Strategic Communication in Women-Led Start-Ups: An Exploratory Study in Galicia

Abstract

[Abstract] This exploratory study examines strategic communication in Galician start-ups led by women, with the aim of analysing reputation management mechanisms, the channels and tools used, and the challenges associated with building a differentiated identity in the entrepreneurial ecosystem. A qualitative approach was adopted, combining a focus group with nine female entrepreneurs, documentary analysis and case studies. The results show that this ecosystem is structured around three relevant dimensions: institutional support provided by universities, accelerators and pioneering programmes; territorial roots, as a strategic resource for legitimacy and differentiation; and personal narratives that link innovation with everyday experience and strengthen empathy with audiences. There is a notable progressive professionalisation of communication as an instrument for growth, risk governance and identity consolidation, in which digital platforms play a significant role. Horizontal leadership styles, based on transparency and empathy, are configured as reputational attributes where the status of women founders can generate differential advantages in visibility and credibility, but also challenges in masculinised environments. The discussion identifies three key challenges: overcoming reluctance to public exposure, strengthening peer support networks, and promoting inclusive and understandable lan- guage. The findings highlight strategic communication as a cross-cutting resource for business and social legitimacy and sustainability in Galician female entrepreneurship.