So you have a startup and you know that your project is useful and quality. OK, you’re halfway through. Now it is time to tell people about it. Try the tips below to learn how to do public relations campaigns for e-business effectively.
Rule #1 PR don’t like “ad hoc”
Creating the PR strategy should be preceded by a detailed analysis of our competitors. The basic questions to be answered:
About the company, product or brand:
- What do we want? What is the goal of our actions?
- How are we and how do we wish to be perceived?
- What are the unique features (unique selling proposition) that set us apart and should be shown in the communication?
- What are our strengths and weaknesses, opportunities and threats? (SWOT analysis)
- Who is our target group? To whom do we want to deliver the message about the product or the brand?
- Where is our target group? (what reads, in which the events involves)
- What behaviors are typical for our target group? (using mobile devices, still learning, having kids etc.)
About competing companies and the market
- Who is your competition?
- How and where do your competitors communicate?
- How and where can you find information about the industry?
- Where can you find key opinion leaders? How can you benefit from cooperating with them?
- Are there any opinion leaders in your industry? How can you start to cooperate with them?
Detailed analysis of the initial situation essentially allows you to select appropriate tools, but also lets you get to know the area in which the e-business will operate and enable you to monitor the effects of work.
PR activities are mainly well-planned cooperation with the media. The most important is to select the media carefully. Depending on the target group of the product or brand, you should choose the media that allows you the reach the most of the people you’re interested in.
What should you do?
- Select media whose readers/viewers are similar to your target group
- Choose the language of communication. Representatives of the Y-generation enjoy casual language. If you talk about a B2B product you should communicate that the product brings innovation to the enterprise.
- Adjust style to the medium. It is worth it to check formatting and style of content in the medium – website or newspaper. Lifestyle media will expect a short description of the product and some attractive graphics showing the product “in use”. Technology media will expect a specification and description of the technology used.
PR activities, in addition to traditional media relations, is also about building relationships with the community, industry and opinion leaders. That’s why networking during meetings and participation in online discussions are so important.
What should you do?
- Find popular branch events
- Select discusion groups and take an active part in the discussion
- Find opinion leaders and experts to introduce your product to
- Do not be afraid to talk. During meetups or open meetings participants get a few minutes to talk about their idea for a business or product. Take advantage of this opportunity and encourage community discussion.
Rule #4: Contests and rankings are also PR
The product or service can be presented to the wider public during contests (check: ScaleMeGlobal) for startup people, in which the jury usually consists of industry experts and investors.
What should you remember about?
- Solid preparation – remember that a well-constructed presentation has the maximum of 10 slides.
- Showing usefulness of the product. Almost always, the jury asks for the reason the product has been made in the first place
- List of potential questions. It is worth considering what the jury will be asking. This is to avoid blunders and unnecessary stress during the presentation.
- Do not be afraid of rankings. If the product is good, it can win people over. A lot of media create lists of the latest, most promising products. Even if you do not make the rankings, they will still remember you.
Rule #5 Expert information and content is always a good idea
An important part of public relations activities is also social media communication. But remember – “not everything for everyone”. Selection of the appropriate communication tools and forms of communication depends on the target audience of the product.
What should you remember about?
- Good content and unique expert advice will always win. Prepare some tips for your future clients and publish all via your own channels – e.g. the blog. Be en expert in your industry.
- Great results can achieved by using Slideshare, Linkedin or smaller, more specialized sites. Niche media have the power. You don’t always have to use the most popular such as Facebook and Twitter.
- Monitoring of users and client opinions. Use popular tools like Brand24 or SentiOne. They search for all mentions of your brand online. As a result, you are always able to react: to defend yourself or to thank for feedback. It is also worth watching, what the trends and hot topics in the industry are and take an active part in the discussion.