As Founder of Banjo Communications, I’ve worked with hundreds of tech and innovation startups, and I’ve seen how those first months shape success or failure. Founders are under pressure to prove product-market fit, raise brand awareness, deliver a seamless customer journey, stand out from competitors, and start generating revenue – all at once. Every decision, interaction, and piece of communication carries disproportionate weight.

One often overlooked lever is how PR can help. The right narrative builds credibility, attracts early customers and investors, and creates the momentum that fuels sustainable growth.

Here’s a look at the first 90 days: how founders can approach them and leverage PR to set their startup up for success.

1. Treating the UK as one market

From Manchester to London, Glasgow to Bristol, the UK is far from homogenous. Subtle class markers, accents, and cultural nuances shape how messages are received. In the North, community and family life often take priority. In the South, professional ambition carries more weight.

A one-size-fits-all launch and marketing strategy risks alienating entire regions. To succeed, founders need to adapt their messaging, tone, and approach to reflect local differences. That means leaning into regional media, tailoring language, and engaging communities in ways that feel authentic.

Startups that recognise these nuances build stronger connections. Those that ignore them risk being dismissed as “out of touch” before they’ve even begun.

2. Ignoring key gatekeepers

In the UK, credibility often hinges on the approval of industry bodies, trade associations, and sector influencers. These gatekeepers shape perception – and journalists frequently turn to them when deciding whether to frame a new business positively, neutrally, or dismiss it as hype.

A single negative signal from the wrong place can derail a founder’s story. By engaging gatekeepers early, startups add weight to their narrative and make their business instantly more newsworthy.

PR specialists can help pinpoint the right stakeholders, build meaningful relationships, and ensure their voices reinforce your story when it matters most.

3. Understanding the UK media landscape

Many startups underestimate how crowded and competitive the UK media is. With over eight national newspapers and global broadcast channels like the BBC – securing meaningful coverage is far from guaranteed. The press can also be unforgiving – praise one day can quickly turn to harsh criticism the next.

Before approaching journalists, take time to understand the nuances of the UK media and assess what assets you can bring to the table. Ask yourself: does the story have national relevance? Is your product or service genuinely unique? Can you back it up with fresh data that highlights the problem you’re solving, or with compelling case studies that prove traction? National outlets rarely run with a single angle – they expect a well-packaged story supported by multiple assets. This is where working with a PR agency can make the difference.

4. Misjudging the competition

The UK startup ecosystem is vibrant but brutally competitive, especially in tech and eCommerce. Too often, founders launch without a clear understanding of who they’re up against – and how to differentiate.

A robust competitor analysis maps out rivals’ pricing, positioning, messaging, and customer feedback. Speaking directly with customers to understand pain points and unmet needs adds further depth. Combine this with benchmarking against top players, and you’ll have a clear view of where your startup can stand out.

In short: know your market better than anyone else. Otherwise, you risk blending into the noise. PR specialists can help with competitor analysis and market positioning.

5. Rushing market entry without a strategic PR plan

Many startups dive into the UK market without a clear PR strategy, treating media coverage as an afterthought.

Topline considerations to create a roadmap for launch includes:

• Define objectives and KPIs: clarify what success looks like – brand awareness, media coverage, social engagement, or leads
• Audience research: understand your target customers, their values, media habits, and regional differences across the UK
• Messaging and storytelling: develop messaging tailored to local language, tone, and cultural nuances
• Media and influencer planning: identify relevant journalists, bloggers, and influencers, and map out engagement timelines
• Timeline and sequencing: create a phased plan for pre-launch, launch, and post-launch activities to ensure coordinated messaging and maximum coverage

6. Test and learn before launch

Before going live, experiment with your messaging, marketing channels, and customer engagement strategies on a smaller scale. Gather feedback, measure what resonates, and refine your approach. A specialist go-to-market PR professional can guide this process, helping you test effectively and even start warming up the media ahead of your official launch. Startups that embrace this test-and-learn mindset enter the market with confidence and momentum.

For founders looking for guidance on navigating this critical period, Banjo Communications offers training and mentorship (pro bono) for go-to-market success.

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