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How Startups Can Build a Strong PR Presence in India

According to the Ministry of Commerce and Industry, India’s startup ecosystem is flourishing, with over 90,000 registered firms as of 2023. However, due to financial limitations, many early-stage businesses feel that they cannot afford to have a strong public relations (PR) presence. Fortunately, having a lot of money isn’t always necessary to develop a PR plan. With the use of studies, examples, and practical insights, this essay presents cost-effective, successful PR tactics designed specifically for Indian entrepreneurs. Last but not least, we present Atom Communication, a partner committed to assisting companies in maximising their public relations potential while avoiding overspending.

The Importance of PR for Startups

Public relations is not limited to big businesses. PR is essential for startups in the following ways:

  1. Building Credibility: building relationships of trust with stakeholders, consumers, and investors. 
  2. Increasing Visibility: raising brand recognition in a competitive market. 
  3. Attracting Talent: presenting the business as a desirable place to work.
  4. Boosting Sales: Obtaining media exposure to generate leads.

According to a KPMG India Report from 2022, startups that have strong PR strategy grow at a rate that is 23% quicker than those that only use advertising.

Explore how PR can help businesses grow on Forbes

Affordable PR Strategies for Indian Startups

1. Leverage Owned Media Channels

Websites, blogs, and social media are channels that startups can utilise to manage their story. Frequent blog entries, thought leadership pieces, and milestone announcements can make a big difference. 

  • Example: Using its blog to clarify intricate stock market ideas, Zerodha, a fintech business based in India that was bootstrapped, established credibility and trust without investing heavily in public relations. 
  • Stat: Businesses that use owned media experience a 55% increase in organic traffic, according to a HubSpot Study from 2023. 

2. Engage with Digital Media and Local Publications

Excellent outcomes can be obtained by contacting local journalists and digital media channels. Media outlets will find it easier to cover your topic if you create customised pitches and provide original viewpoints. 

  • Example: Padhai Academy, a Jaipur-based firm, announced its investment round by working with regional media and websites; as a result, YourStory and The Times of India covered it. 
  • Cost-saving Tip: Make connections with journalists by using free resources such as HARO (Help a Reporter Out).

Learn how to pitch to journalists effectively on PRWeek.

3. Invest in Social Media Storytelling

Social media is a cost-effective platform for PR. Platforms like Instagram, LinkedIn, and Twitter allow startups to connect with their audience directly.

  • Case Study: Resonating with a younger audience, the direct-to-consumer brand The Souled Store established its brand presence through engaging memes and Instagram tales. 
  • Stat: India is expected to have more than 1 billion social media users by 2025, according to Statista (2024), making it an essential platform for businesses. 

4. Collaborate with Influencers

By collaborating with micro-influencers, you can expand your audience without having to pay as much for famous endorsements. 

  • Example: Vahdam Teas, a tea business, increased sales by 40% by collaborating with wellness influencers to reach health-conscious consumers. 
  • Pro Tip:To find reasonably priced influencers in your niche, use sites like Upfluence or Plixxo.

Explore influencer marketing trends on Campaign India.

5. Participate in Industry Events

Attending or sponsoring local startup events provides networking opportunities and media visibility.

  • Example: Edtech startup Classplus gained recognition by showcasing its solutions at TiE Delhi-NCR Startup Expo, resulting in media coverage from Economic Times.

Cost-saving Tip: Look for free or low-cost events in your industry.

The Role of PR in Crisis Management

Taking shortcuts is not the same as affordable PR. Having a plan in place might help safeguard your reputation in times of crisis. 

Example:

A small e-commerce business promptly apologised on social media and provided discounts after receiving criticism for delayed purchases during Diwali. Their proactive approach enabled them to win back the trust of their customers. 

Check out Atom Communication’s affordable crisis management services here.

Key Stats Supporting Startup PR

  • According to the Nielsen Global Trust Report, 92% of consumers place more trust in earned media, such public relations, than in paid advertising.
  • According to CB Insights, startups that prioritise PR from the outset have a 2.5x higher chance of obtaining investment.
  • According to a PwC India study, audience engagement has increased by up to 60% for Indian firms that combine traditional and digital PR.

PR Best Practices for Startups

  1. Understand Your Audience: Tailor your messages to resonate with your target demographic.
  2. Create a Unique Narrative: Stand out by highlighting your brand’s unique value proposition.
  3. Use Data and Analytics: Track the performance of your campaigns to refine strategies.
  4. Balance Traditional and Digital PR: Leverage both for a holistic approach.
  5. Collaborate with Experts: Partner with PR agencies experienced in startup needs.

Atom Communication: Your Partner for Startup PR

We at Atom Communication are aware of the particular difficulties new businesses have building their brands. Focussing on cost-effectiveness and efficiency, we provide customised solutions that support startups: 

  • Gain visibility across traditional and digital platforms.
  • Build meaningful relationships with media and influencers.
  • Navigate crises with proactive and cost-efficient strategies.

Why Choose Us?

  • Proven Expertise: Decades of experience in Indian PR.
  • Budget-Friendly Plans: Customizable solutions for startups.
  • Results-Driven Approach: Measurable impact on brand visibility and reputation.