It’s a big decision to embark on PR, whether you are dipping your toe in the water with a project or starting a retained programme. When a startup founder is about to make that decision, the general mood is cautious excitement.
They love the idea of more awareness, credibility and trust for the brand, but they also have concerns. Here are some of the biggest I’ve heard this year:
“What if we don’t have a story yet?”
It’s not uncommon to feel it’s too soon or too early for journalists to care and there’s a reluctance to spend precious time chasing coverage that won’t land.
“Will it actually move the needle?”
Founders are generally more used to marketing where they can track ROI in dashboards. PR can feel fuzzy and uncertain by comparison…although there many ways to measure PR and we have come a long way since the dreaded AEV.
“How much time will this take from me?”
Founders know they’ll need to be interviewed, approve materials, and provide quotes and know that they’re already overstretched. It’s a valid concern – PR is a collaborative process and it will always be difficult without that.
“How do I know we’re getting value for money?”
Without clear KPIs, PR spend can be hard to justify to the rest of the business or investors, especially if it’s 1000s and 1000s every month.
“Can we trust someone else to tell our story?”
Founders may have had bad experiences with marketing freelancers or agencies who didn’t ‘get’ the product or the tech. Experiences that make them understandably wary about trusting a PR.
“What if we get press before we’re ready?”
They also might worry about customer demand outpacing infrastructure, or early coverage creating unrealistic expectations.
“Will PR distract from fundraising or product delivery?”
If they’re in the middle of a raise or a big product sprint, they fear PR might divert focus rather than support those goals. The reality is, PR can help with these things.
“What does success look like?”
They want clarity about what constitutes success. Is it coverage in the FT? More inbound leads? Thought leadership positioning? Investor buzz? The lack of a clear framework makes them hesitant, which is why it is essential to map PR objectives to business objectives.
