So, you've got a product people want, some funding in the bank, and now you're thinking about PR. Smart move. But there are, of course, things that people miss: startup PR and growth stage PR are completely different animals. They're fundamentally different strategies for fundamentally different problems. Here's when, why, and how to know your PR needs to "grow up."
Startup PR (Seed to Series A): Build legitimacy, not headlines
At this stage, nobody knows you exist. Investors want to know you're not wasting their money. Customers want proof you're not the 50th clone in a crowded space. Your PR job is legitimacy and visibility: show you're solving a real problem and build relationships before you need them.
Key tasks:
- Founder storytelling and vision pitches. Pitch your origin story, the problem you're obsessed with, and why now
- Pre-funding traction. Get into niche blogs, vertical newsletters and podcasts. Establish yourself as an "interesting early player"
- Thought leadership. Founder op-eds or quotes on industry trends. No one is expecting deep data yet, just a smart point of view that shows you get your space
- Reactive opportunities. Monitor your niche for news and jump in with quotes to build relationships without big pitches
Reality check: expect 70% "no's" and slow starts. Success looks like a handful of relevant mentions, journalists replying rather than ghosting, and your name popping up in the right places for your potential customers.
Growth Stage PR (Series B/C+): Scale the narrative
You've got traction, revenue, maybe even profitability on the horizon. Now PR isn't about "proving you exist"; it's about proving you scale. Your story evolves from "we're here" to "we're the ones to bet on."
Key tasks:
- Customer case studies and data stories. Real names, real results
- C-suite visibility. Opportunities to get your CRO, CTO or Head of Product quoted as category experts show depth
- Category creation and leadership. Position yourself as the definer of your space. Op-eds, reports, webinars. Show how others are doing it wrong and you're doing it right
- Partnerships. Announce integrations, move up to tier-1 trades and nationals
- Global and regional narratives. If expanding markets or segments, tailor narratives to localised stories, compliance wins, and big-contract closes
Success here: coverage in outlets your buyers read, shortened sales cycles, increased share of voice in your category, inbound interest from journalists and partners.
When (and how) to evolve your strategy
Your startup PR worked, you raised funds and grew your team. But if you're still pitching founder origin stories at Series B, journalists will roll their eyes. Here's how to spot the time to shift:
- Revenue signals. Under £1M ARR? Stick to the startup playbook. £5M+? Time to switch to growth narratives – of course, this is a guide, remember that, we don’t believe in off the shelf PR – but this blog is here to show a little of the nuance in this space
- Pitch feedback. Journalists starting to say "interesting, but show me your customers/data"? Time to evolve
- Business asks. If you need enterprise sales, senior hires and global expansion; the PR must match
The pivot isn't painful if planned:
- Audit current coverage: is it still relevant to your buyers?
- Update messaging: from "vision" to "proof + vision"
- Expand targets: add exec voices, add data angles, chase bigger outlets
- Measure differently: track pipeline influence
If you're wondering whether your PR matches where your business actually lives today, let's talk. We've guided teams from beta to category leader and know exactly where the pivot happens.