How should startups approach PR?

Startups and Public Relations

For a startup to thrive, it's important to implement effective promotion strategies. One of the most effective ways to do this is through press coverage. PR can boost your conversion rates, which can be up to 50 times higher than traditional advertising, as most consumers trust earned media over advertisements. It's no coincidence that the most successful startups often receive much media attention - they have strong PR strategies to make their brand newsworthy. 

Take the example of Slack, a startup that revolutionized workplace communication and collaboration. Their PR strategy played a crucial role in their rapid rise to success.

Slack has gained significant media attention through various press articles. While their rapid growth and well-known CEO contributed to this, another crucial factor in their PR success has been their ability to share the stories and concepts behind the company.

With the right PR strategy, your startup, too, can become press-worthy and experience growth. Some of them are :

You should know the audiences whom you would be targeting!

pr target audience

Before writing your pitch, it is essential that you should consider two key audiences: the journalist and the target readers. 

When writing your pitch, prove that you understand the journalist's style and purpose by tailoring it directly to them. Avoid sending the same pitch to different publications because it will be easily detected as generic. 

To appeal to your target readers:

1. Conduct extensive research on the publication you pitch and learn about the type of readership it attracts.
2. Pitch a story that is topical and resonates with the publication's message.
3. Remember that in today's era of short attention spans; readers are more willing to invest time in material from organizations they care about.

By including both the journalist and the readers in your pitch, you enhance the likelihood of it being chosen for publication.

Empathize Journalists to grab their attention!

Empathize Journalists

To gain PR for your startup, it's essential to understand the needs and goals of journalists and approach them in a way that resonates with them. This means being mindful of their busy schedules and deadlines, tailoring your pitch to their interests and coverage areas, and offering value through exclusive access, interesting data or research, or a unique perspective. It's also important to be responsive and professional, following up promptly and respecting deadlines. 

Building relationships with journalists over time by sharing updates and insights can also increase the chances of securing PR opportunities in the future. To effectively grab the attention of journalists and secure PR, it's vital to empathize with their needs and offer value.

Connect and build a relationship with journalists before giving them a pitch

PR pitch

To successfully secure PR for your startup, building relationships with journalists before pitching to them is crucial. Simply sending a pitch without any prior connection is unlikely to result in coverage.

Engage with their content and follow them on social media. This can include comments on their posts, sharing their articles, or simply liking and retweeting their stuff. Showing interest in their work and establishing a presence in their social media feed increases the likelihood that they will be responsive to your offer.

When developing relationships with journalists, it is essential to be patient and persistent. This entails reaching out regularly while not being unduly pushy or aggressive. Follow up on first conversations while remaining mindful of their time and boundaries.

By being persistent and cultivating relationships over time, you increase the likelihood that they will be open to your pitch when the time comes.

Tell your story to the journalists. 

tell your startup story

Storytelling is a powerful tool in public relations, and including it in your pitch can help capture journalists' attention and make your startup stand out. You can make your firm more exciting and memorable to the media by developing a fascinating narrative around it.

Focusing on the human aspect of your business is one approach to employing narrative in your pitch.

For example, Oatly, a plant-based milk company, has used storytelling effectively in its public relations efforts by stressing the personal story of its founder, who formed the idea for the firm after suffering from lactose intolerance.

You may make your pitch more accessible and emotionally resonant for journalists by integrating a personal story.

Another way to use storytelling is to emphasize the larger context of your startup.

For example, the home security company, Ring, has used storytelling in their PR efforts by framing its product within the context of home safety and highlighting how its doorbell cameras are uniquely positioned to address the issue of neighborhood burglaries.

By placing your startup within a bigger picture, you can make it more interesting and relevant to the media.

Being genuine, helpful, and patient is essential for interacting with and establishing relationships with journalists. You boost your chances of obtaining valuable PR for your firm by demonstrating interest in their work, providing value, and remaining persistent but respectful.

Conclusion

Public relation is an essential component of a startup's success. It can drastically increase conversion rates because most people prefer earned media over traditional marketing. Before pitching, it's critical to consider the objectives and goals of journalists and target readers, empathize with them, and create relationships. Consistency is essential in messaging, engagement, and relationship-building over time. By implementing these tactics, you can improve your startup's chances of obtaining significant PR and driving growth.

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