How Start-Ups Are Shaping Their Public Image Through PR and Personal Branding

In today's highly competitive business landscape, establishing a strong public image is crucial for start-ups looking to build credibility, attract customers, and drive growth. Public relations (PR) and personal branding play a critical role in shaping how a business is perceived by its audience, stakeholders, and the wider market. Effective PR strategies can therefore enhance visibility, foster trust, and create opportunities for collaboration and investment. With the rise of digital platforms and social media, founders are increasingly recognising the importance of managing their brand presence to stand out in a crowded marketplace.

Data from over 1200 founders who entered the 2024 UK Startup Awards shows that 65% of start-ups handle their PR and personal branding in-house, reflecting a strong preference for managing communications internally, likely due to cost constraints and the need for direct control. About 10% of founders engage an external agency for PR, while 5% adopt a hybrid approach, combining in-house efforts with external expertise. In addition, 9% of respondents are interested in starting or enhancing their PR efforts, suggesting an awareness of the importance of public relations but indicating that resources or strategic focus may currently be limiting full engagement.

The data also highlights how start-ups are leveraging social media to enhance their branding efforts. LinkedIn is the most popular platform, used by 87% of entrepreneurs, with Instagram following at 72%, and Facebook at 59%. TikTok is used by 35%, X (formerly Twitter) by 30%, and YouTube by 28% of start-ups. LinkedIn’s dominance can be attributed to its professional focus, making it the go-to platform for networking, industry insights, and business development, especially for B2B companies. Instagram's high usage reflects its value for visual branding and engagement, especially among consumer-facing brands or businesses with strong visual elements. Facebook, despite recent declines in popularity, remains an important platform for its broad reach and community-building tools.

The relatively lower but still significant use of TikTok and X (formerly Twitter) indicates that start-ups are beginning to recognise the value of short-form content and viral marketing, particularly among younger audiences. YouTube, while slightly less used, is essential for businesses that prioritise video content for tutorials, product demonstrations, or storytelling.

These insights underscore the growing recognition of PR and personal branding as essential elements of business success. For start-ups, a strategic approach to PR and branding can help differentiate their offerings, build meaningful connections with customers, and establish a lasting market presence. Entrepreneurs should therefore consider investing in a mix of in-house and external PR expertise, leveraging social media to expand their reach, and staying adaptable to emerging trends in digital communication to ensure sustained growth and visibility in an ever-evolving business environment.

Every year, we celebrate the UK’s most ambitious and inspiring businesses through our award programmes:

🏆 The Great British Entrepreneur Awards – Recognising the game-changing entrepreneurs shaping the future.

🚀 The UK StartUp Awards – Celebrating the UK’s most exciting early-stage businesses.

📈 The UK Fast Growth Index – Showcasing the fastest-growing businesses across the country.

🏭 The Great British Industry Awards – Honouring the UK’s most innovative and high-performing industry leaders.