Startups occupy a unique position in the business world, with the flexibility to innovate not just in their products or services but also in their public relations (PR) strategies. Despite its transformative potential, PR often remains underutilised in a startup’s growth playbook. When done strategically, PR can amplify visibility, build trust, and accelerate global expansion.
In this episode of our Growth Spotlight series, Dominic Pollard, Director of Communications at City Road Communications, joined İrem Almila Koçyiğit, Growth Marketing Manager at NBT, to explore the nuances of PR for startups. With over a decade of experience, Dominic shared actionable insights on how startups can craft PR strategies that set them apart.
Unlike larger corporations constrained by rigid structures, startups can embrace bold and unconventional PR strategies. This flexibility gives them an edge in creating authentic, relatable narratives that resonate with their audiences.
İrem: What unique PR opportunities do startups have compared to larger, more established companies, and how can they strategically leverage them?
Dominic:
Startups thrive on agility. Dominic highlighted that startups can experiment with unconventional strategies that larger corporations often avoid. They can leverage their fresh perspectives and authentic storytelling to connect with audiences in a way that established players cannot. Founders' journeys, problem-solving innovations, and social impact initiatives are all fertile ground for creating compelling narratives.
Startups can experiment, take risks, and highlight their "human" side, making their stories more relatable and memorable. By doing so, they create a distinct identity that stands out amidst corporate-heavy campaigns.
The cornerstone of effective PR is a compelling narrative. For startups, this means focusing not only on what they do but also on why they do it—highlighting their purpose and mission to connect meaningfully with media, investors, and customers.
İrem: How can startups craft a compelling narrative that resonates with their target audience and captures the attention of media outlets and investors?
Dominic:
Dominic emphasised that the most powerful PR tool for startups is their story. A startup’s story must align with its mission and vision and highlight the “why” behind its existence—what problem they are solving and why it matters.
Tailoring this story for different audiences is key. Media outlets might focus on innovation and disruption, while investors will value insights into scalability and market potential. By adapting their core message without losing authenticity, startups can maximise their impact across diverse stakeholders.
For startups competing against well-established players in the industry, credibility is critical to earning trust and standing out. A strong PR strategy can position startups as thought leaders, helping them build trust over time.
İrem: How can startups use PR to build credibility and trust in industries competing against well-established players?
Dominic:
Trust is the foundation of PR excellence, yet it requires time and deliberate effort to cultivate. Dominic emphasised that startups must prioritise consistent messaging, authentic storytelling, and third-party validation as the foundation of their PR strategy. Gaining placements in reputable media outlets and leveraging testimonials or endorsements are critical tactics for building trust and legitimacy over time.
Moreover, Dominic underscored that effective PR extends beyond chasing fleeting headlines; it demands a long-term approach designed to solidify credibility. Startups should proactively highlight their achievements and thought leadership to establish themselves as trustworthy, innovative, and influential players within their industries.
In PR, timing is everything. The right moment can amplify the impact of a campaign, turning milestones into opportunities for increased visibility.
İrem: What role does timing play in a startup's PR strategy, and how can founders identify the right moments to launch campaigns or share key milestones?
Dominic:
Timing plays a pivotal role in the success of any PR campaign. Many startups rush to announce news without adequate preparation, diluting their message's effectiveness. Instead, startups should align their PR efforts with key business milestones or industry trends.
Preparation involves building relationships with journalists and staying updated on market developments. A well-timed campaign not only grabs attention but also strengthens the startup’s credibility and relevance in its field.
Expanding into new markets compels startups to reevaluate their PR strategies to effectively engage with diverse audiences. Scaling internationally requires more than just a broader approach—it demands a deliberate and culturally attuned strategy.
Dominic underscored that localisation is not merely about translating content; it’s about tailoring messaging to align with the cultural context of each market. Startups must delve into the nuances of local traditions, communication styles, and consumer expectations to craft messages that resonate authentically.
İrem: What key adjustments should startups prioritise in their PR strategy to connect with new markets while scaling internationally?
Dominic:
One of the most common pitfalls in international PR is adopting a one-size-fits-all strategy. Generic or tone-deaf campaigns risk alienating local audiences and undermining the brand’s credibility. Instead, startups should invest in thorough market research, leveraging insights to develop culturally sensitive and region-specific campaigns.
Dominic highlighted the importance of forging local partnerships and building relationships with regional media and influencers. These connections can provide invaluable insights and amplify the startup’s voice in unfamiliar territories.
Startups should align their campaigns with local events, trends, or milestones to maximise relevance and impact. Additionally, Dominic advised integrating regional success stories or testimonials into communications to build trust and establish the brand’s presence in new markets.
By embracing localisation as a strategic imperative, startups can move beyond surface-level engagement and forge meaningful connections with their target audiences.
Dominic’s insights underscore the transformative role PR plays in a startup’s growth journey. PR is more than just media coverage—it’s about crafting a narrative that fosters trust and positions startups as industry leaders.
Startups have a unique opportunity to use PR to tell their story and make people believe in it. It’s a growth tool that extends beyond visibility to establish credibility and forge meaningful connections.
By adopting consistent, timely, and culturally sensitive PR strategies, startups can turn their efforts into powerful growth drivers. For those ready to unlock PR’s potential, success lies in strategic thinking, authentic storytelling, and a commitment to long-term vision.
For more expert advice and inspiring discussions, stay tuned to our Growth Spotlight series!
