Starting a company is exhilarating, but it’s difficult to stand out in today’s markets without a hefty PR budget. Startups can get noticed with the right approach. The good news is that PR doesn’t need to break the bank to work, but build credibility, and drive customers without breaking the bank. Here’s how.
1. Craft a Compelling Brand Story
Your startup’s story is one of your most powerful PR tools. A compelling narrative that highlights your mission, values, and the problem you’re solving can grab attention. Journalists and bloggers love stories that are unique, inspiring, or disruptive. Focus on the human angle and what makes your journey interesting.
Example:
Zerodha, a bootstrapped fintech company, generated massive media hype by announcing its own tale of disrupting the stock broking industry without taking capital. The founders’ tale of battling industry competitors was getting headlines and creating natural PR buzz.
2. Leverage Social Media for Organic PR
Social networking websites are cheap and can be very useful PR tools is very beneficial for Startups if used sensibly. Develop an actual presence on Facebook, LinkedIn, Twitter, Instagram, and interact with the target audience, post helpful information, and create connectivity with media, journalists, bloggers, and industry opinion leaders.
Social Media PR Tips:
- Post company news and success stories.
- Use appropriate hashtags to receive attention from larger communities.
- Comment back on their post to engage with media influencers and journalists.
- Post behind-the-scenes photos and videos to create an individualistic connection with their fans.
For example:
Indian consumer electronics brand BOAT utilized Instagram and Twitter to create buzz for the company. With effective influencer marketing and funny memes, they created enormous momentum with less investment in traditional PR.
3. Publish and Share Press Releases
Press releases are cheap to get media attention. If you have a new product , capital raising announcement, or joint venture, write a good press release and send it to relevant media. There is free distribution on sites like PRLog and Medium that can be used to get noticed can also used for Startups.
Press Release Basics:
- Be concise and newsworthy.
- Have a good headline and key message that is clear.
- Add quotes from founders or key team members.
- Include media contact details.
Example:
Hyperlocal delivery company Dunzo gained significant media coverage with well-written press releases when it raised funds from Google. The news featured in top publications, giving the brand the credibility and visibility.
4. Build Relationships with Journalists and Bloggers
Instead of paying for media space, develop a rapport with reporters writing about your industry. Friend them on social media, like and comment on their tweets, and pitch them relevant stories. A solid email with an enticing hook can garner quality press attention without a high cost.
Pitching Tips:
- Customize the pitch for each reporter.
- Offer exclusive insight or expert opinion.
- Keep your email brief, clear, and compelling.
Example:
Paytm’s founder and CEO Vijay Shekhar Sharma created positive media relations through engagement with the press and propagating his entrepreneurial experience. His personal story of brand building helped Paytm receive extensive media coverage.
5. Make use of Guest Blogging and Thought Leadership
Blogging as a guest on industry leading websites or blogs can turn you into a thought leader and establish the reputation of your startup. Medium, LinkedIn Articles, and industry-focused blogs accept guest blogs. Publishing information, trends, and practical advice can engage prospective customers as well as the media.
Example:
Unacademy founders write often about learning and e-learning’s future, turning the brand into an industry leader and creating media buzz.
6. Collaborate with Influencers and Micro-Influencers
Micro-influencers (5K–50K followers) will work on zero or low rates, whereas famous influencers are costly. Collaborate with influencers in your niche to create content, review your product, or give shoutouts. Genuine influencer word-of-mouth can create the buzz and push brand awareness.
Example:
Mamaearth utilized the beauty and skincare micro-influencers to promote their product sales. They became a household brand through their affordable influencer marketing.
7. Host Free Webinars and Events
Hosting webinars, online events, or meetups offline can make your startup a thought leader and attract prospective clients and media attention. Promote them through social media and email marketing to reach masses.
Example:
A SaaS startup, Freshworks, gained popularity by hosting free webinars and panel discussions and pushing their expertise and building credibility for their brand.
8. Leverage Community Outreach and Network
Joining industry groups, startup events, and networking groups offers excellent PR opportunities. Attend industry events, present at panel discussions, and participate in online communities like Reddit, Quora, and Facebook groups specific to your industry.
Example:
Razorpay, a fintech company, engaged with developer communities and startup events, and in the process, they gained credibility and word-of-mouth publicity.
9. Use User-Generated Content and Testimonials
Encourage satisfied customers to give their experience in the form of testimonials, social media feedback, and online reviews. User-generated content provides confidence and is real, free PR. Place these testimonials on your website and social media.
Example:
User reviews and ratings are utilized by Zomato to the positive extent of promoting its website. By showing customer experience, they create credibility and brand interaction.
10. Leverage Free and Low-End PR Tools
There are some web apps that will help startups with PR without costing much money. Take a look at:
Google Alerts to monitor your brand mentions.
- Help a Reporter Out (HARO) to find journalists looking for authority sources.
- Canva in creating press kits and social media graphics.
- Mailchimp for sending press releases and email newsletters.
Example:
Most startups use HARO to get featured in media coverage without an expense. Through sharing expert opinion, they get free publicity.
Conclusion
Startups don’t need deep pockets to build a successful PR campaign. With a compelling story, social media, media relationship-building, and inexpensive tools, you can be heard and seen without spending a lot of money. PR is about storytelling and relationship-building, and with commitment, even a small startup can be a big deal.
READ MORE – https://globalprconnect.com/gprc-social-media-pr-crisis-guide/
GPRC Content Management / GPRC Public Relation
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