By Wendy Marx
Startups face an interesting dilemma when it comes to public relations tactics. They need attention in order to grow their audience and increase brand awareness. But how can they become known when they are forced to compete with larger, more established businesses?
It’s a David and Goliath story.
The Goliaths of the world — mega-corporations with the name and checkbook to match — often effortlessly receive an elite level of media attention. On the flip side, the Davids of the business world — entrepreneurial startups with tight budgets and no name recognition — struggle to compete for media attention, and often fall through the cracks.
So how do you as a startup break through the noise and grab a journalist’s full attention? Just like David with no more than five small stones and an unassuming slingshot, you use your own unique set of tactics.
Modern tactics like PR storytelling and using boutique PR firms can help.
Startups often times have to compete with other larger, more established businesses
Don’t Go It Alone
When budgeting for their startup, many entrepreneurs mistakenly view PR professionals and boutique PR firms as a frivolous expense. They assume, “It can’t be that hard. We can do it ourselves.”
First a word of caution. PR has its own cadence. Unless a startup has its story and product or service securely buttoned up, don’t think PR.
Why do we caution you against this?
Because we’ve seen it go south all too quickly. The worst thing you can do is go out prematurely and receive negative press. It’s like getting gum on your shoes. Once it sticks, it’s very hard to get off. For a long time, your startup will be saddled with negative images.
Once you’re ready, that’s another story. Then you want to get out the microphone to tell your story. And a boutique PR firm can help you get there without breaking the bank.
The following are 10 must-know tactics that will make you unbeatable against your Goliath business competitors.
10 Public Relations Tactics That Will Rock Your Startup
1. Identify Your Goals/Define Your Message
Goals will get your PR on the right track while a lack of goals will ensure your PR goes nowhere. Goals might include:
- Increase qualified website visitors
- Attract new customers
- Build brand awareness
- Establish thought leadership
Once you have clearly outlined your goals, build a coherent and accessible message. What do you want people to remember about your business? Why should anyone care? What’s your key selling point that makes what you’re doing ia shoe-in for prospects? .
2. Choose a Newsworthy Subject
With the amount of competition among startups and larger businesses for media coverage, it can seem daunting to get noticed. How can you stand out? With a knockout pitch message that sets you apart.
Choose topics that are considered newsworthy to your audience. This could be your startup launch, or the launch of a new product or service. Other newsworthy topics to consider incude:
- Executive hire
- New funding
- New location
- Company milestone
Since you are a startup, it will be difficult to compete with other larger companies — imagine your release going out as Go to the full article.
Source:: Business 2 Community