So you have a promising start-up with an amazing product or service to boot. That’s great news. What’s next?
Amidst a whole host of plans and ideas to improve your startup’s offering, gain more funding, and grow your client base, creating a public relations strategy might not be near the top of your priority list. Here’s why you should consider taking another look at the value of media relations.
Earned media is one of the best ways to promote a company, with 92% of consumers trust earned media over other traditional ads. And with earned media costing a whole lot less than traditional ads, this will allow you to create a stable yet affordable foundation for your startup’s brand image.
Is your startup struggling to ‘Get’ Press? Here’s how you can earn media attention and promote your startup through an effective public relations strategy.
Craft Your Story
The content you publish is the content that people will know you by. Remember that most of your intended audience will only form an impression of your company through the content featuring your company. This highlights the importance of telling the right stories to create favourable first impressions in the minds of your audience.
When considering how to tell your story, here are some key questions to ask:
Who is your audience?
Nobody else knows your target audience better than you. If you want to get your message across to your target audience, it is important to identify the writing styles and the information sources they prefer, instead of catering to a wide and generic audience.
What is your brand about?
We live in a time where brands are no longer just emotionless entities that provide goods and services. Just like people, brands today have to be able to state the core values and beliefs of their identity for them to gain the goodwill and interest of their audience.
Is your story relevant to ongoing conversations in the industry?
Be alert to what stories have been told and what topics are trending in your industry. You should also be cognizant of the current public discussion that are happening in your markets. Create a story that is able to contribute to these discussions and ensure that you are not merely rehashing topics that have been discussed a long time ago and without adding new insights and value.
Maintain The Flow of Stories
Think of the brands that are highly visible in the media. How often can you recall seeing some form of content from them in the last few months? Chances are high that you will probably be able to think of at least a few examples of media coverage of each brand.
In order to ensure a top of the mind recall of your brand, it is crucial to have a regular flow of stories. In a typical timeline for a startup, the initial stories are usually about seed funding, Series A, Series B, Series C, etc. While they form the foundation of your media relations strategy, it is important to push other stories such as customer wins, case studies, business plans and thought leadership articles.
Prepare for Media Contact
You have got your content all prepared, now all you need is to approach the media to pitch your stories to be published on their platforms. But wait up, what if you are asked to explain more about niche areas about your business that you are unable to answer? Will the media be interested in the type of content you are offering them? Therefore, it is always good to prepare yourself prior to contacting the media.
Here are some ways you can prepare for media contact:
A media brief
Have a media brief that contains basic information of your startup, the key people, and important information on any big events you are planning or are involved in.
A spokesperson list
Ensure that you have a list of spokespersons for a variety of occasions. identify people who can easily answer questions related to specific areas of your startup such as the business plan or the technology used, among others.
A media list
Identify which publications will have an interest in your story. Create a list of media contacts from these publications to find the best fit for your content and your startup.
Having made these preparations, do not try to ad-lib a media interview. If you do not have the information on hand, be willing to postpone the interview until you have gathered the required information, views, or the relevant spokesperson.
Actively Engage the Media
Let’s say that you have successfully pitched your first story to the media. There is no time to rest on your laurels. The media will not chase you to cover your story all the time. Here’s how you can ensure that your startup continues to gain coverage in the media
Newsjacking
This will require you to be up to date on current affairs and trends. Leveraging on breaking news and trends to produce brand content not only shows your brand in a positive light, but it is also a good way to generate extensive earned media coverage.
Research your media contacts
Subscribe to the social feeds and platforms of the journalists on your media list to learn about their interests, their style, their passions, etc. This will help you to understand how to craft stories that get their attention and respect.
Develop a relationship with your media contacts
It is human nature to give preferential treatment to friends over strangers. Although you have identified the media contacts that can cover your content, you are simply another stranger amidst a sea of people vying for their attention. Forming a rapport with journalists will go a long way towards getting your stories published.
While there is no one-size-fits-all strategy to get your public relations strategy right, these pointers will go a long way to ensure you get the media’s attention.
PRecious bekerja dengan ONE Championship, organisasi seni bela diri terbesar di dunia, untuk menghadirkan publisitas dan ketertarikan terhadap acara yang diselenggarakan di Indonesia. Untuk mencapai tujuan ini, PRecious berhasil menciptakan kehebohan di kawasan dengan menghadirkan sebuah “buzz video”, yang menampilkan para influencer Indonesia seperti Stefer Rahardian, Ramdani Lestaluhu dan Hesti Purwadinata. Video tersebut akan ditayangkan di akun Facebook dan Instagram para influencer tersebut.
PRecious membantu PT Campina Ice Cream Industry meluncurkan LuVe, es krim vegan rendah kalori dibuat dari susu kedelai, di Yogyakarta. PRecious menggunakan gabungan PR tradisional dan pelibatan influencer untuk memperkenalkan penawaran terbaru dari Campina. Kampanye ini mendapatkan perhatian dari media lokal, nasional dan media sosial Instagram.
BASF Indonesia, produsen produk kimia terbesar di dunia, menunjuk PRecious untuk mengatur strategi komunikasi di acara “We Create Chemistry” dalam rangka merayakan ulang tahun ke-40 perusahaan mereka di Negara ini. Pada acara ini, BSAF bermaksud mengumumkan inovasi-inovasi baru di bidang produksi kimia. Dengan menyelenggarakan dan melaksanakan diskusi media roundtables dengan Presiden Direktur BASF, PRecious membantu menempatkan BASF di media utama Indonesia, termasuk CNN Indonesia. Langkah ini secara efektif memposisikan mereka sebagai pakar utama di industri mereka.
Mimpi adalah perusahaan yang menawarkan matras tidur mewah dengan harga terjangkau bagi masyarakat Indonesia. PRecious membantu Mimpi menciptakan kesadaran terhadap merek dan teknologi yang mereka gunakan dengan merangkul influencer lokal sehingga dapat menjangkau beragam saluran media. Selain merangkul para influencer lokal, peluncuran pers juga diatur untuk mendukung tujuan Mimpi di Indonesia. Hasilnya, merek ini semakin dikenal, teknologi matras tidurnya semakin dipahami dan menerima banyak perhatian jika dilihat dari jumlah like dan follower di media sosial.
PRecious worked with ONE Championship, the world’s largest martial arts organisation, to generate hype and interest around an event that took place in Indonesia. To achieve this, PRecious successfully created excitement in the region through the creation of a “buzz video”, featuring Indonesian influencers such as Stefer Rahardian, Ramdani Lestaluhu and Hesti Purwadinata. The video was circulated on the influencers’ Facebook and Instagram.
PRecious helped PT Campina Ice Cream Industry launch LuVe, a low calorie, vegan ice cream made using soy milk, in Yogyakarta. PRecious employed a combination of traditional public relations and influencer engagement to spread awareness of the new offering from Campina. The campaign received attention in local media, national media and on Instagram.
BASF Indonesia, the largest chemical producer in the world, appointed PRecious to drive communications around the “We Create Chemistry” event to celebrate their 40th anniversary in the country. At the event, BSAF intended to announce new innovations in chemical production. By organising and executing media roundtables with BASF’s President Director, PRecious helped place BASF in key Indonesian media, including CNN Indonesia. This effectively positioned them as thought leaders in their industry.
Mimpi is a company that aims to offer luxurious and affordable mattresses to everyone in Indonesia. PRecious helped Mimpi to create awareness for the brand and the technology that they use through localised influencer engagements, resulting coverage in various media outlets. In addition to these engagements, a press launch was also organised to support Mimpi’s goal in Indonesia. As a result, the brand received increased awareness, a better understanding of the technology behind the mattresses and higher engagement, in terms of likes and followers, on social media.