Young, dynamic and full of drive: start-ups rarely lack ideas and creative power. But how do you convince potential investors? And how do you make products and services a talking point? The answer: with PR and good storytelling. In this blog post, we reveal 5 reasons why start-ups are particularly suitable for PR.
As the name suggests, start-ups in particular face the major hurdle of becoming visible because they are still at the very beginning. Visibility is crucial for success. However, many shy away from using PR measures, especially in the initial phase, and sometimes rely on one-sided marketing tools. Yet the right PR can mean a significant leap forward for start-ups in the growth phase. With a few tricks, a start-up can market itself well without much effort. What does it take? We have also summarized the 5 most important tips:
1. stories, stories, stories!
We can't say it often enough, because in the end it's the story behind every company that counts. Unlike traditional marketing, PR is not about the product or service, but about the story and the people behind it. The big advantage of start-ups is that their business ideas are still very fresh and innovative, which is great for storytelling. As a start-up, you want to make a difference and change the world and society. The media are always keen to cover such topics.
But where do you start? First and foremost, young entrepreneurs should start with a good and authentic story. How do you find one? By working out the central theme of your own story. It's not enough to simply be young and hip. You should question what makes your idea so unique and why exactly it is so relevant to society. What added value does my idea offer? What problem do I solve with my idea? What is my unique selling point, my unique selling proposition? These are all topics that interest the media. In most business plans, you will find precisely these clues and can immediately package them into an appealing storyline.
2. the people behind it
There is no such thing as a start-up without people. Usually you only see products or perfectly designed websites with the latest technical bells and whistles. The people behind them can often be found somewhere in the footer of the website. Dear start-ups, put yourselves in the foreground. Be sure to introduce the people behind it. Don't talk about "we", talk about real people, with names and personalities. Because who is "we"?
A start-up usually consists of cool people who had a unique idea in a special situation. Your story is the story - and you should use it. Mention who you are, what makes you special and, yes, where you come from. Regionality has enormous power in today's world and makes your story particularly interesting for regional media. Also show the personal motivations of the individual team members, the failures and how you got back on your feet. Suggest a founder interview to the journalists - that's what interests them.
3. diligence pays off
PR is hard work and requires perseverance. Unfortunately, the media have not reserved any space for your story and it often happens that the editorial plan is overturned in a matter of seconds. Patience is now required: keep following up, place new stories, pitch different storylines, observe, wait and see. Expectations of the media are usually very high at the beginning. Don't be disappointed if you don't appear on the front page of the NZZ after just one day.
Do the groundwork and make friends with the media that could be exciting for your start-up. Subscribe to them, read the stories, get to know the journalists. Make a note of the right people to contact and create a distribution list. When you spread your story later, the effort will pay off. You can then respond to the individual journalists and show that you have engaged with their medium.
If the media bites, it means Keep the hurdles low. Set up a newsroom with press releases, stylish photo and video material and define a contact person for the media. Journalists won't hesitate for long and won't be on the phone for long if you don't have all the information they need - the fewer clicks it takes to get all the information, the better.
4. being courageous pays off
You think PR has to be boring? Not at all! Just like when founding your start-up: be brave! Get off the beaten track and take unconventional paths. Maybe you shoot a cool video instead of a classic media release or organize a photo shoot and combine it with a pitch about your story, adapted to the respective medium. There are no limits to creativity here. It will be well received and stand out!
5 First impressions count
No, this is not about your daily morning routine with yoga or a cold shower. This is about how you present yourself to the media. And as is so often the case, first impressions count. As a start-up, you often neglect this very essential point and are then very quickly presented with a fait accompli. It is therefore better to start early enough and invest in media training to keep stage fright to a minimum. Media training is also the ideal preparation for critical reporting and crisis communication.
Conclusion: The media love start-ups!
Start-ups are often better received by the media than established companies. This is because their innovative business ideas and exciting start-up stories offer incredible potential for storytelling. Our tips should make it easier for you to get started so that you don't miss your magic moment in the press and can soon shine on the front page of your favorite magazine. Publications in the press also work wonders for later partnerships, the trust of your target group and future investors and crowdfunding rounds.
You'd rather treat yourself to the whole thing for your ears: In our current podcast episode is all about start-up PR. It's worth a listen! To go with it, we have a checklist so that you can prepare perfectly for your PR debut.
Fancy more? Since we like it uncomplicated, we have created a PR package especially for start-ups perfect for a launch, a new opening or the initial communication of your start-up. You can find out more about our PR package for start-ups here.