The dynamics of the innovation market demand that companies are always looking for ways to stand out and gain recognition. In this context, Public Relations become a key strategy for startups aiming to differentiate themselves, foster maturity, boost growth, and strengthen their reputation.

According to the 1st National Survey on the Impact of Public Relations in the Innovation Market, conducted by MOTIM, 90.9% of unicorns and publicly listed companies in Brazil have been implementing PR strategies for over three years. However, a mere 13.3% of startups are fully harnessing the diverse potential of Public Relations, suggesting a significant chance for growth for these emerging companies.

The data indicates that 97% of companies implementing PR strategies are convinced that a well- executed project can boost the company’s growth. In addition, this resource is perceived as effective for boosting credibility and strengthening the brand, acquiring new customers, enhancing investor relations, and managing and preventing crises. Nearly half of the businesses running PR projects express satisfaction with the results, with 18.8% being highly satisfied.

Despite the clear benefits, research shows that PR actions represent the smallest share of marketing investments by innovation companies, with 63.4% allocating up to 5% of the budget and only 9.9% investing more than 20% of the funds.

Public Relations can be a game-changer for startups aiming to expand and make a mark in the innovation market. With well-defined strategies, alignment between leadership and the communication team, and understanding the results, PR can change how startups position and connect with their target audience.