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Is Your Startup Really Ready For A PR Campaign?

What it 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 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.

Prepare well for your startup 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 - https://flic.kr/p/4PKQF8)

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.

Marc Zuckerberg, FB chief
These days your business presence on social media channels is very important and should be done with certain goals in mind. (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.

Avoid website problems at startup
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 - https://flic.kr/p/8nxH3c)

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.

Get to the finish line successfully
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 - https://flic.kr/p/82V5JK)

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!

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