PR for scaleups: how challenger brands can win the media game

Scaling a business is tough, and PR for scaleups 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 PR efforts fuel the growth of your scaleup, here’s everything you need to know—especially if you’re a challenger brand fighting to disrupt your  market.

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Why PR for scaleups is different

Scaleups aren’t startups anymore. You’ve moved past early traction, secured funding, and are now focused on scaling operations, hiring top talent, and expanding market share. At this stage, PR needs to shift from scrappy visibility tactics to strategic brand positioning.

For challenger brands, PR plays an even bigger role. You’re competing against established industry leaders, and without a strong PR strategy, your message risks getting lost. The goal isn’t just media mentions—it’s about shaping public perception, driving credibility, and positioning your brand as the innovative alternative.

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Key differences between startup PR and scaleup PR

‍Primary Goal

• Startup PR: Awareness + validation
• PR for Scaleups: Market leadership + credibility

Media Targeting

• Startup PR: Broad press coverage
• PR for Scaleups: Industry-specific + tier-one publications

Messaging Focus

• Startup PR: Excitement around newness
• PR for Scaleups: Thought leadership + long-term impact

Approach

• Startup PR: Opportunistic + reactive
• PR for Scaleups: Strategic + proactive

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Key PR strategies for scaleups and challenger brands

Define a compelling brand narrative

Challenger brands don’t just sell a product; they sell a movement. Your PR should focus on what sets you apart from industry incumbents. Ask yourself:

• What problem are you solving better than anyone else?
  
  
• Why is your approach different?
  
  
• What’s your long-term vision?
  

Your PR narrative should be consistent across earned media, social media, and internal communications. If your messaging is scattered, your audience won’t know what to believe.

Example: When Monzo positioned itself as the anti-bank, it leveraged PR to reinforce its customer-first approach—highlighting transparency, innovation, and community engagemen

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Invest in thought leadership 

If your founders and leadership team aren’t in the media, you’re missing a huge PR opportunity. PR for scaleups isn’t just about the company—it’s about the people behind it.

To position your executives as thought leaders:

• Secure features (dedicated  articles) in top-tier publications
  
  
• Pitch exclusive interviews to relevant industry reporters
  
  
• Book speaking engagements at major industry events
  
  
• Build a strong LinkedIn presence with original and valuanble insights
  

Example: Hopin, a virtual events scaleup, used CEO Johnny Boufarhat’s personal story to drive PR, landing features in The New York Times, Forbes, and TechCrunch.

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Build relationships with journalists before you need them

One of the biggest mistakes scaleups make is expecting instant media coverage without investing in relationships. PR for scaleups is a long game.

Instead of blasting out generic press releases:

• Identify 10-15 journalists who cover your industry
  
  
• Engage with them on Twitter or LinkedIn before pitching
  
  
• Offer exclusive insights or data that add value to their stories
  
  
• Be a resource—not just when you need coverage, but consistently
  
  Pro tip: Journalists don’t want another press release. They want a story. If you’re a challenger brand, make sure you have a compelling news angle before reaching out.

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Use data-driven storytelling

Numbers make headlines. If you have internal data that highlights an industry trend, you have a golden PR opportunity.

Ways to use data in PR:

• Conduct surveys and publish reports
  
  
• Share industry benchmarks or growth metrics
  
  
• Analyse customer behaviour trends

Example: A fintech scaleup used transaction data to reveal post-pandemic spending trends, securing features in Bloomberg and The Guardian

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Use PR to attract investors and talent

At the scaleup stage, PR isn’t just about customers. It’s also about:

• Investors – The right media coverage can drive interest in your next funding round
  
  
• Hiring top talent – Strong PR enhances employer branding and attracts high-caliber employees

Example: Companies like Stripe and Revolut have used strategic PR to shape their reputations, helping them secure billion-dollar valuations and top-tier hires.

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PR mistakes that can kill your scaleup’s momentum

• Relying on generic press releases – If you’re blasting the same announcement to every journalist, you’re doing it wrong.
  
  
• Expecting instant results – PR takes time. If you’re not committed to a long-term strategy, you’ll be disappointed.
  
  
• Neglecting crisis communications – Scaleups move fast, and mistakes happen. Have a plan in place before you need it.
  
  
• Ignoring social media  – PR doesn’t stop at earned media. Your social media presence should leverage  your PR wins.
  
  
• Focusing on quantity over quality – One high-impact story in a top-tier publication is better than ten mentions in media outlets  that your audience aren’t consuming. .
  
  

Final thoughts: PR for scaleups is a long-term play

If you’re a scaleup or a challenger brand, PR isn’t optional—it’s essential. The right PR strategy can:

• Build credibility in a crowded market
  
  
• Position you as an industry leader
  
  
• Drive investor and talent interest
  
  
• Support long-term brand growth
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But PR isn’t a one-and-done effort. It requires strategy, consistency, and patience. Avoid common pitfalls, focus on storytelling over self-promotion, and invest in relationships that drive real impact.

Want to supercharge your scaleup’s PR? Download our free PR handbook for scaleups here.

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