Public relations can be a powerful tool for amplifying your voice, but it’s not just about getting press releases out. It’s about positioning yourself as an expert that journalists, analysts, and conference organizers want to feature.

1. Develop a Strong Founder Narrative

Investors and media love a compelling founder story. Think beyond your startup’s features—what personal insights, experiences, or problems led you to build this company? Your story should position you as an innovator with a unique point of view on your industry’s challenges and future trends.

Action Steps:

• Craft a concise founder bio that highlights your expertise and vision.
• Share personal insights in interviews, podcasts, and op-eds.
• Align your story with larger industry trends and challenges to make it relevant.

2. Offer Expert Commentary to Journalists

Media professionals are always looking for credible sources for their articles. If you can provide valuable insights on breaking news or industry trends, they’ll turn to you when they need expert input.

Action Steps:

• Monitor industry trends and news so you can react quickly with relevant insights.
• Sign up for Help a Reporter Out (HARO) or Qwoted to connect with journalists.
• Reach out to relevant reporters via email or Twitter with short, insightful pitches.
• Offer original data or case studies—journalists love stats that back up expert opinions.

3. Speak at Conferences and Panels

Industry events, even virtual ones, are great platforms to showcase your expertise. Speaking engagements position you as a thought leader and provide valuable networking opportunities.

Action Steps:

• Start with niche industry events or local startup meetups before aiming for larger conferences.
• Apply for panel discussions, webinars, and fireside chats.
• Publish takeaways from your talks on LinkedIn or your blog to extend their reach.

4. Write Guest Articles and Op-Eds

A well-placed guest article in a major publication can establish credibility and generate inbound interest. Many business and tech outlets accept opinion pieces, especially if you have a fresh perspective.

Action Steps:

• Identify trade publications and business blogs that accept guest submissions.
• Focus on big industry challenges, future trends, or counterintuitive insights.
• Avoid direct product promotion—thought leadership is about ideas, not sales.

Building Thought Leadership WITHOUT PR

If you’re not ready to invest in PR yet, don’t worry—you can still build thought leadership through owned media, strategic networking, and consistent content creation.

1. Leverage LinkedIn to Build Authority

LinkedIn is one of the most powerful platforms for thought leadership, especially for B2B startups. Regularly posting insights, lessons, and trend analysis can help you build an engaged professional audience.

Action Steps:

• Post at least once a week with original insights, lessons, or data-driven takes.
• Engage with industry leaders’ posts by commenting thoughtfully.
• Share company milestones with a personal story or key lesson attached.
• Use LinkedIn articles for deeper analysis on industry trends.

2. Start a Blog (and Publish Consistently)

A well-maintained blog not only improves SEO but also helps establish credibility in your field. Even if major publications aren’t covering your insights yet, you can publish them yourself.

Action Steps:

• Write about industry trends, customer pain points, and future predictions.
• Use case studies and real-world examples to back up your points.
• Promote blog content on LinkedIn, Bluesky, and newsletters.

3. Launch a Podcast or Webinar Series

If you have unique insights or industry connections, consider starting a podcast or webinar series. This builds authority while also expanding your network.

Action Steps:

• Interview other industry experts to create valuable, shareable content.
• Focus on topics your audience cares about, not just your product.
• Cross-promote with your guests to grow your reach.

4. Engage in Industry Communities

Being an active participant in industry communities—whether on Reddit, Discord, or Slack—can organically build your reputation as an expert.

Action Steps:

• Answer questions on platforms like Quora and Reddit with expert insights.
• Join Slack groups or LinkedIn communities related to your industry.
• Share insights and help others without expecting immediate returns.

5. Build a Personal Brand Alongside Your Startup

Some of the most recognized startup founders built their personal brands alongside their companies. Being vocal about industry challenges and future trends can give your startup credibility by association.

Action Steps:

• Post regularly on social media with behind-the-scenes insights.
• Speak at events as a founder, not just as a brand representative.
• Share lessons from your startup journey—the wins and the struggles.

Final Thoughts: Thought Leadership is a Long Game

Startups don’t need massive budgets to start building thought leadership. Whether you use PR or take a grassroots approach, the key is consistent, high-value contributions to industry conversations.

If you want to gain traction quickly, PR can amplify your voice and secure major media opportunities. But even without PR, publishing content, engaging in discussions, and sharing your expertise can make you a trusted industry name.

The most important thing? Start today. The sooner you begin positioning yourself as a thought leader, the bigger the impact as your startup grows.