Is Your Startup Really Ready
for a PR Campaign?
takes to prepare a successful PR campaign?
In my experience, far too many startups look into public relations before they are
good and ready. There are a few things that you must have in place before you try and scale up and
make a noise about your new
business. If you don’t, your campaign will bomb, you will waste money,
and it will set back your schedule by a significant amount.
Preparation is key. Sure, it might be obvious to state. But it’s surprising how
many startups think investing in their public perception before they are ready is a good idea. PR (public
relations) is just the icing on the cake. But to take advantage of the
opportunities PR can provide, the rest of that cake needs to be perfect, too. Let’s take a look at some of those
key tasks you should be doing to prepare for a successful PR campaign.
|To make the most of your public relations for
startups, you should prepare well
and get those key tasks done in order. (Image by Clare
Lay out your objectives
Before any PR campaign, you need to know why you are doing it. Is it to
raise your profile before a launch? Do you want to turn it into a sales opportunity? Are you trying to
strengthen your online presence by starting a social media channel? It’s
vital to identify your goals and have some barometer of what success will look like. Only then will you be able
to judge how well your PR campaign has performed.
|These days your business presence on social media
channels is very important
and should be done with certain goals in mind, to reap rewards.
(Image by Robert Scoble - https://flic.kr/p/8TFKPw)
Perfect your key message
PR is about expressing your message to the general public - it’s as simple as
that. It’s vital, then, to make sure that message is compelling, easy to understand, and effective. Make sure you
work on your elevator pitch - it’s a simple sentence or two that explains what you do. Anyone who is in contact
with journalists or your target audience must be able to deliver this message without faltering. You can also
prepare a few other quotes to respond to common questions people might ask. Doing this will enable you to be
consistent across any interviews and drive your overall message home.
|As part of your startup public relations campaign,
your website should be
well prepared to handle extra traffic and answer customer queries.
(Image: Sean MacEntee
Prepare your website
The idea behind PR is to raise awareness for your product or service. If the
campaign is successful, it is likely that your website will receive a much higher rate of traffic. So, it is
nothing less than essential that your site is ready to take the strain. Make sure your hosting package is large
enough to handle the additional visitors. Prepare your blog so that it answers fundamental questions that your
newly motivated audience might have. Speak to a conversion rate optimisation agency to ensure your website is geared to maximise your sales. And, be prepared to move fast
with the new data you will receive when more visitors start arriving on your site.
|If you have done all of your startup PR campaign tasks
thoroughly and properly,
you will reach that finish line successfully and with satsifaction.
(Image: Sean MacEntee
Finalise your product or service
If you want your PR campaign to highlight a product or service launch, make sure
it is ready. So many startups start making a noise but fail to deliver - and it’s a surefire way to antagonise your
critical audience. The clock starts ticking as soon as you launch your PR campaign and it is vital that you are ready to launch when you say. Get it right, and your
company can enjoy an excellent start to life as a business. Failure can often result in the opposite.
Good luck - and let me know how you get on!