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A common thread about startups is that most are pressed for time and money.
They know they need to establish their brand, but the key to most established businesses is lack of funding.
Many try to stir up disturbances in an attempt to pique the interest of journalists and secure media coverage.
They understand that the longer it takes to build name recognition, the longer it will take them to build sales and profitability, but they aren’t sure how to take the process forward.
Here are five publicity hacks for startups to quickly attract the attention of newspapers, radio and TV stations and generate the publicity needed for immediate growth.
#1. Create a brief summary highlighting what makes the business special and why it is different from other companies in the market.
Startups should avoid standard press releases if possible.
The common mistake is to make a specific release and ship it everywhere in the hope that something will stick.
Instead, present a specific story to the media with lots of news “hooks,” depending on the type and scope of the business.
Pinpoint interesting details and announce your company to a local trade magazine, daily newspaper, or a TV station ahead of its launch.
You can prepare an interesting summary with an eye-catching title. Journalists love breaking stories and are always looking for new businesses to write or talk about.
Businesses can always issue and distribute a standard press release later, after a major news outlet or two has broken the story.
# 2. Develop a short, quirky video for social media.
Of course, video is overused in today’s highly digitized world.
A video can humanize the owners and team and get people talking about it.
Many people would rather see something than read about it.
A video might help cover all the bases. It may reflect some emotion and may not display aspects of the commercial print.
A company can also link to their video for added PR value when the business issues its press release.
#3. Organize a special event.
A special event can generate excitement for leadership, the team and recruiting. The right type of event can also have great media value.
Creating a special program is where the creativity begins. You can do things like make the world’s biggest cheeseburger or sell 50 dresses in 50 hours to generate income for a non-profit or do home repairs for a homeowner in need. Are you a painting company or construction firm?
If you are a tech firm then you can do something related to computers.
There are many ways to execute an event and accomplish your goals. Remember that the business is going to need some visibility if you want to attract local TV stations.
#4. Tie-in a charity.
Community outreach can be an important part of a communications program. A new company may initially develop something that benefits a local charity and attracts media attention.
Editors and producers love companies that do something creative and give back to the community.
You can do special things with nonprofits that involve bringing your pet or young children to work. The media loves dogs and kids.
#5. Promote your press coverage on social media and on your website
Your newsroom should be kept up-to-date and make sure you link to your stories on all your social channels.
Print, video and digital all play off each other with SEO benefits.
Keep in mind that the more coverage you get, and the more media relationships you establish, the more credibility you’ll have for future stories.
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