If you’re at the head of a startup company and you want to get your business up and running, there’s something you’re going to need. It’s a short little acronym, but don’t let that fool you, because this tiny word packs a powerful punch, and in many cases, the success or failure of your business can lay entirely in its hands. If you haven’t already guessed, the key is PR.
The objective of public relations is to keep a particular business or person at the forefront of consumers’ minds, while ensuring that this business or person is portrayed in a positive light. As a startup, getting talked about in a positive way can give your brand credibility, and to that end, PR can go a really long way in building your brand’s reputation
There are many instances in which you might need public relations to make people aware of your company or a product or service you offer. Whatever approach you take to get the word out, there are a few guidelines you should keep in mind:
Don’t Be Self-Absorbed
As far as the media is concerned, they don’t care to only hear about you. They want to know about the audience you’re targeting: what is it that they want, and what do they need? Avoid the self-promotional wording you would typically find on websites and brochures and take an alternative approach to your storytelling, focusing on problems and creative solutions instead.
Make the Audience Your First Priority
Focusing on your problems and solutions is essential, but in addition to that, CEOs should know all about their audience if they want to reach them effectively. As a CEO you should be familiar with the audience’s opinions of the services and products you offer, as well as where and how the audience gets information and what influences their decision to buy or not to buy. For instance, some customers might visit an industry blog they trust, and in other cases, they might use chat rooms to connect with other consumers. Or, alternatively, they might rely on the information they read in Consumer Reports. However your audience forages for information, as the company CEO, it’s important that you’re aware of it.
Share a Consistent Message
Telling various stories to various audiences can result in total chaos and confusion. Furthermore, too many different messages make it likely that there will be conflicting ideas out there. In order to be successful with your publicity campaign, you absolutely have to make sure that all of your spokespeople are on the same page with regards to your agenda and how you will communicate that agenda to the public.
Don’t Fall Victim to Your Own Scheme
In the midst of trying to convince your audience that your product or service is the best, make sure that you stay mindful of your competitors. You should have a realistic view of your product and know what it can and can’t do. You need to not only understand, but also be able to explain the unique benefits your product has to offer.
Have a Clear Picture of PR Success
If you’re new to the world of PR and marketing, you may not know how to accurately assess the success of your campaigns. So on that note, here’s what you do: before even starting a public relations campaign, you should clearly establish the metrics that you plan on using to determine the effectiveness of your efforts. Maybe it’s raised awareness, pushing sales or boosting website traffic. Whatever the case, make sure you know what your goals are, and then you’ll be able to evaluate your success based on whether or not you meet them.
Launching a PR campaign can be a fun and exciting endeavor for your business. Whatever route you decide to take, just be sure to keep the above guidelines in mind, and it should be smooth sailing ahead!
Savannah Flynn is a public relations specialist and online marketing enthusiast writing on behalf of WebpageFX. She is devoted to staying on top of the latest online marketing, social media and public relations trends. Connect with @WebpageFX on Twitter.