Using PR to Increase Brand Awareness for Startups
PR (public relations), when done right, is still one of the most cost-effective ways to elevate your brand. Yet too many small- and mid-sized organizations overlook it, relying heavily on digital ads, email, or SEO alone.
At Deep Varnish, we see that as a missed opportunity.
The best PR efforts work in tandem with your digital strategy. Together, they increase brand awareness, reinforce credibility, and give your audience a reason to trust you before they ever land on your website.
PR Meets Performance
Strategic media mentions do more than give you visibility. They create valuable backlinks that can strengthen your domain authority and improve search rankings. Think of them as social proof with an SEO bonus.
That’s especially powerful for organizations trying to punch above their weight in crowded industries or emerging categories. PR doesn’t replace SEO. It amplifies it.
Reach Your Audience in the Right Places
Media placements and interviews open the door to new, high-intent audiences. The key is to be specific. Focus on outlets and niche publications your ideal customer already trusts. Whether it’s an industry podcast, a newsletter, or a news feature, relevance is everything.
Early-Stage? Even Better
We often advise early-stage startups to lead with PR. Credibility is currency, and third-party validation helps you earn it faster. A well-placed feature or a timely quote in the right outlet can open doors to new users, strategic partners, and investors.
In one case, a client secured coverage in a top-tier publication in their vertical, months ahead of launch. That single mention helped them attract beta users and build early traction without spending a dollar on paid ads.
PR Is Not Just for Startups
Established brands can also benefit from thoughtful, well-timed media outreach. Commentary on industry trends, product launches, or community involvement can lead to placements that reinforce your position and expand your audience.
And it still beats a pricey print ad in a magazine your customer might never see.
Where to Start
Start by asking your customers where they go for industry news, trends, or insights. Then listen. Tools like Help a Reporter Out (HARO) or Qwoted can help you find journalists and editors looking for expert voices.
Once you have a short list of media outlets or influencers, don’t pitch immediately. Engage. Share their content. Join the conversation. When the time comes to pitch, your ask will feel more like a continuation not a cold email.
Key Takeaway
When paired with a solid digital and SEO foundation, PR can accelerate brand visibility, attract better-fit leads, and build credibility that money can’t buy. If you want to raise your brand's profile, don’t just rely on paid media. Earn it.