Establishing a reputation and putting a new venture on the map pays off immensely — in all sorts of ways. A brief list of the potential outcomes include attracting great talent, increasing visibility ,to supporting everything from business development and enterprise sales to liquidity events, raising employee and investor morale, supporting fundraising efforts and multiplying your customer and user base acquisition and retention efforts in other marketing channels. That takes care of the why. In terms of the how, all it really requires is for certain key message points to be properly articulated and disseminated by the startup and then highlighted and discussed by the right influential journalists, analysts and pundits. And, since there’s definitely no shortage of PR talent out there vying for tech startup clientele, just go find the right type of the PR firm or the PR agency and employer and make it happen. PR firms are very much out there waiting to take on the next tech challenge and make the tech firms that are already out there, engaging with their customers and doing what they can to get the word out about their company and of the products or services that they specialize in. Companies are often presented with a choice — work with a firm, or look for a skill set in a hire, that melds PR into SEO/paid media/social media, or go the more traditional route and hire different vendors in order to obtain the best-of-breed for each marketing/communication channel. The newer, hybrid-model provider is usually much better positioned to fit the multiple needs a tech startup may have as they launch and grow — as opposed to atraditional tech PR firms. Companies are used to having people around them that can do everything. Finding someone to hire in-house, who’s willing to be paid far less than an agency is the better option. An agency can be best utilized once a company has grown and has a marketing and communications person in-house who can manage the agencies, has time to work with them and knows the company’s brand and story.
PR promoting the technologies we use
One commonly cited piece of advice for startups is to hold off on running any kind of PR until a product is ready for launch or at least in beta, since trying to draw attention toward a product that’s not complete, will likely do more harm than good. You can then, reak it down beyond idea-beta-launch, and tie PR to smaller iterative steps for your product. In addition, it’s worth noting here that PR’s capabilities extend way beyond simply supporting products. PR is especially important if the startup is seeking funding, since one wants potential investors to be able to find the company name beyond just the website if you put its name in a search. If a product isn’t ready to be announced, focus on getting press about topics filed and people who can join your advisory board.