Top 5 PR Mistakes Indian Startups Must Avoid in Their Growth Phase

India’s startup landscape has rapidly evolved into one of the most vibrant and dynamic ecosystems in the world. With over 1.59 lakh startups recognized by the Department for Promotion of Industry and Internal Trade (DPIIT), India now ranks as the third-largest startup ecosystem globally. This explosive growth is being led by over 100 unicorns and a wave of innovation in fintech, edtech, SaaS, healthtech, and deep tech sectors.

Government-backed initiatives, such as Startup India, Software Technology Parks of India’s Centres of Entrepreneurship (CoEs), and the Next Generation Incubation Scheme (NGIS), along with easier access to venture capital, have fuelled the momentum. Yet, amid the race to scale fast, a crucial growth enabler often gets overlooked—Public Relations (PR). Specifically, a well-thought-out PR strategy for Indian startups can be the difference between building a powerful brand and becoming just another name in the crowd.

Here we explore the top five mistakes startups make when it comes to PR for Indian startups, and how avoiding them can help create a strong, scalable brand narrative.

Treating PR as an Afterthought

A common mistake many startups make is treating PR as something that comes after a funding round or a major product launch. However, in reality, PR for Indian startups should be a core part of the business plan from the outset. A consistent communication strategy can shape public perception, attract early users, and establish thought leadership in the industry. Successful startups don’t just use PR to announce wins—they use it to tell their story, showcase their mission, and create emotional connections with their audience. Strategic storytelling fosters familiarity and trust, which are crucial during the early stages of growth.

Relying Only on Press Releases

While press releases are valuable for formal announcements, relying solely on them limits your outreach. Many startups send out generic releases, hoping for media coverage, but journalists today are flooded with content and are more interested in unique, relatable stories. An effective public relations strategy for Indian startups involves a mix of press releases, blog posts, thought leadership articles, customer success stories, and social media engagement. Founders should be positioned as domain experts through platforms like LinkedIn, podcasts, and industry panels. Diversifying your PR content ensures you stay visible across different audiences.

Overhyping or Misrepresenting the Brand

In the competitive Indian startup ecosystem, it’s tempting to exaggerate traction or claim breakthroughs to attract attention. However, misleading claims can lead to major PR setbacks if exposed. Today’s media and investor ecosystem is highly vigilant, and credibility, once lost, is hard to regain. Authenticity is key to effective PR for Indian startups. Sharing real challenges alongside milestones creates a more honest and trustworthy brand image. A grounded story, backed by actual impact, often leaves a greater impression than inflated claims.

Ignoring Crisis Communication Planning

Startups often operate in high-pressure environments where crises—such as product bugs, negative reviews, or layoffs—can arise at any time. Yet, few startups have a proactive crisis communication strategy, which can lead to hasty responses or damaging silence. Indian startups must build a basic crisis communication plan that outlines potential risks, identifies spokespersons, and prepares responses. Timely, transparent, and empathetic communication during crises can protect brand reputation and even turn challenges into opportunities.

Not Measuring PR Impact

Most startups track user metrics and sales funnels, but when it comes to PR, many fail to measure impact effectively. Counting the number of media mentions without assessing their relevance, reach, or sentiment is a flawed approach. To optimize public relations for Indian startups, track KPIs like share of voice, referral traffic, sentiment analysis, domain authority of publications, and conversions from PR-led efforts. This data-driven approach helps refine strategies and ensures that PR contributes directly to business growth.

In a rapidly evolving and crowded startup ecosystem like India’s, a strategic approach to PR can be a startup’s most valuable asset. It builds visibility, shapes public opinion, attracts talent and investors, and fosters long-term credibility. However, for PR to be effective, it must be consistent, honest, and aligned with business goals. By avoiding the common PR mistakes discussed above and focusing on a thoughtful, data-driven, and narrative-rich PR strategy for Indian startups, founders can elevate their brand and scale faster with trust and goodwill on their side.

As tennis legend and tech entrepreneur Venus Williams rightly said:

“The biggest growth happens when you step outside your comfort zone. That’s when you win the biggest matches and make significant achievements.”

For Indian startups, embracing proactive PR could be that bold step outside the comfort zone. Don’t wait for your next milestone to start telling your story—start now.