5 PR Mistakes Startups Make (and How to Avoid Them) 

Statistically, 90% of startups never survive the so-called ‘Death Valley’—the critical initial stages of startup operations. Sadly enough, many of them don’t fail because of a bad product but because no one knew they existed. Without visibility, founders miss opportunities to gain traction—gather feedback, attract investors, secure strategic partnerships, or win first customers. In the end, they fade into obscurity.

Public relations (PR) can make or break a startup’s growth. Done right, it builds credibility, brand awareness, and trust. Done wrong—or ignored altogether—it leads to missed opportunities and stunted progress. The good news? These pitfalls are avoidable. Here are five common PR mistakes startups make and how to avoid them.

1. Ignoring PR until It’s Urgently Needed

Many small businesses only think about PR when they need immediate media coverage, such as during a crisis or a major product launch. However, effective PR is a long-term effort that builds relationships with journalists, industry influencers, and customers over time.

How to Avoid It:

• Think strategically. What are your business objectives? Are your primary goals to: 

  • Fundraise? 

  • Hire an A-player team? 

  • Secure partnerships? 

• Based on your business objectives, identify the top 5-10 media your startup needs to be featured in to reach the relevant people. Identify 1-2 journalists covering your industry/vertical in each media. 

• Start early by building relationships with those relevant media contacts, even when you don’t have a pressing need for coverage. Follow them on social media and read their articles to understand what’s newsworthy. 

• Regularly share updates, industry insights, and thought leadership content to stay top-of-mind.

• Have a crisis communication plan in place so you’re prepared when issues arise.

2. Sending Generic Press Releases that Get Ignored

Journalists receive countless press releases every day, most of which go unnoticed because they are too generic or lack a compelling hook. If your press release doesn’t immediately capture attention, it’s unlikely to get coverage.

How to Avoid It:

• Tailor your press releases to specific media outlets and journalists who cover your industry.

• Focus on a unique angle or newsworthy aspect that makes your announcement stand out. 

  • Good examples: Fundraising announcements, any interesting metrics/numbers, partnership news, securing a key client, expanding into new geographies, new C-level/advisor joining the team, and the founders’ story. 

  • Bad examples: Announcing a minor product feature release, a team building, turning your press release into a marketing flyer claiming your product will ‘revolutionise’ the world. 

• Keep it concise, include a strong headline, and provide relevant data or quotes from key stakeholders.

3. Failing to Define a Compelling Brand Story

A brand without a clear, engaging story struggles to connect with its audience. Your brand story should communicate who you are, what you stand for, and why people should care.

How to Avoid It:

• Develop a strong brand narrative that highlights your company’s mission, values, and unique selling points.

• Incorporate storytelling into all your PR and marketing efforts, from press releases to social media.

• Ensure consistency across all platforms so that your messaging is aligned and recognisable.

• Develop a spokespeople grid - a list of externally-facing people in your startup along with a list of topics they can cover. This way you can increase the scope of themes you can talk about as experts and increase your potential media reach. Once done, conduct media training for all of them to make sure your team all speak the same language (e.g., when asked a simple “What does your startup do?” they should all be able to have an aligned answer. Believe me, it’s easier said than done!).

4. Overlooking the Importance of Local Media & Niche Publications

Many small businesses aim for national or global coverage but overlook the power of local media and niche industry publications. These outlets often have a highly engaged audience that can be more relevant to your business than mainstream media.

How to Avoid It:

• Build relationships with local journalists and industry-specific bloggers who are more likely to cover your business.

• Pitch stories that resonate with the local community or industry trends.

• Leverage regional awards, business events, and networking opportunities to gain visibility.

5. Not Measuring PR Success or Adjusting Strategies

Without measuring the impact of your PR efforts, it’s impossible to know what’s working and what’s not. Many businesses make the mistake of assuming PR is only about media coverage, but its impact extends to brand awareness, website traffic, industry event participation, and building trust through awards.

How to Avoid It:

• The earlier the stage of the startup, the more quantity matters over quality. You need to build a critical mass of third-party publications and brand mentions to just be visible. At this stage, track key metrics such as the amount of media mentions and the monthly audience of media outlets covering you (use SimilarWeb analytics for that). You can also monitor website traffic spikes, social media engagement, or lead generation.

• As the startup grows, it’s time to track the quality of coverage as well. Start tracking sentiment - is your brand mentioned in a positive, neutral or negative light? Use tools like Google Analytics, media monitoring services, and social listening platforms.

• Regularly evaluate your PR moves and adjust based on what generates the most impact.

Final Thoughts

PR is a powerful tool for startups, but only if approached strategically. By avoiding these common mistakes and investing in a well-thought-out PR plan, you can build credibility, attract new customers, and establish a strong brand presence in your industry. Start early, be strategic, and measure your success—your business will thank you for it!