Startup PR is a different ball game that focuses on promoting and building the reputation of early-stage companies. The basic tenets stay the same–creating awareness, generating media coverage, and building a positive narrative for startups.
However, what sets startup PR apart from PR for Fortune 500 is the unique set of challenges that startups come with. These challenges range from:
- Limited resources
- Lean budgets
- Little to no brand recognition
At the same time, startups also possess the advantage of being highly flexible, innovative in their approach and execution, and disruptive in their respective categories or markets.
How is Startup PR different from PR for bigger companies?
- Startup PR calls for approaching PR differently than their traditional incumbents. Startup PR also requires taking a highly focused approach.
- It involves targeting ultra-niche audiences, leveraging specific social media platforms to reach customers and investors, and utilizing various marketing techniques to build brand awareness.
- Startups need to build highly compelling narratives surrounding their product or service to capture attention and build that initial traction in a crowded market with incumbent brands as competitors. It can’t afford to go wrong.
The majority of startups can benefit greatly from PR. Additionally, leveraging PR expertise from professionals or agencies can also help reduce time spent getting media placements in top publications, gaining coverage and customers quickly, and building a positive brand reputation in saturated markets.
Establish the difficulty Founders face while implementing PR
A founder has a very specific and nuanced set of challenges to solve. PR is a crucial aspect of promoting a startup, getting much-needed media coverage, and trying to attract customers and investors. However, founders may encounter several challenges and roadblocks when trying to handle PR themselves:
- Limited Expertise in PR: Founders are usually experts in the domain of their product or service and might lack functional expertise such as PR. In the early stages, founders are spread too thin between handling various facets of the business, which strips their time away from investing in PR.
PR professionals, however, can help startups craft compelling press releases, pitch to journalists, and handle publications.
- Understanding the Media Landscape: Understanding the intricate web of media and its landscape is a time-consuming process. A single founder may struggle with the various tasks that are required to create a full-fledged PR strategy, build an understanding of the media landscape, identify the right channels and publications, and create compelling narratives for their startup.
A professional PR team, on the other hand, has built long-standing relationships with publications, media houses, and journalists and, therefore, can help startups gain media coverage faster.
- Crisis Management: Startups, albeit new, can sometimes be more fragile than the incumbents in their space. They can find it difficult to navigate negative press and unforeseen challenges. A good reputation management plan can mitigate the damage during a crisis.
Startups and founders can gain more by outsourcing PR to a set of professionals in an agency. There are several advantages to outsourcing PR:
- Expertise and Experience: PR agencies come with decades of expertise. Their teams consist of people who are experienced PR professionals with diverse and specific skills in PR. They understand the landscape and have established relationships with journalists who cover stories in specific domains.
- Media Connections: To reiterate, PR experts come with established relationships with media houses and journalists, which makes it easier to get coverage in a shorter span of time. Such media connections can help businesses get interviews and mentions in relevant publications and earn backlinks.
- Access to Tools and Technology: At Interdependence, we built our proprietary AI technology called Interviewed. It has been built keeping in mind that businesses benefit from quick and scalable media solutions. It scours relevant content and trends, which empower our experts to build compelling storylines, thereby increasing conversion rates by 300 to 400%. This technology is one of a kind; no other firm has access to it. For startups, building such technology can take significant time and costs; hence, outsourcing it can be a viable option.
Interdependence is a performance-driven PR firm supercharged by the most advanced AI and predictive analytics to maximize consistent media placements in prestigious media and industry outlets.
Schedule a consultation with our PR experts and start seeing results.
- Time and Resource Efficiency: Managing PR in-house can be time-consuming and may divert resources from core business activities. Outsourcing allows the startup to focus on its core competencies. PR agencies can respond quickly to media inquiries, handle crisis communications, and manage day-to-day PR activities more efficiently.
- Global Reach: A PR team with a global presence can create more impact and help startups expand their reach to a wider audience. A PR agency that has expertise in different cultures, understands the nuances and context within specific cultures and can help cater to and tailor their messaging accordingly. They are also more sensitive to the political and social dynamics of those cultures, which means they consider every cultural factor while crafting campaigns and strategies.
At Interdependence, we understand that startups are often walking on very tight deadlines. Having worked with a plethora of businesses and industries, we understand what it takes to help brands become more humane and help founders focus on what they do best, while we help them craft compelling storylines that get published by journalists who are pursuing such stories and reach a wide range of audiences in a relatively shorter span of time.
How can startup founders stay wary of PR scams?
PR scams are like most other scams that have penetrated the digital ecosystem. These scams are manipulative tactics used by individuals and organizations to deceive people for monetary benefits.
These scams can take many forms, such as promoting false or misleading information, exaggerating claims, and creating fake testimonials to attract naive people. The goal of such scams is to promote a product or an agenda, or simply manipulate people into paying for media placements where the links expire after a certain duration.
Following are some characteristic traits of PR scams; learn how to spot them:
- Unsolicited or spammy communications: The language in spam emails or any other mode of communication can be easy to spot. The outreach is not targeted, and the format of the email usually reeks of grammatical and spelling errors. Such emails also claim to help you place in top-tier publications without any proof of the same and mention the cost in the same email.
- Zero presence on website and social media: When spammers email to trick people into believing they are legit, one of the things to look for is their website and social media. This can quickly give a glimpse into their legitimacy.
- Pressure tactics: PR efforts that use pressure tactics such as running offers and labeling them as ‘limited-time’ and triggering people should be considered a big NO.
- Fabricated Testimonials: Testimonials that do not represent actual humans or clients and appear too positive are a huge red flag.
- Earned Media Links Scam: There are many occasions when a PR agency will help you get your story published in top-tier media only to get it removed later in a few weeks. These scams are very tricky, and a lot of business owners fail to notice them.
- The editorial team does not vouch for accuracy: When a news story comes out, the editorial team of the top-tier publications usually does not back it up and puts a disclaimer on stories sourced by third-party contributors and vendors. This may not necessarily be a scam, however, this sends the wrong signal to the end users about the credibility of your brand.
We understand that spotting a PR scam requires a discerning eye for detail and critical thinking. Overly sensationalized language in their communication and overhyped claims are all an attempt to grab attention and lure people into paying them.
Being vigilant and understanding the language of communication you encounter can help you stay away from PR scams. It is always suggested that one do their due diligence to avoid falling victim to PR scams.
What can we take away from a $3.5 million scam?
Rober Reyes from California pleaded guilty to a conspiracy to solicit millions of dollars for two political action committees under pretenses by stating that the funds would support presidential candidates during and after the 2016 election.
He and his allies misused the funds for personal use and to further utilize them for fraudulent activities. He also admitted that he directed excess money to shell companies to hide its origin.
Additionally, Reyes pleaded guilty to conspiracy to commit wire fraud and money laundering, facing a penalty of 20 years in prison.
Lessons from the PR scam:
- Due diligence: Before engaging with any political or social committees, businesses need to conduct thorough due diligence, which includes researching the organization’s or individual’s background, leadership, and financial disclosures.
- Verify claims: Businesses should verify the claims made by PACs or individuals soliciting donations. They should scrutinize promises or statements made regarding how the funds will be used and ensure transparency in the organization’s activities.
- Seek legal consultation from the get-go: Legal help or compliance professionals ensure that business practices align with the legal requirements of the business and best practices – especially for public companies..
Businesses can drastically minimize or eliminate the risk of falling victim to PR scams by staying vigilant, doing due diligence, and developing a discerning eye to immediately catch hold of such scams.
How to Build a Winning PR Strategy for Startups
The competitive landscape of the startup ecosystem can be daunting. With a scarcity of resources, and a constant race to garner attention, the startup journey can feel quite intense and rigorous. Navigating the murky waters usually puts founders in tricky situations, spreading them thin, and stripping their precious time away from building what they ought to build in the first place.
Startups, in their very early stages, often lack the infrastructure to build comprehensive PR strategies and campaigns. This also includes unestablished and broken communication channels, little to no media relationships, and no clarity on crisis management.
This is where Interdependence can help startups fill the gap by leveraging our team of hardworking, talented PR and media relations veterans and experienced journalists who have written for some of the most prestigious publications in the world.
Considering the competitiveness of the startup ecosystem, building a PR strategy with a team of experienced PR professionals is not a difficult task to achieve. Here, we have laid out high-level steps to build a PR strategy:
- Defining your target audience. Half the battle is won when startups develop clarity about their target audience. Knowing who your target audience is can help inform your product development as well as craft your key message. This step can take some time, but it is often the most important building block for growing a business.
- Define your brand story. All forms of communication, especially PR, are a form of storytelling. Stories help companies stand out in a system that is already crowded. Storytelling for brands can help them capture attention more effectively and quickly than inorganic or paid marketing methods. Brand stories also push customers to form authentic connections with the brand and its mission.
- Building relationships with media outlets and journalists. According to research by Fractl, 46.5% of journalists receive at least 11 media pitches per day, and 28.64% receive 26 pitches every day. These numbers can seem daunting, and rightly so. However, what helps is building authentic, long-standing relationships with journalists, and media publications. It is important to craft personalized outreaches rather than doing a mass blast at media houses.
Interdependence is a performance-driven PR firm supercharged by the most advanced AI and predictive analytics to maximize consistent media placements in prestigious media and industry outlets.
Schedule a consultation with our PR experts and start seeing results.
- Selecting the right communication channels. Not every channel is a viable opportunity for startups or small businesses that lack time and need to move quickly. Startup teams are usually small, and can quickly spread too thin if they diversify their media channels early on. For B2B companies, LinkedIn, Google search, and PR can be considered viable channels of communication.
- Setting goals. Goal setting and prioritization frameworks can help startups narrow down their most pressing requirements for the quarter. They must figure out whether they want to be published on top media publications, or they want the word out in the market via campaigning. In either case, setting up a prioritization framework can help them figure out their goals quickly.
- Evaluating metrics, and maintaining momentum. For every campaign, media outreach, and publication, it is imperative to measure the success. Evaluating campaign data is crucial as it allows startups to focus on building momentum as well as retaining new customers and work towards infusing that information into building a better product.
Building a PR strategy takes an army, one that can knock on all important publication doors, and get media coverage quickly, instead of waiting for months. This is where Interdependence can help you build your strategy, campaigns, and compelling storylines in the right way.
Get clear on your goals; Tracking the right metrics
Metrics are crucial to measure the success of any PR campaign. Tracking the right metrics is important to assess the effectiveness of PR efforts and make informed decisions. Following are some KPIs that startups must analyze for their PR campaigns:
- Media coverage metrics: It is important to measure the number of mentions, media impressions, and share of voice. These metrics indicate how much interest they’re receiving from the media and help startups get an understanding of their presence in the market. Share of voice allows startups to understand where they stand in the ecosystem and consequently shape their overall PR strategy.
- Target audience reach: Growth in social media followers indicates that the startup is slowly and gradually attracting people who may potentially become their customers. Another metric to gauge that startups reach their target audience is by measuring website traffic. It helps to correlate website traffic with increased visits to the website and demonstrates its impact on the startup’s online presence and engagement.
- Lead Generation: Startups can measure lead generation and link PR directly to the same by measuring the conversion rate of leads into customers. The quality of leads is also a good measuring criterion to assess that the business is attracting highly targeted leads that fit the buyer persona of the startup.
- Customer feedback and reviews: Startups must measure feedback–negative and positive to further infuse it into what needs improvement in the product or service. Reviews and ratings also help potential customers to analyze their buying decisions.
Collaborate with the Right PR Company by learning How to choose a PR agency
There are a plethora of PR agencies to choose from, and it is imperative to carefully consider your options while choosing one. It must align with the goals of your startup. Choosing the right PR agency is extremely crucial for startups who are often running on strict deadlines, and tight budgets.
A PR agency that specializes in various facets and also understands the unique challenges faced by startups or small businesses is difficult but not impossible. Such agencies have experience working with businesses of various stages. Often, their expertise in working with Fortune 500 companies to working with brick-and-mortar businesses lend to the knowledge that is needed to practice and execute PR for startups.
A good PR agency also has expertise and deep knowledge of working in multiple industries and therefore, can provide valuable insights that are tailored to your startup and business model. The right PR agency not only brings expertise but also brings with it long-standing relationships with media houses, publications, journalists, and other individuals and entities that can help startups gain media coverage in a shorter period.
In an ever-evolving media and business landscape, having a solid crisis management strategy has become even more imperative. An agency that is equipped to handle negative press or controversy can help startups with protecting their brand reputation when it is still growing, and guide them through any potential pitfalls.
Having a vetting process while hiring a PR agency is extremely crucial. The right PR agency can have a significant impact on a startup’s brand, visibility, and reputation. Here are some key factors to consider when hiring a PR agency:
- Creativity and innovation: Startups do not need cookie-cutter templates while implementing PR. Agencies that have demonstrable experience in helping small businesses achieve big goals are a good bet for startups. Creativity can be assessed by the agency’s approach to content creation, innovative narrative building, and an eye for creating compelling campaigns.
- Media relationships: This key factor is crucial for startups because an agency with long-standing, and strong relationships with media houses, publications, and journalists can help startups with little to no reach by getting them placements in quality publications, thereby garnering the much-required qualified traction to their business.
- Experience and expertise: Startups need to capture some quick wins to get their business off the ground. Assessing an agency for its experience and expertise within multiple industries and business types can help startups solve the unique set of challenges and opportunities they face. The dynamism of the agency coupled with expertise among its people can help startups begin their PR journey on the right note.
- Case studies; references: Reading case studies and cross-referencing from online sources and people who have worked with the agency in the past can help startups analyze if the agency would fit well with their business. A reputable agency will be transparent about the information they disclose on their website or social media.
- Budget considerations: Finding an agency whose pricing aligns with your budget is a good key factor to consider.
Another factor to consider in today’s day and age is whether a PR agency provides an added feature or benefit that can give startups an edge over their competitors. For instance, Interdependence has built its proprietary technology that scours 24/7 for brand-relevant content and trends empowering its experts to weave the best storylines increasing pitch conversion by 300-400%.
No other firm in the world has access to this technology, which notifies our team of publicists in real-time what stories are breaking, trending, and emerging trends that relate to your brand.
Interdependence’s solution, Interviewed, gives clients a competitive advantage, with results starting in the first month and continuing each month, with your brand appearing as the expert or in full feature stories.
PR for B2B startups
B2B startups operate within niche markets and deal with a different set of challenges when it comes to their PR efforts. B2B companies have an extremely niche target audience due to the type of business model they have. They don’t cater to everyone as is the case for B2C businesses. For this reason, their PR and communication strategy needs to be specific to stakeholders.
B2B startups face more difficulty in establishing credibility and trust with their target audience because their sales cycles are sotoo long due to the complexity of their business. Their ticket sizes are larger when compared with B2C or D2C businesses, hence, they need more communication channels to build trust among their potential target users.
For this reason, they require a highly strategic approach to PR to stand out and differentiate themselves from established competitors. B2B businesses also benefit greatly from building thought leadership, Founder Branding on platforms like LinkedIn and Twitter, and building a content marketing engine.
An example to look up to is Kula, a recruitment automation platform, that announced its funding by strategically planning its PR strategy, aligning stakeholders, crafting internal communication, and reaching out to publications and journalists.
Startups can also hire a PR agency to utilize their expertise and already-established relationships with media houses to help them gain media coverage quickly.
Interdependence comprises a team of journalists, TV producers, and people with expertise in PR for over two decades. They have helped businesses and individuals in various industries and helped them gain media coverage in some of the biggest publications such as Good Morning America, ABC News, USA Today, The New York Times, and more.
Interdependence is a performance-driven PR firm supercharged by the most advanced AI and predictive analytics to maximize consistent media placements in prestigious media and industry outlets.
Schedule a consultation with our PR experts and start seeing results.
Unconventional PR ideas for startups
Startups must take an unconventional route in PR to stand out in a crowded market. Utilizing various formats of storytelling such as sharing your startup’s story, challenges, successes, and failures can add authenticity to the entire brand narrative.
Founders must also think about building thought leadership and their branding on platforms like LinkedIn and X. People like to see the more humane and authentic side of founders nowadays. According to G2, 77% of shoppers are more likely to buy from brands that personalize their shopping experience.
To get more ideas on how PR helps startups, read about how Interdependence PR helped a client in the financial industry:
PROBLEM: The challenge was to improve the client’s investor relations, public relations, and brand awareness. The client is a consultancy firm that focuses on financial and business development for small-to-medium scale organizations in the U.S.
The organization also provides early-stage financing for mid-to-large scale businesses. In addition to improving the client’s overall brand image, the Interdependence team was tasked to strategize and execute tactics for conducting effective outreach to increase stock prospects and market awareness.
SOLUTION & RESULT: The team at Interdependence designed a strategy to increase the client’s stock value via targeted PR support and investor management initiatives. Investor outreach was ultimately achieved through strategic placements in some of the most highly respected financial publications in the world, including The New York Times, Forbes, New York Business, and many other prestige periodicals.
The team executed an advertorial campaign with articles written by the client and optimized by the Interdependence team. Interdependence could leverage their media relationships to have profiles and interviews published and broadcast in prestigious media properties. The campaign yielded an increase in share prices by over 183 percent and a return on investment of more than 650 percent for the client.
An unconventional Startup PR example to inspire your PR efforts
It’s not always that people get to read about a startup’s PR success story. However, there’s one SaaS recruitment platform that created a PR playbook of sorts for early-stage companies.
Kula, a recruitment automation software, was able to get $12 million in seed funding by pulling off a simple, yet effective PR strategy. Here’s how:
- Their team made a list of media publications, sending personalized emails to those publications and journalists.
- They also planned the narrative they wanted to lead with and infused this in every content piece–for social media, the founder’s LinkedIn post upon the publication of the funding announcement, and content to be posted by the team.
- This was followed by defining and naming their category and preparing a blurb in advance to present it to potential customers and investors when the news broke.
- They also began focusing on building the founder’s brand on LinkedIn. For this, they had an hour-by-hour breakdown of how they would capitalize on the founder’s brand by creating posts surrounding the funding, and the team’s LinkedIn content.
- The nitty gritties involved a lot of strategic planning, and a stepwise breakdown of all their tactical moves to announce the funding news to the world.
- This led them to garner 170,000+ LinkedIn views, 2600+ likes, 21,000+ website traffic, and 500+ signups. Their funding news was published in all top publications like Forbes, TechCrunch, and Tech in Asia.
- They did not stop at that and kept the momentum going. They ran several LinkedIn and Twitter ads to push paid reach and appeared on several recruitment podcasts to talk about the product, funding, and the journey so far.
For a startup that size in its early stages and raising its seed round, this was a highly strategic and thoughtful recipe for how to do PR for startups.
Conclusion
PR is a force that can help solidify a Startup’s growth rapidly and sustainably. A strong PR agency or company can truly propel a startup in the right direction, especially in the current dynamic of the ever-evolving and growing web of entrepreneurship. PR is not just a luxury but rather a need for startups to move towards success.
In a constantly evolving and crowded market, PR holds paramount importance for startups. PR helps startups to shape narratives, and craft compelling visions around the brand. In order to reach the right target audience, it has become extremely important to ensure that startups utilize the expertise of PR professionals to get placements in the right publications. PR can help bring out a startup’s story in the right format, channel, and time, and present it neatly in front of investors, audience, and stakeholders.
PR helps with building credibility and trust. Establishing trust and credibility for startups is a monumental task and this is exactly where a PR team can help bridge the gap for startups. A strong PR team can get the ground running for a startup by leveraging their media connections, and securing reviews, thereby helping startups validate their idea.
To reiterate the importance of PR, here’s a quote by Bill Gates, “If I was on the last dollar of my marketing budget, I’d spend it all on PR.”
