Kunal Kishore Sinha on how to create an effective PR strategy for start-ups

The Indian start-up ecosystem is a robust one and several Indian start-ups have made a mark on the global scene. In fact, during the pandemic period, where the economy and most businesses had come to a standstill, there were quite a few Indian start-ups that attained Unicorn status.

The Government has also strived to give a boost to India’s start-up ecosystem through the Start-up India initiative and announcing a Start-up Seed Fund. Several policy decisions have been taken to encourage the youth to turn entrepreneurs across categories – from agri-business to technology-oriented ventures.

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Moreover, venture capitalists have also been pumping in seed funding to keep this ecosystem robust.

Such a dynamic market requires massive streamlining of processes and of the way the start-up grows to maintain the initial momentum. While Public Relations plays a huge role in taking forward the business and communications agenda for established businesses, PR has an even larger role to play to help start-ups grow.

This factor was highlighted by Kunal Kishore Sinha, Co-Founder, Value 360 Communication, in his conversation with Adgully, where he said, “In a start-up journey, the most critical phase is the beginning. PR can help build the right set of conversation around a brand in its initial phase, using right content strategy which enables startups to navigate media even in absence any announcement.”

The initial momentum is critical as this is where a start-up sometime starts to build an entirely new category of services, which requires bringing about change in consumer behaviour, and this can be done by driving conversation on the different use-cases for consumers around the services or products of the startup.

According to Sinha, “The content produced at this stage is the most potent play for a start-up. At this stage, the goal should be to create excitement around the category. Once it has built an engaging narrative around the market gap, opportunity, and solution, the startup can be integrated into the larger industry story.”

Therefore, the start-up’s PR partner needs to have a firm finger on the industry’s pulse to help the company capitalise on the existing opportunities by rolling out compelling content that appeals to different stakeholders within the category, he maintained. “Simply put, the business landscape and seamless integration of a startup within the larger conversation will sustainably drive the initial momentum,” he added.

No organisation – well-established or a start-up – can operate in a vacuum. Hence, it becomes important to open up channels of communications with various stakeholders. Sinha pointed out, “Most entrepreneurs are passionate individuals who create value for different stakeholders in the market. While they are building disruptive solutions, the people they need to address must have a constant flow of relevant information that reaches them through different channels.”

He maintained said that PR can narrate this story most effectively as no other marketing function allows you to tell the start-up’s tale while building third-party advocacy. PR helps build engaging narratives around a start-up’s new launches, milestones, and other vital aspects.

When asked how PR can help create a sharper engagement strategy and continue the engagement, Sinha replied, “To make the communication interesting and effective, the information needs to be relevant and exciting. This can be done by leveraging data storytelling, where a start-up can add value by sharing industry numbers and insights that will appeal to several stakeholders. While you are building the PR strategy, you also need to clearly define the problem you are solving for the market. Finally, bring in communication that is relatable – use-cases that efficiently drive stakeholder acquisition and engagement. At the end of the day, it is all about building value that can enlighten, inspire, or assist the audience.”

PR is not just an effective tool for creating engaging narratives and driving conversation on the different use-cases for consumers, but also a powerful tool to help start-ups during times of crises and controversies.

Sinha noted, “Over the past one and a half decades, we have seen several brand crises, including retrenchment, financial irregularities, founders finding themselves in the eye of the storm, and much more. The start-up sector is exceptionally prone to crises and controversies. PR is the only function that can help you navigate such situations as avenues like advertising are rendered ineffective during a crisis scenario.”

According to him, when a crisis crops up, the foremost thing to remember is to pick your battles wisely. “In tandem with your PR partner, it is essential to identify and address only the most pressing issue. Going ahead, you need to create a pool of neutral industry voices who can drive a positive sentiment about the startup through credible insights without coming across as prejudiced,” he advised.

PR firms or consultants can help start-ups manage a crisis in a structured manner through proven mechanisms. When something goes wrong, it is important not to act in haste and trust the PR partner to help sail through the storm.