Startups can do this by being clear about what they want their audience to know about the new brand, how it will differentiate itself from existing companies and how it will otherwise add more value than its competitors.

Startups can identify short-term opportunities to introduce their brand by figuring out where their audiences are and communicating with them directly

Entrepreneurs cannot simply replicate Apple or Nike’s PR strategies and expect the same results.

For starters, startups begin with a clean slate and no brand awareness. Therefore, an entrepreneur’s focal point for generating PR will often focus on one or more startup-specif...