If you’re a startup and you’ve ever had thought, “we should be getting featured in TechCrunch” and believe that you do not need PR, then I am sorry to say, it’s going to be a slower process than you think.
As a startup, you need to create awareness, a positive brand image while attracting customers, partners, investors, and top talents as well as simultaneously establishing trust and credibility. In today’s competitive environment, you may have the next Uber but if you’re not shaping the narrative around you in a way that makes sense for media then it won’t be easy to get anyone to write about you.
#1 Build awareness & trust
An essential part of PR is to grow awareness and build trust through earned media. Each piece of earned media coverage helps expand the awareness and trust of the startup. With sufficient coverage, awareness and trust, startups can become a legitimate force in their fields. A PR specialist will build connections and relationships in the media (traditional and new) so that startups can obtain a significant portion of its accessible market.
#2 The best testimonials come from the media
You can’t survive on self-promotion alone. Other people need to tell (or sell) your story. The power of a published article in a widely-read publication has incredible potential. To build a solid brand reputation requires archived media stories and videos. When investors and partners do their due diligence on your startup, their media search will include all these archives stories. An impressive press selection offers powerful testimonials that can be leveraged.
#3 Identifying and (re)building the core hook in your message
Your core story should address the problem that you’re aiming to solve and leverage your best features. PR consults identify the hooks in your pitches and reposition your story to deal with the underlying question all journalists are thinking, “so what?’.
Startups know they’re doing something worth talking about, but this often leads to the assumption that the benefits are evident to everyone and that customers should care too. This is sadly not the case. PR will tease out the hook of the story and move your story from “we know we’re great” to “this is why people should care we exist”. Establishing your core story and hooks will assist you in building a foundation for future scaling.
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