This content originally appeared on DEV Community and was authored by Sonia Bobrik
In the world of software development and startups, it’s easy to believe that building a great product is enough. Developers spend countless hours perfecting code, designing intuitive interfaces, and optimizing performance—believing that once the product is “good enough,” the market will naturally embrace it. Unfortunately, that’s not how it works.
In today’s digital landscape, the noise is deafening. Every day, thousands of products and services are launched, and the ones that succeed aren’t always the most technically advanced—they’re the ones people hear about, remember, and trust. That’s where public relations (PR) comes in.
Why PR Matters for Developers and Founders
PR isn’t just about getting your company’s name in the news. It’s about shaping the narrative around your product, building credibility, and creating the kind of awareness that leads to growth. As explained in this resource, startups that invest in PR early often see faster adoption rates and more sustainable growth because they build trust from day one.
For developers, PR may feel like a “non-technical” distraction, but in reality, it’s just as important as your tech stack. Without visibility, even the best-built solutions can be ignored.
PR Is Like Documentation for Your Brand
Think about how you write documentation for your code. The goal is to help users, contributors, or other developers understand your project quickly and effectively. PR is the same thing—only instead of explaining code, you’re explaining your product and vision to a wider audience.
Just as documentation prevents users from abandoning your product in confusion, PR prevents potential customers, partners, and investors from overlooking you entirely.
The Trust Problem in Tech
Trust is one of the biggest barriers to adoption in the tech industry. Whether you’re building SaaS tools, mobile apps, or blockchain-based products, potential users want to know:
- Who built this?
- Why should I trust them?
- How do I know it’s reliable?
Media coverage, expert interviews, and thought leadership pieces answer these questions indirectly. When someone sees your product featured in a respected publication or hears you speak at an industry event, it builds credibility. As highlighted in this article, PR acts as a “validation layer” for your business—much like automated tests validate your code.
Integrating PR into the Development Cycle
Developers often see PR as a separate “marketing” activity, but it can—and should—be integrated into your product development process. Here’s how:
- Pre-Launch Stage
- Share behind-the-scenes updates on social media.
- Offer beta access to influencers in your niche.
- Connect with journalists before you go live.
- Launch Stage
- Prepare a clear, compelling press release.
- Publish technical deep-dives alongside mainstream explanations.
- Host a launch webinar or AMA session.
- Post-Launch Stage
- Share customer success stories.
- Release regular updates and highlight their impact.
- Contribute articles to industry blogs.
When PR is woven into your workflow, you avoid the common mistake of only thinking about publicity when sales are slow.
Common PR Mistakes Developers Make
- Waiting until the product is “perfect” – Perfection is subjective; getting feedback early is more valuable.
- Talking only about features – Users care about benefits and solutions, not just technical specs.
- Ignoring niche outlets – Smaller publications often have more engaged, relevant audiences than large general ones.
- Failing to measure results – Track media mentions, backlinks, referral traffic, and engagement just like you track performance metrics.
Why PR Is a Long-Term Investment
One of the biggest misconceptions about PR is that it’s only useful for launches. In reality, PR is about building relationships and authority over time. A single news mention might spike interest, but consistent PR keeps your product relevant.
Think of PR like compounding interest—small, consistent efforts lead to exponential growth. The insight shared in this discussion makes it clear: ongoing storytelling is the key to staying competitive.
Action Steps for Developers to Start PR Today
If you’re new to PR, here’s a simple action plan:
- Define Your Message – What problem does your product solve better than anyone else?
- Identify Your Audiences – Developers, customers, investors, partners.
- Create a Content Calendar – Mix technical and non-technical topics.
- Reach Out to Media – Start with niche industry blogs before targeting big names.
- Measure and Iterate – Use analytics to refine your approach.
The Developer’s Competitive Edge
In tech, visibility is just as important as capability. Two developers might build equally powerful apps, but the one who invests in PR will likely win the market. This isn’t because their code is better—it’s because they’ve mastered both building and communicating.
By viewing PR as part of your development process, you ensure that your hard work doesn’t stay hidden. You’ve already built something great—now it’s time to make sure the right people know about it.
Final Thought:
Great code can change the world, but only if the world knows it exists. Whether you’re a solo developer or part of a startup team, integrating PR into your strategy can be the difference between launching a project that disappears in the noise and building something that makes a lasting impact.
This content originally appeared on DEV Community and was authored by Sonia Bobrik