Startup PR guides

Short answers to the PR questions startups bring us, each built from what PR people told us in our interviews and from our own work with creators.

Should a startup spend on press or on creators first?

Should a startup spend its first PR money on reporters or on creators? What each one gets you, and three questions to ask before you hire anyone.

How a brand ties its launch to a news moment without looking cheap, the moments we track into 2027, and how creators carry the moment to your buyers.

Influencer PR is earning a creator's attention the way press PR earns a reporter's. How it works around a launch, and where it usually goes wrong.

We find the creators your buyers already watch, send them your product early, and build the launch moments they film and the press can cover.