Tech PR for Startups & Scaleups
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Why PR for startups?
Why trust us for your PR needs?
Examples of Press Coverage that we regularly achieve for our clients
How do we improve PR for startups?
Public Relations Strategy
To come up with an effective PR strategy, it is first necessary to determine what your overall growth goal is.
Getting an objective view on your current state from a public relations firm specialized in startups like us, that sits outside the organization can help you see a broader picture.
Once that is done, PRLab will start in-depth research on your competitors, media landscape, and the industry nice you operate in to devise a communication plan.
PRLab has access to a wide range of editors and journalists that can strategically share your story with the right audience.
Ongoing media pitching
Once we have matched your business goals with PR goals, we kick off the pitching process to make sure we secure frequent media placements in key outlets for your brands, so we start building momentum as well as positioning you as a thought leader. As a startup or scaleup, your network of key media contacts might not be that extensive or they simply might be out of your reach. So collaborating with us, in this case, comes in handy.
We don't seek coverage just for the sake of it, we try to go a step beyond that to make sure that the coverage has a strong impact in your overall marketing and sales funnel, therefore we integrate our PR tactics with other areas of marketing to hone in the full spectrum of marketing.
Reputation Management
One of the main tasks of a PR agency is to build and maintain a positive reputation of your brand in the public. Simply put, the character is who you are, but we focus on reputation – what other people think of you. Take note that nowadays communication happens largely online, therefore reputation management also happens there.
PRLab uses social media marketing, SEO and growth hacking strategies to manage and grow the reputation of your brand. This positively influences your sales and marketing funnel. It's important to keep in mind that as a new business, most PR agencies wont be able to deliver good results as their focus is on mantaining reputations rather than creating them from scratch.
Event Management
As with many things, event organization is thought to be simple, but it actually has many moving parts and requires a lot of attention and studying. If carried out successfully events management can have many benefits, from increasing your brand’s professionalism, awareness, and loyalty, to being seen as an authority in your industry.
Organizing large scale events, conferences, booking speaking slots requires a ton of effort – identifying the target audience, studying the brand, planning logistics, defining concepts, and coordinating many aspects. However, it can have many benefits for improving PR for startups. Luckily we at PRLab are experienced with such multi-faceted work and are able to deliver.
Among the goals of our PR strategies we normally include turning our clients into thought leaders. But what does that mean exactly? Thought leaders are companies or brands, that people, clients, referral sources, or even competitors see as an information authority in their industry. Meaning that you become the go-to in that specialization. Our goal is to position your company as the best in your niche industry.
We accomplish that with a polished content marketing strategy as well as strategic media relations. What is in it for you? Among other things, you increase brand awareness, add credibility to your product, attract potential clients by ensuring the quality of your product, and you will be regarded as a thought leader or authority in your industry.
Press activities such as interviews and conferences are an important way to PR for startups. We specialize in training our clients to become media literate by preparing them to answer key questions and communicating properly with journalists. Depending on the event, whether it is an interview for a newspaper or on television we know what is the right way for people to not get stumped by the questions.
Our PR agency will guide you on how to approach the event and questions asked, how to look in the camera and how to interact with the reporters. It is extremely important that you look professional in the public eye and PRLab gives you the needed guidance.
Case Studies
Happeo
Happeo was raising its platform and scaling up to hundreds of employees. This was news, and it was big. For something like this you want to shout in exultation from a rooftop, but a voice can only carry so far. Happeo needed this launch of funding news to reverberate and be heard globally. That is why they came to PRLab, they wanted to make waves.
Paazl
In 2019, Paazl had some big organizational changes on the horizon, most notably the hiring of a new CEO. They wanted to create media buzz surrounding the announcements, with journalistic attention to the press release. Paazl also wanted to raise the awareness of their brand as well as establish themselves as thought leaders in the e-commerce industry.
Chargebee
Subscription billing software
Driven by an increasing demand for subscription models in businesses across the globe, only further fueled by the global pandemic, Chargebee had just closed their Series F funding round. They needed this funding news to reverberate and be heard globally, and that is why they came to PRLab - to get this news far and wide.
Recruitee
Powerful Software that makes hiring easy
Being a solution to a serious problem for companies, Recruitee began growing quite quickly and before they knew it they were internationally successful with major clients like Starbucks, Toyota, and Vice. At the point they became one of the leaders in industry, they realized it was time for their voice to be heard.
StuDocu
An EDtech platform giving students a voice
StuDocu, is focused on changing this system. As a platform focused on promoting collaboration in education, they offer a place for students to share study materials with one another. By promoting the circulation of information, students get to learn from other people’s perspective, giving them a pluralistic learning experience.
Impraise
Impraise became PRLab’s first client and since then they’ve seen the benefits of doing PR in a long-term basis. Thanks to PRLab’s integrated marketing approach and solid content marketing strategy, Impraise experienced exponential growth of their online and press coverage.
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ADRIE SMITH
Head of Content & Branding of Recruitee
CRISTIAN BELLO
Founder of Bomberbot
JAN-WILLEM ROEST
CEO of Paazl
FAQs
Before deeping down on tech PR it is important to define what PR is. PR or public relations in short is informing stakeholders about an organization, while at the same time forming 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 is you saying that your product is great, PR is getting some 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 startups world has a trial and error 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 s 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.
