By Wildfire
You’ve built something great. Now what?
Many founders assume PR is a later-stage problem, something for when the company is bigger, the funding rounds are bigger, and the stakes are higher. But, as we mentioned in our first blog of this series, PR isn’t a luxury—it’s a growth tool. It shapes how customers, investors, and even future employees see you.
And if there’s one thing every startup founder needs to hear, it’s this: If you don’t tell your story, someone else will. Or worse—no one will.
Not sure where to start? Use this quick checklist to get ahead.
What PR Should You Be Doing? (And Why You Don’t Have to Be Boring)
PR isn’t just about issuing press releases—it’s about building a narrative. And the best founders know that being interesting is just as important as being visible.
Here’s how to make it work:
Own your narrative – Don’t wait for media interest. Define what makes your company different, and talk about it—on your website, on social media, and in conversations with journalists.
Say it with us: “People buy from people!” – There’s a myth that B2B decision-making is purely rational, that buyers only care about features, pricing, and ROI. But the reality? People trust people, not faceless brands. Drop the jargon. Talk like a real person, whether on LinkedIn, in podcasts or on panels.
Pick your battles – Not every press opportunity is worth it. Prioritise quality coverage over mass pitching. Work at building a relationship with a select few journalists. Email a well-thought-out, tailored pitch that gives them what they need. Because one single thoughtful feature in the Financial Times is worth more than a dozen mentions in publications that don’t reach your target audience.
Humour and bold opinions work – Being memorable isn’t about being controversial for the sake of it, but about having a perspective. We rate SURREAL – you’ve probably seen their celebrity doppelganger campaign. Their offbeat, self-aware humour cuts through the noise, proving that B2B doesn’t have to be boring (something we always champion at Wildfire).
Be newsworthy – You don’t need a funding round to make headlines. Thought leadership, industry insights, and a well-timed contrarian take can grab attention. Stewart Butterfield (of Slack fame) didn’t just promote a product – he built an entire media presence by shaping conversations around workplace culture and productivity. The result? Slack became synonymous with modern work, for better or worse—right down to the notification pings that haunt our dreams.
Leverage LinkedIn – It’s not just for hiring. Yes, it can be cringeworthy at times, but here’s the thing: emotion often wins—even in professional settings. The best-performing posts aren’t just corporate updates; they share lessons, wins, and even failures. Don’t just post when you have big news—show up consistently, share insights, and engage with others.
Whether it’s smart pitching, leveraging LinkedIn, or embracing bold opinions, the key is to be consistent, human, and memorable. The best founders don’t wait for the perfect moment to start PR—they make PR work for them from day one.
So, where will you begin?
About Wildfire
We’re an award-winning PR agency partnering with technology companies worldwide to transform ambition into action. Our ‘Think Bold’ approach blends boundary-pushing creativity with data-driven insights, empowering clients to launch meaningful campaigns that deliver standout results. Learn more at their site.
If you would like to get in touch with Wildfire PR and Claim your free consultation or PR audit, get in touch today.