growth companies such as mobile app developers and gaming companies that are able to exponentially expand their customer base within a short time from launch .
While a company may meet all the criteria as mentioned above , an entrepreneur needs to be sure that PR will solve the problem they have in mind and addressing the issue with the media will be a boost to business .
One misconception of many entrepreneurs is that they expect that PR will be a substitute to marketing and advertising to drive direct sales . This is often where the problem begins for many entrepreneurs .
First things first , PR is gradual and not high rotation like in advertising , it will often begin by amplifying the awareness and reputation of the organization , sometimes its founder . Secondly , while PR will eventually impact sales , it does this only indirectly and often works best when done together with advertising or direct marketing . The third misconception that startup founders have about PR is that they underestimate the efforts required to drive and manage publicity for the organization . Most times this becomes the main reason for the disappointment they may experience .
In other scenarios they expect quick results because they do not understand the news and media cycle , particularly that every media house and newsroom has a different cycle . For example , some newspaper would
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Small businesses and entrepreneurs often understand the value that PR has but most times fail to know when the time is right for them to launch a PR campaign for their own companies , what they intend to achieve through the PR activity and the approaches that will work best for their business . have a pull out on farming on Saturday while another will have it on Tuesday . Since it is a specialized pull out , there is always a list of stories awaiting publication and therefore the interview may not necessarily appear on the week that it is taken . To ensure that your startup is ready for PR , you should be sure that your product or service works well and is ready to pitch to the media . If it still has errors , the publicity plan may backfire and instead work against the brand . Having a product that works seamlessly will also reduce customer complaints particularly during trial . Positive feedback from customers will further help to drive media interest and reduce the publicity efforts and cycle for your products .
Secondly , there are different PR approaches for different aims and not all tactics will apply to each brand . Approaches will shift during different stages of publicity , for example for organizations that may be seeking funding . The publicity plan may begin as short spot interviews or vox pops , press releases and build up to media meets , one-on-one interviews and even talk shows . This can culminate to profiles and brand or product development features . Understanding the goal of the PR effort for your business will be beneficial to understanding how to engage with the media and help to manage both time and money both for the founder and the publicist .
The founder also needs to have a clear understanding of their business and offering and can easily sell their unique offering . A clear pitch on how your organization differs from competition will be essential to helping journalists , clients and investors immediately understand why the publicity is worth their attention .
Clear messaging also drives target audiences quickly through the product adoption cycle making it easier for you to achieve both long and short-term conversion . When considering this step , consider whether using a different language or different individual will add more value to your messaging . Translate descriptions and texts to suit the audience you want to address . Have a clear vision for the organization and keep it succinct , short and sharp to make your messaging memorable . Have data and statistics about your industry and offering at hand as this also helps build credibility with the journalist and your audience .
Media are always looking for new information and being able to furnish them with ‘ news ’ makes you a valuable media reference for your industry .
Once the messaging is clear , align all images and material to the message . This includes all marketing and digital material sent out about the organization on social media platforms , websites and advertisements . The message needs to the consistent to the messages being communicated in the PR channels . Journalists and media will be looking at these for further messaging and even for credibility of the organization . Customers and investors will use these channels to further understand your products and services , make purchases or engage with the brand .
Most importantly , ensure you have appropriate high-resolution photos that can be used on your owned media platforms and correctly represent your product or service . This will ensure you mitigate against your stories being published with the wrong images or images from stock files that may misrepresent your offering .
Once the company , product and brand messaging is consistent , it is also important to align the founders accounts , blogs and online platforms to reflect the messages the company is churning out . This is for the founder and all the speakers who will represent the company in different forums . Using free online social media sites particularly LinkedIn is a good way to introduce yourself to your customers and open up a platform for them to interact with you directly . Media requests may also come in through these channels before the journalist gets your phone number or email . Your publicity outreach can also be shared on these platforms as media clips , links to press coverage and photos of event launches and experiential engagement . This can raise your credibility and reputation particularly during your PR engagement . Use every available opportunity to make a favorable impression and strategically drive your messaging in different ways .
When you have already developed a pool of media contacts that you can engage with regularly for your startup , you can continue to speak with them about your product or organization especially if you are still doing R & D .
Understand clearly what interest each media person is looking for and what they cover . You need to know whether you are speaking to a features writer , a news writer , documentary producer , investigative journalist or a researcher so that you have a full understanding of what kind of information will interest them during the different stages of growth of your organization .
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