The PR Playbook Every Startup Needs — But No One Talks About
Emerging brands often misunderstand public relations (PR). Many assume PR is just about press releases or hiring a big agency to land major media coverage. In reality, PR is one of the most effective tools for shaping a brand's reputation, building trust and standing out in a crowded market.
The challenge? Most startups and small brands don't know where to begin. So they go to an agency. Cue the horror story.
That's why many agencies don't lead with what it really takes to get the ball rolling. Yes, their work can get results — but do you know what those results should be or why they matter for your business? Are you ready for the follow-up and the increased scrutiny that new and intense visibility might generate? Do you have the internal bandwidth to manage an agency relationship and justify the spend?
These questions often get skipped in the rush to "do PR," but the answers will make all the difference. Most agencies won't help you figure this part out — because it's not their job. It's yours.
Related: Mastering Public Relations — A Comprehensive Guide to Boosting Your Brand's Reputation
Ditch the old press release and media kit
So let's start with the OG of public relations planning: the press release and media kit. The traditional press release isn't dead, but it shouldn't be the tactic overwhelming all of your other communications activities. The media gets hundreds of press releases and another couple of hundred pitches each day. The same is true for the kits.
Unless your announcement is truly groundbreaking, it's unlikely to grab attention on its own. Instead, focus on crafting a story that resonates with your audience, solves a problem or taps into a broader trend.
Rather than leading with, "We just launched a new product," frame the story around an industry shift, customer pain point or unique innovation. Journalists care about narratives, not announcements. Once you get it right, it will make it easy to see where your audience will eat up the story. It will also make it easier to understand which materials you'll need to share with reporters in a media kit.
Indulge a small exception: I do use frequent press releases laden with keywords and company or product info in digital PR pushes in advance of company events. These can help prop up any online marketing you're doing, and they'll live online as a lasting page full of good information. You just need to eliminate from your mind any expectation that a press release will get you a cover story.
Related: 5 Secrets Your PR Team Won't Tell You
Create your own distribution network
One of the biggest mistakes brands make, especially emerging brands, is waiting for external validation before telling their own story. In today's digital age, a brand can and should own its own communication channels. Start by building credibility through your website, blog, LinkedIn and other social media channels, and encouraging your employees and partners to contribute.
Publish insightful blog posts that demonstrate expertise.
Engage in industry conversations on LinkedIn.
Share behind-the-scenes content that makes your brand feel authentic.
Create short-form videos that answer common industry questions.
Unless an expensive production value is part of your brand story, do the best you can but do not be afraid to showcase something that isn't perfect. By consistently delivering value through owned channels, you create a body of work that media, investors and customers can reference when considering your brand. You will also learn what works and can spend money later on only those pieces of content designed to motivate your audience.
Related: I've Run a PR Firm Since 2008 — Here's What PR Can and Can't Do
Start where you are: Smart PR on a budget
It's worth repeating — you don't need a massive budget or a full-fledged PR team to gain traction. What you do need is a clear message, consistency and a few tools that help you stay plugged into the right conversations. Start by setting up Google Alerts to monitor your brand, competitors and key industry terms. Combine that with a tool like Fe edly to organize relevant blogs, trade publications and thought leaders into one place. This keeps you informed and ready to engage when an opportunity arises.
You'll find that if you make time to read through the posts and articles written about your brand's industry, you'll gravitate toward opportunities you can jump into the conversation naturally.
Next, take advantage of platforms like Qwoted or Featured. These services connect journalists with expert sources and give you a chance to respond to relevant media queries. Even a few thoughtful responses a week can result in credible media mentions over time. It's not glamorous, but it works and has the added benefit of generating strong, credible backlinks to third-party websites writing about your industry.
Your brand story is another essential asset. Make sure your website and LinkedIn profile clearly communicate who you are, what you do and why it matters. Journalists, potential partners and investors often look here first — don't make them work to figure out your value. A strong "About" section with a well-framed origin story goes a long way.
Finally, do a little groundwork to understand your media landscape. Keep a running list of publications and journalists who cover your industry. Read their work, follow them on social and engage thoughtfully before you ever pitch them. You don't need expensive software to do this — just curiosity and a bit of time.
Done right, this kind of DIY effort lays a credible foundation for long-term visibility. It might not feel flashy, but it's the kind of groundwork that opens doors — and helps you scale PR with intention as your brand grows. Just as importantly, it ensures that when you do invest in outside help — whether it's a consultant, agency or full-time hire — you'll know exactly what you need, what to expect and how to measure success. Understanding how the process works means you're not starting from scratch — you're simply building on what you've already set in motion.
Join top CEOs, founders and operators at the Level Up conference to unlock strategies for scaling your business, boosting revenue and building sustainable success.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Entrepreneur
3 hours ago
- Entrepreneur
You've Earned a Break (And 10 Bottles of Wine)
Choose every bottle and get them shipped to your door for less than $9 apiece. Disclosure: Our goal is to feature products and services that we think you'll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners. You've handled back-to-back meetings, client curveballs, and a never-ending Slack thread—and it's still not the weekend. If "I could use a drink" is basically your internal monologue, this choose-your-own wine bundle might be the most rewarding thing you've done for yourself all month. You know a good deal when you see one, so how does this sound? For less than $9 each with shipping, you can hand-select every bottle from choices like reds, whites, rosés, dry, sweet, domestic, or international, and have them shipped right to your door. No subscription required. Redemption is so simple Start by buying your wine deal here, heading to Swirl Wine Shop's website, and selecting your 10 bottles. Maybe some cabernet from Chile, a red blend from France, or rosé from Italy? Don't worry about how much each individual bottle costs, because this voucher will make your total come to $59 no matter what. Then, head to checkout, enter your voucher code, and pay the $29.95 shipping fee. We know, this sounds kind of like a lot, but each bottle still comes out to less than $9. Musician Tom Petty said it best with, "The waiting is the hardest part," as you anticipate the delivery. Make sure you or someone 21 years of age or older will be around to sign for the delivery. Celebrating Friday nights, landing new clients, or getting through Q4 will be an even bigger treat when you don't have to overspend on a bottle. Get wine delivery including 10 bottles for just $59 and $29.95 shipping (reg. $200). Choose Your Own 10 Premium Wines for Just $59 – Up to $200 value! (Shipping Not Included) See Deal StackSocial prices subject to change.
Entrepreneur
3 hours ago
- Entrepreneur
Can Nippon Paint Tap Into India's PPF Market
The paint protection films(PPF), launched by Nippon Paints, will be available across India and is expected to be present in more than 100 cities by the end of this year Opinions expressed by Entrepreneur contributors are their own. You're reading Entrepreneur India, an international franchise of Entrepreneur Media. The paint protection films(PPF) market in India is a burgeoning industry. The automotive sector accounts for a significant share of the paint protection film market. PPF is highly used to protect vehicles from road debris, scratches, etc and a rapidly expanding automotive industry is expected to boost its demand. With an eye on developing and expanding the market in India, Nippon Paints, under the n-SHIELD brand, has launched its own PPF. "Our films cover all categories in the market, not just the premium. We plan to ultimately manufacture these products in India, in line with our Make in India philosophy, mirroring the government's efforts to bring international manufacturing to India," said Sharad Malhotra, director of Nippon Paint India. PPF is a thermoplastic polyurethane film that can be applied on the painted surfaces of a car to protect the paint from stone chips, reduce abrasions and wear and tear. The PPF market in India is expected to reach a projected revenue of US$ 31.9 million by 2030. From 2023 to 2030, a compound annual growth rate(CAGR) of 7.6 percent is expected in India, according to estimates by Horizon Grand View Research. The company has set up basic concept plants at the moment to manufacture this product in India. The product caters to mass, premium and luxury segments and is priced between INR 65,000 to INR two lakh. Nippon Paint has multiple sites for developing these films. Currently the products being launched in India are sourced from Japan and China. The paint major is actively seeking to develop new partnerships in India for strategic manufacturing of the product. "It's still at a concept stage because this is a new technology. The kind of investments, opportunities we see are still evolving. Conceptually we are aligned that this should be manufactured in India but in terms of plant designs, plant sizes, investment sizes it's still a work in progress. If the product takes off very well, we can start manufacturing in the next two to three years. It depends on the adoption rate," Malhotra added. The current investment is primarily R&D focused. Nippon Paints has been developing the PPF for four years. It started the film business division in Japan way back in 2021. In the middle of COVID as a part of the strategic review in the business, the company decided to enter the film business. India is the largest automotive aftermarket business in Nippon Paint Group and is the second region where the brand promises grand entry with films. First PPF was launched in Thailand. The PPF comes with a five, seven, ten years warranty and is found in gloss, matte and colored ranges. The company is yet to finalize its original equipment manufacturer (OEM) partners. The entire detailing range consists of tyre dressers, dashboard cleaners, fabric cleaners, etc. Nippon Paint is also launching a host of other films including the headlamp film for which it has already received OEM endorsements. "We want to be a one stop solution, the car dealership or the detailing centre doesn't have to look out to multiple vendors. Nippon is there to serve them as a single source. This is a time where actually a player like Nippon Paint can add a lot of value, set standards, establish benchmarks, create ecosystems for the entire industry to benefit," he added. This product will be available across India and is expected to be present in more than 100 cities by the end of this year. Not only cars, these films will be available for two-wheelers, bikes and trains as well. In India right now the market is only two percent to three percent for cars and is expected to reach four percent to five percent in the next couple of years, estimated Malhotra. The paint protection films market is consolidated in nature. Some of the major players globally include 3M, Saint-Gobain, Avery Dennison Corporation, Eastman Chemical Company, XPEL, Inc., among others.
Entrepreneur
4 hours ago
- Entrepreneur
Raising Cane's CEO Shares His Mindset for a Billion-Dollar Success
Todd Graves was turned down by every bank in town when he started. Here, he sits down to share his mentality on success, leadership and building a billion-dollar brand. This story appears in the July 2025 issue of Entrepreneur. Subscribe » When Raising Cane's opened a new restaurant in Miami, it hired local influencers to hype it up. That included two of the city's buzziest names — Hanna and Haley Cavinder, twins who rose to fame while playing basketball for the Miami Hurricanes, and cofounded the TWOgether fitness app and Hustle Beauty brand for athletes. Recently, we asked the twins what entrepreneur they'd most like to talk with. They circled right back to that chicken restaurant — and said they'd love to meet Raising Cane's billionaire founder, Todd Graves. They'd seen his business from the outside, but they wanted to understand it from the inside. And Graves, who believes that partnerships are the key to success, was eager to meet and learn from them too. So we brought the three of them together for a conversation. In turn, they drew up a game plan for growth — in business and in sports. This conversation was part of a new series we call The Playbook, produced in partnership with Sports Illustrated. We pair entrepreneurs with entrepreneurial athletes for career-spanning conversations. Here's an edited version of their conversation; you can watch the full video here. Related: 5 Work Ethic Lessons Entrepreneurs Can Learn From Elite Athletes Haley Cavinder: When you started Raising Cane's, did people understand what you wanted to build? Todd Graves: I got turned down by every bank in town, because it was a weird concept back then: Just chicken-finger meals. Other restaurants were adding more items to add more sales. The only model I could think of was In-N-Out Burger — which primarily sells hamburgers — but nobody in Louisiana, where I started, had heard of that. But I just believed in myself. I said, "If you can serve a 'craveable' meal consistently, over and over and over, it's going to be a success." So I knew I had to take it into my own hands. I worked in oil refineries, I worked as a boilermaker, I worked in commercial fishing in Alaska — all to make money for this business. The fishermen in Alaska could see me working so hard for this chicken-finger dream, and they'd tell me, "You're going to make it." That was my first encouraging group. Image Credit: Courtesy of Jeffrey A. Salter | Sports Illustrated Haley: Once you got going, what was the hardest part? Todd: When we started, we didn't really know what we were doing. We were open seven days a week — and we still are. But back then, the college students I hired wouldn't show up to work. So I'd call friends, call family: "I need you to come help me cover this shift." I didn't do much sleeping. We were open every night until 3:30 a.m. By the time we got out, it'd be 5:30, and then we had to be back opening at 8:30 every morning. Haley: Jeez. Todd: There is not a balance of life at a startup. You have to put 100% into it. It's why I started Cane's when I was y'all's age. I opened up at 24, and at that time I could devote everything. It was that drive, that passion. Look, I profited $30 my first month, and I was thrilled. Because it meant I could pay my people, I could pay my vendors, I could pay rent. That's when I knew this was going to be a success. The next hard phase was going from one restaurant to two. I didn't know how to build teams. I got as much advice as I could, but it was more about learning through trial and error. I burned through people. I felt bad about that, not knowing what I was doing. Then I learned to get the most out of people and be able to coach 'em and lead 'em to where they became managers. Now we have 75,000 crew members, and I have a platform to teach them. For most of them, Raising Cane's is their first job. So I tell them: "Work hard. Have fun. Let's deliver quality product. Let's earn our money." Related: Smart Entrepreneurs Don't Leap Without Looking — Here's How to Strategically Approach Starting a Business Haley: Darn, you make a good coach, too! Hanna Cavinder: You played football, correct? I feel like that started with the athlete mindset. Todd: A hundred percent. I learned leadership through sports. For example, when someone does something wrong in business, leaders might think, Oh, I'll talk to them about that in a couple days. But coaches don't do that! They course-correct right then. Haley: In the moment. Todd: And the culture is: Everybody's always trying to get better. Mistakes don't mean you're bad. We have a culture where it's okay to make mistakes — but we need to learn from 'em. How has playing basketball helped you with starting and growing your businesses? Hanna: We learned consistency and discipline. You have to show up every single day, regardless of the highs and lows. Haley: We also learned how to get the most out of a group of people. When you all have one common goal, it doesn't matter what someone's past is, or where they come from. You just ask: How can we all accomplish this? Also, recognize that we all have different strengths and weaknesses. That's true even for Hanna and I, but we have one goal: to be successful. And you can't fake it. If you feel like your coach is just saying empty things to you, you don't want to show up for them. You need people to think, I want to show up and do this because they really care about me. Todd: That's true. The crew's happier. They're working better. It affects quality. It affects everything else. Hanna: Also, we learned how to respond to things outside our control. It's like, "Okay, the coach didn't play me. I can't control that. So what can I control and still have success?" Related: Why Every Athlete Should Think Like a Startup Founder Image Credit: Courtesy of Jeffrey A. Salter | Sports Illustrated Todd: You're years ahead of your time. I literally tried to control everything and make everything so perfect. One of the biggest lessons I learned was: Concentrate on progress rather than perfection. For example, I wouldn't release my first training manual because I kept thinking, I've got to make it better. But people were like, "Hey, just do version one. Then work on that." That was good advice. You've built a great community for your businesses. What is your secret sauce for bringing people together? Haley: When we started our health and fitness businesses, we thought a lot about having a purpose. And that purpose is to help young girls. That allows us to stay happy and in a good mindset. Hanna: That helps us through hard times, too. For example, we both had an eating disorder — but we were able to turn it into a positive for other people by making an app to help them eat better. It was like, "We're going to impact a little girl, or somebody who's struggling in life, and that's a win in itself." Todd: That's purpose. Haley: That's the passion that keeps you going. Todd: Look, if you love what you do, you'll do it till the day you die. In business, people often value money and wealth more than purpose. That's why so many great entrepreneurs sell out early on. Then their company is bought by private equity, and it doesn't have the same values. You lose that special founder deal. People ask me, "Hey, what's your endgame?" I'm gonna grow old and die with this business, and the kids are gonna take it on and keep those values going, and then hopefully their kids, and we'll just keep those values going forever. Hanna: There's never an endgame. Todd: I love that. Ready to break through your revenue ceiling? Join us at Level Up, a conference for ambitious business leaders to unlock new growth opportunities.
