The Start-Up's Guide To PR

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When you're building a new business, you need to lay the foundations for success. That's where public relations comes in.

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The Start-Up's Guide To PR

  1. 1. THE START-UP’S GUIDE TO PR
  2. 2. When you’re building a new business, you need to identify the essentials that will help get your idea off the ground: • Figuring out your budget • Creating a strong business plan • Setting up your website • Hiring the right people
  3. 3. But it’s also important to look beyond immediate financial benefits, and lay the foundation for future success. That’s where public relations comes in.
  4. 4. PR will help you establish and grow your brand’s reputation and reach, so you can start talking to new customers. A public relations team will also help to make sure your message gets in front of the right target audiences.
  5. 5. As a new business, you need to get into the public eye so you can operate on a level playing field with bigger competitors. With the right PR strategy, you won’t need a massive budget, as long as you have smart ideas and creative execution.
  6. 6. 5 ELEMENTS OF A STRONG PR STRATEGY 1. Develop A Clear Message 2. Spread The Word 3. Showcase Your Expertise 4. Be Prepared To Respond 5. Measure Your Success
  7. 7. 1.DEVELOP A CLEAR MESSAGE
  8. 8. You have good ideas to share and something valuable to say. The question is, how should you say it? With a team of PR experts, you can craft your message so it resonates with the exact audience you want to reach. ?
  9. 9. When developing messaging, keep it short and make sure your wording is precise. You should be able to clearly outline your value in a few sentences. Avoid confusing people with an avalanche of buzzwords.
  10. 10. Take a look at other businesses in your market for inspiration, but don’t simply copy competitors or you’ll end up sounding just like everyone else.
  11. 11. It’s crucial that you can identify what makes your business different.
  12. 12. CONSIDER THESE QUESTIONS: What added value does your organisation bring to the market? What benefits does your product or service offer? What customer need or challenge are you addressing?
  13. 13. 2. SPREAD THE WORD
  14. 14. Once you’ve developed your message, you can start sharing it to create a voice for your business.
  15. 15. Your PR team will have experience in identifying and connecting with the right target audience. They’ll work with you to develop the best tactics for engagement.
  16. 16. To identify the right channels, you need to think about how your audiences spend their time, and how they engage differently within each channel. This could include: SOCIAL MEDIA INDUSTRY EVENTS ONLINE COMMUNITIES NEWSPAPERS TV & RADIO WEBSITES
  17. 17. An experienced PR team has established relationships with influencers across each of these different communities. They can help you communicate your message in a way that captures (and keeps) attention.
  18. 18. With great content and a clear message, you can create a connection with each of your target audiences. For example: Use Instagram to showcase a visual product Engage relevant journalists with a newsworthy hook
  19. 19. 3. SHOWCASE YOUR EXPERTISE
  20. 20. Before you start trying to get media coverage or build a public profile, it’s important to know what’s actually newsworthy (and what’s not). A one-size-fits-all approach won’t work.
  21. 21. You need to demonstrate your expertise by making sure what you have to say is relevant, informed and contextual.
  22. 22. With effective PR, you can tailor your pitch to be relevant to the right journalists’ coverage area and audience. This helps get their attention and is also valuable for building long-term media relationships.
  23. 23. If you’re trying to build your profile online, a smart PR strategy will ensure you’re not just joining conversations for the sake of it. Pick the platforms that are relevant to your audience, then develop content based on the topics your spokespeople are knowledgeable and passionate about.
  24. 24. For example: If your service is aimed at a B2B audience, consider publishing LinkedIn content about hot topics in your industry, or contributing opinion pieces to relevant business publications.
  25. 25. If you’re marketing to a consumer audience, seek out communities on social networks and contribute to their discussions – but only when you’ve got something valuable to say.
  26. 26. 4. BE PREPARED TO RESPOND
  27. 27. Every business owner hopes for smooth sailing, but all organisations are vulnerable to a potential issue or crisis … and they usually arrive without warning.
  28. 28. For a new and evolving start-up, the challenges are amplified. So it’s important to be prepared.
  29. 29. While crises are rare, smaller issues arise regularly. When they do occur, no matter the size or scope, an experienced PR team is invaluable.
  30. 30. They won’t just wave a magic wand to fix problems after they occur. To effectively manage a crisis, you’ll need a plan ready to go.
  31. 31. Your PR team will work with you to anticipate potential issues, develop a plan of attack and train your spokespeople to respond to media when relevant. This means you can start responding proactively to relevant conversations in the media and online, limiting the damage should an issue arise.
  32. 32. 5. MEASURE YOUR SUCCESS
  33. 33. Once you’re investing time and money in a PR strategy, you need to determine whether it’s actually helping to increase the credibility and awareness of your brand. What are your markers of success?
  34. 34. Work with your PR team to develop a range of measurement tools and tactics to suit your specific business outcomes, whether you’re looking to build awareness or drive sales.
  35. 35. Your markers of success could include: AUDIENCE REACH INCREASED SALES INFLUENCER ENGAGEMENT SHARE OF VOICE THOUGHT LEADERSHIP COMPETITIVE POSITIONING
  36. 36. Success looks different to every business, but it’s important to determine this at the very beginning. Every element of your PR strategy should contribute to a clear objective.
  37. 37. At Spectrum Group we tell the stories that won’t tell themselves. We help brands cut through the noise with a full range of integrated communications services, including content, PR, social media and design. WHO WE ARE
  38. 38. Get in touch with us to talk about how to create content that will get your message in front of the right audience and deliver strategic advice that supports your overall business goals. HOW WE CAN HELP Email us at content@spectrumgroup.is

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