I’ve worked with a number of startups both inside and out of the built environment sector. One thing they have in common is an infatuation with media coverage. Don’t get me wrong this is essential for a startup, but it’s not the only tool in the toolkit. But, public relations isn’t just about media coverage—it’s about building credibility and trust. For a startup, positive profile-raising activities can boost your visibility, attract investors, increase customer confidence, and open doors for partnerships. The challenge? As a newcomer without a well-known brand, breaking through the noise requires creativity and persistence.
The good news is that even on a tight budget, you can build a PR strategy that maximises your resources. Today I share 6 tips for success.
So, let’s dive in!
Links mentioned in this episode: Ep 63. People-led PR https://henbe.co.uk/2022/02/24/ep-63-people-led-pr-building-personal-credibility-and-brand-ambassadors/
Full Transcript (unedited)
1. Define Your Story and Message
Storytelling is the backbone of any effective PR strategy. Media outlets and potential customers aren’t just interested in your product—they want to know why your brand matters and what problem you’re solving.
Start by defining your narrative:
- What makes your startup unique? (Is it your mission, your innovative approach, or your origin story?)
- What problem are you solving? (How are you addressing a gap in the market or providing value?)
- Why should people care? (What impact will your product or service have on their lives?)
Once you’ve honed in on your story, simplify your message. This will form the basis for all communications with the media, on your website, and in your marketing materials. Make sure it’s clear, compelling, and concise.
2. Build a Strong Online Presence
Before you can pitch your startup to the media, you need a solid online presence. Journalists and potential customers will likely Google your company, and you want to ensure they find a well-organised, professional website and active social media profiles.
Here’s what to focus on:
- Website: Keep your website simple but informative, with an “About Us” page that shares your brand story and core message. A “Press” section can also be helpful, where you can upload press releases, company news, and media coverage once you start getting traction.
- Social Media: Choose 1-2 key social platforms (LinkedIn, Twitter, Instagram) where your target audience is most active. Post regularly about company milestones, product developments, and industry insights to show your engagement and expertise.
A well-maintained online presence builds credibility, so when media outlets do their research, they’ll see that your startup is a legitimate, professional player.
3. Target the Right Journalists and Outlets
When you’re just starting out, it’s tempting to try and reach out to as many media outlets as possible. However, a more effective approach is to target a smaller group of journalists and outlets that are specifically interested in your industry or niche.
Here’s how to build your media list:
- Identify relevant journalists: Use tools like Muck Rack or Cision to find journalists who cover your industry. Pay attention to who is writing about your competitors or broader industry trends.
- Start local: Local media outlets are often more open to covering up-and-coming businesses. Building relationships locally can help you gain momentum and credibility before moving on to bigger, national publications.
Leverage niche publications: Don’t overlook smaller, niche blogs and industry publications. While they may not have massive audiences, they often have highly targeted readers who are more likely to engage with your brand.
Once you have your list, personalise your outreach. Reference a recent article the journalist wrote or explain why your story fits their beat. Generic pitches rarely succeed, so take the time to customise each email.
4. Create a Media Kit and Press Release
Journalists are busy, and you need to make their job as easy as possible. That’s where a well-organised media kit comes in. This should include:
- Your company background: A brief overview of what your startup does, your mission, and key milestones.
- Founder bios: A short biography of each founder, highlighting their expertise and vision for the company.
- High-quality images: Professional photos of your team, product shots, and your logo in various formats.
- Contact information: Make sure it’s easy for the media to get in touch.
In addition, create press releases for major company announcements like product launches, funding rounds, or significant partnerships. Stick to a clear format: headline, subheadline, main body (what, when, why it matters), and a company boilerplate at the end.
5. Leverage Your Network for Word-of-Mouth PR
One of the most valuable PR tools you have as a startup is your network. Leverage your contacts—whether they’re investors, advisors, partners, or satisfied customers—to spread the word about your company. They may know journalists or bloggers who would be interested in your story.
Additionally, consider speaking at industry events, participating in podcasts, or contributing guest articles to relevant blogs. Establishing yourself as a thought leader can help you gain visibility without paying for media coverage.
6. Track Your Success and Adjust Your Strategy
Once you start pitching and gaining coverage, track the results. Use tools like Google Analytics or social media tracking tools to see how much traffic or engagement your PR efforts are driving.
If something isn’t working—such as a lack of media responses or low engagement—don’t hesitate to tweak your approach. Experiment with new angles, target different outlets, or adjust your pitch style. PR is a long-term game, and flexibility is key to refining your strategy.
Conclusion
Securing media coverage and building brand credibility doesn’t require a huge budget, especially for startups. With a compelling story, a targeted approach, and a focus on relationship-building, you can craft a PR strategy that helps your startup go from zero to hero. By consistently refining your efforts and leveraging your network, your brand will grow its presence and attract the attention it deserves.
Take the first step today—craft your message, build your media list, and get ready to tell the world why your startup matters.
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