Using PR to Stand Out From the Crowd: Strategies for Startup Founders

When running a startup, getting your brand noticed amongst a sea of competitors can feel like trying to heat a mansion with a matchstick. How on earth can you get your brand noticed among all these established competitors? Competitors that, on face value at least, seem to have huge marketing budgets and oodles of news to shout about? The key is to think about it laterally, ensuring you are creative with your publicity ideas, and, importantly, leverage the many cost-effective tools and strategies at your disposal.

For startup founders, the quest to stand out in a busy market demands more than just traditional marketing tactics; it calls for agility, strategic networking, and the ability to turn constraints into stepping stones towards growth. From targeted journalist relationships to offering exclusive stories, the landscape is ripe with potential for those willing to explore it.

This blog explores some of the most effective, quick-win strategies for propelling your startup into the spotlight without breaking the bank. 

Effective Strategies to Generate Press Coverage in the Tech Press:

• Develop Strong Relationships with Journalists:

• Attend Industry Events: tech meetups and industry events are often attended by journalists. These events are usually free or inexpensive to attend but can offer significant opportunities to meet and establish relationships with members of the press.
• Engage on Social Media: Following and interacting with journalists on social media is free. Comment on their articles, share their work, and engage in conversations to build rapport.
• Help with Stories: Offer insights, data, or expert comments for stories journalists are working on, without pushing your own agenda. This positions you as a helpful source, not just someone seeking coverage.

• Leverage Thought Leadership:

• Blog Regularly: Use your own website or platforms like Medium or LinkedIn Articles to publish insightful blogs. This establishes credibility and provides content that can be shared with journalists or on social media.
• Speak at Events: Apply to speak at conferences, including virtual ones, which often have lower entry barriers than major events. Even local panels or webinars can boost your profile.
• Offer to Guest Post: Write articles for established blogs or industry websites. Many accept guest contributions at no cost, which can increase your visibility and establish you as a thought leader.

• Utilise Press Releases for Major Announcements:

• Press Releases: Write press releases using online templates and guidelines. Distribute them using affordable or free press release distribution services that target specific industries or local areas.
• Target Niche Media Outlets: Focus on smaller, niche media outlets that may be more receptive to your announcements. They often have more specific audiences, increasing the relevance and impact of your news.

• Offer Exclusive Stories:

• Identify Key Publications: Research and identify one or two key publications that align closely with your market and offer them exclusive first access to major stories. This makes your news more attractive to them.
• Personalised Pitches: Craft personalised pitches that cater specifically to the interests of the publication and highlight why the story is perfect for their audience.
• Build Anticipation: For product launches or big announcements, create a teaser campaign that builds anticipation, making the exclusive more appealing.

When to bring in an agency

If you feel you need an extra push to elevate your brand awareness and unlock your next stage of growth, investing in an agency with expertise in helping emerging brands could be transformative. 

A good PR agency can boost your brand’s narrative, connect you with broader audiences, and get you covered on influential media platforms - gaining traction well beyond your current reach. Not only this, agencies bring proactive actionable ideas from their years of experience working with the media.

If you’re on the fence, consider starting with a project-based engagement. This approach allows you to gauge their impact and fit with your business before committing to a longer-term, retainer-based partnership.

Final thoughts

An effective communications strategy is an essential element for any early-stage organisation. Starting with grassroots efforts, leveraging the power of social media, engaging deeply within your community, and knowing when to bring in external PR support are all critical steps.

Remember, the essence of impactful PR lies in authenticity, strategic storytelling, and the ability to genuinely connect with your audience. The key is in finding and amplifying your unique voice in a way that resonates and engages.