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DIY Public Relations: How to create PR materials without hiring an agency

As a member of the local tech startup scene, I noticed that founders tend to approach communication in two different ways: They either communicate as frequently as possible or they don’t communicate at all and focus on making their business work.

PR & Startup founders

Many startup founders are convinced that they just don’t have enough knowledge about creating PR materials. That’s just BS. An honest story of a founder who takes the risk to develop a product that solves a particular problem is more than enough for an engaging media story.

It’s not enough to have a mission and vision for your project

They won’t miraculously make a simple communication go viral. By delivering mindless marketing messages, you’ll only get social media posts that don’t reach anyone, and journalists won’t write you back to publish your traditional press releases.

  • Value — your value is what directs you in your everyday work. It’s your goals and aspirations. When used in communication, your value isn’t about being professional or offering an innovative approach. We’ve heard about these before. For example, in my last startup venture MyLuggage, I decided that the service will never include any advertisements because as a user I wouldn’t want to see them myself. You have to agree that that sounds much better than something along the lines of “Our business model does not include advertising.” Adding a personal touch to your value is key to success here.
  • Mission — this is an essential point of communication that defines why you do what you do. You have to make sure that your purpose is honest. Trust me, people can quickly verify it and when it turns out that something doesn’t click in your mission and business, expect trouble.
  • Unique selling proposition (USP) — the USP is a statement where you show how your product addresses a specific need or pain point of a given target group. When I organized the market launch of MyLuggage, a platform that helps people prepare and pack for travels, I simply used the following words: “Any problems when packing for a trip? Not anymore!” The thing about my unique selling point was that it was honest and thanks to that quality, it gained me 23 positive publications before the launch.

Writing a press release is a breeze now

Let me tell you a story from my first experience of writing a press release, back when I was still working at a PR agency.

My tip to all startup founders:

As the founder, you’re already in a much better position because you know your company like the back of your hand. All it takes is learning how to talk about your product by defining your value, mission, and USP.



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Paweł Łubiarz

Paweł Łubiarz


Product Manager at Piwik PRO | MyLuggage Founder | Helping startups to kick-off their products