Public relations programs are an excellent bootstrapping method for getting the word out about your new company. Developing a program that works takes time and effort, but getting your company’s name on the front page of the local paper will make it all worthwhile.
Here are five things underlined by Oleksiy Nesterenko Startup Finance you can do to launch and manage a solid PR program:
1. Plan ahead
A public relations program is all about getting a reporter or publisher excited about your business…but you only have a few sentences to make that happen. Before you blast media outlets with releases about your startup, be clear about the message you want to send. Develop your verbal business card – a 30 second description of what you do and for whom, and why your company is the best in the industry. You should have three clear unique selling propositions (things that make your company different or better than other choices), and those should be emphasized in your PR messages.
2. Prepare collateral
Whatever objectives you have for your PR campaigns, you are going to need specific collateral to support your press release or story pitch. Whether your needs include professionally formatted data sheets, high-quality graphics, or basic interview preparation, get that work done before you implement your PR program. Reporters are almost always under a time crunch and the better prepared you are to respond quickly, the better resource you will be.
3. Identify your targets
There are all kinds of media outlets that target all different market segments. Do your homework to identify the best opportunities for your business, both in terms of those that reach your primary target markets and those that are likely to be interested in your products. Do your due diligence in researching each selection – request a media kit, figure out who the gatekeepers are, understand their rules and expectations for submissions.
4. Build relationships
Get to know the gatekeepers at your preferred media outlets, as well as your local business beat reporter. If you attend networking events that are likely to be covered by local media, these are excellent opportunities to chat up the local news folks. Make yourself available for comments or sound bites on any story relevant to what you do, and always take calls from your media contacts. Again, keep in mind that they are nearly always under time pressure…if you don’t answer the phone when they call, the next guy will. And he will move to the top of the expert list.
5. Be consistent
Write and distribute press releases and media advisories on a regular basis. Announce new products, new staff, and new joint ventures, anything that could be considered newsworthy. Be sure each summary includes a consistent message about your company and always include contact information for both phone and email. When you do receive an inquiry from the press, respond immediately and professionally. When you do not hear back from your key targets, follow up with an addition email or phone call in a few weeks.
Take advantage of the strong potential of public relations. Consult Oleksiy Nesterenko to build PR programs into your marketing plan and be consistent and persistent in submitting your startup announcements. Even if the floodgates do not break open right away, developing a good reputation and strong relationships with the help of Oleksiy Nesterenko Startup Consultancy over time will result in excellent free press.
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