In the Tech World, where the product is King and Engineering Talent Gold, PR is often in your series. Or after raising the worse, it is treated like the glossy excess invested, it is seen as a vanity play. Title without any real impact.
But here’s the thing. PRs was always a powerful difference, especially in the early stages. It creates authority. It creates credibility. And now, it is playing a more central role in the formation of how startups are found in AI-powered searching equipment like ChatzPT and Jemini.
PR is not just the press. Its presence.
Let’s go beyond the idea that PR is just about getting press. Good PRs today about creating your footprints across the web today that gives your company authority, visibility and permanent inventibility to your company.
With the rise of the generator AI equipment, information that LLM (large language model) train and feeds is increasingly drawn from trusted, index content. Think of expert quotes in online media footprints, well-structured founders interviews and reputable outlets. When Gemini or Chatzipi is requested with “best European AI Startups” or “France’s top sustainable mobility solution”, your company will appear. Not because you are gaming with SEO, but you have earned your place in the conversation.
And how do you earn that place? Strategic, smart and consistent people. You don’t need to make it on the first page of the Financial Times. However, even if you start a small start, creating a trace in the media can lead to game-change and continue.
AI New Search. PR is your ranking engine.
We still hear the same objections when we talk to the founder and even the VCs. “Not sure that PR is a priority right now. We need to focus on the product and runway.” And even though these priorities are absolutely legitimate, you are leaving serious visibility on the table without creating the public -face authority.
AI equipment is rapidly becoming the level of new invention. People are no longer Google. They are urging the chatzPT or confusion to the shortlist vendors, tools and partners. They are asking for comparisons of the product, the insight of the ecosystem and the startup map. The content that is surfaces is not from advertising. It is from indexed, high-apprenticeship, earned media. In other words, good PR’s output.
Speed speed.
There is a compound effect that understands smart startups. The PR speeds up. Motion creates credibility. And that credibility accelerates everything else. Acquisition of talent, fundraising, business development and yes, inventibility in AI-driven environment.
We saw this with the first swore. From the first day, we have launched these in multiple markets. We have pushed their seeds in their original European regions where the grassroots communities were already growing. This initial media footprints helped them position as a global player before even scales. Later, when the softbank came to the board and joined the names like Mbappey and Serena Williams, the foundations were already there to widen the foundation tenfold.
Founder, Take notes.
If you make a stealth, it’s okay. However, if you are already in the market in the market and your product is live, even if you are pre-series, do not underestimate the power of visibility. Don’t wait until the “right moment” to start investment in PR. That moment is now. The cost of invisibility is increasing.
Your contestants are being scheduled. Their details are training the AI models that your future customers are using. If you are not in that datasate, you are not in the conversation. Period.
Final thought
In 2025, PR is not just about lightning. This is about the presence. The strategic PR keeps your startup in the graph of the correct publication, conversation and knowledge. This makes your voice part of the datasate that makes the AI equipment surface and wide. It creates faith on a scale.
If you are hesitant to invest in the investment I have received it. The budget is tight. However, in this new age of AI inventibility, PR can remove the needle on the way a few more lever can be done. Especially for startups wanting to bribe on their weight.
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