WISH report says startups see PR as a fundraising tool, but few use it that way

A new Working in Your Shoes report finds nearly all startup leaders see PR and communications as a way to raise money faster, but only 35% use it for fundraising today. The findings point to a shift toward credibility and trust as AI reshapes how investors assess founders.

Why it matters: - The report suggests startup PR is shifting from a visibility exercise to a trust-building tool that can influence funding decisions. - As AI makes messaging easier to produce, credibility, human judgment and third-party validation are becoming more valuable to investors. - The gap between how startups use PR and how investors want to receive information could affect how quickly founders build momentum for the next round.

What happened: - Working in Your Shoes (WISH) released Wonders and Blunders of PR & Communications in the Age of AI on Sept. 15, 2026. - About 98% of respondents said effective PR and communications can help startups attract investment faster. - Only 35% said they actively use PR and communications for fundraising today. - The study drew on insights from more than 100 startups, from pre-seed companies to unicorns, plus more than 40 investors, media representatives and startup ecosystem experts across multiple countries. - WISH said the report is available at the full report.

The details: - Nearly one-third of respondents estimated PR and communications can influence investor awareness and the next funding round by as much as 50% today, and expect that impact to double within a year. - Startups still use PR more for brand visibility than fundraising, with 68% citing visibility use and 44% citing investor awareness and funding support. - Marina Levina, founder of WISH, said PR is becoming a strategic business function that shapes investor confidence, growth and trust. - The report says trust rests on genuine human connection and independent third-party validation. - Katharina Farkas, founder and CEO of Study Space, said trust, consistency and personal contact often determine whether an investor conversation continues. - Gianni Giacomelli, founding partner at kAIgentic, said traditional media drives credibility while financial media adds scrutiny. - The report says independent media coverage is one of the strongest trust signals in the AI era. - As AI-generated content grows more homogeneous and fake news becomes more sophisticated, credibility and trust are emerging as competitive advantages in investment decisions. - Uday Khanna, co-founder of 1406 Park Lane Partners VC, said regular founder updates and check-ins build accountability and trust.

Between the lines: - The data points to a timing problem: 75% of startups wait until they have traction or revenue before communicating publicly, while investors and experienced founders want communication to start at the idea stage. - Only 18% of respondents said PR and communications should begin at the pre-seed stage. - Founder visibility remains underused, even though 42% of startups said CEO visibility matters and are not actively pursuing it. - The report implies that startups may be treating communications as a late-stage promotion tool instead of an early credibility signal. - AI use is already widespread, with up to 95% of startups saying they use AI in communications workflows. - Akansha Dimri, founder and editor-in-chief of Tech Funding News, said AI-written pitches are easy to spot when no human reviews them. - The report flags three main AI risks: loss of personal touch and authenticity at 64%, loss of critical thinking at 62%, and homogenization of messaging at 54%. - The findings raise a broader concern about AI agents reducing human oversight in communications and decision-making. - Giacomelli said the key question in the AI-agent era is what companies do with people, not just what they do with AI. - Alex Dowdalls, founder of AXVECO, said AI cannot replace humans, but a human using AI can replace a human not using AI.

What's next: - WISH says the future of startup communications is human-led and AI-enabled, with AI used for speed and research and humans keeping strategy, positioning, creativity and relationships. - Levina said startups should begin building credibility before they need investment, customers or media attention. - The report frames its approach around Strategy, Measurability, AI mindset, Relationship-building and Transformation. - WISH released the report as a startup founder’s playbook focused on fundraising, trust and avoiding communications pitfalls.