer product samples and seek initial feedback to refine strategies.
- Collaborate with reputable media on editorial content to create buzz.
Treat this phase as brand seeding. You’re not selling yet, you’re starting the conversation.
- Launch
This is where your startup steps into the spotlight. A well-executed PR strategy at launch helps you define your narrative, attract media coverage, and make a statement in your category.
Actionable tactics:
- Organize a launch event (grand or intimate), press conference, or media briefing.
- Introduce the product/service, founding team, and startup vision/mission.
- Prepare and distribute a well-crafted press release.
- Use the launch to establish credibility and attract potential investors or partners.
Remember: launch PR is not just about hype, it’s about building legitimacy.
- Growth Stage
Now that you’ve gained traction, your PR focus should shift toward brand reinforcement and credibility. Investors, partners, and customers are watching, so make sure they see consistent value and vision.
Actionable tactics:
- Focus on brand-building and establishing thought leadership.
- Secure media interviews, contribute editorials, and participate in speaking engagements.
- Communicate key growth milestones (e.g., new products, partnerships).
- Build employer branding to attract and retain top talent.
- Strengthen customer engagement and industry presence through strategic PR.
At this stage, PR becomes a magnet, pulling new opportunities toward your startup through trust.
- Funding Rounds
A funding round is not just financial news, it’s proof of validation. Done right, funding announcements can increase brand visibility, attract top talent, and even help with customer acquisition.
Actionable tactics:
- Announce funding rounds with a compelling narrative around achievements and future plans.
- Share key details: amount raised, investor names, and use of funds.
- Leverage the announcement to boost credibility and attract more investment.
- Emphasize the founder’s vision and leadership capabilities to enhance thought leadership.
Don’t just say you raised money, say what you’ll do with it and why it matters to your industry.
- Maturity
At this stage, you’re no longer the newcomer but staying relevant is just as critical. Use PR to reinforce your role as a market leader, attract strategic partners, and continue shaping your category narrative.
Actionable tactics:
- Shift PR focus to maintaining relevance in a competitive market.
- Position the startup as an industry legacy and thought leader.
- Align PR strategies with marketing and business goals for consistency.
- Highlight contributions to the community and showcase ongoing innovation.
- Host appreciation nights, media lunches, and private gatherings to nurture stakeholder relationships.
- Use PR to reinforce a positive public image and sustain trust with all key audiences.
Legacy isn’t built overnight, it’s curated through consistent, meaningful communication over time.
Final thoughts
Because when you start treating PR as part of your journey, you’ll see it grow alongside your product — shaping perception, not just reaction. So start small, and start where you are.
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