From MVP to market - when startups should invest in PR
From long-term brand building to fast-moving launches or moments of crisis, PR plays a critical role in how your story is told, understood and remembered. Whether you’re a newly formed startup finding its footing or a growing business preparing to scale, PR can bridge the gap between your brand and your audience at every stage.
The most effective PR strategies are not one-size-fits-all. They are designed to evolve alongside your business, adapting to your objectives, timing and market context.
At Adhesive, our approach is simple: we find your story, help you earn it, and make it stick.
Finding your story
At the core of every business is a story. PR helps shape that narrative early - long before launch day - so your brand enters the market with clarity and purpose.
For startups in particular, PR can be a powerful tool in the formative stages, establishing relevance in crowded categories and ensuring first impressions are intentional rather than accidental.
A considered PR approach at this stage focuses on:
Timing with intention
Investing in PR early allows you to shape perception from the outset, but more activity doesn’t always mean more impact. Knowing when to speak - and when not to - is key to long-term success.
Building anticipation
PR is more than a press release or product announcement. It’s about identifying the human insight within your brand and building momentum around it. Done well, this creates early connection with customers, investors and stakeholders who remain engaged as your business grows.
Cutting through the noise
In competitive markets, PR clarifies what sets your startup apart. It answers the most important question: why should people care? This is where value exchange is established - moving beyond features to relevance.
Earning attention at launch
Launch moments matter. But attention must be earned, not forced.
Whether you’re entering the market for the first time or introducing a new chapter for your brand, PR ensures your story reaches the right audiences in environments where trust already exists.
Earning attention at launch means:
Amplifying your story through insight-led storytelling
Reaching the audiences that matter most
Building credibility that extends beyond launch day
Creating impact, not just noise
While virality can be fleeting, long-term trust is built through consistency. PR ensures your story is told well, received well and reinforced over time.
Navigating roadblocks and reframing the narrative
Growth is rarely linear.
Startups face challenges beyond their control - from market shifts to unexpected scrutiny. These moments can quickly shape perception if not managed carefully.
Reputation management is a critical component of PR. Experienced practitioners know how to respond with clarity and composure, reshaping narratives and rebuilding trust when needed. Challenges, when handled well, can become defining moments that strengthen credibility rather than erode it.
Growth: Stories that stick
The media landscape continues to evolve at speed, often without warning. As brands scale, expectations increase - with consumers demanding transparency, consistency and accountability.
PR plays a vital role during growth phases, helping startups maintain relevance while converting awareness into action. This is where reputation becomes an asset.
Iconic Australian and New Zealand brands are built on long-term loyalty, underpinned by human connection and trust. Investing in this foundation early creates resilience - allowing brands to grow without chasing short-term spikes at the expense of lasting impact.