With raising capital, it is equally important for startups to have a PR strategy in place. Good PR strategy for startups can help investors, increase backlinks to your website, increase brand awareness, and help companies claim the title of "first of its kind".
For startups, the sole purpose of public relations is to get highly credible people, such as industry opinion leaders or members of the press, to speak favorably about your product or company. The idea is that this word-of-mouth marketing will spread and help you reach and win potential customers. A PR firm may work directly with these types of influencers or the firm may try to create a more general "buzz" in an effort to get their attention or both.
Strategically, effective public relations equips your startup with talents specialized in marketing communications, particularly in media relations and/or government relations. Public relations teams have the skills to help you communicate better with and through the media.