After spending months or even years on your business idea and plan, you now have the money to share it with everyone.
Before you publish your first post or spend money on ads, you need a public relations (PR) strategy for your startup.
A PR strategy for startups helps align brand-building efforts with goals to create a positive perception among their target audiences.
In this blog post, we’ll share...
What is Public Relations for a Startup?
According to Oxford Languages, public relations is “the professional maintenance of a favorable public image by a company or other organization or a famous person.”
PR activities typically involve third-party media companies. PR professionals provide information to the media to positively influence the public’s perception of the brand and its content.
Creating and maintaining positive PR is important for all businesses, but especially for small business startups.
Strong PR can help startups by:
Now that you know why PR for startups is important, let’s dive into how PR for startups differs from that of established businesses.
PR for Startups vs. Established Businesses
When you look at a startup compared to an established business, one’s trying to become relevant while the other is trying to remain relevant.
Though it seems different, both share the common goal of capturing and keeping their target audience's attention.
While the goal is the same, the strategy is different.
Established businesses already have viable relationships and historical successes which help attract interest and solidify credibility.
Startups, on the other hand, must start from scratch and navigate how to get press.
Unlike traditional PR for established businesses, PR campaigns for startups generally focus on brand visibility.
To this extent, most startup PR campaigns have the following goals:
How Much Should Startups Spend on PR?
The amount of money a startup should spend on PR is unique to the company.
However, HubSpot suggests that startups allocate around 11% of their revenue to PR.
With that in mind, it’s important to set short- and long-term PR goals and create strategies that help you meet and exceed them.
When creating your strategy, be sure to do the following:
These tasks are a solid start for you to get a better gauge on what’s working, what’s not, and if you’re using your PR budget efficiently.
3 Tips for Establishing Strong PR
1. Know Your Industry (And Who’s Writing About It)
The strength of your PR is in some ways contingent on the strength of your relationships with the media.
To establish strong PR for a small business startup, do your research when it comes to your industry’s best journalists and publications.
Additionally, you should:
In short, all good PR starts with relationships. And relationships start with research.
2. Personalize Your Pitches
Always personalize your
media pitches to cater directly to the contact you’re reaching out to. The last thing you want is to send an impersonal mass pitch that sours the writer’s perception of your startup.
To personalize your media pitch, start by:
3. Make Your Pitches Pop with Data
Let’s face it, most journalists don’t have time, nor do they want to read a lengthy pitch.
They want the most important details, why it’s important, and why their audience would care – quickly.
Satisfy their needs by including supporting statistics and data when possible.
For example, if you’ve already sold 150,000 units of your jade face roller – include that in your pitch.
It’ll show the journalist your startup is worth looking into.
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