Why Do Contemporary Startups Need To Invest In PR?
| 5 minutes read
Before we move further, ask yourself, is PR strategy for startups important for your startup? Knock, knock… What does your mind answer? If it’s Yes, then congratulations, you came to the right place.
Welcome to Unboxing Startups. Nowadays, wherever we go, we see many advertisements, the hype of a product, or creating a favorable atmosphere for the particular company. Do you know who all are responsible for this? It’s Public Relations (PR) yes, they have their team who work day and night to promote the client’s name and products; every client has a different requirement.
No matter whatever opinion or thoughts you have, the reality is that public relations are significant to every business if we see the current market scenarios, especially the startups. But before discussing more, let’s understand what public relations is? Many of them knew about it, but some may not, and we believe in carrying everyone with us.
What is Public Relations (PR)?
In the simplest term, Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Not only companies, actors, and many others hire PR agencies who work in building brand image, and they promote across various platforms. They are also responsible for creating hype and creating a brand image amongst audiences.
Today, in the world of digital, we are socially connected with everyone. Just a good tweet or a brand mention from the right person can get you more market exposure than your entire advertising campaign. Imagine a mention from the leading publication platforms like Mashable, Forbes or TechCrunch, etc. They are no small feat; instead, such mentions can help you build a winning PR strategy.
Understand that your potential customers are looking up for your products and services online rather than going to the offline market. They are following tweets, retweeting, sharing from influential people and PR professionals, reading reviews, and sharing their experience with your brand with their peers. A great PR strategy for startups will help you use all these communication channels to your advantage.
After our research, we found three reasons why new startups should consider investing in PR. Get a cup of coffee, and let’s begin:
1. It Helps You Showcase Your Story in the Best Possible Way
What’s the most exciting aspect of your business, something that’s trendy? No, it is, of course, your story. PR first allows you to talk about you, including your experiences, the idea behind your startup, factors that drive you, and many others.
Audiences out there want to hear your personal story, including how you managed to come here, and if done rightly, telling your story can open up a lot of opportunities for you. Square, for example, winning the battle by telling people their story as a part of their PR strategy for startups.
Also, make sure that the story you’re going to tell must have a clear vision, and audiences should not get confused.
Next, make a proper list of the top media outlets and blogs relevant to your domain and reach out to them. Also, start your blog and try to cover the more relevant content that demonstrates your expertise and your purpose of being.
Trust us; these are enough to build your foundation to start telling and sharing your story with the world. But if you are confused about how to start telling your story, you might reach out to some experts who can help you tell a good story. All you need to do is get out there.
2. It Helps You Make Friends, Not Just Official Contacts
As a startup, there is a need to develop strong social relationships with the media. And to do so, you need to make friends and not just contacts. When all you have is just dozens of contacts, your sales pitch hardly creates any impact. You are perhaps trying your best to state your case, but it will still be just cold calls for your contacts, and all your efforts will be wasted. Worst still, your media contacts are more likely to think that you are just trying to reach out to them for coverage, lacking the authenticity that social relationships require.
If you want to make a lasting impression on audiences, you need to think beyond these cold emails. Do the writers have the ability to cover your story? Do they really understand what you want? Once you are clear about these, you need to consider another factor: What is it you are offering them, apart from your story?
You need to invest in a relationship and make friends with these media people; otherwise, the chances are slim that these writers will invest their time and effort in your startup willingly. The secret lies in cultivating a genuine relationship, and it’s two-fold.
- Develop a strong relationship
- Say thank you
Media people will only listen to you when they are sure that you really care about them and their audience. A proper PR strategy for startups helps you to get to know them. When it comes to reaching out to your media friends, do anything but annoy writers with your cookie-cutter emails. They can easily understand a mass email, which isn’t good news for your startup’s reputation.
3. PR is Affordable (It may vary)
Startups almost always run short of money. You have to invest your time, resources, money, and energy in so many things to make your product or idea work. As a result, spending money on your marketing plans often takes a back seat. But it would help if you got the word out about your startup, without which you are more likely to fail in your attempt.
PR is your secret weapon to ensure your success in the marketing world. Why? Because it not only helps you reach a more extensive and influential audience but also costs less than advertising. And when it comes to adding credibility, nothing can beat an effective PR strategy for startups. It has a simple winning formula: Tell your story clearly and truthfully through the most relevant media outlets. If done right, this can help you convince the most skeptical consumers to invest in your brand.
You can also quickly develop a PR packaging of your story by simply combining the right kind of text, video, images, and graphics. The cost of such PR packaging is usually a fraction of what you would otherwise have to spend on advertising and large-scale marketing campaigns.
For a startup, it is always about quality over quantity. Focus on developing strong relationships with the relevant media outlets, creating more and more friends out there. Convert your existing contacts into something more meaningful and personal, and PR is the tool to do it. Be truthful about yourself as well as in your approach. Make sure your crucial key messages articulate your actual business value when going public. Members of the media can spot a lie miles away, and do so will only ruin your market reputation even before you step into the marketplace.
With the right kind of PR strategy for startups, you can launch your startup on the right foot.
Anymore doubts why your startup needs to plunge into a PR agency? We are sure there aren’t any.
About the author
xFarm is a startup created by farmers and tailored to the agricultural sector, its main focus is on ease of use, intuitiveness, and complete adaptability to agricultural realities. Read startup of the week xFarm's Founder CEO Matteo Vanotti's interview.