If you are reading this, you want people to pay attention to you. Whether its investors, customers or potential employees, you’re clamoring for attention. So how do you get that attention? One way is through public relations (PR).
What is PR?
Merriam-Webster defines it as “the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution.”
Ok, so how would PR work for me?
You have already identified a problem that needs solving, developed a product or service, identified a customer base and now you need a strategy to gain investment and go to market and reach customers. PR is about identifying, packaging and telling that story in creative ways to influence your target audiences.
What’s the difference between PR, advertising and marketing?
PR is considered “earned media,” which means you are earning recognition (media coverage) by pitching reporters and bloggers about why your story is relevant and newsworthy and having them write about you. The latter is “paid media,” where you buy ad space, eyeballs, clicks and conversions through advertising and marketing strategies.
Why is it beneficial?
Did you ever see that banner on your competitors’ sites that says, “As seen in TechCrunch, Forbes and Fast Company?” Pretty impressive, right? It provides credibility to investors that your company is worth funding and assures customers that your product or service is believable.
When should I begin?
Your company is new right now and that provides you with an opportunity. You might not have years of customer testimonials, widespread brand awareness and impressive company growth to highlight—yet—but you’re interesting right now because you’re new.
But you won’t be new for long.
A public relations plan might seem like a luxury you can’t afford, or something you invest in later on. But, if you neglect PR entirely from the outset, you’re doing so at your own peril. You only get one shot to make a great first impression.
E.J. Powers is EVP/Partner at Montagne Communications
