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The quote “If you build it, they will come” from Kevin Costner’s character in Field of Dreams has been the mantra for many start up founders, until they realize the harsh reality of the business world. Terms such as market saturation, customer retention, and product iteration come into play and proves the seas aren’t always smooth sailing. Unless you’re one of the tech giants: Facebook, Twitter, Google, or Microsoft – it’s safe to say that reporters are not hounding your team for interviews. With so many startups and mediums of communications, how does one company break through all the noise? Here are three tips that can help you get the media coverage you deserve.
1. Have a story: Your Company can have a great product or service to offer but the human element should be added to complete the package. Having a story about the founders makes it easier for new customers to relate. Some keys to answer would be: what struggles did the founders face that pushed them to create a new product? What were the backgrounds of the founders? (I.e. alumni, past experience in working for a large tech firm, etc.)
2. Collaborate: You are not alone in your quest to be the next WhatsApp or Snapchat. Leveraging your existing network can grab the exposure your company needs. Writing guest blogs and featuring them can increase traffic on both of your websites and social media platforms.
3. Follow the drumbeat approach: An Effective Public Relations is all about consistency. Many non-PR professionals think you have to spend a huge amount of your marketing and advertising dollars into a lump sum project. However, it is important to note the power of consistency and shareability. This approach offers a steady stream of growth that exponentially builds more over time.
Effective PR builds over time and the most valuable brands are consistent in their messaging. Startups should be careful with how they build their image from the start. To help you start on the right foot, download our Strategic Communications Template. Use your communication plan to: Identify your strategic needs, select audiences and channels, create key messages, set measurable goals, and evaluate effectiveness.
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