What Is the Difference Between PR and Marketing for Startups? A Clear Breakdown
So, you’ve got a startup, right? Maybe it’s just a crazy idea you’re sketching out on a napkin, or maybe you’ve got a janky prototype and a logo you threw together during a late-night energy drink binge.
Either way, you’re probably thinking: how do I get people to actually care? Not just your best friend who’s gotta hype you up, but real customers, maybe even some investor who spots your name in a Techcrunch startup article and shoots you a “let’s talk” email.
That’s where brand PR comes in. It’s not some fancy corporate word salad it’s about telling your startup’s story so people give a damn. Let’s unpack this and figure out how to get some buzz without losing your mind.
Why PR’s Not Just for the Big Shots
Ever scroll through X and stop dead on a post about a new company that just clicks?
Maybe it’s how their app fixes a problem you’ve been griping about forever, or their founder’s story feels like something you’d hear over beers. That’s brand PR working its magic.
It’s not about dumping money into ads or begging for likes it’s about making people feel something about what you’re building. For startups like yours, starting from scratch with no name recognition, PR’s your way to build trust and get noticed.
I used to think PR was for companies with fat wallets and glass offices. Then I saw a friend’s tiny startup get some love on 9Figuremedia just by being real about their mission. No big agency, just a scrappy email they sent in a panic at midnight.
PR’s not gonna fix everything, but it can crack open doors you didn’t even know were there. So, how do you pull it off when you’re already buried in emails and half-finished code?
What’s the Deal with Startup PR These Days?
The PR world for startups is a whole different beast now. A few years back, landing a feature in something like the Chicago Tribune was like winning the lottery your startup could go from nobody to somebody overnight. Now? That’s still dope, but the game’s shifted.
X posts, random blogs, even a TikTok that slaps can blow you up just as fast. I saw a startup get slammed with orders last month because some X user with a couple thousand followers went nuts over their app. One post, and they’re scrambling to keep up.
Here’s the real talk: a 2024 Cision report said 70% of journalists now hunt for stories on social media, compared to like 20% ten years ago. HubSpot’s got data showing startups that do PR early get 2–3 times more website hits than those that don’t. But it’s not all sunshine.
There are a bajillion startups out there, all fighting for a scrap of attention. And people? They’re skeptical as hell. They’ve seen too many “world-changing” apps crash and burn. Your PR’s gotta feel like it’s coming from a real person, not some salesy robot. That’s the hard part.
How to Actually Make PR Work for You
Alright, let’s get to the good stuff how do you do this? Brand PR’s not some huge, intimidating thing; it’s a bunch of small moves that add up.
Here’s what you need to focus on, plus some tricks I’ve seen from watching startups stumble through this.
Tell Your Story Like You’re Chatting with a Buddy
Your startup’s story is what makes you stand out. It’s not just “we made an app.” It’s why you’re pouring your soul into it. Maybe you’re fixing a problem that’s been driving you up the wall, or you saw something in the world that just didn’t sit right.
People don’t geek out over your code they care about your why. Think about TOMS. They didn’t just sell shoes; they made it about helping people with every pair. That’s why folks got hooked.
Tip: Grab a drink, open your notes app, and scribble a quick page about your startup.
What’s the problem you’re tackling? Who’s it for? Why are you so obsessed it keeps you up at night? I helped a friend once tweak their story it went from “we sell eco-friendly water bottles” to “we’re helping people ditch plastic without the hassle.”
That shift got them a shoutout in a local blog, and they sold out their first batch. Stick your story everywhere your website, your emails, your X bio. Make it feel like you’re talking to a friend.
Pitching Media Without Being a Total Pain
Getting into a place like the Chicago Tribune or even a tiny blog is huge, but don’t be that person spamming “look at my startup” to every journalist’s inbox.
You gotta be smarter. Find writers who cover your niche, creep on their X posts (nicely), see what they’re into. Then send a pitch that’s short and actually fits their vibe.
I tried this with a side hustle once sent a quick email to a local blogger about how my tool saved me 10 minutes a day. They ran with it, and it snowballed into a bigger site picking it up.
Tip: Start small. Local papers or niche blogs are way less swamped than the big dogs. Check out HARO it’s a site where journalists post what they’re looking for.
And don’t just pitch your product pitch a story. Like, “Here’s how our app helped a teacher save an hour a week.” That’s way more clickable than a spec sheet.
Showing Up on Social Media Without Losing Your Mind
Social media’s your chance to talk straight to your people, X, LinkedIn, maybe Instagram if that’s your thing.
But man, it’s easy to get lost in the noise. You can’t just post “buy our stuff” and expect miracles. Share things that actually help tips, behind-the-scenes stuff, or quick wins your customers are getting.
There’s this startup I follow on X that posts random life hacks, and I’m weirdly obsessed even though I’m not their customer. They just feel… like real people.
Tip: Plan a few posts a week 3 or 4 is plenty. Mix up stuff about your startup, stories from users, and helpful bits. Reply to comments, even the weird ones it shows you’re not a bot.
And don’t sleep on video. A quick 20-second clip of you talking about your product or your team screwing around can get way more love than a boring text post.
Team Up to Get Some Eyes on You
Partnering with someone else can give you a serious boost. Think about who your audience already trusts a local shop, a blogger, maybe an influencer. A food startup could do a pop-up at a café down the street.
A tech startup might send their app to a podcast host for a quick mention. These moves don’t just get you seen they make you look like you’re part of the scene.
- Tip: Go for micro-influencers, people with 1,000–10,000 followers. They’re usually chill to work with, and their fans actually listen.
I saw a startup send free snacks to a small X account, and her post drove a ton of orders. Offer something easy, like a free trial or a discount code, and make it a no-brainer for them to say yes.
Old-School PR vs. Digital PR: What’s Your Move?
Let’s break it down. Traditional PR like newspapers or radio has some serious clout. A big article can make investors or customers take you seriously.
But it’s slow, and you’re begging editors to give you a shot. Digital PR, X, blogs, podcasts is quicker and easier to track.
You can see how many people clicked your link or signed up. The catch? It’s gone in a flash. A viral post might blow up for a day, then it’s buried under dog memes.
You probably want a bit of both. Traditional PR, like a Chicago Tribune feature, is like a badge of honor for credibility. Digital PR, like a hot X thread, gets you buzz fast.
I’m a fan of digital because it’s cheaper and you can mess around more, but don’t sleep on traditional. A friend’s startup got a local radio shoutout, and it landed them their first big client. It’s about what you can swing with your time and cash.
What’s Coming for Startup PR?
Looking ahead, PR’s getting weirder and honestly pretty cool. Some startups are basically their own media companies now churning out blogs, videos, even podcasts.
I’ve seen AI tools that help write pitches or spot trends, but they’re not perfect.
You still need that human spark to make your story hit home. And being real? That’s gonna be everything. People can smell fake vibes from a mile away, and they’re not buying it.
Niche communities are where it’s at, too. Forget chasing the whole internet find the Reddit thread or Discord server where your people hang out. Those spots build loyal fans faster than a big ad.
But it’s not all smooth. Platforms change, algorithms screw you over, and what works today might flop tomorrow. Sometimes I wonder if we’re all just shouting into the void, but when you nail it, it feels like you’ve cracked the code.
Why’s this matter? Good PR can help you grow faster, hire awesome people, and stand out in a sea of startups. Ignore it, and you’re just another logo nobody remembers.
Tying It Together
Brand PR for your startup is about telling a story that makes people care. It’s pitching media without being a jerk, showing up on social like an actual human, and teaming up with folks who can amplify you.
You don’t need a ton of money, just some hustle and a clear idea of what you’re about. Whether you’re dreaming of that Techcrunch startup moment or a nod on 9Figuremedia, it’s about building trust and getting people talking.
And when you’ve got big news, a solid press release in public relations can spread your story far and wide. So, what’s your startup’s deal? And how are you gonna get the world to listen?
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