PR Tips for Start-Ups

by Maya Harruna

As a start-up, the unique challenges that you face result in the failure or prospering of your business. But regardless of the type of business, one thing that is universal is the need to attract users, establish trust and drive growth. In order to achieve this, your start-up requires effective promotion via the most efficient medium.

The following tips will help you raise the profile of your business:
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1. Identify your target media outlets and journalists – who uses your product or service? If it is other businesses, you should target B2B or trade publications. Their readers are responsible for purchasing your product/service. If your product is aimed at the general public, i.e. ‘consumers,’ then it is recommended to liaise with journalists of consumer publications. Don’t forget to take into account radio, TV and online media outlets. Consider making a list of the top 5-10 publications you would like to appear in, and make sure that these are your top priority!
   
   
2. Craft your pitch so it's newsworthy – before you begin pitching your start-up, stop and work out whether your message is newsworthy, and what trends are prevalent in the media. Does your business solve a problem that businesses or individuals are currently facing? Once you figure out what qualifies as being newsworthy, begin crafting your message.
   
   
3. Create an elevator pitch – journalists are extremely busy and receive hundreds of emails and phone calls each day, so it’s important that your pitch is succinct. You need to be able to explain your start-up in one sentence. Ensure that it’s easy to understand, free from jargon, and piques interest, so that journalists will want to know more.
   
   
4. Know your journalists – Once you are familiar with the publications and outlets that you would like to appear in, determine which journalists cover the vertical in which your start-up or its news would be best placed. Read up on the journalists' articles and get a clear understanding of what each of them covers, so that when you speak to them you are more likely to secure an interview or an article.
   
   
5. FOLLOW UP!! The most important tip of all is to follow up with the journalist. It’s a great way to see if the journalist needs any further information, and also gives you another chance to secure an interview or article.

Ultimately, as a start-up it’s easy to manage your PR activity yourself. However, as your business continues to expand, consider employing a PR agency that has the skills and capability to increase awareness of your product or service, taking your business to the next level.