From Validation to Reputation | Different PR Rules
In the world of Public Relations, there's no such thing as a one-size-fits-all strategy. The playbook for an established market leader in Zagreb is fundamentally different from the one for a startup in Belgrade, and vice versa. While the ultimate goal is the same - to build a positive reputation. The path to get there depends entirely on one key dynamic: Resources vs. Reputation.
A startup has few resources and is fighting to build a reputation from zero. An established company has plenty of resources but must focus on managing and evolving the reputation it already has.
Understanding which playbook you should be using is the first step to effective PR.
The Startup Playbook - The Disruptor’s Game
For new companies, PR is all about breaking through the noise and gaining legitimacy.
Your Core Goals are Validation & Awareness
Your primary objective is to prove to customers, investors, and potential talent that you are a real, valuable entity. You are building your brand's foundation from the ground up.
Your Key Challenge is Anonymity
Your biggest hurdle is that nobody knows who you are. You have to fight for every mention and give journalists a compelling reason to pay attention.
Storytelling Angle
Your narrative is one of innovation, vision, and challenging the status quo. The founder's personal journey is often your most powerful asset.
How Success is Measured
Success is getting that one key article in a top-tier publication that validates their entire business. They measure success in backlinks, website traffic spikes, and inbound calls from investors.
Securing non-paid media coverage with a limited budget in Serbia and Croatia requires creativity and a deep understanding of the local media landscape. By focusing on authentic storytelling, leveraging unique data, and building genuine relationships, startups can overcome the financial hurdle and earn the attention and credibility they deserve.
The Established Company Playbook - The Leader’s Defense
For large, well-known companies, PR is a strategic game of maintaining relevance and protecting a valuable asset - your reputation.
Core Goals are Reputation Management & Relevance
Your focus is on protecting your brand from negative press, reinforcing your market leadership, and showcasing your positive impact through Corporate Social Responsibility (CSR).
Your Key Challenges are Complacency & Scrutiny
Your challenge is staying relevant and avoiding the public criticism that comes with being a large target. Crisis readiness is essential.
Storytelling Angle
Your narrative is built on trust, stability, and authority, often featured in respected business publications like Croatia's Lider or Serbia's Danas.
How Success is Measured
You measure success with sophisticated metrics like Share of Voice, large-scale sentiment analysis, and ensuring your key messages are present in top-tier media coverage.
The Budget Breakdown - Where the Money Goes (or Doesn't)
This is where the strategies diverge most clearly.
The Startup's "Sweat Equity" Budget
For a startup, the PR budget is primarily time and effort. The currency isn't money - it's value. They "pay" for coverage with a compelling founder story or exclusive local data. The strategy is organic-first, relying on hustle and creativity.
The Established Company's Integrated Portfolio
A larger company, in theory, has the resources to execute an integrated strategy with a well-balanced budget for agencies, sponsored content, and events.
The Reality Check: When Big Budgets Feel Small
However, the reality is that even large companies want to save money. PR budgets are constantly scrutinized, and you often have to fight for every euro or dollar. So, what do you do when the company is big but the dedicated PR budget is small?
Speak the Language of ROI. To get budget approval, you must connect PR activities directly to business goals. Don't say: "We need money for a brand awareness campaign." Instead, say: "We need a budget for a targeted media campaign to support the launch of Product XY, which is projected to increase sales by XY%. This campaign is crucial for educating the market and driving initial demand."
Leverage Your In-House "Currency." If you can't offer money, offer the other valuable assets a large company possesses:
Proprietary Data: Work with your analytics or sales teams to turn your internal data into an exclusive industry report for the media. This costs time, not money.
In-House Experts: Your company is full of experts (engineers, analysts, developers). Create an internal "speakers' bureau" and pitch these individuals for expert commentary and interviews. This positions your company as a thought leader at a very low cost.
Adopt the Startup Mindset. Think scrappy - instead of an expensive event, can you create a powerful human-interest story about a long-serving employee or a community initiative? Can you partner with a non-profit on a campaign to share costs and amplify the message? Look for the high-impact, low-cost stories hiding within your own organization.
Your Strategy, Your Strength
Ultimately, success in PR isn’t determined by the size of your budget, but by the intelligence of your strategy. By understanding whether you are the disruptor or the market leader, you can tailor your approach to leverage your unique strengths and win.
What's the biggest PR challenge your company is facing right now?