In 2022, Patagonia’s founder Yvon Chouinard gave away his company. On paper, it was a transfer into a climate trust. In practice, it became one of the most effective communications moves of the decade. The message – “Earth is now our only shareholder” – ran across global front pages and reinforced Patagonia’s long-standing credibility and purpose.
That wasn’t a stunt. It was disciplined communication used to strengthen belief, differentiate the brand, and earn long-term trust. The best leaders treat PR this way: not as a layer of polish at the end, but as part of how the business grows – shaping markets, helping investors understand the story, and giving people inside and outside the company a clear reason to believe.
Headline chasing. A logo in TechCrunch is nice; without a clear narrative, it rarely shifts investor behaviour or customer adoption.
Treating PR as non-essential. Research shows communication strategy influences how outsiders judge a company’s legitimacy (Journal of Management Studies, 2020). Legitimacy affects funding, partnerships, and policy support.
Starting too late. By the time the product is finished, the market has usually formed an opinion. The smart move is shaping perception early and consistently.
UiPath, a Romanian-born automation company, became one of the largest software IPOs in history. It wasn’t only the product. The company told a clear story – resilience, global ambition, and “automation for good.” That framing helped a regional player step onto the world stage.
Studies in management research show that well-structured narratives reduce uncertainty and can lead investors to place higher valuations. The model matters, and so does the vision that makes the numbers believable.
Founder takeaway: treat every funding milestone as a narrative event. A round isn’t just capital in; it’s a chance to reset how the market sees your direction.
Turn Heads note: We help Seed–Series B teams turn fundraising moments into campaigns that build belief as well as secure capital.
PR matters just as much with employees, customers, and regulators.
Spotify framed itself early as fighting piracy and supporting artists, not just “a music app.” That positioning made regulators more open, attracted strong talent, and gave users a reason to stay.
Airbnb (2020) handled a painful layoff with a clear, humane letter. Instead of a collapse in confidence, the company earned respect for being upfront and considerate.
Evidence from employer-branding research shows consistent external communication supports talent attraction and resilience in difficult periods.
Founder takeaway: how you communicate shapes who chooses to work with you, buy from you, and partner with you.
Smart founders don’t silo PR. They treat it as three levers they can pull to accelerate growth: Capital, Category, Community.
A funding round is more than a number. It’s a chance to clarify why you exist and what the next chapter enables. Done well, it lowers uncertainty and raises perceived value.
Founder move: don’t just report, “we raised €20M.” Explain the shift it creates: proof of traction, new markets, product roadmap, team scale-up – and why now.
Markets reward companies that set the frame. Spotify wasn’t “a music app.” UiPath wasn’t “just automation.” They claimed a clear role in a bigger story.
Founder move: decide whether you’re creating a new category or reframing an old one. Use consistent language and proof points until the market repeats them back to you.
Your story doesn’t stop at press and investors. It shapes how employees, customers, regulators, and partners decide to engage.
Founder move: build simple communication infrastructure – a publishing cadence for the founder’s voice, clear employer brand messages, and a crisis plan for the first 24 hours. When pressure comes, you’ll respond with consistency, not scramble.
Effective PR isn’t about being louder. It’s about clarity, timing, and steady follow-through. Leaders who treat communications as part of how the business works set the pace; others end up reacting to it.
We partner with founders and scale-ups who want more than mentions. We help you use communications to shape your market, support investment, and attract the people you need.
