“PR is extremely important and being able to use it in the right way means everything. You have to market your success” – Lee Henry
Behind every great brand story is a great PR strategy. Launching a business in today’s fast-paced world with all the drastic changes happening in a minute can be a real challenge. Let aside, the fact that most of the new start-ups are operating on a very tight budget.
With all of these rigidities, and as a new entrepreneur in the market, one question arises – How can you build a strategy to stand out in your industry that already has a bed of high competition? How can you promote your business right and speak to the right audience?
The answer is PR. It is the most credible way to gain exposure, raise brand awareness, build a positive reputation for yourself, and build your brand credibility. You need to have the right kind of visibility, one that can help you attract potential new customers, clients, and even new investors.
Here, I will give you 5 main tips on how to use PR for your start-ups to help you start your journey confidently:
1) Have a clear goal – Before starting, you need to have a clear “Why”. Why are you taking these actions, what do you want to gain out of this? What is your ultimate goal?
Building brand awareness, building thought leadership, Building a positive reputation? With clear and concise goals, you will be able to craft a coherent PR plan for your business thus helping you channel your efforts in the right way.
2) Be specific – Know exactly your media outlet targets, and which media speaks to your target audience. It is not about "the more the merrier", it is about being concise and specific. So, if you are in the educational sector, then focus on developing relationships with journalists that cover this sector and publish ed-related articles. Create a list of the top 10 journalists, start building relationships, and network with them.
3) Understand your audiences – When you are devising your PR strategy, you need to carefully plan how you will talk to your prospective customers. Once you take your time and do your homework, you will be able to craft your story in a way that is appealing to both media members and your target audiences
4) Create newsworthy content – This is a great way to position yourself as a credible news source that can add value to your industry as well as the media. Remember, journalists receive dozens of media coverage per day, so for you to stand out, you need to provide them with valuable content that their readers will be willing to read and engage with. Whenever possible, include data and statistics that support your idea.
*Tip: Infographics can warrant its own pitch!
5) Prepare useful assets – This will help you while pitching to journalists. Prepare things like your business brief description, photos relevant to your story, and any other information that can be useful while doing your media pitching and digital exposure.
Starting a business is a heavy task, there is just so much on your plate, but remember leveraging PR cannot be an afterthought.
You don’t have to wait until you have a hefty bank account to start getting publicity. Use these tips and get started now! Good luck!