As Web Summit Qatar approaches, we spoke with Marina Levina, CEO of WISH, an international communications agency, about several persistent myths around PR. “During this marathon season of startup and investor events from Web Summit and Slush to GITEX Global, we at WISH keep hearing the same assumptions about PR repeated over and over again. Many of them sound reasonable at first, but in practice, they hold startups back rather than help them grow,” said Marina Levina. Let’s unpack a few of these myths.
Myth 1: “PR isn’t for us, it’s only for politics, big corporates, and, at best, a substantial funding round.”
Yes… and no. Political stories and large corporates still dominate headlines, and when it comes to startups, funding rounds tend to grab the attention. Correct, but the rules of the game are changing.
There is a profound shift in the economics of journalism, with thousands of jobs being cut and ad revenues tanking. Newsrooms now need exclusive, business-critical stories to survive. That is why the era of transactional news and the simple “we raised X million” article is changing. Journalists are looking for founders with bold, original perspectives and contrarian market insights. If a startup has those, PR is definitely for you, especially in the Middle East & Northern Africa (MENA) region, which looks less like a stage for global stories and more like the writers’ room where those stories are written.
So, while startups pack for Doha and obsess over their stand design, ask yourself: What are the key market trends you observe? How is your startup vision relevant to MENA’s biggest conversations, from diversification and the knowledge economy, to AI, fintech, and climate-tech? Where does your startup fit into Qatar’s story as a tech and innovation hub connecting the Middle East with Africa and Asia?”
Myth 2: “PR is expensive and always requires a lot of resources.”
Sometimes, but again, not always. Indeed, the best results come when a company is consistently investing substantial time, money and resources on strategically building its reputation, awareness and trust. But even with limited resources, you can still be strategic and efficient. Instead of “doing a bit of everything” all year, pick one or two key moments and go all in.
For example, if a startup is already investing in attending a major industry event, especially Web Summit Qatar, use it as a perfectly designed communication platform. Investors, potential partners, ecosystem players and reporters are already there and actively looking for stories, so capitalise on the moment. But a startup cannot expect their attention just because they have a booth. You need a clear, well-shaped story, and a very concrete plan on how to tell it to the audience. This is the work that needs to be done in advance, and it is what pays off onsite.
Myth 3: “PR is spontaneous and reactive, you can’t really plan for it.”
It’s only half true. Yes, quick reactions and the ability to adjust as the news cycle shifts are crucial. But that only works if the startup already has clear goals, knows the audiences, has a basic strategy and a well-shaped narrative. You can fine-tune as you go, but you don’t design the plane while you’re flying it.
Take events. If satrtup wants to build PR around a big conference, the team needs to know which journalists will be there, what matters to them, what concrete piece of news they have, what fresh angle to bring, and how to pitch it.
One of the founders said that starting to prepare for an industry event two months in advance was a complete eye-opener. He’d never realised you could prepare for investor and media conversations. The biggest value for him wasn’t the booth; it was refining the story and practising the pitch. By the time he arrived, he felt so confident he barely recognised himself, chatting to investors and journalists at the coffee bar like he’d been doing it for years.
Don’t have a continuous news flow of your own announcements and “big moments”? Then focus on expert commentary around market trends: share your knowledge and insights. There are many examples of companies that have built an expert reputation simply by providing journalists with timely, sharp comments.
Crisis PR is situational, of course. But you can’t build a strong reputation on emergencies alone.
Myth 4: “We don’t need a PR professional, AI can do everything if we write the right prompt.”
Indeed, AI plays a fundamental role in content creation, democratizing it for many. But startups should be prudent about its use and be mindful of the reputational risks it can expose them to, especially if apply a “quick and dirty” approach. Reporters are tired of flat, generic AI‑generated copy and have learned to recognise it almost instantly, and delete it just as fast.
On its own, without your judgment, experience and the emotional “DNA” of your company, AI cannot solve the tactical challenge of standing out in the crowded media landscape of Web Summit Qatar. It also can’t solve the strategic challenge of building a distinctive brand voice among dozens of similar pitches.
In experienced hands, AI can absolutely improve efficiency: help with market research and first drafts, fact‑check copy, and even have language adaptation, particularly useful between English and Arabic for regional outlets. But it does not replace understanding how a journalist thinks, what angle works for a specific publication, or how to position story in the wider MENA narrative.
Myth 5: “We don’t need PR at this stage of our startup.”
Sometimes that’s true. If business is purely technical, operates in a closed ecosystem, and does not require direct interaction with people, whether partners, customers, or investors, PR may not be essential right now. In such cases, startups might rely entirely on product quality and established networks, and that can be enough to close deals or secure early funding.
However, as soon as business involves any form of human interaction, the question of trust becomes unavoidable. People want to know who they are dealing with, and their decisions are often shaped by how much they trust the people behind the company. A recent report found that 88% of respondents said that trust is just as important as price and quality.
They will search for you online, check your LinkedIn, and ask around in the industry. Their decisions will often be shaped by what they see in search results and, increasingly, in AI‑generated summaries.
That’s why PR should start early, but this doesn’t mean startups need a full‑blown PR machine on day one. It does mean that they should, at least, start laying the foundations: A clear founder story, a basic presence in the media or respected platforms, participation in key events like Web Summit Qatar, and a few thoughtful pieces or comments that show who you are and what you stand for. It’s not just about promoting your product, but about building credibility and trust in your leadership from day one.
In summary, startups won’t find ready-made recipes or magic pills, the devil is in the details, and there is no single formula that works for everyone. But it is important to understand that PR is not a luxury only for global giants. Used wisely, it is a very real, very accessible lever for SMEs and startups, especially when the whole region will be watching what happens in Doha.
So, while packing for Web Summit Qatar, do startups need to think about PR?
Also published on Medium.
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