In today’s competitive business environment, starting a new business or company can be very difficult. Starting a business can also be very costly, especially in the start-up phase.
Now you’re probably wondering how you can promote and build a profile for you and your business when tight on budget?
The media! It is the fastest way to gain exposure and build a positive reputation for yourself and your brand. The right kind of visibility is crucial as it can expand your opportunities in attracting new investors, funding and potential new customers.
This is where strategic PR comes into play. It’s free and it can help you gain solid credibility for your brand.
Here are some tips on how to use PR for your start-up:
1. Be specific with your niche
It’s not about ‘the more the merrier’. Be very specific about which media you want to cover your start-up. For instance, if you’re in the tech space, then focus on developing relationships with tech journalists and the media outlets that publish tech news.
2. Personalise your message
Reaching out to journalists can be a challenge as they are often inundated with emails, media releases and event invites. Cut through by being friendly and personal. Don’t spam them with media releases. It takes more time and patience, but it works better than sending impersonal mass emails.
3. Create publishable content
Create content and share it with online media and blogs where your investors and customers hang out. Share your story, experiences, insights and knowledge. This is a great way to position yourself as an expert and build trust with your audience.
4. Share your story
The fact that you have a new product or start-up isn’t a story. The pitch needs to be your point of difference and what you’re offering as a story. A journalist’s role isn’t to promote your business; it’s to tell a story.
5. Let your voice be heard
There are a plethora of start-up events and meet-ups in today’s business environment. Start by attending and networking, and then graduate to sharing your start-up journey via speaking engagements. Speaking is a great way to be seen as an influencer and you’ll also be able to introduce your start-up to a whole new audience and position yourself as an expert in your field at the same time.
Trust me – I have helped many start-ups get crucial funding and heaps of customers through PR, so I know this works. It really comes down to uncovering your interesting stories, and telling them to the right journalists.
About the author
Catriona Pollard is the author of From Unknown To Expert, a step by step framework designed to help entrepreneurs develop effective PR and social media strategies to become recognised as influencers in their field. www.unknowntoexpert.com
Catriona is also the director of CP Communications, which merges traditional PR tactics with cutting-edge social media strategies that engage consumers as well as business. www.cpcommunications.com.au