Why PR needs to be done differently for startups

I OFTEN meet founders and the conversation on public relations (PR) often starts off on the wrong foot. For many, PR is what they have either encountered at their previous jobs, often in a corporate or well-established firm where they spent their formative years or what they perceive from news on established technology companies or brands. Both approaches will never work for a startup.

It is important to first understand the core essence of PR, which is: the art of establishing and maintaining a company's reputation with the public. It is the function that conducts a deliberate, planned and sustained effort to establish a mutual understanding between an organisation and its audience.

What does this mean for a startup? Startups, at any stage, need to consider two factors for success: credibility and attention, which need to be built up from scratch. Whether it is to attract users, establish trust or garner the attention of prospective investors, you need to spread your startup's story - and that's what PR can do for you.