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12 PR tips for startups

Most startups ignore PR when it comes to getting traction. They believe that once they have built an awesome product, users & customers will start to automatically come in. In reality, that rarely works. Many great products are buried in the graveyard of the internet. Such products don’t reach their target customers and die a premature death.

I know some of the most successful founders who made it big from just one popular article in a relevant startup community site or leading newspaper.

Getting press can work wonders for startups. A good press release on a relevant site can bring in huge traffic, product validation, revenue, and scope for further interactions with other reporters and even venture capitalists.

With that said, media relations is not one-size-fits-all. While some entrepreneurs think flashy placements on TechCrunch is just what they need, the opposite may be true. Let’s look at 12 tips for your tech startup PR, to help you get your business noticed.

Choose the right press outlet

In selecting the right press outlet to approach, you need to look at reality and ask yourself, is this what your industry influencers, customers, or business associates are reading? Is this their primary source of information? While appearing on a leading newspaper or blog might be a major deal, it won’t have much of a lasting impact if your decision-makers are more heavily influenced by something else. It’s not about where you want your story to be. It’s about getting the press that will provide you with the greatest returns, which translates to more users and customers. That means if your customers are on Instagram or Tiktok, you need to be there as well.

Make a list of reporters

Once you have a list of media outlets, both online & offline, research the reporters who cover your industry. Put together a document that lists their names and email ids or social media handles so you have everything in one place. This will save you a lot of time when you are ready to pitch them. Getting their email addresses shouldn’t be difficult. Reporters often include their email addresses in their posts.

Reach out to relevant reporters

Reporters get a lot of tips and pitches in their inbox daily. So just like reaching out to the right investors with your pitch, similarly you need to reach out to the right reporters who cover your space. So, for example, if you are a gaming startup, reach out to reporters who cover gaming. Don’t blast your pitch to everyone. Also, it is necessary to let the reporter know that they have written similar articles in the past and why they would want to write your story as well. Therefore, it is critical for entrepreneurs to spend time learning reporters’ “beats”. Go to their LinkedIn pages and read up. Follow their tweets. Go to the publication’s website or Google them by their names, and a list of stories will show up. Once you determine you have the right person, then it’s time to pitch.

Write the perfect pitch

A pitch is a brief summary of 2-3 paragraphs describing your story and why it is of interest to the reporter. Whether you are pitching yourself, your company, or your product, you need to show what makes you an expert on the topic you want to be covered. Or, if the writer has already covered the topic and you have an opposing viewpoint or something insightful to add, you can write like this:

“Dear (name of writer), This is in regards to your article (insert title) that appeared on (insert date). While I found it of interest, I wanted to offer a differing viewpoint.” Then, go into it. The action end-line should be, “I would be more than happy to go into greater detail. I’ll contact you shortly to determine your interest.

Try not to include attachments in your pitch mail. Reporters get a lot of emails and avoid opening attachments. As much as possible, try to keep the information in the body of the email.

Often, the reporter will call you to get a good grip of what you are trying to convey and an elevator pitch might come in handy.

Once you send the pitch, wait a couple of days before contacting the reporter again. Send a follow-up email. Do not send multiple emails or calls, that will irritate reporters. You can send up to two follow-up emails to remind them. If they are interested, they will get back to you as they are also looking for interesting stories to write.

Write different pitches/stories for different reporters

Do not send the exact same pitch to every media outlet. Every outlet wants to present unique stories to their readers. So when you are pitching to different reporters, think of different angles of a story or even different stories that would interest readers.

Tech startup pr

Linkedin vs Facebook

If your audience is primarily business-to-business, then LinkedIn is your social media tool. If it’s a mix of business and consumer, you can use LinkedIn and Facebook. If your business strictly focuses on consumers, use Facebook. No matter what social media platform you use, it will take some time to build your presence.

Facebook

A good Facebook page is one where you create lots of unique and interesting content on a regular basis. Your target users will interact with your page if you include relevant information like news posts, tips, tutorials, and quotes. Post company updates like major new hires or milestones.

To keep your Facebook friends and fans reading and commenting, you need to post on a regular basis. Some individuals and brands post ten times or more a day on Facebook. That could be a bit. Posting once a week is too little. For Facebook, try to post at least three to four times a week on different days. Images and short videos increase engagement.

A recommendation is to post quotes from famous people. For some reason, quotes work better than other post formats, people love reading quotes. Although all forms of quotes work, motivational quotes work the best. Choose quotes wisely though. As long as you meet the requirements of your audience, you should do fine.

Linkedin

Linked is great for business to business companies. On Linkedin, you can either share posts, publish an article, individually reach out to prospects and join relevant professional groups. Linkedin professional groups are something people often skip but it’s a great way to see what is being discussed in your industry. It’s also an opportunity for you to showcase your expertise by sharing relevant content and starting or commenting on discussions. Try to post at least twice a week.

A note here is not to join every single group you can but join only relevant groups where you can engage with potential users and customers.

Decision making assessments for startups

Schedule your posts

Scheduling your posts for the week or month can be very useful and helpful especially if you are short on staff. With tools like Hootsuite, you can schedule posts for several social media sites like Linkedin, Facebook & Instagram, all at the same time. The problem with scheduling though is that if you want to interact further socially via the posts and reply to comments, then you would have to do it manually. Scheduling tools are good when you are starting out. But as your business grows, you might want to keep someone to handle your social media in a more human way.

Don’t fight on social media

Don’t get into fights on social media. I’ve seen this happen when a person disagrees about a post and then goes on an endless rant. Most of the time, it gets messy, and very few people win. In many cases, people even get banned from posting on that platform. If “you feel strongly about a post and think you can comment in a cordial manner without name-calling or throwing insults (yes, I’ve seen that more than once), then go forward. But understand the risks and anticipate the consequences. It’s probably best if you send a private message with your complaint.

Don’t spam

A lot of people are going to either signup for your product, your newsletter, or even write to you. These emails are very important. The last thing you want to do is spam them. There’s nothing worse than getting spammed. Be selective about what you send. Company newsletters, upcoming features, and the latest posts and articles are good places to start. An email once a month usually works out well for the recipient.

That gentle touching base will be just enough to stay in front of them without becoming an annoyance. And knowing that they are getting interesting material will encourage recipients to open your emails. However, do include an option for them to opt-out.

Determine your objective

Whenever going all out for getting attention from media or from your potential users, determine what you want to achieve. Determine what your objective is and work from there. Do you want to attract a new audience? Do you want to build deeper relationships with your existing audience? Do you want to differentiate yourself from your competition? Do you want to sell them your products? Think about what you want to achieve, and that will help narrow down your choices.

To conclude, public relations can take you a long way but it’s not the only way. Your PR plan should be part of an overall marketing plan to achieve your objective. Also, it’s something you should not do too early when you set up your business. At the same time, you shouldn’t wait too long especially If you are doing something really innovative or have a highly differentiated product. You might want to get your story out before a competitor does.

FAQ: Tech Startup PR Guide

1. Why do most startups ignore PR when it comes to getting traction?

Many startups believe that once they have built an awesome product, users, and customers will automatically come in. However, in reality, that rarely works. Without effective PR strategies, even great products can remain unnoticed, leading to premature death for startups.

2. How can press coverage benefit startups?

Getting press coverage can work wonders for startups. A good press release on a relevant site can bring in huge traffic, validate the product, generate revenue, and create opportunities for further interactions with other reporters and potential investors like venture capitalists.

3. How can startups choose the right press outlet for their PR efforts?

When selecting a press outlet, startups need to consider their industry influencers, customers, and business associates. It’s important to determine where these key stakeholders get their information. Appearing on a leading newspaper or blog might seem significant, but if decision-makers are more influenced by other sources, the impact may be limited. Startups should aim for press outlets that align with their target audience’s preferences, even if it means exploring platforms like Instagram or TikTok.

4. How can startups create a list of relevant reporters?

Startups should research media outlets, both online and offline, and identify reporters who cover their industry. Compile a document listing the reporters’ names, email addresses, or social media handles. This centralized list will save time when it’s time to pitch to them. Reporters often include their email addresses in their posts, making it easier to find their contact information.

5. How should startups approach relevant reporters?

To increase the chances of getting noticed, startups should reach out directly to reporters who cover their space. It’s important to personalize the pitch and demonstrate an understanding of the reporter’s previous work. Spend time learning about reporters’ beats, read their articles, follow their social media accounts, and showcase familiarity with their writing style and interests. Avoid blasting the same pitch to every reporter and instead tailor each pitch to their specific preferences and focus areas.

6. What elements should be included in a perfect pitch?

A pitch should consist of 2-3 paragraphs summarizing the story and explaining why it would be of interest to the reporter. Whether pitching the startup, its products, or the founder, it’s crucial to showcase expertise on the topic being pitched. In some cases, it may be effective to offer an opposing viewpoint or valuable insights related to a topic the reporter has covered before. Avoid including attachments and keep the pitch information in the body of the email. Provide an action end-line expressing a willingness to provide more details and arrange further discussion.

7. Should startups send the same pitch to every media outlet?

No, startups should not send the exact same pitch to every media outlet. Each outlet aims to present unique stories to their readers, so it’s important to think of different angles or even different stories that would interest their specific audience. Tailoring pitches to different reporters and outlets increases the chances of grabbing their attention and securing coverage.

8. What should startups consider when determining their PR objectives?

Startups should carefully consider their objectives when seeking attention from the media or their target audience. Some common objectives include attracting a new audience, building deeper relationships with existing customers, differentiating from competitors, and driving sales. By clarifying their goals, startups can align their PR efforts with their overall marketing strategy.

9. When should startups begin their PR efforts?

Startups should incorporate PR into their overall marketing plan, but the timing should be strategic. It’s generally advisable to avoid diving into PR too early, as it may not yield significant results without a well-developed product or story. However, if a startup is doing something highly innovative or has a highly differentiated product, it may be beneficial to start PR efforts earlier to establish market presence and generate interest before competitors do.

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