10 PR mistakes scaleups should avoid: PR for Scaleups done right

Scaling a business is tough, and PR can make or break your momentum. A weak strategy—or worse, a poorly executed campaign—can stall visibility, damage credibility, and slow growth. PR isn’t just about getting press; it’s about telling the right story to the right people in a way that drives real business impact. Get it wrong, and you risk being ignored. Get it right, and you set the stage for long-term success.

To ensure your efforts in PR for scaleups drive the right impact, avoid these ten crucial mistakes.

1. Ignoring a strategic PR plan

One of the biggest mistakes scaleups make is approaching PR without a well-defined strategy. PR for scaleups isn’t just about sending out press releases—it requires, at minimum, a clear understanding of your target audience (even better if you have market insights on them too), a coherent and consistent brand narrative,, and a clear outline of how your earned media efforts are aligned with wider business objectives.

2. Failing to define your brand story

Challenger brands often struggle with articulating a compelling brand story that differentiates them from their competitors. PR for challenger brands must focus on what makes them unique—whether it's innovation, the customer experience, or market disruption.

3. Overlooking media relationships

Many scaleups expect immediate media coverage without investing time in building journalist relationships. Successful PR for scaleups involves regular engagement with journalists, and like any relationship, businesses need to build trust and provide valuable insights to help position  them as a trusted industry source.

4. Sending generic press releases

A one-size-fits-all press release rarely gets media attention. Instead, tailor your pitches to specific journalists ensuring relevance and a clear news angle. Top tip,  do your research before sending something over, you’ll only damage your relationship if you spam a journalist with content that’s not relevant to their niche.

5. Prioritising quantity over quality

Some scaleups believe more media coverage equals better PR. However, securing quality coverage in industry-relevant publications often has a greater impact than broad but superficial press mentions. The front page of a national newspaper might seem attractive, but is that where your specific audience is consuming their news? 

6. Ignoring crisis communication planning

Scaleups experiencing rapid growth can easily face unexpected PR crises. Having a crisis communication plan in place ensures you're prepared to handle negative press and protect your brand reputation.

7. Underestimating thought leadership

A key PR tactic for challenger brands is to  position your spokespeople as industry experts. Investing in thought leadership through opinion pieces, speaking engagements, and expert commentary builds credibility. It’s worth taking a look beyond your C-suite to find other experts in your company who can offer insight and commentary on a range of topics. 

8. Neglecting social media PR

 Social media can’t be ignored when it comes to PR for scaleups. Failing to integrate PR efforts with your social media strategy will only  limit your reach and engagement with key stakeholders. Consider building your spokespeople’s personal brand to amplify your PR efforts. 

9. Ignoring internal communication

Your employees are your biggest brand advocates. Keeping them informed about PR initiatives ensures consistency in messaging and helps build a strong company culture. It’s also worth considering the role of EGC - employee generated content. This new wave of influencers are your employees, so leverage their content to amplify your media coverage and PR campaigns. 

10. Expecting immediate results

PR is a long-term investment. Scaleups often expect instant traction, but building brand credibility takes time. Consistency, persistence, and strategic execution are key.

PR for Scaleups: Setting your growth on the right path

Avoiding these common mistakes will set your PR efforts up for success. Whether focusing on PR for scaleups or PR for challenger brands, the key is to be strategic, proactive, and authentic. By investing in a strong PR foundation, scaleups can enhance visibility, credibility, and sustained growth in their industry.

For more useful tips on pr for your scaleups, download our free PR handbook for scaleups.