Dipankar Das1, Tanni Raha2
1Department of Business Administration, 2Department of Business Administration,
1Faculty of Human and Social Studies, Mykolas Romeris University, Vilnius, Lithuania.
2Faculty of Business Studies, Premier University, Chittagong, Bangladesh.
Corresponding Author: Dipankar Das, cgsr.bd.org@gmail.com
https://doi.org/10.63711/ijdr.net20250205
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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.
