Simple: You create the news yourself.

Why PR is the boost for startups

A strong PR strategy can drive real business results. Research from Cision shows that 71% of business decision-makers believe PR is more effective than advertising for building brand trust. Plus, getting featured in major publications significantly boosts investor interest. A TechCrunch study found that startups covered in top media outlets are 60% more likely to secure venture funding within a year.

Beyond credibility, PR is about visibility. A well-crafted media strategy puts your brand in front of customers, investors, and potential hires. The challenge? Cutting through the noise to make sure your story gets heard.

If your startup doesn’t have traditional "big news," here are six powerful ways to create it:

1. Turn your data into a story

Your product generates data – user trends, industry insights, feature adoption rates. Instead of keeping it internal, turn it into a compelling research report. Data-driven content positions your startup as a thought leader and attracts media attention.

Journalists love fresh, reliable data. In fact, a 2023 HubSpot report found that content with original data earns three times more backlinks than other types, improving media exposure and search rankings.

Example: Duolingo regularly publishes reports on language-learning trends using its own data. These insights have been covered by major outlets like Forbes and The Verge.

Advice:

• Identify patterns in your user base
• Frame your data to answer industry questions
• Make the report visually appealing and easy to digest

2. Create a buzz with creative activations

Activations – brand-led events, social media stunts, or interactive experiences – can generate organic media buzz. People naturally share unique and engaging experiences, making this a powerful PR tool. According to Nielsen, experiential marketing campaigns generate four times more media coverage than traditional ads.

Example: Klarna’s “Pay Later” fashion pop-up store, in collaboration with influencers, went viral and sparked conversations about changing consumer habits.

Advice:

• Align the activation with your brand values
• Collaborate with influencers to maximise reach
• Time it with a relevant cultural or industry trend

3. Use external research to validate trends

If you don’t have enough internal data, commissioning a survey or study can be just as effective. Proprietary research gives journalists fresh insights, positioning your brand as an authoritative source. A 2022 Edelman study found that 63% of journalists consider proprietary research one of the most credible news sources.

Example: Slack regularly releases reports on workplace productivity based on user surveys. These reports establish Slack as a thought leader and generate media attention in business and tech publications.

Advice:

• Work with an affordable research firm for targeted surveys
• Focus on data points that reinforce industry trends
• Present findings in a press-friendly format with compelling visuals

4. Strategic partnerships for visibility

Collaborating with well-known brands, influencers, or media outlets can amplify your startup’s credibility and reach. According to Influencer Marketing Hub, 67% of brands use partnerships as a core PR strategy, and collaborations can double media coverage.

Example: Airbnb’s partnership with the Louvre to offer a one-night stay inside the museum created a viral news story covered worldwide.

Advice:

• Choose partners that align with your brand
• Ensure the collaboration creates a mutually beneficial, newsworthy moment
• Tie the partnership to a cultural or industry trend

5. Newsjacking

Newsjacking is about inserting your brand into trending news stories in a relevant way. Done right, it can boost brand awareness and engagement. A PR Week study found that brands using newsjacking see 30% higher engagement than those relying on traditional PR tactics.

Example: When Apple removed the headphone jack from iPhones, several headphone brands responded with witty, fast-reacting ads that grabbed media attention.

Advice:

• Monitor trends using tools like Google Trends and Twitter
• Act fast – newsjacking works best when it's timely
• Avoid controversial topics that could backfire

6. Product launches

Exclusivity creates demand. When startups limit access to new products, they fuel anticipation and media interest. A McKinsey study found that pre-launch exclusivity can increase demand by 50%, as people are drawn to what feels rare.

Example: Clubhouse generated massive buzz with its invite-only beta version, leading to widespread media coverage and viral discussions.

Advice:

• Use waitlists or invite-only access to spark curiosity
• Offer exclusive previews to key media and influencers
• Leverage scarcity as a tool to drive demand

Be proactive, not reactive

In today’s crowded media landscape, waiting for big news isn’t an option. The most successful startups don’t just get covered – they create the conversation. PR isn’t just about getting noticed; it’s about building influence, credibility, and long-term growth.

A strong media strategy can:

• Attract investors and accelerate funding rounds
• Build trust and authority in your industry
• Help recruit top talent by increasing brand awareness
• Open doors to strategic partnerships and business opportunities

PR is an investment in your startup’s future. The companies that prioritize media strategy from the start are the ones that stand out, scale faster, and leave a lasting impact. So, what story will your startup tell next?

For more startup news, check out the other articles on the website, and subscribe to the magazine for free. Listen to The Cereal Entrepreneur podcast for more interviews with entrepreneurs and big-hitters in the startup ecosystem.