Why Early-Stage Startups Are Turning to PR Sooner Than Ever
Clara Armand-Delille, Founder of ThirdEyeMedia, shared her thoughts on how the funding crisis is forcing startups to rethink their approach to visibility and why PR has become a survival strategy rather than a luxury with StartupReporter.eu
In today’s tighter funding climate, the rules for startups have shifted dramatically. With capital harder to raise and runways shortening, early-stage founders are rethinking how to cut through the noise and gain traction. One key trend? They’re turning to PR earlier than ever.
Once seen as a “Series A and beyond” activity, public relations is now a priority for startups at pre-seed, bootstrapped, or even beta stage. Visibility is no longer a luxury—it’s a survival tool.
Discoverability in a Crowded Market
VCs are constantly looking for early signals. Often, those signals aren’t just in pitch decks—they’re in media breadcrumbs: a blog feature, a byline in a niche outlet, or a mention in a curated newsletter. These touchpoints drive visibility beyond a founder’s network and can be the difference between being seen and staying hidden.
We’ve worked with countless clients who have told us how game changing the first piece of coverage or two have been for them. It’s led to startups getting funded, closing a partnership with a major brand, or recruiting their co-founder or first C level exec!
Standing Out When Everyone Looks the Same
Early-stage startups often look and sound alike—similar problems, similar roadmaps, similar decks. In these cases, PR becomes a crucial differentiator. A founder interview or a smart thought piece can elevate a young company above the noise, signaling credibility, confidence, and clarity of vision.
Perception matters. PR doesn’t just inform—it positions. It can make a lean, scrappy startup feel like a real contender.
Credibility You Can’t Manufacture
Earned media carries weight. It signals that a journalist—an independent third party—found your story compelling enough to tell. That kind of validation is hard to fake and impossible to buy. In a capital-constrained environment, this credibility compounds over time and builds trust with investors, partners, and potential hires.
The media is undergoing many challenges, but it remains a sound third party advocate when it comes to brand building.
PR Is No Longer a “Later” Priority
At ThirdEyeMedia, we’re seeing more founders come to us at the earliest stages. Not to “go big” prematurely, but because they understand the importance of shaping their narrative before others do. In a down market, silence isn’t neutral—it often makes you invisible. It’s no longer perceived as nice to have, but rather, valued as a strategy avenue for growth, as it should.
Startups that embrace PR early are more likely to get noticed, remembered, and backed. Because in today’s climate, a strong story isn’t just nice to have—it’s a strategic edge.
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