Why is Public Relations Important for a Start-Up Company?

Why is Public Relations Important for a Start-Up Company?

“Public relations” is a form of communication that is directed towards gaining public understanding and acceptance.  The primary objective for a public relations program is to establish and maintain relationships and credibility with the people who create and/or communicate the news.  The end result is ultimately media coverage that provides third party validation of your business which could directly and positively impact your bottom line.  A simple news story on your product or service could open the door to new sales opportunities, business partnerships, or investor interest and that is why you should consider adding public relations to your start-up company marketing strategy.

If you haven’t already thought about implementing a public relations strategy into your integrated marketing plan, now is a great time to get started.  It’s a cost-effective approach to marketing, and companies that do it well typically see an immediate return even if minimal time and budget is invested.  A solid public relations foundation relies on support in three specific areas to achieve success:

*Commitment to a proactive approach to obtaining positive exposure.

*Relationship building to gain public understanding and acceptance.

*Consistency of communication via messaging and positioning.

Outlining the Strategy

The goal of your start-up public relations program should be to obtain maximum positive exposure for your company by creating awareness and understanding of the business both within and outside of the industry.  To support this, you must develop and deliver clear, consistent, and concise communications to all audiences.  Sub-goals that fall under the category of gaining exposure for the company are as follows:

*Leverage awareness and acceptance with targeted media, industry analysts, financial analysts, and end users.

*Increase and maximize exposure through events, articles, white papers, success stories,   sponsorships, award nominations, industry reports, etc.

*Disseminate knowledge of business model within and outside of your specific industry

*Promote company benefits that express differentiation from the competition

*Generate future editorial opportunities including industry expert interviews

*Build and maintain national media presence.

*Produce partnership interest.

The goal will be reached by implementing a steady stream of media relations activities targeted to editors, industry analysts, and financial analysts. 

You are ready for the best as you take this important role in a more serious note. Take the actions, meet the people, and if there is any detailed information(s) you need, don’t hesitate to consult a PR Expert or Organization as needed.