My startup client doesn’t understand PR. How should I approach this?

Startups often face familiar challenges: not enough people know who they are, not enough people are buying their product, or they need visibility ahead of a funding round. PR can help address all these—but only if it’s approached strategically.

Our Senior Consultant Tara Bell shares three principles to keep in mind when working with founders:

1. Set realistic expectations: Media coverage can support sales, but it’s not always an overnight conversion machine. Clarity on what PR can - and can’t - deliver, and in what time frame, is key.

2. Know what’s newsworthy: Getting media cut through is a challenge, even for established brands. Propriety data, expert insight or a fresh point of view will land far better than self-promotion.

3. Understand the audience: Make sure the founder knows who their audience is and what truly matters to them. A targeted piece in a niche newsletter or community channel often delivers more impact than a big mainstream hit.

The flexibility, appetite for risk and speed of execution that founders bring are powerful assets. Channelled into the right approach, they can make a real difference.

Read the full piece published as part of PR Week’s ‘Ask the Experts’ column here