For start-ups, PR is more effective than advertising:

There are many reasons that PR is the most effective marketing tactic for start-up companies. First, PR is much more cost-effective than other more traditional marketing/advertising tactics and the results that can be achieved (if executed properly), greatly exceed the ROI that can be earned from advertising. Second, the inherent nature of a start-up (it’s something new and different) creates a story angle that will be more attractive to media, and therefore, you are more likely to secure coverage. Third, articles written about your company by a journalist (an independent third-party expert) gives your company more credibility in the mind of potential customers. The same message delivered by an advertising spokesperson will be ignored by many potential customers, as most consumers know that the ethical standards for messaging are less strict in advertising than they are in journalism. Finally, PR (like content marketing) helps a company to establish itself as an expert in an industry, which–when combined with the credibility and trust factor offered by editorial coverage– helps to shorten the sales cycle when approaching potential new customers. are not selling directly to consumers (B2C), there would be no reason to do outreach via social media. This would be a mistake because, like PR and content marketing, social media helps a company to deliver its key messages to its target audience–no matter who they might be. Of course, B2C companies should use different social media channels than B2B companies, as the audiences that they are trying to reach and actions that they are trying to stimulate are different. Keep in mind that the best social media sites for each company are completely dependent on the company’s product/ service, goals and target audience so before launching a new social media strategy, it is always best to speak to an experienced social media marketer to identify what would be most useful