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The Long Game of PR Success Without Chasing Headlines
- Support
- Jul 13
- 3 min read
How startups can build lasting credibility with everyday wins and thoughtful storytelling
Just launched your new business and need resources to ace direct marketing at lower costs with higher ROI?
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Public relations isn’t just for product launches, funding announcements, or flashy rebrands. For early-stage startups—especially those without a PR agency on speed dial—a consistent, evergreen PR strategy can quietly build credibility, create compound returns, and reduce reliance on media cycles that are often outside their control.
In a media climate where nearly 70% of journalists report receiving over 50 pitches a week, according to Muck Rack, only the most relevant, timely, or compelling stories cut through. So how do under-the-radar founders consistently earn attention without big news? By playing the long game—and building a PR engine rooted in storytelling, not stunts.
Start With What You Have: Customer Stories That Sell
Forget waiting for a product overhaul or Series A announcement. Some of the strongest PR assets are already in your inbox: customer feedback, testimonials, and user milestones. When repackaged effectively, these can form the basis for media pitches, blog posts, or LinkedIn thought pieces.
Tools like Case Study Buddy can help founders repurpose customer success stories into structured, publication-ready narratives. Even without an agency, you can shape these into media-friendly formats with a few hours of writing and design support. The secret? Focus less on what your product does and more on what your customers have achieved because of it.
“Reporters aren’t looking for your story—they’re looking for a story their readers care about,” notes PR strategist and former journalist Beck Bamberger.
Highlight the “Soft Wins” Most Startups Ignore
Not all wins are measured in dollars. Media outlets and trade publications are often interested in stories of growth, community, and impact. Consider promoting:
Industry awards or certifications
Speaking gigs at niche conferences
Internal milestones (like employee #10 or 10,000th order)
Local partnerships or CSR programs
A 2024 Cision report found that trust in niche and trade media is on the rise, offering startups an overlooked route to visibility without needing national coverage.
Thought Leadership is the New Press Release
Rather than chasing news coverage, startups can become the news through contributed articles and founder-authored content. Platforms like Entrepreneur and TechCrunch+ frequently accept guest submissions, especially when they share lessons, opinions, or case studies.
But here’s the thing: You don’t need to wait for permission. Your own blog, Medium page, or LinkedIn profile can act as your newsroom. Regular posts sharing learnings, failures, and behind-the-scenes decisions help build a founder personal brand—one of the most underutilized PR tools.
In the words of marketing legend Ann Handley, “People don’t buy from brands. They buy from people they trust.”
Your Face, Your Voice, Your Platform
Founder visibility is a strategic advantage—especially when journalists, investors, and potential hires are all Googling your name. Building a public persona on social media (especially LinkedIn, X, or Threads), and participating in podcasts or AMA panels can build long-term awareness that feels less like “promotion” and more like insight sharing.
If you don’t love writing, start with video. Quick clips or interviews about your journey, lessons, or even your favorite tools can help humanize your brand and keep you top-of-mind.
According to HubSpot, 95% of video marketers say video has helped increase understanding of their product or service.
Compounding Credibility Is the Goal
Good PR is like interest—it compounds. A blog post today leads to a podcast invite next month. That invite may land you a quote in an article, which leads to a speaking opportunity. The results aren’t immediate, but they build on each other if you stay consistent.
Long-Term PR Compounding Effect
Month | Activity | Potential Outcome |
Month 1 | Publish customer success blog | Increased website trust |
Month 2 | Contribute to niche outlet | SEO and inbound leads |
Month 3 | Post founder story on LinkedIn | More engagement and follows |
Month 4 | Mentioned on industry podcast | Networking and credibility |
Month 6 | Invite to panel event | Wider audience exposure |
Just launched your new business and need resources to ace direct marketing at lower costs with higher ROI?
Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.
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