INTRODUCTION
According to the Peterson Institute for International Economics, startup business activity grew from 3.5 million in 2019 to 4.4 million in 2020. However, let’s not sugarcoat it, launching a company is hard work.
One area that will require your attention is PR, which can help to build brand awareness, position your team members in a positive light and educate your target audiences.
Here is how to execute PR for your startup in the pre-launch, pilot study and launch stages.
PRE-LAUNCH
Your goal in the pre-launch stage should be to lay the groundwork. This includes creating your message strategy (e.g. talking points). These should be short and sweet but still informative. Think of it this way: your messages should help convert skeptics (e.g. investors) into supporters and existing supporters (current client) to even bigger advocates for your company. Create messages that are broad and value-based, NOT specific and featured-based. For example, “Our healthcare app improves the efficiency and quality of the delivery of care and the experience of patients.”
Once the messages are created, conduct media training with (at least) the company founders. This training should include a brief Q&A to give them the opportunity to become familiar and comfortable with the talking points and learn how to speak on message.
Next, it’s crucial to start developing media relationships in advance of your launch. Start by developing a targeted media list. Using the example above, the media list should include publications that focus on the healthcare/tech space. It’s not worth your time pitching a reporter that typically doesn’t cover your industry because it’s not relevant to them.
Once your media list has been created, you should research and download editorial calendars from the publications within your target industry. These are typically broken up monthly to describe what topics will be included in each issue. Keep in mind, these publications have a long (e.g. 4-5 months) lead time, so start preparing early.
PILOT STUDY
You’re past the pre-launch stage and are now working with a real client or customer on a potentially limited basis to gather data. Take advantage of the pilot study by writing and sending a press release announcing your “partnership” with this client.
At the same time, begin to develop pitch ideas that will be relevant to the media you eventually will pitch. Use the editorial calendars as a guide. A strategy we employ is to strive for “base hits” (e.g. features in local or regional publications) before eventually looking for a “home run” (e.g. CEO Q&A in Forbes).
It’s also important to begin to build relationships and get familiar with reporters by monitoring what they are writing. This can be done by following/interacting with them on social media, networking with them at events or even dropping them a note.
Lastly, since your website traffic will begin to increase, create a media kit section to assist journalists that want to write about your company. The kit should include a company overview, bios of staff, high-resolution logos and photos of your product.
LAUNCH
Congratulations. Your startup is ready to officially launch. As we’ve previously discussed, getting coverage in the media will increase brand visibility and can boost your reputation, user acquisition, investor interest and staff recruitment.
One way to do this is by writing a press release announcing the data results from the pilot study and/or announcing future client partnerships. Similar to the pilot study phase, continue to do targeted media follow-ups, monitor reporters/media outlets for opportunities and research industry trends.
Another way to earn media coverage is by setting up interviews at tradeshows, which are often attended by industry media. Ask the event organizers to send you a list of registered media and craft your pitches prior to the event.