Start-Up PR

I'm not sure if I love or loathe new business. I mean this in the most polite way I can. Let me clarify... Start-up companies need a great PR plan, which companies like mine can provide. However, Start-up companies are not typically going to bank tons of press right out of the gate.

The Start-up companies also will not understand this. They don't think in layers as far as press coverage is concerned. They think everyone and anyone will embrace their concept / services and cover them and then they will see an immediate ROI. Well, this isn't true.

Start-up companies should hire PR companies to help brand their message and get them from Point A to the point between Point A and Point B. After the company is established, real media can start pouring in- which takes anywhere from 6 months to 2 years!

A good PR program can gain critical coverage by positioning companies as experts on the bigger picture, which is what Start-ups should be concerned with.

This said, here is what a PR company should be doing for a Start-up during its first year;

• The media look for experts, particularly serial entrepreneurs, who will share their insights on new trends and technologies. A good PR company will take advantage of this.
• Creative and consistent PR tell customers that the business is strong, which is why AP style press releases- even if they aren't picked up- should be cataloged in a media room. 
• Good relationships with the media help Start-ups shape the competitive landscape to their advantage.
• Social media presence.... enough said! 

If you don't sell a Start-up on your PR company within the first four months, ditch them. They are looking for the end of the rainbow when they haven't even started the journey.

Until tomorrow,

Velma Trayham of ThinkZILLA