Startup PR might seem daunting, yet if you are passionate about your service or product and you have a good support team, the stories are going to come. Whether you're working with a business on a shoestring budget, working as the sole worker of your own startup, or maximizing the value of venture capital funds, it is possible to be successful. Tell your story about why it helps people, not what a great widget you have. Know your audience and the messages they will want to hear.

Here include a few tips for maximizing your efforts in PR which are certain to assist you in getting some attention.

Stop being boring, begin to get juicy

This one definitely is difficult for some individuals, particularly within highly technical startups. Being personable and having the ability to tell your story (even a 'boring' story) in a passionate and exciting manner usually makes individuals become excited with you. Reporters enjoy fun, quirky, occasionally even odd stories which others may relate to, share and enjoy. If you are able to make individuals relate to you and your service or product, you'll have an easier time getting on a reporter's radar.

Build personal relationships with press

Now that you have your relatable, fun story down pat--the question is, how will you get a reporter to hear you?

Figure out how you are able to help them and offer them help before you ask for something. Know what column they write and what will work for their readers. Make GREAT content for them ideally with infographics. Make the story about a trending topic that helps people, and not about you.

If you wish for reporters to care about you, you must first care about them. Choose a few outlets and reporters which you wish to see your product featured in, then learn about them. Read stories those reporters are writing and be certain they're relevant to your story and you. Obviously, you do not want to reach out to a reporter covering foreign policy if your product is a new, cool stuffed animal which speaks to children (Obvious, right? However, it is one of the things which really irritates reporters). Locate those reporters who care about what you're doing and then establish a relationship with them.

However, how will you establish relationship you ask? First off, read their coverage. Secondly, promote their coverage. Utilize social media such as Twitter and Facebook to comment on what they're writing about. Share their posts with friends or leave a comment directly upon the story itself. As you are not necessarily pitching your product, you're getting your name out there, making it simpler the next time around as you reach out.

Raise awareness with crowdfunding sites and events

An additional good method of getting in front of press is using conferences, events, or crowdfunding websites. Lots of media outlets like TechCrunch will host events all throughout the year which concentrate on startups. They are excellent opportunities to be presented to the press and introduce your service or product. TechCrunch Disrupt now has Startup Alley committed to new businesses which showcase what they are able to do. Consumer Electronics Show (CES) and Mobile World Congress now feature ShowStoppers events which specifically are geared towards press. There will include many additional startup events held nationwide every year.

In addition, if you want to fund your project, it's possible to turn to a website such as Indiegogo or Kickstarter to raise money from family, friends, and strangers. If you're thinking about one of these campaigns, keep in mind that your progress might be interesting to reporters in your area as well as reporters who are specific to your sector, and you ought to be ready for them to follow the success of your campaign and the growth of your business, as well as be ready to answer all questions they'll have.

Keep in mind the importance of integrated marketing

As PR includes a big part of launching any successful service or product, it isn't the only tactic you ought to be concentrating on. By integrating an all-encompassing digital marketing approach which includes social media, PR, and blogging alongside a stellar site and additional marketing collateral, you'll be certain to gain momentum with the proper audience and get noticed by the audience you have a desire to reach!

In my new book How to get PR for your startup: Traction Jez Walters, Editor, What's New in Publishing. "Editors get bombarded with emails on a consistent basis. For tech startups in particular this is a drawback, not least because when their emailed press release hits an editor's inbox the press release comes from an unnamed brand and is usually covered in tech speak. Result? The delete button.

The solution to this is to pick up the phone and speak to the editor in person. Editors rarely get phoned anymore which makes them far more open to hearing a real life person's voice on the other end of the phone. Speak to them as you would a friend, informally and with no pretence, and tell them a little bit about your new launch. You'd be surprised how well this strategy works"


Published on: Oct 29, 2014
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