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February 19, 2017
Public relations strategies for startups vary from their established, big business counterparts.
According to Forbes, public relations is the persuasion business.
They go on to say that the act of PR is trying to convince your audience to promote your idea, purchase your product, support your position, or recognize your accomplishments.
More succinctly, the Public Relations Society of America says that, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their public.”
PR is the art of creating and maintaining your startup’s reputation with the public. It’s your concentrated effort to build your reputation with your audience.
Like your marketing, you need a strategy when it comes to PR. Your strategy is different than a strategy of a larger, more established company because you have virtually no brand awareness.
Your PR objectives include educating the general public about your product or service. They might also include raising money from investors, gaining new customers, or attracting employees.
All of this starts with your relationship with the media.
Your startup needs PR because it gives you credibility and increases your chances of becoming known.
When you do PR right, you may end up with a media (third-party) endorsement that gives you visibility which in turn allows you to reach out to partners, investors, employees and your target audience.
Good PR also helps you reach that audience in a cost-effective way.
There are many ways to hire out your PR. Your choices include the following:
Hiring a public relations firm or someone with experience can be helpful because they already have established relationships with media-types and influencers in many industries.
They are exceptionally skilled at dealing with the media and can help bring your startup into the spotlight.
Your startup can begin its public relations with a strategy that includes much of the following:
When it’s time to implement your startup PR strategy, start small.
Begin by engaging with journalists and influencers on social media. Comment or share their post or tweet.
Then, once you’ve introduced yourself and hung around for a while, you can call, email, or send a note.
Be short when introducing yourself. Get to the points quickly. Be real and don’t put on any pretenses. Provide some value to your new media contact and be genuine.
Finally, the key to your success is building a long-term relationship with the media. Your ability to provide them with something of value will have a positive effect on your public relations strategy in the long-term.
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