Startups need publicity and social media buzz to attract venture capital, introduce products and services, and hire top-notch talent.
Some start-up tech companies generate immense attention very quickly. But that’s rare. Most startups struggle to get noticed by the venture community and by potential customers. Besides being short on fame, startups generally have little funding, which makes generating publicity all the more challenging.
These tips can help start-ups get noticed without huge outlays of resources.
Determine your story. To find ideas to pitch to journalists, think about what makes your startup distinctive and interesting. Possible ideas include: How and why you started the company, obstacles you faced and overcame, how the company will change its niche or affect people, how the company differs from others in its sector and, most important of all, how your product or service benefits the target audience in unique ways.
Be succinct. Boiling down the description of the company to one-sentence helps the journalist and the readers understand and accept the premise and the story. That’s especially important for hard-to-understand technology companies. Removing clichés and buzzwords like “cutting-edge” and “disruptive” actually makes the description more appealing. A compelling one-sentence summary is the key to effective pitching to journalists and other influencers.
Get numbers. Data can be invaluable in supporting story pitches. Data can prove that a problem needs to be addressed, highlight a consumer demand for a solution, and demonstrate how the startup is different. Numbers such as funding, growth statistics, and the business impact on customers can point out the company’s staying power.
Gather your supporters. Including testimonials and other quotes from the startup’s investors and early customers strengthens your media materials. In addition, adding them to the company’s website boosts the company’s credibility.
Don’t launch until you’re ready. A proper launch requires a business plan that details the company’s positioning and strategy for growth. Entrepreneurs are often eager to reach the glorious launch day. But its success depends on time-consuming and tedious preparation. Resolving issues in the planning stages is much easier than trying to fix missteps in a product launch.
Plan a social media strategy. The same emphasis on planning applies to social media. Creating a social media strategy before setting up your social media profiles enables you to set your style and tone. Take into your account your business goals and target audience when choosing the networks that best meet your goals. Social media can be a cost effective strategy since accounts are free and a customer support representative can double as social media manager.
Build a media list. Creating your own list of publications and journalists who cover your industry is essential for media relations. You can learn if they might be interested in writing about your company by visiting their websites and reading their print publications.
Build Relationships. Developing relationships rather than accumulating contacts is more likely to produce results over the long run. Cold calls and cookie-cutter email blasts are typically unfruitful. A more relationship-focused effort is more likely to succeed. A warm introduction email describing what you can offer them is a good first step. Emphasize what you can offer them – sources, interviews for articles they’re writing, and story ideas.
Focus on one. Offering your story exclusively to one reporter increases the chances it will be covered. Researching the media can reveal reporters who are most likely to write about your start-up. A substantial story in one respected publication often tweaks the interest of other news sources, including broadcast.
Get analytical. Linking your PR investment to measurable business objectives and focusing on quantifiable analytics will enable you to determine the value of your PR efforts.
Bottom Line: Very few startups thrive without PR. A well-planned public relations campaign built on a distinctive story and relationships with influencers (including journalists) will help produce greater awareness and interest, quicker sales growth and long-term success. Following these key PR tips for startups can produce media placements that drive growth.
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William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
Great ideas! Developing a good publicity campaign is truly vital for start ups and given the competition in this industry, there’s no doubt about it. All your tips are relevant and shares great points that are truly helpful. Strategies are imperative and every business should learn how to handle their own publicity. I’ve also come across an article at promomatting.com/tactics-for-building-brand-awareness/ which suggests ways on how to build brand awareness which is a key factor as well. PR can be a key to success if done properly. Thanks for sharing this post!