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.