Why startup PR is back with a vengeance

In recent years, PR has been struggling to compete with the use of social media to raise a company’s profile. Social media seems fast, effective and cheap and investors have found it difficult to justify PR’s monthly retainer fees of US$5,000 - US$10,000.

This approach is a mistake. Social media is important, but it should not be instead of PR.

The Resurrection of PR

There are constantly new  startups popping up. In the US, Q3 of 2014 saw a 4% rise in startups applying for funding.  

Simultaneously, media outlets are becoming more streamlined. Editorial staff is at an all time low, causing editors to require their journalists to cover more stories, faster.  Consequently, journalists are overloaded with information and press releases and  this alone should be a reason to use a PR professional to grab their attention for you.

You need a PR agency that has spent years developing solid contacts and honing their media relations skills. If your CEO or co-founder does not have excellent media contacts from a previous cycle, you’ll definitely need an agency or dedicated professionals to open doors for you.

These days, PR means so much more than “getting a good article in the newspaper.” It includes digital communication strategy and implementation, core messaging and branding solutions, awareness of the ever-shifting media landscape and wise counsel about how to best handle all of these elements.

So when should you start with PR activities?

When you have something to say and it is news-worthy

PR works best when you have enough news to share and stories to tell. And this must be great quality content that external audiences want to read and will care about. Good PR requires big customer stories, new industry data, interesting new hires etc.

Your PR choices

In-house or agency PR support?

In-house PR is totally focused on your startup, with no distractions from other clients. But you’ll have to pay a full salary for this. More importantly,  in-house PRs may not have the same resources as agencies.

A good agency should already be familiar with your target media and your competitive landscape. Consequently, they’ll have a sense of how best to position you. Always check their credentials and case studies carefully.

Local or international?

Do you want to focus on one country or run an international campaign? Nothing beats local knowledge, but the choice is between a cheaper local PR agency or a more expensive agency that has international experience and reach.

Boutique specialist agency or large generalist agency?

If you’re a B2B start-up, or you’re targeting a niche market, you might prefer to use a specialist agency. If you want to break out of your niche, then you need the diversity of an agency covering numerous disciplines.

On the other hand, don’t forget that small might be beautiful, because you will be a more prominent and may  get closer attention.

Chemistry

Do you like your agency? Do you feel they understand your start-up? Are they passionate about it? If the answer is yes, then you’re a good match for each other.

And finally . . . how to get the best from your PR people?

It’s simple. Be a great client.

Treat your PR guys with the respect you expect to get from them. Brief them accurately, in good time for them to prepare their campaigns. Be easily available to them. Be open to their ideas and advice. Include them in meetings, give them definitive goals and be flexible with your time.

Work together well and you’ll have the makings of a winning partnership

"If I only had 2 Dollars left, I would spend 1 Dollar on PR." Bill Gates

Read More