Many startup founders and CEOs approach public relations as a tool reserved for big moments: the new funding round, a strategic partnership, market expansion, or in the face of a crisis. These generate buzz, but once the excitement fades, many founders shift focus back to day-to-day operations, leaving a gap in their public presence until the next major event—often 6 months to a year later.
After working closely with some of the most innovative founders and CEOs across Africa over the past five years, Adjoa Kwakye, a PR Consultant, has found that the issue is rarely about constrained budgets, and more about “How do I stay visible and relevant when there isn’t a major announcement to share?”
This approach, while common, overlooks the deeper value of consistent engagement with key audiences. An ongoing PR strategy isn’t just about grabbing attention during big news cycles; it’s about shaping the narrative over time, building credibility, and fostering trust. When leaders are only visible during occasional headlines, they miss opportunities to establish themselves as thought leaders and maintain meaningful connections with stakeholders.
In this interview with Adjoa, we examine why a continuous PR strategy is essential for building a resilient and influential brand—one that thrives not just in moments of success, but throughout the quieter phases of growth and change.
Why is visibility between major announcements so crucial for a startup’s brand?
Maintaining visibility is key to building a steady brand narrative. Regular engagement keeps you top-of-mind for investors, customers, and potential partners.
Take the case of NFTs. In 2021, they dominated conversations. Influencers like Beeple, who sold an NFT for $69 million, and Snoop Dogg and Grimes drove the hype, making NFTs a cultural phenomenon. Publications eagerly sought stories, and every major media outlet wanted a piece of the action.
Fast forward to today, the story is very different. The conversation has shifted to AI, with publications and audiences now captivated by the potential of generative AI, automation, and machine learning. Suddenly, those NFT stories that once caught everyone’s attention are much harder to pitch to editors, who see the topic as yesterday’s news.
The same challenge applies to startups. If you make a big reveal and go silent, you lose momentum. When you return, you start from scratch—having to reintroduce. It’s a much steeper climb, and you risk being overshadowed by the latest trend.
Staying engaged even when there’s no major announcement, you build a relationship with the media; you’re not starting from zero when the next big moment arrives.
So how can startups create PR opportunities when they don’t have a major reveal?
There are numerous ways to keep the conversation going. The truth is, that every stage of growth holds stories that can deepen connection with stakeholders, attract new audiences, and reinforce market position.
For instance, an HR tech CEO seeking to enhance visibility can choose to write an op-ed or blog post on “How AI Can Build a More Inclusive Job Market for Africa’s Youth,” discuss the future of work in Africa on relevant podcasts or conferences, or publish a white paper on “Unlocking Africa’s Talent Pipeline: How AI is Redefining Recruitment.”
Additionally, adopting a “build in public” approach can be powerful. This involves sharing the behind-the-scenes journey—product updates, lessons learned, challenges facedd, and wins—on platforms like X or LinkedIn.
This transparency fosters community and loyalty, keeping followers engaged and invested in the company’s progress, even when there’s no major news to share. It’s a way to make your audience feel like they are part of the journey, strengthening their connection to the brand.
What advice would you give to a startup just beginning to invest in PR?
For startups just beginning their PR journey, my advice is to start small, be consistent, and don’t underestimate any opportunity. Many founders are eager to land features in global/international outlets because they believe it will quickly attract global investors. But focusing only on these big names, they often overlook valuable chances to build momentum.
I once worked with a startup preparing to raise Series A funding. They approached PR open-mindedly, embracing every opportunity—from local newspapers to pan-African platforms and smaller global publications. This visibility built a solid foundation.
When the company finally had the chance to present to its target investors, one of the investors shared that they first became aware of the startup through a commentary piece the company had done with a local publication.
The lesson here? Global investors and journalists read the local press too. Consistent engagement with smaller, niche outlets can get you on the radar of larger players. Showing up in the right places consistently, you create a presence that leads to bigger opportunities when the time is right.
What role does timing play in maintaining an effective long-term PR strategy?
Timing is a strategic pillar in effective PR. It’s about knowing when to amplify your messagee, when to hold back, and when to tap into the pulse of broader industry conversations. It’s not just about what you say—it’s about saying it at the right moment to maximisze impact and relevance.
For example, aligning an op-ed or press release with industry events can greatly enhance its visibility. Imagine a renewable energy CEO in Africa writing an op-ed about “Africa’s Role in the Global Energy Transition” right before or during COP28.
At that time, media outlets are actively seeking fresh perspectives on climate action, policy shifts, and renewable energy, making it much more likely that the piece will be picked up and widely read. Publishing the same article three months after the event, when public and media attention has moved on, would likely see it fade into the background.
Timing is also critical when it comes to responding to external events. For instance, if a startup plans to launch a new product but a significant crisis unfolds—such as a major natural disaster or a geopolitical event—it’s often wise to delay the announcement.
A real-world example is how brands adjusted their announcements during the COVID-19 pandemic’s onset in 2020. Companies that chose to hold back non-essential product launches or campaigns during the height of the crisis demonstrated sensitivity to the global mood, avoiding the perception of being tone-deaf while ensuring their messages didn’t get lost amid more urgent news.
Aligning with the right moments and adjusting when necessary, startups can ensure their stories are heard when it matters most. It’s about building a rhythm that keeps the brand relevant, visible, and in tune with the world’s evolving conversations.
What common mistakes do startups make when trying to sustain media attention, and how can they avoid them?
One is lacking a clear, consistent story. When your key messages shift frequently, it confuses journalists, investors, and customers. It dilutes their brand identity, making it harder for people to understand what your startup truly stands for and, in the end weakening media presence.
Yahoo is a prime example of a brand that struggled with consistency in its story. Initially known as a search engine, Yahoo shifted its identity multiple times, leaving users and investors unclear about its core purpose. As it grew, it tried to become a media company, investing in original content like Tumblr and offering news, email, and social networking features.
However, it never fully committed to any one focus, nor did it maintain a competitive edge in search. This inconsistency made it hard to understand whether Yahoo was a search engine, a digital media company, or a social platform. Meanwhile, focused competitors like Google and Facebook captured market share. Lack of a clear identity contributed to Yahoo’s decline and its acquisition by Verizon, leading to a loss of relevance.
Another common mistake made is thinking every update is newsworthy, whether it’s launching their website, adding a small feature to their product, or hiring a new team member. While these milestones are exciting and important internally, they might not always catch attention. This can lead to announcement fatigue, where journalists and audiences tune out due to the flood of minor updates.
Instead of pitching every small change, startups can channel their enthusiasm into company blog posts or social media updates. A blog post is a great way to share behind-the-scenes stories, highlight new features, or celebrate team wins. For example, a new website launch or product tweak can become an engaging blog post that keeps followers in the loop without overwhelming the media.
