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Tag: public relations

  • How To Get PR For Your Tech Startup

    How To Get PR For Your Tech Startup

    PR is the most cost-effective strategy for an early-stage tech startup.

    Press placements have 6x the visibility and 3x the credibility of an advertisement of the same size or length.

    Hence, PR means more brand awareness and new customers.

    The significance of PR cannot be underestimated, especially when the tech industry is witnessing fierce competition post-pandemic and showing exponential growth with an estimated CAGR of 5% through 2024.

    However, getting PR for a startup tech company is challenging if you are not aware of the strategies to impress editors.

    This article will help you understand what PR is, the advantages of PR, and share some of the best tips to acquire great PR for your startup.

    Let’s begin!

    What is PR?

    PR stands for public relations which is the strategic communication by the company to the public to educate the consumers about new product launches or features.

    PR has the ability to build your brand’s credibility that your consumers can trust because it is also driven by factual reviews and opinions by third-party.

    Why PR Is Essential For Startups?

    Here are some solid reasons why PR is essential for startups:

    1- Increases Credibility

    PR has the ability to build your brand’s credibility that your consumers can trust because it is driven by factual reviews and opinions by third-party. Therefore, PR content are considered unbiased and genuine.

    Also, when a third-party writes or speaks positively about your brand, they endorse your company’s expertise and leadership, which makes content more valuable.

    As a result, consumers show interest in engaging with such content and get into conversation, which further helps the brand boost their credibility.

    2- Positions Your Brand as a Category Leader

    PR content pieces demonstrate your expertise and specialization in the form of news, which adds unique touch and value to your content.

    They explain how you are different from the rest of your competitors in the market and why someone should choose your company.

    It helps separate your company from your competitors in a positive way and position your brand self as an expert in your field.

    3- Boosts Lead Generation

    Well-planned PR strategies comprise the right messages and convincing call-to-action.

    They work together to make your brand more discoverable and attract more leads while developing your company’s credibility and reputation in the market.

    4- Attracts Investors

    PR can also overcome the most challenging part of funding a startup.

    A masterful PR campaign ensures you get plenty of buzz and get your company introduced to potential investors.

    PR content creators also leverage the power of your past investors to encourage new investors to support your company.

    Since PR is an effective means of getting publicity, it helps you to attract the attention of investors looking for the next promising startup to back.

    Tips To Acquire PR For Your Startup

    Here are some proven tips you can use to acquire PR for your startup:

    1- Find Journalists Who Cover Your Niche

    Look for journalists who write for businesses in your industry.

    Experienced and niche-expert journalists will provide you with press content that is industry-specialized and explain your business well. Plus, they will get you faster press coverage through the right channels.

    2- Pitch A Story

    Instead of simply asking a journalist to write about your business, pitch a story.

    Stories catch attention and create an emotional connection. Also, PR is mostly about a story. Therefore, it is essential to learn the art of pitching a story. Take a look at these pitch email examples and learn how to approach journalists with your story.

    You can start with sharing your company’s mission or an innovative vision that revolves around the reason or purpose of launching your product or services. Moreover, the purpose should be intended to help others. Remember to avoid any sales pitch to avoid boredom. 

    3- Share Quality Content Consistently

    Journalists look for the reputation or the market presence of a company before accepting PR requests or writing about them.

    Hence, develop an online presence by sharing ongoing changes in your company and information-packed content consistently through social media channels or your own website.

    This way editors will find your company’s information newsworthy and get a reason to write about you. 

    4- Follow-Up Emails Wisely

    Follow-up emails are highly effective in landing responses that you missed out in the first round.

    When you send your first mail, wait for a few days before following up. It is a good idea to have a tool to track email activity so that you get a notification if the recipient opens your email.

    If you do not receive any response even after the recipient opens your email, send a follow-up mail with more information.

    It is recommended to follow up at least three times for each contact.

    Several Examples of PR

    Let us check out the best examples of PR that tech startups can learn from:

    1- Happsy

    Happsy is an organic mattress manufacturer that planned to utilize a press release to announce its launch but with a twist.

    Instead of simply announcing their product launch, they found an angle to hook a vast audience and leverage product pricing as their USP.

    Here is a press release with the heading containing the words accessible to everyone to get the attention of the journalists.

    Since organic products are usually expensive, the press release hit the journalists’ and audiences’ attention by presenting Happsy organic mattresses’ affordability as an USP in the news.

    2- Gerber

    Gerber, a brand for early child nutrition experts, released news that narrated a well-rounded story. It was touching, had a compelling image, and had feel-good quotes from key players.

    The story not only left the readers satisfied but also made them look forward to more. Plus, the narrative prompted journalists to cover follow-up stories.

    3- Gojo

    This press release by Gojo immediately grabbed news reporters’ attention because the news covered the story of donating 16,000 liters of hand sanitizer to local hospitals.

    The news spreads the message that everyone should care about society during adverse conditions.

    In Summary

    Reputation is one of the primary pillars for any successful tech company. This is true for every company, no matter the size or industry.

    While it is possible for a tech startup to operate a business with little or no PR efforts, it is unlikely that the company will ever succeed in the industry or key markets.

    Using the above tips and examples, tech companies can actively engage in highly effective PR and capture the attention of customers and prospects.

  • Managing a Public Relations Crisis in Your Organization

    Managing a Public Relations Crisis in Your Organization

    The Merriam-Webster dictionary defines “crisis” as “an unstable or crucial time or state of affairs in which a decisive change is impending…especially one with the distinct possibility of a highly undesirable outcome.”

    A crisis is by definition acute, if not necessarily sudden or unexpected. We don’t always have the luxury of preparing for a specific crisis. Nor can we choose the time or place in which to face it.

    What we can do is anticipate the possibility that particular types of crises will occur, grade their likelihood, and proactively develop management and response frameworks. Whether the crisis is a data release of unknown origin, such as befell Asiaciti Trust and at least a dozen other financial and legal services providers in 2021, or a supply chain issue like the recent Suez blockage that delays deliveries and sends customers fleeing, prior planning can make the difference between minimal disruption and catastrophe.

    If you’re concerned about what a future public relations crisis could mean for your organization, the time to prepare is now. Use these crisis management strategies to overcome the odds.

    1. Gather the Facts, Quietly

    First, know what you’re dealing with. Assign trusted stakeholders to investigate the incident — whatever form it takes, whether a politically incorrect faux pas or a business accident that totaled a car or caused injuries — and provide frequent updates to company leadership. Use this information to customize your crisis response plan.

    2. Assign Crisis Response Roles (Have Your Team in Place)

    For a crisis management effort to find success, everyone involved needs to own part of the response. If you haven’t already done so, develop a “crisis org chart” that covers every role you anticipate needing to fill during and after an acute incident. You need to have your crisis response team in place before you really need it.

    This team might look different than your “regular” team — that’s the whole point of the special org chart. You’ll have more roles focused on communication and investigation than during normal times, and you’ll likely draw in external stakeholders (such as PR professionals) as temporary additions to your core team.

    3. Have Channels for Frequent Internal Communication — And Use Them

    Internal and external communications channels should remain separate even in the best of times. In the worst of times, they need to be completely firewalled.

    The experience of companies as diverse as Asiaciti Trust and MGM International shows the importance of frequent, forthright internal communication. All stakeholders need to be on the same page, and working off the same sets of facts, during the acute phase of a PR push. At the same time, external communication takes a back burner — or is perhaps put on ice entirely — until the time is right to go public.

    4. Define Metrics for Success

    How do you know if your crisis management plan is working?

    It helps to have objective metrics for success. These should cover a mix of internal and external issues: media coverage, message response times, investigative progress, and more. They’ll need to be customized to the particular crisis you’re facing as well.

    5. Know When the Crisis Is Over and Have a Plan to Return to Business As Usual

    It’s not healthy for an enterprise to remain in “crisis mode” forever. Your crisis org chart is meant to be temporary. Every day it’s in effect is a day you’re not attending to critical issues not related to the crisis at hand. And no, those issues won’t wait.

    Your crisis measurement scheme, then, needs to “know” when it’s time to sound the all-clear, even if you’re still mopping things up. That might take the form of a points system based off your success metrics or a trigger in some key metric. What matters is that it’s objective and not up for debate.

    6. Don’t Lose Sight of Your Stakeholders

    During a public relations crisis, the temptation to clear the air is overwhelming. Unfortunately, this isn’t always possible, or at least not to the extent one might wish. Whatever short-term benefit comes from revealing privileged information about the crisis pales in comparison to the loss of trust that may follow. 

    In other words, discretion is an important part of crisis management. In their responses to the recent data intrusion, Asiaciti Trust and Fidelity Corporate Services Limited both stressed that client confidentiality and an ongoing legal investigation precluded more fulsome disclosure of privileged information. Your organization must do the same — arguing for patience even as the public clamors for more.

    The Next Crisis Is Around the Corner

    The data incident that affected Asiaciti Trust, Fidelity Corporate Services Limited, and a dozen other service providers was not the first of its kind. Nor will it be the last.

    Preparation can’t prevent such crises. But it can turn the odds in favor of those affected and transform adversity into opportunity. 

  • JP Morgan’s Twitter PR Act Was “A Bad Idea”

    JP Morgan’s Twitter PR Act Was “A Bad Idea”

    The person behind JP Morgan’s Twitter account thought it’d be a good idea to host “our first live Q&A on leadership & career advice w/a leading $JPM executive on 11/14.” Twitter users were prompted to use the hashtag #AskJPM to give direct questions to the senior executive. This prompted a handful of Twitter users to pick up their proverbial social media shaming sticks and beat the living tar out of the company’s PR front with questions concerning the bank’s morals and lack-thereof. Here’s how it went down: Timothy Connolly CFA started it off with a little play on the acronym of the company:

    Later, user amusebarf, perhaps unbeknownst to him, seemed to have alluded to Matthew 19:23-24 of the Bible, which states: “23 Then Jesus said to his disciples, “Truly I tell you, it is hard for someone who is rich to enter the kingdom of heaven. 24 Again I tell you, it is easier for a camel to go through the eye of a needle than for someone who is rich to enter the kingdom of God.” The principle, which tends to be universal, puts to light that greed only creates suffering, as it hordes more than enough for one’s self, inadvertently depriving others.

    User Jack Lord posted Jamie Dimon’s (the CEO of JP Morgan) rap sheet. Part of the document reads, “Since 2009, the Company has paid more than $8.5 billion in settlements for the various regulatory and legal problems discussed in this report. These settlement costs, which include a small number of recent settlementsof older issues, represent almost 12% of the net income generated between 2009-2012.”

    Lauren Tara LaCapra asked JP Morgan if Jimmy Lee, its investment banker, cheats at golf.

    David Dayen posted probably the most back handed question in the flurry of tweets. Not one JP Morgan corporate executive has been jailed.

     

     Phil Perspective added his perspective with an inquisitive question about the economy:

    Mike Conrad put JP Morgan on blast,

    Amy Hunter was curious about how much loss JP Morgan would have to take in order to go under.

    The other 98% wanted to know how JP Morgan felt after getting away with fraud.

    Schoun with a little history lesson:

    Charlotte curious about the underreported talents of JP Morgan:

    David Dayen again, this time accusing JP Morgan having a hand in funding drug cartels:

    Alexis Goldstein wanted to know if the collection of fines that the bank has to pay is a source of pride.

    Kevin Murphy was curious about what makes a person want to join a morally bankrupt institution:

    Eddy Elfenbein needed some advice on keeping his linens fresh:

    Having suffered a blow to their character and unable to respond to the hardline questions, J.P. called it quits:

     

    (Pictures via WikiCommons, Twitter)

     

  • 9 Online Resources For Those Looking To Break Into PR

    Last week TJ Dietderich, of PR Breakfast Club fame, posed a simple question to me:  I get a lot of questions from friends looking to switch to PR as a career. What are the best online resources to send them to?

    Good question, right?

    A number of blogs and Web sites came to mind immediately, but then I thought more about the term TJ used–”resources.” We’re talking about more than blogs here. What would really help someone looking to break into PR learn more about our profession, who we are and where we’re going in the next 10-15 years.

    After giving that some additional thought over the weekend, I came up with the following list. I really think the blogs, sites, podcasts, lists and other resources below would give someone thinking of making the switch to PR a pretty good glimpse of our industry:

    * Journalistics. Follow the heart of PR by subscribing to Journalistics, where Jeremy Porter and crew talk about all things at the intersection of PR and journalism. What I like most about Journalistics is that it doesn’t tend to cover the trendy, social-media-based topics of the day all that much. Sure, there are posts that include discussions of Twitter, Facebook and social tools du jour, but for the most part the blog sticks to topics PR and journalists would care about–tips for creating a great elevator speech, how to think like a reporter (for PR wins), and how to keep your news release from getting deleted.

    * #pr20chat. A fantastic weekly Twitter chat hosted by Heather Whaling and Justin Goldsborough that focuses on the PR “2.0″ world. Topics range from social analytics to educating the next generation of PR pros to writing and consulting basics. I can’t think of a better way for someone looking to break into PR to get up to speed on what’s happening in PR right now.

    * For Immediate Release podcast. One of the longest (if not *the* longest) PR podcasts on record (since April 2008). Shel Holtz and Neville Hobson typically record two podcasts a week taking on various topics in the PR and corporate communications industries. They usually use one podcast as the “report” for the week–think of it as a 45-minute CNN-type newscast for PR types. And, the other podcast each week is dedicated to an interview or panel discussion of sorts (just recently they featured a great discussion around social media analytics). I don’t listen to Shel and Neville as much as I used to (all due to time constraints), but when I did, I loved the fact that they included their audience in their shows. They had regular correspondents. They respond to voice mails. Real interaction with the audience. And, it makes the show. But the real reason I suggest this to those considering a career in PR–it’s a podcast; you can listen to it on the way to work, over your lunch hour, or while mowing the lawn (hey, I think I just convinced myself to start listening again!).

    * Follow HARO for a week. Like it or not, media relations is a big part of PR. And, contrary to popular belief, I don’t see that changing anytime soon. What better way to learn more about what reporters are looking for and how they frame up stories than to follow HARO for a week? I mean, really follow it. Read the inquiries. Try to understand what they’re looking for and what kind of story they’re developing. Reading HARO for a week will definitely help you get a sense for the kinds of stories and angles reporters take–and what they want, need and expect from PR pros as a result.

    * HAPPO. (Disclosure: I’m a co-founder of HAPPO). If you’re looking to make the move to PR, this may be where you find your first job. That’s the hope at least. And, it a part of the reason HAPPO exists. However, HAPPO isn’t all about jobs. It’s about helping other PR pros. That can mean, providing news and information. Connecting others with potential mentors. And, meeting new pros from across the world–all via Twitter. All of which I would think would be hugely beneficial to someone just looking to start a career in PR.

    * Bad Pitch Blog. Sometimes as much as it makes sense to learn how to do a job well, it also pays to learn from others mistakes. Exactly why I would encourage newbies to read the Bad Pitch Blog regularly. What I’ve enjoyed most about Kevin Dugan and Richard Laermer’s takes over the years–they’re not afraid to take on tough issues and “A-listers.” Case in point, this post which was fairly critical of Peter Shankman and his Klout-based holiday party last year. Of course, they also talk about everyday issues and lessons that impact us all–like the recent post on typos and proofreading. For either reason, I’d suggest BPB as a must-read for those considering a career in PR.

    * PR Breakfast Club (diclosure: I’m a contributor to PR Breakfast Club). Founded by Nathan Burgess, Keith Trivitt, Marie Baker and CT Michaels, the Breakfast Club is a great place to get all things PR–on a daily basis (sign up for the daily email–always one of the first things I read in the morning). Here’s why I would recommend the Breakfast Club to PR newbies–you can get a sampling of a number of PR voices in one daily email. Just since April 1, the Breakfast Club has featured a whopping 20 different authors and bloggers from across the Web (and country). So, you don’t just get one person’s perspective on PR–you get a number of different views. And, many of them are younger professionals (30 or younger), so you get a glimpse into what it’s like to start out in PR. One of the better group PR blogs on the Web.

    * Start following some great PR blogs. I mentioned a few already, but start a list of 10-15 PR blogs and follow them religiously for two months. I guarantee in those two months, you’ll learn a ton about the industry. Start by pulling blogs from lists that already exist–Journalistics, Paul Roberts and Jeff Domansky’s lists are good places to start. If that doesn’t do the trick, check out Alltop for a more comprehensive list of potential PR blogs.

    * PR books. While the online resources I’ve listed here are great, I’d still recommend picking up a good, old-fashioned hard-cover book every once in a while (or download one to your Kindle, if you prefer). Obviously, there are hundreds of books to read around the topic of PR–where to start? I compiled a list a couple years ago based on PR pros recommendations–still a good starting point. I particular like Kellye Crane’s suggestion of Elements of Style and Lauren Vargas’ recommendation of Never Eat Alone (not a PR book technically, but a wonderfully useful read). If that’s not enough, you can see what I’m reading this year–a number of great PR reads in here.

    What about you? What online resources would you suggest to someone considering jumping into the PR industry?

    Originally published on Communications Conversations

  • Check Out These LinkedIn Groups If You’re in PR

    If you work in PR, chances are you have one of three needs:

    * A need to build or grow your network.

    * A need to acquire new skills or hone existing ones.

    * A need to find a new job.

    While you could argue many social networks meet these three needs adequately, I might argue that LinkedIn has the biggest potential to meet these needs best when it comes to professional skill-building, networking and job-seeking.

    But, are folks capitalizing on that opportunity within LinkedIn now? Not so much.

    I started to write this post about the 12 groups all PR people should be a member of, but after some initial research, I couldn’t identify 12 I could really recommend.

    Most groups (some pretty reputable brands even) were chock full of SPAM–job postings and blatant self-promotion in the Discussions pane and overall, just a lack of effective community management within the group.

    I was a bit disappointed. Like I said, a few of these groups were reputable, larger organizations. I was expecting a little more.

    But, there were a few groups doing it right. And, I most certainly would recommend joining the following post-haste if you haven’t already:

    * PRSA-your local chapter (varies). Obviously, this one depends on your local chapter. Ours here in Minnesota is pretty active–and productive. In my view, it all depends on your local community.

    * MarketingProfs (9,782 members). Even though this group doesn’t technically fall within the “PR” bucket, it’s a “must join” for any communicator or strategist. It’s one of the more active LinkedIn groups I’m a part of right now. For example a recent discussion around starting a Marketing 101 class solicited a whopping 204 comments!

    * Solo PR Pros (726 members). Selfishly, one of my favorite groups. Regular updates (sometimes, multiple discussion threads each week) and numerous people weigh in. Within this group, solo PRs discuss new tools, budgeting and books to read. Kellye Crane does a fabulous job managing and directing this community.

    * PR News Group (5,336 members). Fairly engaged group with relevant discussions to anyone who works in PR. Most recent–and popular discussions–include: “How to conduct PR without an agency”, “Wikileaks is the Facebook of whistle-blowing” and “Have you ever tried the press release distribution services?”

    * HAPPO (1,099 members). Jobs are the focus, but this group is about much more than just the search. And, with another HAPPO event coming up early next year, this group may be on the rise. Recent conversations have focused on: salary requirements, what employers want to see in an entry-level portfolio and the best free software to create an online portfolio. (Disclaimer: I am the co-founder of HAPPO and one of the community managers of the site).

    Any other groups you’d recommend?

    Originally published on Arik Hanson’s Communications Conversations.