‘We Don’t Need PR Yet’: Challenging Misconceptions of Public Relations in the Startup Community

Abstract

In the fall of 2017, semi-structured in-depth interviews were conducted with 12 leaders of startups in St Louis, Missouri. The answers were thematically analysed (Braun & Clarke, 2006). The responses were analysed using the constant-comparative method (Glaser & Strauss, 1967) allowing researchers to identify recurring patterns in the interviews. After the initial coding was complete, axial coding (Strauss & Corbin, 1990) was conducted, making connections between the initial themes. The emergent themes from each question are discussed in the results section and the implications for the fields of PR and entrepreneurship will be covered in the discussion section. Some of the key findings are that many startup leaders do not understand what PR is, they don’t understand its benefits and they cannot differentiate PR from marketing.