If you want your start-up to succeed, you need visibility. Whilst you certainly need to ensure you have a good idea and a responsive target market, if no one knows about your business, you’ll have a hard time making any money. Public relations (PR) is a great way to get your new company in front of those who need it.
PR can help you get noticed by both customers and investors, driving sales and investments in a positive direction. Whilst many larger companies have an in-house PR department or longstanding expensive contracts with dedicated PR agencies, this may not be something you can invest in as a brand new company. Here are some affordable ways to get PR for your new business.
Take every opportunity to connect with journalists. Search carefully and thoroughly for journalists who could help you spread the word in your industry and those who reach out to consumers. Rather than targeting obvious, large, national publications, it’s worth checking out local newspapers and websites, or bloggers within your company’s niche.
Invest time and effort in nurturing your relationships with bloggers and journalists and make sure they are invited to any product launches or public events your new start-up holds. Ensure you provide your media contacts with fresh and interesting content so that they are more likely to publish it. This can be done by drafting press releases that look at your business or idea from a particular angle. Any product launch, product update or exclusive information could inspire them to write about your company.
Rather than targeting individual journalists and bloggers directly, you could go straight to the publication itself. Often if you agree to buy advertising in a newspaper or similar, they will allow you to publish an article as well. Make sure you target both industry based and consumer targeted publications.
The more connections you have, the more likely you are to have the right connections. Just one excellent connection could earn you a lot of publicity and introduce you to further useful people, including journalists and bloggers.
Many consumers enjoy getting to know the person behind a company and the story behind the business. If people find you and your story interesting, they are more likely to be interested in your company. Many founders have become the image of their company, think people like Richard Branson (Virgin) and Lord Alan Sugar (Amstrad). They definitely drive PR for their companies, bringing in exposure and more sales.
It is free to set up an account on most social media sites and with many social networks continuing to grow, social media has become an essential marketing tool for businesses. You may even go viral, which can be great exposure for your business.
If you’d like to learn more about getting consumers to notice your business, we have some affordable marketing tips