Southeast Asian startups build stronger trust and influence when they match communication tools to specific goals.
By Patrick Keenan, Managing Director, LITMUS. This article was originally published on e27.
Southeast Asia’s startup ecosystem has entered a sometimes challenging phase. Capital is tighter, growth is scrutinised more closely, and B2B tech companies are under pressure to demonstrate clear commercial value. In this environment, PR and communications help build trust, support sales conversations, and strengthen investor confidence.
However, many startups still approach communications in a narrow way — or not at all. They default to a single format or tool regardless of what they are trying to communicate or who they are trying to reach.
A product launch, an executive perspective, a market insight and a response to breaking industry news do not serve the same purpose, and yet they are often delivered through the same communications tool. The companies that communicate more effectively understand that different tools play different roles in shaping visibility, credibility and influence.
For B2B startups, choosing the right communications format affects how investors, customers, partners and media interpret the company. Simply put, different messages require different communication tools.
Matching the Message to the Medium
Different communication tools exist because different types of information require different structures, speeds and levels of credibility. Treating them interchangeably weakens their effectiveness. For B2B technology startups, each format plays a specific role in building visibility, trust and influence.
- News releases are most effective when there is something concrete, factual and verifiable to announce — such as funding, partnerships, or expansion into new markets. They can be widely distributed, with incomparable reach and influence, nationally, regionally and globally. Best bang for the buck.
- Media interviews are better suited to perspective, interpretation and leadership visibility. They allow executives to explain why things matter, what they see happening in the market and how their experience informs their view of industry trends.
- Thought leadership is useful when the goal is differentiation. It allows companies to frame a problem, challenge assumptions or offer a more informed view on an industry issue. In competitive sectors such as fintech, SaaS or AI, this helps companies build authority at an industry level.
- Research and data are among the strongest tools for credibility because they introduce new evidence into the market. Original data gives journalists something to report, gives customers insights to reference and provides investors with signals about industry direction.
- Commentary and reactive PR help companies remain relevant when industry developments occur. Regulatory announcements, cyber incidents, technology breakthroughs or funding shifts often create opportunities for companies to contribute a timely perspective.
- Owned platforms — including company blogs, LinkedIn and newsletters — give organisations control over narrative and timing. These channels help reinforce ideas introduced through earned media and maintain consistent engagement with audiences.
Used strategically, these tools complement each other. Each serves a different purpose, but together they create a stronger and more credible communications presence.
Companies that apply these tools strategically tend to generate stronger influence over time. Airwallex, for example, uses traditional announcements to communicate milestones such as its US$330 million Series G funding round, while its executives regularly contribute interviews and commentary on cross-border payments and financial infrastructure.
The company also publishes research insights drawn from activity across its platform, analysing trends among businesses in APAC and globally. Alongside this, its leadership maintains a steady flow of insights through owned platforms such as blogs and LinkedIn.
The message remains consistent, but the format changes depending on what the company wants to communicate and who the audience is.
From a Single Tactic to a Communications System
This distinction matters for startups because many founders still prioritise performance marketing and lead generation while under-investing in brand credibility and reputation. But these areas are connected.
Customers rarely evaluate a company based on a single announcement. Investors rarely form views based on one media story. Trust is built through repeated signals — what a company announces, how its leaders speak publicly, whether its claims are supported by data and whether it consistently contributes to industry conversations.
The most effective startups do not rely on a single communications format — they build systems where different tools serve different purposes. In Southeast Asia’s competitive technology ecosystem, visibility alone is relatively easy to achieve. Influence is harder to earn.
Often, the difference comes down to a simple question: Did you use the right tool for the message?
Let’s have a chat with the LITMUS team and find out how we help companies take advantage of multiple PR channels to build and maintain lasting influence in their industry.
