We are a technology PR agency specialized in startups and scaleups. PR is our bread and butter, and it should be yours too if you want to bootstrap your business growth. Whereas you are in the B2B or B2C space, leveraging the media landscape to build credibility, become a thought leader & secure funding is crucial for your long-term growth efforts. We can deliver effective PR for tech startups through our partnerships.
Surrounded by companies that have well-developed marketing and PR strategies in place, you might wonder if you stand a chance as a startup or scale-up.
Regardless of the stage that you are at, the niche that you operate in, or if you are a b2b or b2c company, good publicity is imperative for success in today’s fast-paced, digital world. As so many companies are fighting for a spotlight, maintaining a positive public image and gaining publicity for your product or service requires the use of PR for strategic business growth. Public relations encompasses a broad range of activities that largely depend on your goals for business growth.
At PRLab, we will focus on shifting your PR approach from reactive to proactive - rather than waiting for news to happen, we make it happen.
We have developed our own way of achieving regular coverage at tier 1 outlets for your brand. We are a PR agency for startups, well represented in the tech industry and well informed about its media landscape. Our portfolio consists of collaborations with some of the fastest-growing scaleups in the world, including Recruitee, 3DHubs, Bloomon, Impraise, Siilo, Chargebee and more.
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Before honing in on the specifics of tech PR, it is important to define what PR is. Briefly, PR or public relations is all about informing stakeholders about an organization and creating positive opinions about the brand by performing strategic communications. Essentially, public relations is about using different media channels to form a positive image for your brand. Think of it as the following, advertising communicates the idea that you think your product is great - PR involves getting someone else to say it for you.
Now, what is Tech PR? In a nutshell, it consists of using the media landscape to create a positive image for technology and digital businesses. PR for tech startups is as necessary as for any other business. It's crucial for reputation management, but for tech startups it can resolve a number of technology specific issues. For instance, communicating innovation with stakeholders, attracting investors or talent. Public relations can immensely accelerate a company’s growth.
When it comes to public relations for startups the best strategy is goal orientated, keeping in mind the growth objectives of the business and matching them with PR goals is key. It is not just about getting publicity for your company or creating a positive reputation for your brand.
PRLab believes that the best PR strategy keeps your business goals in mind, and the strategy is adjusted to match those. Additionally, the best PR strategy focuses on metrics in order to achieve the best results possible. PR for startups requires the use of the full marketing mix to achieve results in it and beyond. That means different touch-points in content marketing, social media marketing, strategic branding, SEO positioning and graphic design.
In short, the best strategy for startups focuses on your business’s goals which is achieved through data analysis and the integrated marketing approach.
Initially this strategy should be different for a startup compared to an established company. PR for startups should address the needs and challenges of being a new company. For starters, it will often start with a focus on generating brand awareness. Acquiring new customers, educating people about a new product, or scoping out their competition – a PR strategy for startups will have startup-specific objectives.
Unlike an established company that develops its strategy based on existing strengths, weaknesses, and experiences; a startup is going to build from the ground up. Actually, in this sense a startup company has an advantage to navigate their PR strategy according to how they wish to be heard.
In addition, PR for startups jump starts their path to brand awareness. A public relations specialist can help startups find relevant media outlets to pitch their vision and business goals to the most appropriate audience. The world of startups has a learning curve to it; therefore, it is important to note that public relations for startups should focus on finding what works for the new company and what doesn’t, rather than emulating efforts of established companies.
The reason why most startups don’t get press attention has to do with the company’s core story. A small startup can actually get press attention without help, but it all depends on your media relations strategy. Most importantly you have to create a message – what, why, and how are you different, how do you stand out in your industry? Your message is everything and without it you are nothing. This is the first problem why many startups don’t get press.
Also, many companies have their focus in the wrong place. It is not about hits and likes or placement. It is about your voice and finding your place in the market. Understanding these two things is crucial for getting on with the PR strategy. Startups have problems setting their priorities straight, as well as setting goals for their media campaign. Scoping out media platforms and outlets, getting on the media’s radar, and choosing the best way to voice their message when they have the media’s attention is a process that requires persistence, a good PR strategy, meticulous attention to detail among other things.
In most cases startups don’t pay attention to all steps in the process, thus they struggle with getting press attention.