In the fast-paced world of startups, particularly in the MENA region, companies are beginning to recognise that their brand narrative can be as powerful as their product offerings. Over 50 per cent of millennial consumers are likelier to buy from companies if their CEO speaks out. This trend underscores that a compelling brand story can influence consumer behaviour and drive business growth when communicated effectively through PR.
However, PR’s value extends far beyond generating direct sales. At its core, PR is a powerful instrument for cultivating brand awareness and establishing trust – foundational elements for any company’s sustainable success. Here are five reasons startups should make PR a cornerstone of their growth strategy.
#1 To increase brand awareness before seed round
The path to startup success often begins with securing seed funding, and strategic PR plays a vital role during this critical phase. In today’s digital age, 87 per cent of consumers, including potential investors, begin product research online, making a strong digital presence essential for positioning a startup as a credible market player.
Cloudset, a Dubai-based re-commerce fashion startup, vividly illustrates this approach. Before its capital raise, Cloudset leveraged PR to increase brand awareness. Through strategic news placements, thought leadership, and featured articles in lifestyle media, Cloudset attracted investor attention and doubled its sales during Ramadan.
#2 To sustain momentum post-funding
Securing funding marks just the beginning of a startup’s journey. PR is essential in establishing industry expertise and maintaining a brand reputation. Recent studies indicate that 55 per cent of decision-makers rely on thought leadership content to evaluate potential partners, emphasising the importance of maintaining a consistent, high-quality content strategy.
Take Tumodo, an online business travel platform, as an example. When introducing their innovative digital B2B service for work trips to the UAE market, they recognised the importance of education. They thought of leadership in a region where their concept was relatively novel. Their strategic PR approach began with announcing their investment round through major regional business media outlets. This strong media presence supported their expansion into Saudi Arabia and India while facilitating a partnership with Tabby, a leading BNPL platform.
#3 To strengthen B2B relationships in the region
Coverage in tier-1 media is a powerful tool for enhancing credibility with stakeholders, including customers, partners, and investors. Media coverage is a trusted third-party endorsement. When local publications validate your vision and ideas, you’re naturally positioned as a regional expert.
The key lies not in frequent press releases but in strategic thought leadership. According to LinkedIn’s research, 84 per cent of C-level and VP-level buyers are influenced by social media and thought leadership content. Regular expert commentary and insights on industry trends create lasting impressions and strengthen valuable B2B relationships.
#4 To improve HR brand
More established startups, particularly those at Series B and C stages, often prioritise enhancing their HR brand during team expansion. This trend extends to large tech enterprises as well. The global HR analytics market, valued at $2.96 billion in 2022, is projected to grow at a compound annual rate of 14.8 per cent through 2030, highlighting the increasing importance of data-driven HR strategies.
A common pitfall to avoid is making outright claims of superiority. Instead, demonstrate your company’s value through consistent media presence, sharing insights about corporate culture, and publishing thoughtful perspectives from leadership about employee growth and development in the region. Research shows that 60 per cent of U.S. employees would choose a job they love over one with higher pay, underlining the importance of authentic employer branding through strategic PR.
#5 To boost business growth with PR strategy
PR’s impact on business growth manifests in various ways. Speaking engagements at industry events and podcasts increase visibility and credibility. YallaHub, an all-in-one e-commerce solution, started with smaller opportunities before securing spots at major regional events.
The answer to whether PR directly leads to sales lies in its indirect but powerful influence: consistent media presence and positive coverage significantly increase the likelihood of new partnerships and opportunities. Through strategic PR efforts, startups can build a strong foundation for sustainable growth while establishing themselves as trusted industry leaders.
PR’s role continues to evolve beyond traditional media relations as we look toward the future of the startup ecosystem, particularly in the MENA region. The most successful startups will understand PR as an integral part of their business strategy—one that builds credibility, attracts investment, strengthens partnerships, and cultivates talent.
By Vlada Lomova, PR Lead at PRHub, a Dubai-based PR agency
