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How to build a powerful PR strategy for your startup on a budget
Startups can achieve PR success on tight budgets by focusing on authentic storytelling, building relationships, and creating valuable content over costly campaigns.
Small budgets don’t have to mean small impact in the public relations sector. Many startup founders believe they need massive marketing spend to gain media attention – but the reality tells a different story. Companies like Airbnb, Dropbox, and Buffer built their initial PR success through strategic, low-cost approaches that centred on authentic storytelling and smart relationship building. Their success proves that effective PR isn’t about throwing money at the problem – it’s about being resourceful, genuine, and focusing on creating real connections.
Smart PR budgets that work
The first step in building an effective PR strategy is determining how much to spend. Most successful startups allocate 5-10% of their total marketing budget to PR activities. Take Mailchimp’s early days as an example - they focused on creating valuable content and building media relationships rather than expensive PR campaigns. This approach helped them grow from a small email marketing tool to a platform valued at $12bn (£9.5bn).
Your PR budget should focus on activities that directly support your business goals. Instead of spending on traditional advertising, direct your resources toward creating compelling content, building relationships with journalists, and maintaining active social media channels. Companies including Notion succeeded with this approach, using their blog and Twitter presence to build a following before gaining wider media attention.
Media relationships that last
Creating strong connections with journalists and industry influencers doesn’t require a big chequebook. Look at how Buffer’s co-founder Leo Widrich wrote guest posts for prominent blogs, gradually building relationships that led to coverage in major tech publications. Start by following relevant journalists on social media, engaging meaningfully with their content, and offering genuine expertise when they seek sources.
Twitter lists and LinkedIn can help you track and engage with key media contacts in your industry. Make it a habit to read and comment on their articles, share their work, and build authentic connections before making any pitches. For example, Stripe’s founders became regular contributors to technical discussions, establishing their expertise long before approaching journalists with company news.
Content that commands attention
Quality content serves as the foundation of effective PR. Consider how HubSpot built its reputation by producing valuable marketing resources and industry research, which naturally attracted media coverage. Focus on creating content that solves real problems or offers unique insights into your industry.
Your content strategy should include a mix of formats: blog posts that showcase your expertise, data-driven reports that journalists can reference, and thought leadership pieces that position your founders as industry experts. Look at how Intercom uses their blog to share product development insights, customer stories, and industry analysis, consistently attracting attention from tech media.
Maintaining authenticity
Truth resonates more powerfully than any carefully crafted message. For example, take GitLab’s approach to transparency – they publish nearly everything about their company operations publicly, building trust with their community and attracting media attention naturally. Your PR efforts should reflect your company’s real values and culture, not just what you think people want to hear.
Share both successes and lessons learned. When Slack experienced a major outage, their transparent communication about the problem and solution actually strengthened their reputation. This kind of honest communication builds credibility with both media and customers.
Measuring impact and adjusting course
Track your PR success using specific metrics that matter to your business. Monitor media mentions, website traffic from PR activities, and social media engagement. Companies like Zoom track how media coverage correlates with user signups and customer acquisition costs, helping them refine their PR strategy over time.
Use tools such as Google Analytics to measure traffic from media coverage, and social listening tools to track brand mentions and sentiment. Regular analysis of these metrics helps you understand which strategies work best for your specific situation and audience.
The path to PR success doesn’t require massive spending – instead, it demands smart strategy, consistent effort, and authentic communication. Start by building genuine relationships with media contacts, creating valuable content, and maintaining transparency in all your communications. Remember that companies such as Dropbox and Airbnb built their initial PR success through creativity and authenticity rather than big budgets. Focus on telling your story well, providing real value to your audience, and measuring what works. Your PR efforts will grow naturally as your company develops, but the foundations you build now – relationships, content, and trust – will continue to serve you well regardless of your budget size.
Matthew Caiola is the CEO of 5WPR, one of the top 10 independently owned PR firms in the US, overseeing its corporate, technology, and digital divisions. Under his leadership, 5W has earned numerous accolades, including Inc.Magazine’s Best Workplaces, a Top 50 Global PR Agency by PRovoke Media, and several American Business Awards. Recently, Matt was honoured as Communications and PR Executive of the Year by the American Business Association and listed among PRDaily’s Top Communicators of the Year.