Too early to need PR? The power of communications for ambitious startups

While the UK remains a leading hub in Europe for startups, independent research suggests that up to 90 per cent of new businesses fail. A poor communications strategy, or complete lack of one, could be the cause for some of these. 

Indeed, ‘poor marketing’ is cited as one of the reasons for this depressingly high failure rate as reported by StartUps Magazine. 

Could more startups succeed if they harnessed the positive power of public relations (PR)? There seems to be a belief that startups are too small or too young to need PR, but with ambition to gain growth and investment here’s why it should be a vital factor in the marketing mix. 

Defining key messages and goals in the communications for startups 

From the outset, the core values of a startup should be central to its voice. These ideals set the tone of who they are and what they want to be, while also providing a basis for consistent messaging. 

Running alongside this is having a clear set of communications goals. These might include increasing brand awareness, securing investment funding, driving traffic to a website or generating new business enquiries, all of which are particularly important for startups. 

What’s vital for both values and goals is making them clear from the start and remembering they are for both an external and internal audience. Building firm foundations and having transparency in communications provides a positive and solid platform from which to build on. 

Why startups have a communications advantage 

Startups have a clean slate due to their young age. This is advantageous for a number of reasons. 

It means they have the freedom to formulate their brand and not be burdened by any previous negative media exposure. 

The agility of startups can also give them an edge over their larger competitors. This holds true in getting products to market and also in their communications. 

This speed and agility is an important asset in the world of public relations when reacting to a journalist’s request ahead of the competition or creating new content without it going through a lengthy approval process. 

Often startups are addressing a challenge or industry pain point, so by keeping up to speed with the news, they can be reactive commentators, giving journalists fresh expert insights. 

Being bold in their messaging is also a strength for startups, compared to more established companies who might be more risk adverse. Of course, that doesn’t mean startups have free rein to say what they like, but they can take a stronger stance on an issue. 

Effective PR for startups is crucial 

It was Bill Gates, co-founder of Microsoft and one of the richest people on the planet, who famously said: “If I was down to my last dollar, I would spend it on PR.” 

If it’s good enough for Bill and Microsoft, once a startup, then it’s clear to see the importance that communications can play. 

Startups will have their own priorities for their PR and when executed well it can secure investment, attract the best talent, improve their reputation with stakeholders, boost staff morale and raise their brand profile with potential customers, among other areas. 

Public relations for startups in action 

YourParkingSpace, now the UK’s leading parking services platform, has been on incredible journey, and Red Marlin is proud to have been a partner during its rise from a fledgling through to a technology and market leader. 

For more than a decade, Red Marlin has conducted a sustained brand building programme that has resulted in consistent national media coverage and seen YourParkingSpace grow to its market leading position. 

Meanwhile, for Spark EV Technology, another technology startup and now a leading provider of personalised range management software for electric and hybrid vehicles, Red Marlin has been instrumental in producing explainer videos and digital content focusing on the company’s core ambitions. These videos are ideal to communicate its product offering to the media, customers and investors. 

When should startups start the conversation? 

In our experience, if you have an innovation that solves a problem, it’s never too soon to think about building your brand with customers and media. 

From one-off campaigns, through to full retainers, Red Marlin’s suite of services range from crafting winning award entries, to PR and media relations, through to digital content and strategy development, plus much more. All of which can be scaled up or down as needed, whether you are in your first weeks, months or years as a business. 

And for startups looking to make their mark in the mobility space, our experience shows the equal importance of tailoring a message to get your offering in the finance and business press, as well as automotive, where our meaningful conversations lead to tangible results. That’s why finding an agency partner upfront would be a huge benefit to help refine the best strategic approach. 

Get in touch for a chat about whether now is the right time for your startup to start its communications journey.