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Why Are Public Relations Important For Startups?

By Sujay / No Comments

Building a favourable reputation for a company or group frequently requires effective communication. As a result, many businesses employ people or entire teams to manage strategic messaging and communication. You may better appreciate the advantages of working in an organization with a public relations department by being familiar with the people, tactics, and activities that make up public relations.

One of the best methods to strengthen marketing plans and establish a trustworthy internet image is through public relations. Businesses who have realised this are putting a lot more time and attention into maintaining their Public Relation (PRs) campaigns, and they are reaping even greater rewards with improved Return Of Investment (ROI).

What are Public Relations?

Public relations (PRs) is the collection of methods and approaches used to control how news about a person or business is presented to the general public, particularly the media. Its key objectives are to communicate significant business news or events, preserve a corporate image, and limit the negative effects of unfavourable occurrences by giving them a good spin.

PR can take place through a press release from the business, a media briefing, journalist interviews, posts on social media or other means. The field of public relations also involves telling stories. In order to develop PR tactics that further the goals of their customers, PR professionals develop narratives.

This can include defending, improving, or establishing reputations via the media, social media, or other forms of communication A skilled PR professional will examine the organisation, identify encouraging ideas, and turn those words into inspiring stories. When terrible news breaks, they can plan the best course of action and minimise harm, a skill known as crisis communication.

Types of Public Relations

Public relations may be categorised into 7 kinds based on the duties of the public relations department or agency. These are the different types of public relations :

  • Media Relations: The focus of developing a solid relationship with public media organisations is media relations. A media relations staff frequently communicates directly with outside media outlets, giving them corporate news, verified content sources, and making themselves available for public comment on other news items.
  • Production Relations: The direct operations of a corporation are directly tied to production relations. This division supports overarching marketing strategies and frequently works on specialised, one-off projects like managing the introduction of a new product, a unique campaign, or managing a significant product change.
  • Internal Relations: The public relations division between a business and its personnel are known as internal relations. Internal relations include employee counselling, making sure everyone is happy with their working environment, and resolving conflicts internally to prevent public complaints.
  • Government Relations: The link between a business and relevant governmental authorities is known as government relations. Some public relations departments seek to establish a close working connection in order to offer political figures feedback, influence decision-makers to take certain actions and guarantee that the firm's clients are treated fairly.
  • Community Relations: Public relations that are specifically targeted towards a community's reputation and brand. The community may be real or virtual. This area of public relations focuses on the community's social niche in order to identify with its members.
  • Customer Relations: The link between a firm and its clients is customer relations. Managing important connections, performing market research, comprehending client goals, and responding to significant issues are all common aspects of public relations.

How is it different from marketing?

Public Relations vs Marketing

Marketing is a type of commercial activity that tries to advertise, market, and sell the goods and services of a firm. On the other side, public relations, or simply PR, is a communication process in which a firm aims to create a connection with the general populace that will be advantageous to both parties.

Due to the rise of social media, which bridged the gap between these two, individuals today find it difficult to discern between marketing and public relations. They are two distinct ideas, though.

Public relations is meant to develop and manage a positive image of the firm among the public, whereas marketing is primarily concerned with the promotion and sales of the product.

How can it help startups?

Any level of development should put emphasis on public relations (PRs) for startups since they may significantly speed up growth. People won't spend money on working with PR firms when they don't realize how vital PR is. However, PR is essential for startups in order to support overall growth and future development.

Establishing social media and conventional media networks and fostering good public perceptions are two benefits of effective PR for IT startups. In the long run, this will boost a startup's reputation, which will enhance sales and financial growth.

In fact, AirPR found that PR results in conversion rates that are 10 to 50 times higher than those from advertising. The most obvious explanation is that since conventional advertising is produced by the corporation itself and is frequently viewed as "self-promotional," most customers trust earned media above it.

It's customary for startups to focus more on product development than on customer development, making public relations an essential part of your marketing mix. However, failing to identify and grow your audience and consumers poses a much greater risk for companies than failing to produce a new product.

How can it be different for startups?

Tech PR campaigns for startups frequently resemble those of well-established businesses without taking into account the important distinctions between them. When compared to established firms like Apple, Amazon, or Facebook, which have been in business for many years, it is unrealistic to anticipate the same outcomes from a startup.

As a result, they necessitate different approaches and methods of implementation; a PR plan for startups should contain startup-specific goals. For example, it must take into account the demands and difficulties of being a young business, beginning with a short and long-term focus on building brand recognition and emerging as thought leaders. It might be difficult to secure first media placements for a new organization.

Due to the fact that startups have a clean slate when it comes to PR, efforts are concentrated on both short-term development and long-term reputation management.

To develop a brand's image from scratch, though, having a clean slate might offer a special chance. Startups may do this by being specific about what they want their audience to know about them, how they will set themselves apart from other businesses, and how they will provide more value than their rivals. In this regard, a new business has the benefit of being able to steer its PR strategy in the direction they want to be heard, or, in other words, you have complete control over the story.

What is the PR process?

Prior to developing and implementing a startup Public Relations (PRs) strategy, some housekeeping is required. Start with the media outlets you are legally entitled to. Your website must be finished and operational in its entirety. Your social media profiles are subject to the same rules. Make sure all the fundamentals are in place by using the checklist below.

Make sure your message is perfect

A mission statement is still another important requirement. This explains your mission to clients, partners, investors, media, and the general public. Additionally, it's essential for startups to educate the public about what they do and the principles they uphold.

A mission statement serves other purposes as well. Additionally, it contributes to the understanding of the company's goals, culture, and worker relations. Consider it the starting point for developing and establishing a brand. Without one, all branding and hence PR efforts will be disorganized and disjointed.

Your media kit should prominently feature a mission statement. An excellent media kit will include a mission statement and all the information a reporter may want to know about your firm. Additionally, it supports the story that your startup PR strategy aims to create. Therefore, it's imperative that you have a mission statement and a media kit in place before developing or implementing a PR strategy for a digital business.

Constructing a PR strategy

Establish media goals

Your media objectives dictate the outlets you approach and the story you want to tell. They are decided by your corporate objectives. Securing money, introducing a new product, or expanding a customer base are examples of typical business objectives.

Establishing your media objectives will give your startup PR plan focus. You'll be aware of the goals you want to accomplish with media coverage and the media outlets you ought to concentrate on. You can then go to the next stage as a result.

Develop a media strategy

If you don't plan, you'll fail. A tired cliché, yet one that applies perfectly to a PR campaign. Okay, a lot of public relations (PR) involves taking advantage of trends and reacting fast to breaking news. Such an event cannot be scheduled months in advance. But having a plan remains essential.

Plans for tech PR that are based on a year are usually the most successful. It enables you to plan out your roadmap milestones and every seasonally significant event for your sector. Then, you may begin considering the PR campaign you might launch to take advantage of this.

Begin by adding any important dates and overlaying them with the plan for your business. Beta releases, complete product launches, significant releases, and other promotional activities you may have previously scheduled outside of your PR strategy should all be considered.

Don't worry if you just have one or two dates on your calendar after this. This should be anticipated. It's now time to begin investing in promotional efforts to promote these business achievements. Writing and releasing a press release for each milestone is often the first step. However, expand from here.

Your company's milestones and the PR campaigns supporting them are now part of your tech startup's PR plan. This enables you to begin filling in the blanks in those times when you have nothing to say.

Choosing the right media

Refer back to your media goals to determine which media outlets to target. Consider the audience you must reach in order to accomplish your objectives. You must focus on the media sources that this audience uses.

Always try to locate and get in touch with relevant bloggers, journalists, or event organizers directly. Never submit a pitch to an email address for general inquiries.

Finalizing the PR Setup

Putting everything together, when it comes to PR for IT firms, might be challenging at first. Therefore, the following provides sample PR strategies for each of the three stages of a tech business.

Initial stage

Unfortunately, starting a business is not news. A traditional press release announcing the opening of a tech firm will be highly unlikely to receive any media attention.

However, there are several additional methods to begin developing a media footprint. Put the human factor first. What is the background of the startup's founding? What are the histories of the founders? What gave them the idea to do this?

Create a unique and motivational story about your business, then pitch it to the media. And whatever you do, under no circumstances claim that your goal is "to disrupt the industry."

Utilizing the founder's or the leadership team's experience is the next stage. What topics are you qualified to remark on or offer advice on? After relating this to recent events or news reports, offer to write guest posts for specific websites and blogs.

All of this must, of course, be related to your media objectives. These might include developing reputation and legitimacy in order to recruit employees and obtain funding.

Early Stage

A product launch press release is unquestionably a sensible initial move in this situation. However, you need to take your tech company's PR efforts even further if you want to receive the media attention that you undoubtedly want. Consider using product-sharing websites to increase awareness of your upcoming product launch. Having your website published on one of them might bring thousands of people to it in a single day.

All of the aforementioned actions are overtly promotional. However, there are many other non-promotional activities you might engage in in order to reach your media objectives. Consider how your product could relate to a recent development or news item, enabling you to offer knowledgeable opinions or insight.

Recent instances of this include a business that makes software for managing 3D printing users offering advice on how to regulate the 3D printing of weapons. In addition, the CEO of a travel insurance firm offered commentary on the state of low-cost European airlines in the wake of many bankruptcies.

Developing stage

By this time, you most likely already have other marketing initiatives in place. Therefore, typical tech PR media aims will include things like raising awareness and credibility to assist these marketing initiatives.

Digital advertisements and other traditional marketing strategies work well to increase visitors. But if people don't trust your brand, you'll have a hard time turning this traffic into clients or users. Customers looking for reliable brands. Additionally, earned media generates significantly more trust than anything that purchased media can offer.

When customers look for your brand, they want to find more than just your website and social media accounts. Gaining a lot of media attention will help you increase your online presence. It is crucial to remember that what other people have to say about your product or brand matters more than what you have to say if you want to gain the confidence and legitimacy of customers.

Positioning yourself and your business as an industry thought leader is one method to do this. This may be accomplished by regularly submitting guest posts to prestigious magazines and offering viewpoints and knowledgeable analysis on any events or trends that are pertinent to your product.


You should invest in public relations for startups, either on your own or with the assistance of a PR firm. As a tech company, PR is essential to building your brand and establishing your presence in your sector.


Finalizing Your PR Setup

What is Public Relations

Public Relations For Startups

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