Even with today’s social media channels such as blogs, Facebook, Twitter, etc Press Releases remain a popular form of communication. PR for a startup is about establishing a new reputation and trying to get people talking about you and your product. However the press are a fickle bunch and tricky to deal with. Getting a mention in a press article or story can be very valuable and worth the effort trying.
We launch our new website monitoring app to the world live on stage next week! I’ve discussed how to launch a web app before. As a bootstrapping startup we’ve needed to keep costs down. I wanted to get a PR freelancer in to help with the launch however cash is becoming increasingly tighter and so we’re running the PR ourselves.
The press are notoriously difficult to get hold of and engage with, however there is a small chance your message may get through. Doing the PR yourself has it positives. The founder’s know the product and are more passionate than anyone else. Guy Kawasaki is positive about going it alone PR. Here’s a guide to developing and managing a startup Do-It-Yourself PR launch plan:
- Target audience – Be clear in your own mind who they are and be certain you know where they hang-out i.e. what sites they visit and which blogs, newspapers do they read.
- Key messages – Decide what they are. Some of this comes back to your marketing straplines and what the company/product stands for.
- Target press list – Who are you going to contact and what are their contact details. Find out what excites and interests these journalists.
- Story – Develop a story that the press maybe interested in. It could be feel good, topical or a current trend. Above all the message needs to show how you are different from your competitors. Find good example press releases and learn how to write one. Here’s a useful article on writing press releases: ‘How to: write the perfect press release for journalists’.
- Press release – Draft up a press release based on the key messages. Also make sure you have a news and resource page on your website/blog including a range of screenshots and logo’s. Then send out your story.
- Pitch - Next get on the phone like crazy and pitch the hell out of your story to the press contacts. Entrepreneurial determination makes the difference here.
- Targets – Set some targets for your PR campaign. That way you keep focused and motivated.
Chris Lee, a PR freelancer for startups, has some further advice on managing your own PR.
Timing is also an extremely important factor. Everything including your message and press release needs to be prepared the week before your launch and press contact made during the launch week. Good luck. Your message may get through.. The press are tricky to deal with, however if you don’t try you never know. Remember “Who dares wins” ;)