Do Startups & SMBs Really Need PR?
A part of you would be thinking that since I run a PR agency, I would declare, “Of course startups and SMBs (small and medium businesses) need PR!”
Wrong.
Most Indian businesses look at marketing/ PR spend as a % of revenue. So if you are - pre-revenue/ early revenue/ struggling to get a bare sales number/ stay alive, then I don’t recommend PR for you.
Because unless you have a disruptive proposition that the media can't wait to cover, PR would take at least a few months to do its magic. And I am not sure if you would like to pump in money for your media coverage vs stay afloat.
Now that we have established who is PR not for, lets get going on if startups, SMBs and legacy businesses really need PR.
Here are 5 business use cases of PR for startups and SMBs - (no gyan but real stuff to help your org grow)
1. Your sales pipeline is moving slower
Let's admit that most of us aren’t a household or say a corporatehold name that everyone knows us/ our worth aka Nike or Accenture. We may have been around for decades (SMBs) or doing innovative work (startups), yet closing sales takes longer than it should or many-a-times we fail to make the cut despite being the top 3 shortlist by a potential customer.
That’s where PR helps - accelerate sales. When established media houses (The Times of India/ Outlook/ etc) feature us, it instantly propels us to a higher league.
Consider the case of our client, Brick&Bolt, a tech based construction venture, faced trust issues because home construction is a high-stakes decision.
- Our strategic PR narratives and coverage across national and regional media, help bridge this gap.
- When potential customers googled about Brick&Bolt, they found multiple positive stories—instilling confidence and boosting conversions.
2. You are category creating
Most of the startups are disrupting/ category creating. Hence your challenge begins not from marketing your product/ service but even the need for your product/ service. And no, people don’t buy tech (that is an enabler) but how are you solving some real problems
Case in point here our startup client, FlexiBees providing vetted remote/ flexible talent. Businesses didn’t know an option like this was even possible. Like most startups, FlexiBees relied on digital marketing assuming that national media such as print is out of the question for them. Enter Umanshi Marketing, we placed them on the 1st page of Economic Times Entrepreneur print edition across 16 cities! And they went viral with 5x downloads of their app, 70,000 people reached in 48 hours and 15 leads received from the corporates.
3. You are looking for investors/ better valuation
You have a great product/ service but need investment to scale/ sustain. How about investors approaching you instead of you approaching them? Or how about receiving better valuation?
Here’s a case study our client: a tech enabled supply chain startup - our PR enabled them reach Rs 100 cr funding in series A in a year's time; this is how we did it:
- Built narratives about the need gap, tech, vision etc across media
- Placed on the right platforms/ forums such as YourStory Techsparks, podcasts, etc
- Shone in the investor community eg placement in Inc42, VCCircle, etc
4. You want to nurture your leads
Sales is an oooongoiiinnng process. Add to this: B2B sales involves a buying circle wherein each stakeholder adds his/ her 2 cents to the decision making process. Also it can be a looong process - 3 to 9 months.
Possibly you would be waking up every morning thinking about your THAT prospective customer and praying THAT prospective customer also does so! But is that how it works? Naaa.
Here’s an example of our client LP Logiscience:
- Use PR as content to stay visible without being pushy
- Share your authored articles to demonstrate your expertise
5. You are struggling to hire/ retain
Top talent doesn’t just look at your website or social media—they Google your company. If all they see is self-published content, it may not be convincing enough. PR ensures third-party validation of your culture, values and leadership.
Case in Point: Lingaro, a Polish IT company, wanted to strengthen its employer branding in India. We built a PR campaign around “Employee Experience Mapping.” Result:
- 500% increase in job applications
- 280% rise in offer acceptances
- 45% more career page visits—all through organic PR
When Should You Invest in PR?
✅ You have a validated product/service with proven market fit
✅ You are ready to allocate consistent budgets atleast for 6 months to an year
✅ You are looking to build credibility, attract investors, accelerate sales or strengthen employer branding
If you’re still in survival mode, focus on sales first. PR will serve you best when you’re ready to scale.
Conclusion: PR Is Not for Everyone, but It Can Be Game-Changing
We are Umanshi Marketing specialising in marketing and PR for startups, SMBs and legacy businesses (largely founder-led organizations). We are a bunch of go-getters who have worked with MNCs and now bring in the same level of expertise with a lot of empathy to the smaller outfits.
If you could resonate with any of the above, reach out to us and or share with someone who you think can benefit from it.
FAQs About PR for Startups and SMBs
Q1. Is PR worth it for early-stage startups?
Only if you have funding or steady revenue. Otherwise, focus on product-market fit first.
Q2. How long does PR take to show results?
Expect 3–6 months of consistent effort before PR delivers measurable impact.
Q3. Can PR really help raise funding?
Yes. Strong PR builds investor confidence, attracts inbound interest and improves valuation.
Q4. How is PR different from advertising?
PR is earned media—coverage you don’t pay for directly—making it more credible than ads.
Q5. How does PR help with hiring?
Candidates trust third-party media more than your website. Positive coverage builds employer credibility.
Umanshi Marketing Bolsters Portfolio with 5 New Clients Across Diverse Sectors: From Agentic AI to Craft Beverages
Umanshi Marketing, a full-service marketing and PR agency has on boarded a diverse set of new clients across its verticals — branding, digital marketing and PR. Ranging from international businesses to startups, these clients have partnered with Umanshi Marketing to solve business-critical problems including market entry, investor narrative development, category creation and digital presence.
These new accounts include:
- Build My Story (Pune): A leadership coaching and strategic storytelling firm
- Covasant Technologies (India & USA): A tech firm delivering Agentic AI-led enterprise solutions
- Jarsh Safety (Hyderabad): An IoT-enabled industrial safety gear startup
- Kling Breweries (Bangalore): A community-driven craft brewery
- Scentopia (Singapore): Asia’s first and only experiential fragrance museum launching in India as Scentzania
“We are thrilled about these wins! Almost all of these businesses are founder-led. Working with founder-led businesses needs a distinct approach. The agency not only markets their products/ services but also the founder’s vision and belief. The association does not begin with the WHAT or the WHY. It begins with helping them define the problem statement,” says Tamanna Gupta, founder, Umanshi Marketing.
With this level of involvement alongside founding teams, Umanshi is not just planning and executing marketing and PR tasks — it is helping lay the groundwork for long-term business goals. From website design and brand identity to PR, SEO, investor communication and social media, the agency increasingly operates as an outsourced marketing function. For clients, this translates into a single, aligned partner who can drive communication across channels — without the friction of managing multiple agencies.
“Launching into the Indian market, we needed a partner who could help us cut through a crowded category and express our unique blend of fragrance, wellness and personalization with clarity and emotion. Umanshi’s grasp of founder-led brands stood out. Their structured approach is helping us build visibility, spark early interest and engage the right stakeholders during our pre-launch phase. We see them playing a key role in shaping how Scentzania is perceived from day one”, says Prachi Saini, Founder and Managing Director, Scentopia Singapore.
Umanshi Marketing’s founding team boasts of seasoned professionals with both agency and corporate background. This enables them to bring best practices from the finest global brands while maintaining the creative flair to match up to the innovation-led and startup businesses.
“As Covasant scales globally with our Agentic AI-led platform, we needed a communications partner who could help us articulate our value across diverse sectors where the messaging needs to be both technical and business-focused. Umanshi stood out for their strong grasp of our industry and their ability to translate it into clear, relevant narratives for different enterprise audiences. They worked with us to shape our messaging from the ground up, support early media outreach, and lay the groundwork for stakeholder engagement across markets,” says Subhendu Pattnaik, Chief Marketing Officer, Covasant Technologies.
In its 6th year of existence, Umanshi Marketing has worked with over 70+ industries and 150+ clients. The agency continues to be a boutique setup by design to maintain a curated list of clients served by hands-on leadership.
“I wasn’t looking for just another website agency — I needed a partner who could understand nuance, bring brand depth and walk the creative journey with me. Umanshi brought all that and more. They combined strategic clarity with storytelling sensitivity, helping me craft a sharp, authentic presence that not only reflects who I am, but is already drawing in the right conversations and leads,” says Shweta Mani, Founder, Build My Story.
With this momentum, Umanshi continues to scale as a cross-sector, multi-solution partner—focused not just on what to communicate, but why it matters.
About Umanshi Marketing & Branding:
Umanshi Marketing & Branding is a full-stack agency specialising in startups and SMEs with a network across 22 cities nationally. Its comprehensive range of services includes brand positioning, brand identity design, PR, events, digital marketing, marketing strategy and more. Its mission is to empower startups, SMEs and social enterprises with insightful marketing to help them make the exponential leap from the local to the global stage. Umanshi Marketing is a winner of several prestigious awards such as the Economic Times Kaleido Awards 2024, Foxglove Awards by afaqs, International Brand Equity Bharat Startup Awards in partnership with the MSME Promotion Council in the categories of Startup Marketing Agency of the Year 2022-23, Innovative Service for the Year 2022-23, the Fractional CMO & Mentor of the Year (West India) 2022-23.
Check the coverages here -
Looking to launch, grow or reposition your brand?
5 Things to Look for While Hiring a PR Agency for Startups and SMEs
If you're a startup founder, chances are the first thing you'll check while hiring a PR agency for startups is their fee. Fair enough. But should it be the only deciding factor? Nope.
Let me tell you why—years ago, as a CMO of a startup, I pulled some strings and got India’s biggest PR agency on board at a fraction of their usual cost. My mentor warned me, but I was too thrilled about working with a top-tier brand (who wouldn’t be?).
The engagement was short-lived.
Why? We were too small for them to care. Not their fault—it simply wasn’t a business priority for them. This is where choosing the right PR agency for SMEs or startups makes all the difference.
So, what should you actually look for in a startup PR strategy? Here are five things to keep in mind. (Heads up—this article has a shameless sales plug-in 😛)
1. Does the PR Agency Understand Innovation PR?
Most startups are category creators—think fintech, EV software, deeptech. Your startup PR strategy isn’t just about brand promotion but also explaining why your category exists. A strong PR agency must have experience in crafting narratives that position your business as an industry leader.
Case Study: Celcius Logistics
When we started working with Celcius Logistics, a tech-enabled cold-chain logistics startup, the challenge was clear: mainstream media wasn’t keen on logistics stories, let alone the niche of cold-chain logistics. But we turned this around by positioning Celcius as a pioneer solving India’s food wastage problem.
A. Created a Compelling Narrative
We shifted the focus from ‘logistics’ to ‘solving food wastage’—a critical issue in India’s supply chain. By highlighting how Celcius’s indigenous tech platform ensures an unbroken cold chain, we made the story relevant to a broader audience.
Outcome: Media started covering how Celcius was addressing a critical national issue.
B. Positioned Celcius as a Category Leader
Given their offering across primary to secondary transportation and warehousing to hyperlocal deliveries, we made the “unbroken cold chain” the cornerstone of Celcius’s brand identity. This wasn’t just PR—it was category creation.
Outcome: Celcius became synonymous with innovation in cold-chain logistics, dominating 80% share of voice.
C. Amplified Founder Visibility
We ensured that Swarup Bose, Celcius’s founder, was seen as a thought leader in logistics. From speaking at industry forums to being quoted in top business media, Swarup became the face of cold-chain innovation.
Outcome: Increased credibility, investor interest and high-impact media coverage.
Pro PR tip: PR isn’t about pushing stories; it’s about building belief in a new way of thinking.
2. What’s the Real Cost of PR?
The PR agency you choose must be transparent about pricing. The monthly retainer is just the tip of the iceberg. Dig deeper into the scope of work:
- Who’s responsible for brainstorming PR narratives—you or the agency?
- Who’s writing the press releases and articles?
- How much time will you need to invest monthly?
- What’s the team structure on both sides?
- How many deliverables are organic vs. paid, and what’s the budget for paid promotions?
As a startup, you likely don’t have a dedicated PR team. You need an agency that acts as your extended PR arm, handling everything from strategy to execution.
At Umanshi PR, for instance, we don’t just strategize—we roll up our sleeves and get the work done. No extra burden on you.
3. Share Your Ambition, Not Just Your Coverage Goals
Many startups walk into PR discussions with goals like:
- “I want 20 media coverages per quarter.”
- “I want to be in Times of India, Indian Express and Economic Times.”
Cool. But does that actually solve your business challenge?
Instead, tell your PR agency why you need PR. Is it to attract investors? Hire top talent? Increase category awareness? Drive strategic business growth? Let the agency craft the right approach.
Case Study: Lingaro – PR Solving The Talent Acquisition Problem
Lingaro, a Polish IT giant, struggled to attract top Indian tech talent due to low brand awareness in a competitive market. We positioned Lingaro as a promising employer brand through:
- Strategic media outreach
- Thought leadership content
- CEO-led storytelling
By showcasing its global legacy, innovation and work culture, we secured top-tier media placements, driving:
- 45% spike in career page traffic
- 500% surge in job applications
- 280% increase in offer acceptance rates—all through organic PR, with zero ad spend.
Pro PR tip: A well-planned PR strategy for startups or SMEs should help them achieve their business goals.
4. Is Your PR Agency Partner Beyond the Pitch?
Most PR agencies send their best people to pitch meetings. Then? You never see them again. Instead, a junior team takes over, with occasional senior check-ins.
Ask upfront:
- Who will lead daily execution vs. oversee strategy?
- How often will senior leadership be involved?
At Umanshi PR, every review meeting is led by a senior partner. No disappearing acts.
5. Can They Provide Media Intelligence?
Media is your first consumer in PR. If journalists aren’t excited about your story, it won’t get covered.
A good PR agency for startups or SMEs should offer media intelligence, including:
- Dipstick surveys—speaking to journalists to gauge interest in your category.
- Media perception audits—after 6 months, check how journalists see your brand and founders.
- Narrative alignment—ensuring your media coverage reflects your business goals.
Pro PR tip: This shouldn’t come at an extra cost—it should be part of the retainer :)
Final Thoughts
Hiring a PR agency for startups isn’t just about ticking boxes. It’s about finding a partner who understands your vision, your challenges and your ambition. Someone who doesn’t just deliver coverages but helps you build a narrative that drives real business growth.
So, the next time you’re evaluating a PR agency for your business, don’t just ask about costs. Ask: Can you help me tell a story that matters?
Final sales plug-in - If you’re a startup or SME looking for strategic PR, hit me up. Let’s make your brand unmissable
About the Author
Hi, I’m Tamanna Gupta, an IIMB graduate. With 20+ years of experience in sales and marketing across 60+ industries and 300+ brands, I’ve been in your shoes—navigating the startup world, making mistakes and learning along the way.
If you’re looking for a PR partner who gets startups and SMEs, let's chat. And if you found this blog helpful, share it with your network. Because let’s face it—startups need all the help they can get!
