Working for a startup generally means employees are asked to work out of their comfort zone from time-to-time. Unlike giving an in-depth product pitch or ordering office supplies, planning and executing a public relations campaign presents a unique challenge to an early-stage startup.
Whether it be an overaggressive approach, an improperly formatted press release or simply pitching the wrong website, there are a number of PR pitfalls a startup can encounter. We spoke to three PR experts to get some tips on how early-stage startups can effectively kickstart their PR efforts.
Identify the goals for your PR efforts
According to Joe Sloan of Santa Monica-based 30 Miles North, who works with a number of LA-based early-stage startups, there are a number of questions which need to be answered before you start any public relations.
“Do you want to drive downloads of an app? Do you want to generate awareness of, and interest in, your company among the investor/VC community? These are questions that need to be asked and comprehensively answered before writing the first word of the first press release,” said Sloan. “An effective PR strategy aimed at driving an increase in app downloads varies significantly from one aimed at generating interest within the investment/VC community.”
Strike a balance
Even in 2016, crafting and distributing press releases is still an intricate part of the PR process. Simply adhering to a format, however, doesn't mean news outlets will come running.
"The biggest mistake we've seen is issuing a press release in the first place, and expecting it to garner you press,” said Rachael King, co-founder of Ellephant Partners and the former head of PR at DogVacay.
A press release's language also plays a big role in its effectiveness to garner attention.
"Filling a press release with tons of marketing jargon does little-to-nothing when it comes to getting your news across to the reader, especially reporters," said Lauren Ianuzi of Moxie Communications Group, whose LA-based clients include Homee and MeUndies. "Keep your press release free of fluff and focus on the key points of the news you want to communicate."
Manage your expectations
Managing the expectations for a startup's public relations efforts is crucial, especially considering the rate at which reporters respond. For Sloan, crafting a thoughtful, unique pitch, distributing it and staying on-top of writers is vital, even if "success" means an article or two.
"Sending out 100 pitch emails, following up on each email (twice) and eventually receiving 3-5 responses, which end up resulting in a single reputable media outlet publishing a story can be considered a distinctly successful endeavor,” said Sloan. “The longer I work in PR, the more comfortable I’ve gotten sending pitches out with the knowledge that a significant portion of these emails will never be acknowledged, much less responded to.”
Social Media is a tool
Social media is an efficient, yet somewhat informal way of representing what a brand is thinking, but using it the same way as a personal account isn't recommended. Using social media for business requires a fine balance between what's relevant, and what's interesting.
"When it comes to establishing your 'voice' on Twitter, keep it genuine and avoid only talking about yourself and your company," said Ianuzi. "You can weave in your company where relevant, but pushing your product or service too hard will come off as sales-y. Be sure to share articles and content you find interesting, ask questions, reply to reactions and don’t be afraid to inject some personality into your tweets."
Photos via Ellephant Partners and Facebook
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