Dipankar Das1, Tanni Raha2
1 Department of Business Administration, 2 Department of Business Administration,
1 Faculty of Human and Social Studies, Mykolas Romeris University, Vilnius, Lithuania.
2 Faculty of Business Studies, Premier University, Chittagong, Bangladesh.
Corresponding Author: Dipankar Das cgsr.bd.org@gmail.com
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https://doi.org/10.63711/ijdr.net20250205
ABSTRACT
The study looks at low cost, high impact public relations (PR) tactics and activities implemented by early-stage tech start-ups in urban Bangladesh, specifically, through Dhaka. In a developing entrepreneurial environment, these startups have to deal with a number of challenges such as lack of finances and proficiency in specialized PR skills. Within these limitations, founders rely on non-paid PR strategies to boost credibility, raise awareness, and develop trust with customers and stakeholders. The study investigates PR strategies everyone is using – from social media participation and hosting bylined articles by company leaders to engaging in community-enriched programming – and examines which ones prove out. It also covers the difficulties of PR measurement without the benefit of sophisticated analytics and discusses the value of storytelling in brand-building. Using a survey of 80 tech start-up founders, the study identifies key PR tactics and explores their impact on brand identity and future growth intentions. The findings suggest that while start-ups struggle with resource limitations, strategic PR efforts, particularly those focused on authentic storytelling, can significantly enhance their reputation. This research contributes to the understanding of PR in resource-constrained environments and provides actionable insights for start-ups seeking to optimize their PR strategies without substantial financial investment.
Keywords: Public relations, Start-ups, Low-cost strategies, Bangladesh, Storytelling
Research Area: Public Relations
Copyright © 2025 The Author(s). This article is licensed under CC BY 4.0.
