Public Relations: Starting Points


So you’ve finally reached a place in which your business is established enough and now you want to start investing in Public Relations. But where should you start? Worry no more, we’ve got your back! 

Here you will find a quick guide with some basic starting points when it comes to Public Relations, what it is, what can be achieved and tips on how to get started.

So, let’s go!

Why do I need PR?
The short answer is: because you want your business to stand out. When you have a PR plan in place it is more likely that your company will gain traction in the markets you decide to target. That traction comes after strategic planning to make your business more credible and trusted, aimed at achieving your business targets.

What can PR achieve?
A whole lot! Especially if you are in the early stages of building your company. Visibility is crucial at this phase and a well-done PR strategy can help you generate new business leads, attract investors and even potential acquirers.

The work done by PR professionals is extensive and can go from raising the awareness around your brand to managing crisis that might happen along the way. All that while making sure your company is portrayed by the media in the best possible light.

PR is earned media, not ‘owned’ like advertising, it should be used as a touchpoint to assist multiple business objectives. But don’t fall into the trap of assuming PR is guaranteed to bring you lots of new users/customers - but it is a helpful awareness tool!

How long does it take?
It really depends on your goals. If you have ambitious targets, it could be a long-term process, as building a brand takes time and money. 

As hard as it may be, one thing new companies need to learn is how to manage their expectations when it comes to getting media exposure.

Getting the attention of journalists is not an easy task. A good exercise is to try to think like a reporter when writing an announcement and be honest with yourself: is this piece of information newsworthy? If not, what kind of angle should be used in order to spark interest in it?

How should I start?
You could start by clearly outlining the main message you want to communicate about your business. Once that is done, you need to do your homework and find out which media outlets are of interest to your business. From there you can prepare for the next steps ahead: writing a press release and then pitching it to journalists.

This might be overwhelming to those unfamiliar with the media landscape, but if you are anxious about doing everything on your own, you can always come to CEW for help with everything comms-related :). We even have Startup Service packages that suit very young companies - and we’re open to giving some free advice if you drop us an email.

* This post was originally published in our newsletter The Communications Workshop. Sign up to get more free tips about communications and marketing here!