How to Start a PR Campaign for your Startup?
Are you looking to create a great PR campaign that gets your company out in front of new customers?
These tips are here to help.
1. Target Audience
PR is essentially getting the right information to the right group of people. If you do not understand the audience you are trying to reach and do not study the type of media they read, your PR will simply not work.
What you are trying to convey and how you are getting it to your audience must be suitable for your particular group of people.
For instance, you would not want to place your PR in the National Enquirer if your audience mostly reads the Times.
2. Before Executing Campaign, Make Sure Product is Available
If your press coverage begins, and the product you are trying to sell is not available for purchase, not only will you frustrate your audience but you will lose valuable credibility.
People like to get what they want immediately. Make sure your product or service is ready when advertising begins.
3. Study Your Audience
Prior to placing your campaign, do your research. Study your target audience and figure out which websites they frequent, which radio stations they turn to, which television channels they enjoy, and what types of shows they like.
After your figure this out, check into the media outlets you wish to target. Make sure they are friendly to issuing coverage and encouragement. This is important for gaining customers.
4. Define Your Business
Entrepreneurs are naturally excited about their business or idea. This is because they think and live this business on a daily basis.
But, it is important to take a step back and clearly define what makes your business different than other ideas on the market today. Then you can convey this in your campaign.
Remember, your campaign should not focus on bottom lines, where you want to be in 5 years, or even your vision for your company.
Make your message short and to the point. Neither journalists or your audience are interested in reading more than a quick paragraph.
5. Make Your Message Relevant
Media outlets are not interested in covering something that is not current or newsworthy. You will need to convey to the journalist why your campaign is important and why their audience will want to hear it.
If you succeed, the article will not only be a cost-effective way to get your message to your audience, but will also make your more credible.
Look into targeting both national and local media outlets. Trade publications are also a good place to start.
Using your platform as a small business owner who is affected by local issues will get your name out in the media.
6. Create Positive Relationships with the Media
It is essential to gain and create contacts with the media. Take the necessary time to cultivate friendships and partnerships.
This will not happen overnight. Make sure you are respectful to them as they are very busy people. Make sure that you can convey your story to them prior to making contact. Here are some good tips to do so.
7. Write it Down
It is a good idea to write an actual article that can be shared with media contacts. This can be published in local newspapers or even trade publications.
Take the time to write an abstract or synopsis that can be shared with the editor or these publications. Make sure your article is relevant and interesting as editors are not looking to publish overt advertising.
8. Social Media Game
Social media is an essential tool for success in this day and age. It is a way to directly communicate with your target audience.
While publishing a tweet or linking a LinkedIn can quickly reach your desired audience, it is important to still provide quality and credible information. Take the time to provide information that is still credible and easy to read.