What is PR? Public Relations for Startups
Key takeaways
1. PR is about building credibility, visibility, and trust — not just media coverage.
2. Investing in PR early (once your product/message is clear) helps when you reach milestones like launch, funding or growth.
3. Good PR means telling a clear story, targeting the right media, and being consistent.
4. Owned channels (blog, website, social media) matter as much as press coverage.
5. Crisis preparedness and reputation management are integral parts of PR.
6. For UK businesses, many still lack PR support — that gap represents a real opportunity.
Most people have heard of public relations (PR), but few really understand what PR professionals actually do — and especially how PR can work for startups.
At its simplest, PR is how an organisation manages communication with the people who matter most — its stakeholders.
These include investors, employees, customers, partners, the media, and the wider public. Effective PR ensures those groups understand who you are, what you stand for, and why they should care about your or your business.
At Words+Pixels, we describe PR as the art of reputation building. It’s not spin or noise; it’s clarity, connection, and trust.
For deeper insights into PR fundamentals, visit Startup School — our blog designed to help startups grow through public relations.
The textbook definition of Public Relations
"Public relations is about reputation – the result of what you do, what you say, and what others say about you." — PR expert (prnews.io)
According to the Chartered Institute of Public Relations (CIPR), PR is,
“The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” (CIPR).
In other words, PR builds relationships that strengthen credibility and trust - two things no business can grow without.
What PR means for startups
For startups, PR is mostly about building relationships with the media, whether that’s journalists or influencers.
Journalists might reach out to your company for a story, or sometimes it’s the other way around: you want them to know about your product, funding, or innovation.
PR acts as a bridge. It connects your business with the media, and through them, to everyone else who has a stake in your success. When your story is told by credible, independent sources, people start to believe it. And that belief builds reputation.
See how we help tell the stories of some of the UK’s best challenger brands with our PR services. You can also learn more about who the traditional media are and how to handle media requests in Startup School.
Why startups should invest in PR
You might wonder: Do I really need PR?
If your product or business service is interesting, people will talk about it - whether you’re managing it or not. Journalists will ask questions. Investors will research your name. That’s PR in action.
Proactive PR can:
- Build credibility in the right industry publications and platforms
- Attract investors through trusted, third-party media coverage
- Grow visibility with customers, partners, and talent
- Protect your reputation during challenging times
The best time to start PR isn’t when you need it. It’s before you do. For step-by-step advice on getting started, see How to know you’re ready to work with a startup PR agency
PR vs Marketing
Marketing promotes products. PR promotes trust.
Advertising says, “We’re great.”
PR says, “Here’s why others believe we’re great.”
That difference matters because trust drives everything from brand loyalty to investment. Our campaigns at Words+Pixels focus on earned attention rather than paid reach. Learn more about the difference between PR and marketing.
What modern PR looks like today
Modern PR goes far beyond column inches. For startups, it’s a dynamic mix of traditional and digital communication that builds long-term credibility.
Today’s PR is about:
- Building your brand story
- Telling your story clearly.
- Connecting with the right audiences.
- Protecting your reputation.
Modern PR combines traditional media outlets, like newspapers and broadcast with digital channels, including social media, podcasts and blogs.
Here’s what that looks like in action:
1. Storytelling:
Share authentic, human stories that people remember — in press coverage, social posts, videos, and blogs.
2. Media Relations:
Build genuine relationships with journalists and editors. Research thoroughly the types of journalists that will cover stories in your sector and industry.
3. Executive & thought leadership
Position your founder, or senior leadership as experts through podcasts, webinars, and articles.
4. Crisis & reputation management
Be prepared, respond quickly, and show transparency when things go wrong. We’ve got more on this in our Scaleup School handbook which you can download here.
5. Employer branding & internal comms
Keep your team aligned with your company’s vision and mission and showcase your culture online — your people are your best advocates.
6. Influencer & community engagement
Collaborate with influencers or communities to share your story authentically.
7. Measurement & analytics
Track engagement, visibility, sentiment, and share of voice to continually improve your PR strategy.
In short, modern PR isn’t just about getting coverage — it’s about telling your story, earning trust, and being visible where people are actually looking.
Want to see everything we can help you with? Check out our PR services.
Ready to build your reputation?
At Words+Pixels, we help startups, define their narrative, earn trust, and grow through strategic communication.
Get in touch to find out how PR can shape your story, and your success.
Frequently Asked Questions about PR
What does PR stand for?
PR stands for Public Relations — managing communication between an organisation and its audiences.
How is PR different from advertising?
Advertising is paid promotion; PR is earned attention. PR builds credibility and trust.
Why should startups do PR?
It helps startups gain visibility in a saturated market, attract investors, and build early trust with customers.
What are the main types of PR?
Media relations, thought leadership, public activations, internal communications, and crisis management.
How can PR success be measured?
Through coverage quality, brand sentiment, share of voice, and audience perception.
