Most start-ups don’t have the budget to hire a fancy PR firm. Fortunately there are ways to get exposure for your business without breaking the bank.
Make yourself unique: The odds are that you aren’t the only person offering your product or service. You will not get much traction with the press on the strength of your product alone. Find a way to make yourself unique. Give the press a fresh perspective on how your product or service is different. Hook their attention by talking about the difference in your company’s philosophy and approach. Make sure you comment on any issues related to your space that are up for debate. This will establish you as a thought leader in your niche.
Connect with influencers: Identify influencers in your niche who have a large following on Social Media or write for a popular publication or blog. Once you have identified these influencers take some time to understand and learn about them. Use this information to come up with a fun and interesting way to introduce your business to them. If done correctly the cost of this strategy is minimal but its results can be very impactful.
Connect with your audience: Make sure you have a clear identity for your brand. This will put you in a strong position to take advantage of direct-to-public opportunities. You can talk about your brand on Social Media, at speaking events and organized networking events. If you create the right culture around your brand, your audience will help you gain recognition quickly and organically.
Content is always king: Even media outlets need content. You can get featured on their sites if you can create engaging content that has value for those consuming it. The mistake that many companies make is that they design their content solely for the purpose of selling their product. This will not get you featured in most mainstream media outlets. Instead of focusing on your product if you create a piece of content that gives well rounded information on a relevant issue then you will have a much better chance of getting picked up by a mainstream media outlet. This is a great way to establish your brand as an intelligent voice in the niche. GlobalLinker is a growing community of SMEs and startups. Biz Forum is a great place to share your articles, just as I have!
Get nominated: Every industry has its own awards and accolades that are given out by various organisations. Even if you are a new start up you should apply for these awards. The applications are generally free of charge or very nominal. Even getting nominated will give your brand good exposure. Apart from conventional awards you should also apply for fluff recognitions like “30 under 30”, ‘Startup to Keep an Eye On”, etc.