Create the Category
Some startups don’t just sell products; they innovate. They introduce new technologies/ business models to solve problems worth caring about. Category creation PR helps the market understand why this model/ tech exists first. What is the problem it is trying to solve and what happens if the problem remains unsolved.
Many startups struggle not because their product is weak, but because the category they are innovating for doesn’t yet exist in people’s minds. At Umanshi, category creation PR begins with the problem statement—not the product or technology. We help startups articulate unmet gaps, frame them as urgent and relevant and consistently own that narrative across media and ecosystems.
Over time, this positions the startup as the default voice of that category, leading to credibility, leadership and influence.
Helping Bold Ideas Find Their Good Place
Ideas That Reached
The Good Place
Problem Before Product
We don’t promote technology. We surface the problem first—until the market, media and ecosystem recognize it as urgent, real and unavoidable.
Find the Gap
Identify structural gaps markets currently ignore underestimate or accept as normal.
Name Problem
Give the issue clear language so media and stakeholders can discuss it confidently.
Own Narrative
Repeat the problem framing consistently across media forums panels and ecosystem conversations.
From Problem to Ownership
01
Problem Framing
Clearly defines the unmet gap who it impacts and why existing solutions or thinking are insufficient today.
02
Category Language
Create shared vocabulary narratives and references that media and ecosystem stakeholders can easily adopt.
03
Thought Leadership
Position founders as credible category voices through commentary articles panels and informed ecosystem participation.
04
Sustained Authority
Scale high-impact narratives into long-term market dominance by securing consistent earned media and community ownership.
Category Authority
Our PR ensures startups are recognised as category builders, not just participants competing on features or price.
Problem Awareness
Make the gap undeniable through repeated credible media narratives backed by data/ research.
Founder Voice
Establish founders as credible leaders shaping category thinking.
Ecosystem Proof
Validate the category through panels dialogue and third party participation.
Built By PR Veterans
Our PR is led by experienced practitioners who have built brands at scale and understand fundraising realities, not just coverage delivery.
25 Years Avg Exp
The founding team brings an average of 25 years of hands-on PR experience across sectors, markets and cycles.
Founder Involved
Founder is mandatorily present in monthly reviews ensuring continuity accountability and strategic thinking throughout the engagement.
Beyond Coverage
We ideate business and ecosystem moves that naturally lead to PR not forced announcements or superficial stories.
Agency Pedigree
Team comes from large PR agencies (Adfactors, Concept PR, JWT, Percept Profile, Kaizen, etc) and global mandates bringing science and art of PR with strong journalist relationships.
Category Creation PR Programs
We design PR programs for startups creating something genuinely new.
Emerging Categories
New markets without established buyer understanding.
Societal Gaps
Problems affecting behaviour access safety or inclusion.
Policy Spaces
Categories intersecting regulation governance and public discourse.
Regulatory Transitions
Categories emerging due to policy change new compliance norms and shifting regulatory interpretation
PR Meets Ecosystem
Category narratives are amplified across media, digital platforms and stakeholder ecosystems for sustained visibility.
FAQs
Strategic PR translates complex innovations into relatable narratives for the public. We help the world understand why your "different" approach is the new essential standard for the industry.
PR establishes authority by educating the audience through earned media coverage. It builds credibility and trust while positioning your brand as the definitive leader of that space.
Without a defined category, customers will compare you to unrelated competitors. This leads to price wars and confusion instead of being recognized as a pioneer in your field.
We identify the unique value of your innovation and develop the specific language. Our PR campaigns then cement that terminology in the minds of investors and your customers.
We track share of voice and the adoption of your specific terminology. Success is also measured by how frequently industry analysts and competitors reference your new category.
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Ready to find your good place?
Whether you are a Startup proving a concept, an SME breaking a growth ceiling or a Social Enterprise scaling impact, you need visibility that converts.
For Family Businesses and Legacy Brands, we bridge the gap between decades of trust and future relevance to ensure your market perception finally matches your actual value.
