Having an excellent PR strategy is a thing that can feel daunting to numerous entrepreneurs when they’re just starting out. Is there to you need to be a press release? Imagine if the items your startup does aren’t really press worthy? How will you still leverage the important channels of media outreach to get more support and eyes for your business?
5 PR Approaches for the Busy Entrepreneur
I had the chance to interview Zoe Weisburg Coady, the entrepreneurial co-founder of BrandStyle Communications in NY, to ask her how she feels entrepreneurs can leverage other opportunities for press beyond the traditional news release. She shared her seven best tips from her years of vast expertise helping brands make a big splash in the media.
Determine the proper social-media channels for your company and set up a consistent tone and personality on all of them. The very best Instagram pages I’ve seen from companies aren’t blatantly promotional but organically present the "lifestyle" of the brand. Ensure that your brand voice comes through in every your outlets of media, even if they’re social media facing.
Track and analyze your competitors’ press coverage and become sure for connecting and establish relationships with the media yourself at all you can. A relationship with a journalist is a two-way street. Establish yourself as a geniune and credible source and regularly update your press contacts on market trends and industry news.
Don’t just get in contact when you wish them to cover your brand. That’s a fairly transparent relationship and journalists don’t enjoy it any more than you’ll.
Identify your dream media outlets and the story you need to tell. If you prefer a business profile on your own company in a national newspaper, what’s the story you should tell to truly get you there? Very rarely do you see "evergreen" articles on companies — there’s always another news hook. You should constantly ask, “Why should media cover this now vs. 90 days from now?” Which will help you with formulating a newsworthy angle.
WHY YOU NEED TO Rethink Utilizing a PR Firm
You get the most business done by picking right up the telephone or meeting in person. Email, professional networking sites, social media, etc., are great, but those should only serve to truly get you the telephone calls or face time you will need with media sources. You’ll find you accomplish much more and progress, critical feedback by talking.
You haven’t any excuse for being unsure of your "elevator pitch" perfectly. In the event that you can’t clearly and explain what your company does in two sentences, you must modify your message, as the press won’t manage to explain your story either. Your clients won’t either for example!
Attending the proper conferences could be invaluable for networking opportunities. Be selective using what you attend and become acquainted with panelist, attendees and event sponsors prior to going so you’re ready to connect onsite. Post-conference follow-up can be critical. Contacts will connect after meeting personally, so work your contacts once you meet and in a timely, authentic manner.
Understand the role and value of PR. PR differs from advertising and it delivers different results. The firms that get the most out of dealing with a PR firm grasp the function and role PR plays in the big-picture communications strategy. Think quality vs. quantity when targeting media — the most personalized, relevant approach always wins.
There are lots of PR activities that play an integral role in meaningful campaigns — pitches and pr announcements are one of these but there are lots of others — influencer initiatives, partnerships, thought-leadership platforms, charitable programs, brand activations, special events, etc., that needs to be taking place to create your company apart.