Tech PR for Startups & Scaleups

We are a tech PR agency specialized in startups and scaleups. PR is our bread and butter, and it should be yours too if you want to bootstrap your business growth. Whereas you are in the B2B or B2C space, leveraging the media landscape to build credibility, become a thought leader & secure funding is crucial for your long-term growth efforts. This is what we can deliver as a PR partner.

We deliver

Proper positioning in your target industry
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Walk-through guide for improving PR for Startups
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Qualified leads in order to grow your business
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Solid media strategy to boost your brand awareness

We get our clients featured at

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Why PR for startups?

Surrounded by companies who have well-developed marketing and PR strategies in place, you might wonder if you stand a chance as a startup or scale-up. Regardless of the niche that you operate in or if you're a b2b or b2c company, no matter at which stage you are, good publicity is imperative for success in today’s fast-paced, digital world. As so many companies are fighting for a spotlight, maintaining a positive public image and gaining publicity for your product or service requires the use of PR for strategic business growth. Public relations encompasses a broad range of activities that largely depend on your goals for business growth. Do you want to raise brand awareness, launch a new product, work on your thought leadership efforts or communicate your funding news? Then you need close collaboration with a PR agency specialized in startups that will help you identify your goals and develop a cohesive integrated strategy.
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Why trust us for your PR needs?

At PRLab, we will focus on shifting your PR approach from reactive to proactive, so we don't wait for news to happen, we make them happen. We have developed our own way of achieving regular coverage at tier 1 outlets for your brand. We regularly work with startups and scale-ups in the tech industry and are well informed about its media landscape. Our portfolio consists of collaborations with some of the fastest-growing scaleups in the world, including Recruitee, 3DHubs, Bloomon, Impraise, Siilo, Chargebee and more. We know that PR is different for startups and scale-ups in the tech industry and requires a unique, proactive approach. We are therefore ready to create custom-made strategies for every company. So far, not only did we get our clients featured in renowned publications such as Forbes, The Financial Times, TechCrunch, VentureBeat , Wired, and others, but we also helped them to come up with long-term strategies that greatly increased their visibility among their target audiences and become thought leaders.

Our PR Services

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Crisis Communication

Examples of Press Coverage that we regularly achieve for our clients

How do we improve PR for startups?

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Public Relations Strategy

To come up with an effective PR strategy, it is first necessary to determine what your overall growth goal is.

Getting an objective view on your current state from a public relations firm specialized in startups like us, that sits outside the organization can help you see a broader picture.

Once that is done, PRLab will start in-depth research on your competitors, media landscape, and the industry nice you operate in to devise a communication plan.

PRLab has access to a wide range of editors and journalists that can strategically share your story with the right audience.

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Ongoing media pitching

Once we have matched your business goals with PR goals, we kick off the pitching process to make sure we secure frequent media placements in key outlets for your brands, so we start building momentum as well as positioning you as a thought leader. As a startup or scaleup, your network of key media contacts might not be that extensive or they simply might be out of your reach. So collaborating with us, in this case, comes in handy.

We don't seek coverage just for the sake of it, we try to go a step beyond that to make sure that the coverage has a strong impact in your overall marketing and sales funnel, therefore we integrate our PR tactics with other areas of marketing to hone in the full spectrum of marketing.

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Reputation Management

One of the main tasks of a PR agency is to build and maintain a positive reputation of your brand in the public. Simply put, the character is who you are, but we focus on reputation – what other people think of you. Take note that nowadays communication happens largely online, therefore reputation management also happens there.

PRLab uses social media marketing, SEO and growth hacking strategies to manage and grow the reputation of your brand. This positively influences your sales and marketing funnel. It's important to keep in mind that as a new business, most PR agencies wont be able to deliver good results as their focus is on mantaining reputations rather than creating them from scratch.

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Event Management

As with many things, event organization is thought to be simple, but it actually has many moving parts and requires a lot of attention and studying. If carried out successfully events management can have many benefits, from increasing your brand’s professionalism, awareness, and loyalty, to being seen as an authority in your industry.

Organizing large scale events, conferences, booking speaking slots requires a ton of effort – identifying the target audience, studying the brand, planning logistics, defining concepts, and coordinating many aspects. However, it can have many benefits for improving PR for startups. Luckily we at PRLab are experienced with such multi-faceted work and are able to deliver.

Among the goals of our PR strategies we normally include turning our clients into thought leaders. But what does that mean exactly? Thought leaders are companies or brands, that people, clients, referral sources, or even competitors see as an information authority in their industry. Meaning that you become the go-to in that specialization. Our goal is to position your company as the best in your niche industry.

We accomplish that with a polished content marketing strategy as well as strategic media relations. What is in it for you? Among other things, you increase brand awareness, add credibility to your product, attract potential clients by ensuring the quality of your product, and you will be regarded as a thought leader or authority in your industry.

Press activities such as interviews and conferences are an important way to PR for startups. We specialize in training our clients to become media literate by preparing them to answer key questions and communicating properly with journalists. Depending on the event, whether it is an interview for a newspaper or on television we know what is the right way for people to not get stumped by the questions.

Our PR agency will guide you on how to approach the event and questions asked, how to look in the camera and how to interact with the reporters. It is extremely important that you look professional in the public eye and PRLab gives you the needed guidance.

Case Studies

Heppeo Image. Case study of PR for startups in Europe.


Social intranet and collaboration platform
Happeo logo. Public Relations for startup client.

Happeo was raising its platform and scaling up to hundreds of employees. This was news, and it was big. For something like this you want to shout in exultation from a rooftop, but a voice can only carry so far. Happeo needed this launch of funding news to reverberate and be heard globally. That is why they came to PRLab, they wanted to make waves.

Paazl image. Tech PR case study.


Boosting the company’s Visibility amongst the top tier 1 Dutch Media
Paazl logo, example of tech PR case study.

In 2019, Paazl had some big organizational changes on the horizon, most notably the hiring of a new CEO. They wanted to create media buzz surrounding the announcements, with journalistic attention to the press release. Paazl also wanted to raise the awareness of their brand as well as establish themselves as thought leaders in the e-commerce industry.

Paazl image. Tech PR case study.


Subscription billing software

Paazl logo, example of tech PR case study.

Driven by an increasing demand for subscription models in businesses across the globe, only further fueled by the global pandemic, Chargebee had just closed their Series F funding round. They needed this funding news to reverberate and be heard globally, and that is why they came to PRLab - to get this news far and wide.

Paazl image. Tech PR case study.


Powerful Software that makes hiring easy

Paazl logo, example of tech PR case study.

Being a solution to a serious problem for companies, Recruitee began growing quite quickly and before they knew it they were internationally successful with major clients like Starbucks, Toyota, and Vice. At the point they became one of the leaders in industry, they realized it was time for their voice to be heard.

Paazl image. Tech PR case study.


An EDtech platform giving students a voice

Paazl logo, example of tech PR case study.

StuDocu, is focused on changing this system. As a platform focused on promoting collaboration in education, they offer a place for students to share study materials with one another. By promoting the circulation of information, students get to learn from other people’s perspective, giving them a pluralistic learning experience.

Impraise image. Tech public relations case study.


The People Enablement Platform
Impraise logo. B2B public relations case study.

Impraise became PRLab’s first client and since then they’ve seen the benefits of doing PR in a long-term basis. Thanks to PRLab’s integrated marketing approach and solid content marketing strategy, Impraise experienced exponential growth of their online and press coverage.

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Before deeping down on tech PR it is important to define what PR is. PR or public relations in short is informing stakeholders about an organization, while at the same time forming positive opinions about the brand by performing strategic communications. Essentially public relations is about using different media channels to form a positive image for your brand. Think of it as the following, advertising is you saying that your product is great, PR is getting some else to say it for you.

Now, what is Tech PR? In a nutshell, it consists of using the media landscape to create a positive image for technology and digital businesses. PR for tech startups is as necessary as for any other business. It's crucial for reputation management, but for tech startups it can resolve a number of technology specific issues. For instance, communicating innovation with stakeholders, attracting investors or talent. Public relations can immensely accelerate a company’s growth.

When it comes to public relations for startups the best strategy is goal orientated, keeping in mind the growth objectives of the business and matching them with PR goals is key. It is not just about getting publicity for your company or creating a positive reputation for your brand.

PRLab believes that the best PR strategy keeps your business goals in mind, and the strategy is adjusted to match those. Additionally, the best PR strategy focuses on metrics in order to achieve the best results possible. PR for startups requires the use of the full marketing mix to achieve results in it and beyond. That means different touch-points in content marketing, social media marketing, strategic branding, SEO positioning and graphic design.

In short, the best strategy for startups focuses on your business’s goals which is achieved through data analysis and the integrated marketing approach. 

Initially this strategy should be different for a startup compared to an established company. PR for startups should address the needs and challenges of being a new company. For starters, it will often start with a focus on generating brand awareness. Acquiring new customers, educating people about a new product, or scoping out their competition – a PR strategy for startups will have startup-specific objectives.

Unlike an established company that develops its strategy based on existing strengths, weaknesses, and experiences; a startup is going to build from the ground up. Actually, in this sense a startup company has an advantage to navigate their PR strategy according to how they wish to be heard.

In addition, PR for startups jump starts their path to brand awareness. A public relations specialist can help startups find relevant media outlets to pitch their vision and business goals to the most appropriate audience. The startups world has a trial and error learning curve to it, therefore it is important to note that public relations for startups should focus on finding what works for the new company and what doesn’t, rather than emulating efforts of established companies.

The reason why most startups don’t get press attention has to do with the company’s core story. A small startup can actually get press attention without help, but it all depends on your media relations strategy. Most importantly you have to create a message – what, why, and how are you different, how do you stand out in your industry? Your message is everything and without it you are nothing. This is the first problem why many startups don’t get press.

Also, many companies have their focus in the wrong place. It s is not about hits and likes or placement. It is about your voice and finding your place in the market. Understanding these two things is crucial for getting on with the PR strategy. Startups have problems setting their priorities straight, as well as setting goals for their media campaign. Scoping out media platforms and outlets, getting on the media’s radar, and choosing the best way to voice their message when they have the media’s attention is a process that requires persistence, a good PR strategy, meticulous attention to detail among other things.

In most cases startups don’t pay attention to all steps in the process, thus they struggle with getting press attention.