How Indian EdTech Startups Can Reach More Students with PR
India’s EdTech industry is projected to reach USD 10.4 billion by 2025 (Source: KPMG), making it one of the most dynamic and competitive markets globally. But with hundreds of platforms offering courses, test prep, skill training, and K-12 content, standing out is harder than ever.
So, how do you reach more students, build trust, and stay top-of-mind?
The answer lies in strategic Public Relations (PR).
Why PR Matters More Than Ever in Indian EdTech
- Trust is the New Currency
Students and parents are overwhelmed with options. PR helps build credibility through third-party validation from reputed media outlets. - Organic Reach > Paid Ads
While performance marketing gives a quick boost, PR stories have longer shelf life and improve brand recall. - PR Supports Fundraising
Visibility in trusted publications improves investor interest. According to Tracxn, 88% of edtech startups that raised Series A in 2023 had prior media coverage. - Narrative > Noise
With so many similar offerings, your brand narrative becomes a differentiator. PR helps shape and spread it.
5 Proven PR Strategies for EdTech Startups
1. Build Authority Through Thought Leadership
- Publish founder interviews, guest columns, and data-backed insights
- Pitch stories like “How rural India is learning through edtech” or “AI in classrooms: Hype vs Reality”
- Partner with journalists covering education, tech, and social impact
2. Leverage Student Success Stories
- Real student journeys build emotional connect
- Feature them in mainstream media and digital publications
- Collaborate with influencers or micro-educators to amplify the narrative
3. Tap Into Regional Media
- India’s diversity demands localized storytelling
- Use regional languages and platforms (e.g. Dainik Bhaskar, Eenadu, Malayala Manorama)
- Run campaigns around state exam results, board support, and local curriculum
4. Align with National Conversations
- Link your messaging with events like NEP rollouts, CBSE reforms, or World Youth Skills Day
- Example: Position your platform as NEP-compliant or skill-based learning-ready
5. Consistent Media Engagement
- Share timely press notes on product launches, partnerships, hiring announcements
- Maintain a media kit with updated founder bios, logos, screenshots, and impact numbers
- Track media trends and journalist needs on platforms like Twitter, HARO, and LinkedIn
Metrics to Track PR Impact in EdTech
KPI | Why It Matters |
Media Mentions | Validates reach & presence |
Referral Traffic | Measures link performance from news stories |
Share of Voice (vs competitors) | Tracks category visibility |
Keyword Uplift | PR improves branded + non-branded search terms |
Student Signups | Tied to long-term storytelling impact |
Real-World Example
In 2024, an EdTech client of AtomComm saw a 3x rise in website traffic and 42% increase in student demo signups after a six-month PR campaign that included:
- Founder coverage in YourStory and Business Standard
- Regional features in Sakshi and Lokmat
- Guest columns on AI + education on Inc42
EdTech startups can no longer afford to ignore PR. In a country as vast and diverse as India, consistent and credible storytelling isn’t a luxury—it’s a growth channel.
PR is your brand’s microphone. Use it well. And if you need help? AtomComm is here to amplify your story.