When you have a tech startup then you may know how important it is to find out whether it is ready for PR or not. If you want to know how to do it then keep reading. First of all, let us define what startup means. According to Steve Blank, a startup is an organization formed to search for a repeatable and scalable business model. Startups are often glorified as a dream job where anyone with an idea can set out to save the world.
Now what concerns “tech” this can be mostly hardware, software or Internet tech. In other words “tech” is when a company or a startup are producing and selling technological products (software and/or hardware). Now let us imagine you already have your own tech startup and now you want to find out if it is ready for PR. What should you do?
It takes the time to be really prepared to go public. A company requires founders who are ready to defend their company and it requires a plan to make it work as a public company. So you have a startup and it is the high time everyone else knew about it, right?
The real goal of PR
Communicating you and your company’s message is an important part of expanding any business or startup. Many businesses know that they need at least some PR function. One of the goals of PR is to generate press coverage. By doing this effectively, you can ensure your business is mentioned in future articles even when you have not made an announcement. You can do this effectively by using guest articles. The article should be written by either a business leader or ghost written on their behalf. The aim is to build that person as an authority figure in their industry. Another way is using press releases to inform journalists and news sites of new changes and events that are happening within your company.
In order to generate press attention by using a press release, you should inform journalists and editors of the announcement you or your company is making. Even if you think that you are bad at writing you have to do it. You can create a press release and then pitch it to journalists in just a few simple steps. Important is to have somebody who is good at grammar when doing this.
According to popular belief, the media is a minefield and most journalists are scary. Never think like this. Many are just humble writers looking for the most interesting new story they can find. The one and the only key word to success is “new”. If you offer them something new they will touch your story. You should make sure your news is in fact newsworthy. Also, you need to work out what announcement you are making. For example company and product launches are often the most eye-catching. So just remember that anything has the potential to be newsworthy if you get the timing right.
Your press release
If you aim to generate media attention the press release and the email pitch are the most important elements. Communicate your announcement poorly. This is the most efficient way of making sure no one hears about it, ever. Normally, press releases should be about a page long and they must not leave factual holes. The title is a headline for your release.
Pitch it well
Now let us talk about pitching. Note that pitching the press release will happen by email. The press release then provides information to better help a reporter cover the story. A good way to increase chances of having your story selected and published is to make your email a bit more personal. Be very accurate when writing the journalists name, you should better not make any mistakes in it. Remember, you only have one shot at a first impression and you have to get it right first time. So your email is extremely important.
Your coverage strategy
Before sending your press release out into the world, it is worth considering 2 things. Whether you want blanket coverage or you want to offer your announcement as an exclusive. When you choose blanket coverage entrepreneurs to coordinate that coverage by asking journalists to respect an embargo. This means that the journalist or publication will agree not to publish a story about your announcement before a set time or date. And this can be very tricky depending on where you are pitching. So if you are in doubt better to ask the journalist to agree to an embargo first. Still, this is no guarantee. So offering the story as an exclusive may be a better option.
The word exclusive sounds like music to the ears of the reporters who try to publish stories ahead of competitors. It means that a specific publication will have the right to publish your announcement first before you reach out to other outlets. The embargo rule, in this case, may or may not be followed. So this is a useful tactic in media zones and it prevents the occurrence of a journalist publishing a story before the embargo is lifted. There are several other advantages to offering your release as an exclusive:
- larger publications
- journalists take stories from each other all the time
- coverage on a bigger niche publication opens doors to newspapers and more mainstream media coverage
Always keep in your mind your goals. Having them clearly in your mind it would be much better and easier to build a compelling pitch that is targeted to a specific publication. It will also help you a lot to find a journalist who might actually write about your startup.
We hope that the above mentioned will be useful when dealing with tech startup PR. They say the work of building media coverage is never over. If your announcement has been a success, no doubt your startup or business will have been featured on a number of big and small media outlets. So be ready for the consequences.
If you do everything right you are more likely to get to the final moment where the heavens open up and cash rains down on founders. But you should never stop acting. We wish you good luck.