It is no secret that press coverage can yield tremendous mileage for startups among its stakeholders.
To create traction in the media or as we call it ‘PR splash’, it is important to first and foremost create a cohesive brand strategy. One of the best techniques is to write down the headline you want in advance and make variations of that to suit every business dynamic: it may be funding, recruitment or generating customer leads. Write the headlines you want to see and then capture the key messages that you would like to include in the article and finally power it up with proof points to back your article. Most importantly, do away with the jargon.
Another integral part of Public Relations is Storytelling. While crafting the story make sure to specifically define the solution to your business problem. So, has your startup mapped out it’s brand story?
For instance, one of our clients is an HR Tech Startup involved in AI based recruitment. We created a compelling story angle incorporating the company’s core messaging and connecting the dots with the hiring situation in India. The media response was simply phenomenal. The story was so new and original that it gained tremendous traction. We strategically aligned the story with a prominent publication and thereafter many publications carried the story. Through our media roundup, we generated over 100 impressions across media outlets and social media platforms, thanks to high digital adoption. We followed this up with an opinion article suggesting how AI can filter and secure recruitment at the fastest pace possible.
In the Public Relations industry, we often say “media begets media”. It simply means that if you secure a story in a prominent publication, it can be used as a leverage to garner additional coverage. And if the story starts trending, other media outlets follow suit.
