Is your start-up ready for PR?
A day doesn’t go by without another start-up making the news. Everyone seems to be doing well and getting the funding they need – at least that’s the impression you get when you mingle with the folks at London’s trendiest workspaces.
When things are going well companies usually want to shout about it. That’s when they start thinking about public relations. But how do you know when your start-up is truly ready to make the investment?
Most hungry PR firms will lick their chops at the idea of a new client win, but those with a conscience will say no to one that doesn’t have enough to say or a product that’s riddled with glitches. A good PR agency wants the very best coverage for their client but if it can’t pitch a company properly to the press then it damages a valuable link between PR and the media.
Credibility is paramount – journalists seek out the truth and they want to know that the company they’ve have been asked to write about has a product or service that works-and, most importantly, a potential customer base. A story or hook to give it some punch is crucial too. Why should your company be singled out if competitors are doing the same thing? What sets you apart from others? It could be a client win, a big investor or an impressive appointment. Decide what your company strengths are and make sure they are strong enough to share with the public.
The most successful angles we pitched this year were all about money, gender and power. Big funding rounds impressed the media as did the rise of successful female entrepreneurs in male dominated sectors. Start-ups that were growing quickly and spreading their wings in America and Berlin also made good news stories, as did new products and inventions.
Finally, don’t let ego get in the way of a mutually beneficial partnership. So many great start-ups are created by exciting entrepreneurs who want things done a certain way because the company is theirs and they believe they care about it more than anyone. However, having an incredible passion for a company doesn’t mean you’re always right -especially when it comes to PR. Sometimes you have to let go of crucial aspects of your business so that they’re done properly.