11 Killer PR Strategies for Startups: Build Your Brand on a Budget

How to spread the message about your brand without breaking the bank.

I've helped founders land:
- TechCrunch
- Washington Post
- CNN
+ more

Actionable advice: 🍕

I write about tech + humans + philosophy. Farcaster OG. FID 3305 founder of /theindex 

https://linktr.ee/joanwestenberg

1/11 Know your founding vision. Align PR with mission and values.

Why: Gains trust.

• Focus messaging on core goals

• Map PR plan to long-term aims

• Pitch stories that highlight the vision

Authenticity matters.

2/11 Build your list. Keep a CRM ~only for journalists and editors.

Know who you're pitching and what they're writing about.

• Use feedly for media intel

• Use airtable for list building

• Don't take data scraping shortcuts; do real research

You need relationships.

4/11 Host informal media meetups. Make warm intros.

Why: Relationships open doors.

• Curate relevant reporter guests

• Prep founders with key points

• Follow up thoughtfully

Connection is key.

5/11 Look for low-cost, high-impact PR opportunities.

Why: Maximize reach. Minimize spend.

• Guest articles in trade pubs

• Roundup quotes

• Speaking gigs

Seek value. PR *does* have a measurable ROI.

6/11 Local media offers startup PR wins.

Why: Hyperlocal goes viral.

• Cultivate hometown outlets

• Share small wins

• Ride the social wave

Start local.

7/11 Pitch "listicle" stories featuring your business PLUS your competitors.

Why: Get creative.

• Top apps by female founders

• Bootstrapped startup list

• Categorize for trends

Lists tell stories. Impartiality does too. Give time-poor journos a neat story = win.

8/11 Use creative social media strategies specifically to target individual journalists who favour that content.

Why: Authenticity shines.

• Snapchat filters

• TikTok duets

• Instagram reels

Leverage platforms.

9/11 Encourage founders' unique social voices.

Why: Personality builds trust.

• Share insights directly

• Show behind-the-scenes

• Respond to comments

Vulnerability connects.

10/11 Be obsessive about collecting user testimonials and reviews.

Why: Social proof sells.

• Ask happy customers

• Post online referrals

• Promote rave reviews

Word of mouth works.

11/11 Consider moments and partnerships.

Why: Ingenuity attracts attention.

• Co-branded campaigns (think: Barbenheimer)

• Bold campaigns ("_ is Dead - We're throwing a funeral")

• Community initiatives

Act outside the box.

Great PR takes time. Tactics help, but overnight success? Don't count on it.

Maximize impact, and minimize spend. Play the long game for big wins.

Prioritize relationship-building. Work smarter, not harder, for maximum results.

3 Actions To Take Right Now:

1. Set up a journalist CRM via Airtable
2. Build a media intel feed of relevant publications and keywords
3. Set up a PR slack / discord channel for your team to brainstorm

3/11 Stop spamming journalists. You'll be blacklisted for life.

Why: Journos and writers (myself included) get 100s of pitches every day.

• Only reach out when you KNOW your story fits
• Try for warm intros first
• Go one-to-one; never email blast

Journalists never forget.