Startups · Press Release

Who is the best example for Startup PR strategy?

Stephanie Sandstrom Digital Marketing Specialist

June 15th, 2015

Looking for any examples or resources of those who have executed a top-notch PR strategy in the start up world.  
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Axel Schultze Founder Society3 Accelerator & Fundraising market place

June 15th, 2015

Here is a non scientific and tested but not broadly verified answer:

We haven't had too great successes with PR as a startup. PR = Public Relations or press. This has changed in the past 30 years of course.  Yes, we got lots of mentioned even in wall street journal but the actual value was next to nothing.

Our own analysis
Startups build products that are typically used by very early adopters. Those obviously read news papers too but it doesn't attract them to try a new product. The larger part of the readers are conventional and more conservative users of anything and are most likely not jumping on hottest, latest and greatest but wait for more verification. "Who else is using it? What is their experience? How many users do you have? ....

To reach the early adopters - Public Relations are built best online in groups, forums, social connections, friends recommend to friends and so forth. We launched a product in 2007 with conventional PR and marketing without great response  - it was ok though by conventional standards. In 2010 we launched another product purely through a high engagement strategy on social media, integrated some gamification effects and ramped to 800,000 users in 12 month. All crazy and wonderful people from all around the world. They are not just using a cool new product but want to be part of a whole experience.

Again just one data point :) Hope it helps 


Chris Carruth VP/Director. Strategy | Business Development | Operations | Product | Solutions

June 16th, 2015

I always think of PR for a startup as really meaning "purposeful relationships". Axel's example illustrates that. Although you may be starting off with a brand you are trying to build equity in, the initial stages of a new business are more about market acceptance than anything else, at last IMHO.

That being said, even these initial efforts should be consistent with the brand framework the marketing team created...which hopefully is built on top of real research.... using screened target market users/participants... whose profile has been created...based on their needs/desires...showing sufficient appeal and purchase intent....that supports the notion a profitable business can be created.

Stephanie Sandstrom Digital Marketing Specialist

June 15th, 2015

Thanks for the reply, Axel! I really appreciate this perspective. 

Eleanor Carman Incoming BLP Sales Associate at LinkedIn

June 15th, 2015

Stephanie - PR is a great discussion topic. We have tons of PR discussions already on FD. Here is what comes up when you do a search. Lot's of great resources for you as you get started on your PR strategy. Hope this helps!


Stephanie Sandstrom Digital Marketing Specialist

June 16th, 2015

Thanks, Chris. I think we're on the right track. I appreciate that you took the time to share your thoughts! 

Andrew Lockley

August 29th, 2015

A bit off-message - but Shed Simove absolutely owns PR for his novelty products startup projects. A