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What exactly do we mean by PR for Bootstrapped Startups. Before we start, allow me to explain the concept of bootstrapping in brief. 

Bootstrapping is the process of starting a company with personal savings. This money serves as the capital itself. You guessed it.  The connections of a bootstrapped company are very limited.

The preliminary steps to approach Public Relations or PR are almost easy. For example, it is easy to build an email address, build a website using a template, or even secure domains. Isn’t it?

However, truth be told, most of the start-ups include a product-based mindset. They are usually not much into marketing or doing PR.

I know what you are thinking. So what do they do?

Well, they soon realize the importance of marketing and PR. This is when they hunt down ways to do so. Here, we will help such bootstrapped companies find a way out! You surely don’t want to miss this part.

Keep reading!

Tips: PR for bootstrapped startups

Most of the bootstrapped companies face a great obstacle in the domain of PR. 

You must be thinking why PR?

The answer is simple. Investing resources and time in marketing is compulsory for a startup. So a gripping way to get to your target audience is by building brand awareness. This helps attract possible investors as well.

So what’s the solution? How to do PR for bootstrapped startups? Follow up!

public relations for startups
1. Get in touch with target journalists on Twitter

Around 60% of journalists advise developing a personal connection with them before pitching any product or idea. Journalists are usually active on Twitter, which makes it easier to approach.

This is what you need to do:

  • Follow the target journalists on social media handles. 
  • Follow what they post and get an idea about their preferences.
  • Track down the journalist who may like your product.
  • Comment and interact with them on their tweets.
  • Pitch in a soft manner. You shouldn’t look or sound desperate.

2. Compose your pitch

Writers at The Guardian, CNN as well as The New York Times, get around 40,000 emails annually.  Can you imagine?

Consequently, around 70% of them spend the least time on each mail that they receive. 

Do you see where I am going with this?

The opportunity to grab the attention of the journalists/writers is almost negligible.

So what is the solution? Well, firstly a stereotypical copy/paste from the internet is not welcome. So what now? Write your pitch!

This is what you need to do:

  • Highlight the USP of your company.
  • Sync it with graphic content.
  • Compose a neat and precise subject tag.
  • Get creative with the subject line.
  • Use numbers to grab attention.

3. Use visuals and creatives as PR bait

People process creatives and visuals much faster than ordinary text. Isn’t that obvious?

So here’s an excellent idea!

Compose a creative to sync with your pitch. How amazing is that?

For example, infographics nowadays, have become like the French fries to a perfect burger (marketing, being the burger)!

This is what you need to do:

  • Narrate the journey of your bootstrapped company, using an infographic.
  • Use free templates online to build the ‘infographic.
  • Be creative and precise.
  • Use online platforms to get ready-made templates. This may save you time if you are not into designing or art.

4. Use PR freebies

Use PR platforms to get updates about journalists and their interests. Once you sign up for these free platforms, you get notifications about journalists and their activities.

How is it helpful?

See certain journalists look for specific companies that match the projects that they are associated with.

See where I am going with this? Once they find you, they will frame you in their social media handles. How amazing is that?

This is what you need to do:

  • Get in touch with journalists working in the domain of your work.
  • Circulate SEO-friendly articles and press releases.
  • Do a press release when you launch new products or designs.
  • Circulate the press release in every social media handles and news outlets.

5. Publish about your company locally

Start with the local publications. It has an easy and effective reach. 

The local journalists give you the attention and confidence you need at this.

Starting from the base is always necessary. Isn’t it?

Once all this is settled, the credibility of your start-up gets a boost.

You may also get to publish these clips in your campaigns and outlets. Do you see how huge this is?

This is what you need to do:

  • Search for local papers and publications.
  • Track down journalists working in your field of interest.
  • Get in touch with them.
  • Pitch your product and get decent recognition as well.

6. Guest posting sites

Here’s the fun part!

Publish your content on some senior-level site. This helps generate a widespread buzz about the company.

Do you know the best part? To feature in other guest sites, you don’t have to get in touch with anyone! Some of these sites have a free column for contributing artists and writers.

Here’s how this is important:

  • You get to establish credibility for your bootstrapped company.
  • You get to earn backlinks to your bootstrapped company. 
  • Helps you connect with writers and journalists working in your domain.

7. Promote original content

The bootstrapped companies should use their social media handles and networks to interact with the audience.

Creative and post original content to build brand awareness.

Take over the content in a slow but steady move!

This is what you need to do:

  • Share interesting updates.
  • Share various press releases.
  • Use media mentions and tags. 


In a nutshell, PR campaigns are different for different businesses. There are numerous parameters to consider before holding PR campaigns. 

You must be wondering about what these parameters depend on. Well, it does depend on the domain and culture of the company for sure!

It all boils down to the fact that consistency is key while doing PR for startups. 

Also, talking of bootstrapping, if you want to know more about the concept, do follow our blog on bootstrapping. 

And talking of start-ups, if you have an idea but can’t think of a way to turn it into action, we will be happy to help! Follow us at TheCodeWork.

TheCodeWork Team

Our Content Team at TheCodeWork believes in quality content. We write everything related to startups and products at large. We publish our blog every alternate Wednesday. Subscribe to our newsletter to get notified of our awesome content.

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