An Examination of How Startup Companies Use Public Relations To Grow

The purpose of this thesis is to examine and to answer the main research question of how startup companies use public relations to grow. There is a lack of research regarding startups and public relations in Canada. Through primary and secondary research, it became clear that startup companies use public relations to grow through three main avenues: Building reputation, building brand awareness and fueling engagement. The two sub-questions as part of this thesis answered what strategies and tactics startups use, and examined how startups can register their startup. The primary research consisted of interviews with entrepreneurs from the Greater Toronto Area, and a content analysis of the registration process.