Communications and Public Relations (PR) are essential for startups aiming to build their brand and credibility in competitive markets. To explore how startups can make the most of their PR efforts, we spoke with Sarah Bard, a global communications expert and C-Suite advisor whose career spans the fast-paced world of U.S. politics to tech startups. She has worked on five U.S. presidential campaigns, was appointed by the White House to lead public engagement for a cabinet agency, led communications at fintech Melio, and has advised dozens of startups on their growth strategies. Sarah brings deep insights into how PR can be a game-changer for startups.

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Sarah, let’s start by defining Communications and PR “Public Relations”. Why is it so important for startups?

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In an increasingly crowded and noisy market, Communications and PR play a significant role in building a brand, credibility, and trust for both B2B and B2C startups across a broad range of sectors. 

Communications and PR for startups are not just about one-off announcements but about building a tactical and strategic approach to produce business value.

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A successful Communications and PR effort results in earned media and third-party validation, which carry higher value, trust, and authority than paid media and can have a more profound, lasting impact. As AI reshapes how future customers of both B2B and B2C companies discover products, this type of validation and coverage from authoritative sources becomes crucial for positioning and visibility in today's competitive marketplace.

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What are the key goals that a startup should have when approaching PR?

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When launching a Communications and PR effort, it’s essential to align it with specific business objectives and consider both short- and long-term potential. Early-stage startups will have different needs (and budgets) than later-stage companies, and Communications and PR strategies must always be experimental, nimble, and adaptable—taking into account their stage, sector, competition, and regulatory landscape.

Communications and PR are often used as growth levers in a company’s go-to-market strategy, focusing on brand building, customer base growth, and relationship and partnership development (see Airbnb). 

In addition to go-to-market, Communications and PR also play a role in talent acquisition and retention, fundraising, and investor relations. In some sectors, they are essential for market education and targeting policymakers, consumer groups, or advocacy groups.

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When developing a media strategy, how should startups prioritize different media channels?

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It’s important to think of media coverage in steps as you build your brand. When you are a younger and smaller startup, you might be more successful targeting niche industry or customer-group-specific outlets. This could include podcasts, bloggers, and industry experts with their own audiences.

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As you gain traction and build brand equity, you will be better positioned to succeed with larger outlets like TechCrunch or VentureBeat. Eventually, as you build broad appeal and thought leadership, you can aim for mass media like The New York Times or The Wall Street Journal.

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But remember, it is very hard to get larger media attention as a young startup unless you make news for something very bad (ex: a customer data leak). A strategic mix of media types helps you reach different segments of your audience, from investors to customers to potential hires.

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What’s the best way for a startup to decide between in-house PR, a freelancer, or an agency?

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It depends on your needs and budget. In-house PR can be a great option if you have the resources, as it ensures someone is fully dedicated to your brand. Freelancers are more affordable and offer flexibility, which is beneficial for early-stage startups.

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Agencies, especially smaller ones, provide a wider network and strategic insight but come with a higher price tag. Whatever route you choose, make sure it’s aligned with your goals rather than just focused on one-off announcements. PR is more than just sending out press releases; it involves long-term strategy, relationship-building, and consistent communication.

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What should startups ask before hiring a PR agency?

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You want to ensure the agency has strong connections with the right journalists in your industry and can help not only pitch your story but also build those relationships for you directly.

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The right agency should be experts in understanding your target audience, their media consumption, and how it is evolving.

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They should be proficient in both traditional and newer media sources like podcasts, influential industry voices, awards, and conferences etc. Avoid agencies that only focus on writing press releases for mass syndication channels—it’s an outdated model. Instead, ask about their experience with startups, particularly how flexible and nimble they can be, and their track record with companies at your growth stage.

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Let’s talk about funding announcements. What’s your advice for startups preparing to announce their first funding round?

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A funding round is a significant milestone and validation. Yet, a small percentage of them actually manage to garner any coverage. I tend to think that most funding announcements can be newsworthy. But if your announcement is simply self-congratulatory or marketing language, you will not get very far.  A few tips:

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It’s essential to budget a few weeks in advance if it is your first time, even the best hires or external teams need time to study the product, interview executives, and develop unique storytelling angles to pitch reporters.

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Make sure to connect the announcement to a larger trend or narrative about your market, customers, or the technology you’re building. Target a handful of key outlets and reporters, tailoring your message to their audience.  Company announcements or press releases that sound like marketing material will go straight to the trash.

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Don’t just focus on valuation. Emphasize how the funding will improve your product offering or service experience.  It’s not just about the headline but the value you’re delivering. 

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Timing is also key—avoid holidays or Fridays, and aim for midweek announcements for maximum impact.

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And remember, the funding announcement is just a launch moment. It’s the beginning of a longer-term strategy where you continue to show momentum—whether through new features, partnerships, customer wins, or expansion plans.

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How should startups measure the success of their PR efforts?

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In the short term, you can measure success through metrics such as press hits, organic traffic, and candidate applications. Over the long term, success includes metrics like share of voice, coverage in top-tier outlets, and maintaining a strong, recognizable brand. Consistently positive coverage builds trust and authority over time.

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Any common PR mistakes that startups should avoid?

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One common mistake is confusing Communications and PR with marketing or expecting PR to drive immediate conversions and sales.

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Another mistake is rushing to make announcements without a clear message or goal. If your story isn’t fully baked, it’s better to wait until you have something compelling to say. And, of course, manage your expectations—don’t expect to land in The Wall Street Journal with your first press release. 

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Brand building,  credibility, and authority happens with hard work and sustained focus. For even the best teams, results come in weeks or months- not days.

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Finally, how can startups stand out in such a crowded media landscape?

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Be concise and compelling in your messaging. Journalists are inundated with pitches, so you need to grab their attention quickly. The headline and subheadline are critical—many journalists will only read those two lines before deciding whether to engage with your story.

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Make sure you’re offering something different, and that your story is not just another generic pitch. Journalists can tell when a press release is written by AI, and it is one of the easiest ways to get them to discard your pitch - if you do not invest time in your story- why should they?

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Consistency is key. Build relationships with journalists over time, don’t just reach out when you need coverage. Offering a unique angle or perspective on developing stories in your field or expertise sets you apart from the competition. 

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And don’t forget to stay true to your brand voice—authenticity goes a long way in building trust with both the media and your audience.

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