This chapter introduces the business impact of PR, especially for early-stage and resource-limited startups. It outlines how PR contributes to customer acquisition, investor interest, talent attraction, and brand trust. You’ll learn how strategic communications work even without a big budget or team—and why ignoring PR can cost you far more in missed opportunities.

Learn the journalism principles behind what makes news actually newsworthy. This chapter walks through media basics: what reporters look for, how they work, and how startups can become reliable sources. From conflict and relevance to human interest and timing, you’ll gain the lens to shape your company’s story into something the press wants to cover.

Here, we show you how to link your PR strategy directly to your startup’s objectives. Whether you're fundraising, hiring, launching, or repositioning, this chapter helps you define measurable goals for awareness, visibility, and conversion. You’ll also learn how to structure your PR calendar and messaging based on strategic business priorities.

This chapter helps you develop foundational messaging, tie it to larger narratives, and build a sustainable PR schedule — with or without big launches or company announcements. You’ll also learn how to "create" your own news using original data and thought leadership.

Press releases are one of the most overused yet misunderstood PR tools. This chapter breaks down when they add value and when they don’t, how to write them in a way that carries weight, and how to publish and distribute them effectively. You’ll learn to treat press releases as anchors in your communications plan—not as shortcuts to earned media—and how to make them work for investors, analysts, customers, and journalists alike.

This tactical chapter breaks down the art of pitching, from finding the right reporters and crafting subject lines to following up respectfully. You’ll get a list of dos and don’ts that save time and increase your chances of landing coverage. Learn how to personalize outreach, be ready with assets, and build long-term relationships with media.

Learn how to evolve your PR program as your startup grows. This chapter covers media training, developing a professional presence, maintaining relationships, and measuring success. You’ll explore how to diversify outreach, manage brand assets, and keep the entire team aligned so you can continue driving visibility and influence over time.