Startups and PR: Breaking Past the Audience of One

With all the stories of successful companies that started out of the backseat of someone’s car or their garage, it won’t surprise you to learn that many startups are not flush with cash. The early days of any business will often see the entrepreneur working hard to make every dollar count so that they can build a solid infrastructure for their company.

How exactly should they spend their money so that their business will grow? Computer? Check. Accounting software? Check. Those expenditures may take a painful cut out of the business owner’s budget, but the person receives something tangible or at least visible in return. Then there is PR, an investment that may make your phone ring or leave you listening to crickets. Is PR really necessary, or can it be skipped? Let’s lay out the case so that you decide for yourself if PR can help you get your startup to the next level.

First, it’s a big world out there – very big.

While every entrepreneur will start their advertising efforts within their own social circles, eventually they will want to expand. Whether they live in a small town or a metropolis, getting their company’s name and products in front of more people will not be easy. With millions of potential customers out there, all of whom are rushing from place to place and have only so much time to give you, you may need a very big megaphone to get their attention and hold it.

PR is designed to do that. A good campaign will identify the demographics of your ideal customers, pinpoint how best to reach them with your message, and create a bridge between you and them. It can help you find that needle in a haystack: in a city of millions, for example, the people who are most interested in what you offer.

Second, PR helps you to get control of your message and keep it.

If you have ever scrolled through vacation rentals, looking at available beach houses, for example, then you already know how much appearances influence perceptions. That isolated house tucked back in the trees will draw those looking for privacy and quiet while the home that comes with a swing set and kiddie pool will appeal to families. It’s all about a message or image that the owners of the properties carefully craft before putting their photos online.

It’s really not any different for an entrepreneur in any industry. PR, done right, can help you refine your message so that you know exactly what you are offering and, by extension, who it will draw. If the reality is that not everyone will be interested in your product (remember the secluded house with no activities for children), then it makes sense to know who will be interested so that you can reach out to them with messaging designed to get their attention.

Third, a good PR campaign helps you to stay in for the long haul.

In creating your company, you likely envision being in the market for years to come. To do that, you will need an evolving PR strategy that takes in all the ups and downs you are likely to encounter along your journey as a business owner. As you grow your company, you will go through numerous stages, each one taking you higher in the business world. Your PR campaign will be designed to push you to each new level, with one eye on the present and one eye on the future.

The Takeaway for Entrepreneurs Who Are Weighing Whether to Invest in PR

Every business, regardless of its size, can likely benefit from some sort of PR strategy. The key is to remain aware of three things: budget, goals, and results. Monitoring all three can help you to remain realistic and increase the likelihood that your PR campaigns will deliver the outcomes you are seeking.

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles.

For more information about Imperium Group, please see

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