Written by Lidia Vijga
Your startup’s story is your most powerful asset. The hard truth is that PR isn’t just about getting press – it’s about creating a narrative that becomes your startup’s strategic advantage. From my decade of experience in the startup world, I’ve learned that meaningful PR isn’t something you can simply hand off to someone else; it’s a narrative you must first master from within.
In this guide, we’re going to explore how startup PR has transformed in recent years, why you, as a tech founder, should take the reins of your PR efforts, and a step-by-step approach to DIY PR that can help your startup stand out.
The Evolution of PR for Tech Startups
Let’s face it: newspaper and magazine readership is on a downward spiral. The once-mighty gatekeepers of information are losing ground to a more democratized digital landscape. This doesn’t mean traditional media is dead – far from it. But its impact and reach have changed significantly.
Today, a Reddit thread or a viral TikTok video can sometimes have more impact than a feature in a prestigious publication. Digital platforms have leveled the playing field, allowing startups to reach their target audience directly, without always needing the stamp of approval from traditional media outlets.
Back in the day, a single press hit could change a company’s fortunes overnight. Now? The impact is often more nuanced and short-lived. A TechCrunch mention might boost your credibility but do little for your sales. Conversely, a feature in a niche blog could drive significant traffic to your site but might not impress potential investors.
In this new landscape, digital marketing plays an important role in integrating storytelling and PR strategies, leveraging social media platforms to enhance brand visibility and engagement.
If there’s one thing I want you to take away from this section, it’s this: run away from anyone who suggests sending out a traditional press release. These outdated tools are the equivalent of shouting into the void. They’re typically ignored by journalists and end up collecting dust somewhere on the internet.
Modern PR is no longer just about chasing press mentions. It’s about comprehensive brand building. Today’s successful PR strategies encompass storytelling, influencer partnerships, podcast appearances, social media engagement, and even affiliate marketing. The best PR professionals are now extensions of your marketing team, not just media liaisons.
Key Components of a PR Strategy Today
- Media Relations: Building relationships with key media contacts is crucial. It’s about more than just sending out press releases; it’s about understanding what journalists need and providing them with valuable stories. We will discuss this in detail later in the article.
- Content Creation: High-quality content is king. Develop articles, blog posts, whitepapers, and case studies that showcase your expertise and thought leadership. This content should be informative, engaging, and relevant to your target audience, helping to establish your startup as an authority in your field.
- Social Media Management: Social media platforms are powerful tools for engaging with your audience and building brand awareness. Regularly post updates, share industry news, and interact with your followers. This not only keeps your audience informed but also fosters a sense of community around your brand.
- Crisis Communications: Every startup should have a plan in place for managing crises. Whether it’s a product recall, a negative review, or a data breach, being prepared to respond quickly and effectively can mitigate damage to your reputation. Develop a crisis communications plan that outlines how you will handle various scenarios and communicate with your stakeholders.
Why Tech Founders Should Take Charge of Their PR
Now, you might be thinking, “Lidia, this all sounds super complicated. Isn’t this exactly why I should hire a PR firm?” And to that, I say: not so fast! Here’s why I believe most tech founders, especially in the early stages, should handle their PR themselves:
First and foremost, you are your brand’s best storyteller. No one understands your vision, your product, and your target audience better than you do. As a founder, you live and breathe your startup every day. This intimate knowledge is crucial in crafting authentic, compelling narratives that resonate with both media and potential customers.
By doing PR yourself, you’ll gain invaluable insights into the media landscape. You’ll learn which stories resonate, which publications are most relevant to your audience, and how to tailor your message for different platforms. Securing coverage in relevant media outlets can set you apart from the competition. This knowledge is priceless, even if you decide to hire a PR firm down the line.
Handling your own PR forces you to distill your startup’s value proposition into clear, concise messages. This process of refinement is crucial not just for media outreach, but for all aspects of your business, from pitching to investors to marketing to customers.
When you reach out to journalists, influencers, or podcast hosts yourself, you have the opportunity to build authentic, long-lasting relationships. These connections can be invaluable as your startup grows and evolves.
The DIY PR Playbook for Tech Startups
Alright, now that we’ve established why you should be your own PR guru (at least initially), let’s roll up our sleeves and go over this step-by-step guide to mastering PR for your tech startup.
Step 1. Define Your Story
Before you even think about reaching out to a journalist, you need to nail down your story. And I’m not talking about your product features or your latest funding round. I’m talking about the problem you’re solving, the change you’re driving in the world. So before you hire a startup PR agency, establish a clear narrative yourself and ensure it resonates with your target audience.
Start by identifying the core problem your startup is addressing. What’s the pain point that keeps your target customers up at night? Once you’ve got that nailed down, craft a compelling narrative around why this problem matters. Why should people care about the solution you’re offering?
Next, develop a clear, concise explanation of how your solution is unique. What sets you apart from the competition? Why is your approach innovative or disruptive? This is your chance to showcase your startup’s unique value proposition.
Finally, create a set of key messages that encapsulate your story. These should be concise, memorable statements that you can weave into all your communications. The most compelling PR stories often barely mention the brand itself. Instead, they focus on larger issues or trends that make your brand relevant and necessary.
Step 2. Know Your Target Audience
Effective PR is all about providing value to the right audience. You need to understand not just your target customers, but also the audiences of the media outlets you’re targeting.
Start by creating detailed personas of your ideal customers. Who are they? What are their pain points? What media do they consume? This information will guide your PR efforts and help you tailor your message effectively.
Next, research the publications and platforms these personas engage with. What kind of content performs well on these platforms? What topics are trending in your industry? This knowledge will help you craft pitches that resonate with both the journalists and their readers.
Don’t forget to identify key influencers and thought leaders in your space. These individuals can be valuable allies in amplifying your message and lending credibility to your brand.
Step 3. Build Your Media List
Now that you know your story and your audience, it’s time to create a targeted list of media contacts. This isn’t about quantity – it’s about quality and relevance.
PR agencies are great at identifying the right journalists and media outlets for your industry. But you can also do it yourself.
Start by using tools like Muck Rack or Cision to find journalists who cover your industry. Look for those who have written about similar topics or companies in the past. But don’t stop at just compiling a list of names and email addresses.
Follow these journalists on Twitter and engage with their content. Comment on their articles, share their work, and start building a relationship before you ever pitch them. This approach will make your eventual outreach much more effective.
Create a spreadsheet to track your media contacts, including their recent articles and preferred contact methods. And don’t forget about industry-specific blogs, podcasts, and YouTube channels. These niche outlets can often be more valuable than mainstream media for reaching your target audience.
In my experience, it’s the personal connections and genuine interactions that truly drive success in PR and beyond. Whether you’re pitching a journalist or sharing your story on social media, always strive to make a real, human connection.
Step 4. Craft Your Pitch
Your pitch needs to be concise, compelling, and tailored to each journalist or outlet.
Start with a short, attention-grabbing subject line. Keep in mind that journalists receive hundreds of emails a day, so your subject line needs to stand out.
Open with a personalized greeting that shows you’ve done your homework. Reference a recent article they’ve written or a topic they’re passionate about. This demonstrates that you’re not just sending out mass emails.
Get to the point quickly – explain why your story is relevant to their audience. What’s the hook? Why should they care about your startup right now?
Provide all necessary information, but keep it brief. Aim for 150-200 words. If they’re interested, they’ll ask for more details.
End with a clear call to action. What do you want them to do next? Are you offering an exclusive interview? A product demo? Make it easy for them to take the next step.
Always put yourself in the shoes of the journalist. Ask yourself, “What part of my story provides value to their readers?” Be realistic and specific in your answer. And always remember, it’s not about what you want to say, it’s about what their audience wants to read.
Step 5. Leverage Different Media Channels
A good PR strategy is more than just traditional media coverage. There’s a whole world of channels out there to help you tell your story and build your brand.
Seek out podcast interview opportunities in your niche. Podcasts are a great way to share your story in depth and connect with your audience on a more personal level.
Engage with relevant online communities. Places like Reddit, Quora, and industry-specific forums can be great for connecting with your target audience and establishing yourself as a thought leader.
Don’t overlook the power of influencer collaborations. Partnering with thought leaders in your space can help you reach new audiences and add credibility to your brand.
Create and share valuable content on LinkedIn and other social platforms. This isn’t about self-promotion – it’s about providing insights and value to your network. Share your expertise, comment on industry trends, and engage in meaningful conversations.
Consider newsjacking – offering expert commentary on trending topics in your industry. This can be a great way to get media attention, even if the story isn’t directly about your startup.
Step 6. Master the Art of Follow-Up
Don’t expect immediate responses to your pitches. Journalists are busy, and as I already mentioned, they receive hundreds of emails daily. A polite, well-timed follow-up can make all the difference.
Wait at least 3-5 days before following up on your initial pitch. When you do follow up, keep your email short and to the point. Provide a new angle or additional information to add value – don’t just ask if they received your first email.
Be persistent, but know when to move on. If you haven’t heard back after 2-3 follow-ups, it’s probably time to focus your energy elsewhere. Remember, building relationships with journalists is a long game. Even if they don’t bite on this story, they might remember you for a future opportunity.
Step 7. Measure the Effectiveness of PR Efforts
PR efforts can be challenging to quantify, but it’s critical to track your progress and all the related marketing KPIs to learn from your experiences.
Start by setting clear, measurable goals for your PR efforts. This might include the number of media mentions, increases in website traffic, or growth in social media followers. Use tools like Google Analytics to track referral traffic from media mentions and keep a record of what types of pitches and stories generate the most interest.
Here is where I’d start:
- Media Coverage: Track the number of media mentions and the quality of the coverage. Are you being featured in reputable outlets? Is the coverage positive and aligned with your key messages?
- Social Media Engagement: Monitor the number of followers, likes, shares, and comments on your social media platforms. High engagement levels indicate that your content is resonating with your audience.
- Website Traffic: Track the number of visitors to your website. Look for spikes in traffic following media coverage or social media campaigns to gauge their effectiveness.
- Lead Generation: Measure the number of leads generated through your PR efforts. Are your media mentions and content driving potential customers to your website and converting them into leads?
- Revenue Growth: Ultimately, the goal of PR is to drive business results. Track the impact of your PR efforts on revenue growth. Are you seeing an increase in sales or new customer acquisitions as a result of your PR activities?
Use this information to refine your approach over time. Effective PR is an iterative process – you should always be learning and improving.
Step 8. Build Relationships, Not Just Coverage
Successful PR is about building long-term relationships, not just securing one-off mentions. Engage with journalists’ work beyond just pitching. Share their articles, comment thoughtfully on their posts, and become a valuable part of their network.
Offer yourself as a reliable source for commentary on industry trends. When you establish yourself as a go-to expert, journalists will start coming to you for quotes and insights.
Be responsive when journalists reach out, even if it’s not directly related to your pitch. You never know where these conversations might lead.
Consider creating a “media room” on your website with resources for journalists. This might include company facts, founder bios, high-resolution images, and recent news releases.
And always remember to thank journalists when they cover your story. A little gratitude goes a long way in building lasting relationships.
Step 9. Leverage Your Media Coverage
Getting media coverage is just the beginning. To maximize its impact, you need to amplify and leverage it effectively.
Share your media mentions across all your social media channels. This not only increases the reach of the coverage but also shows your followers that your startup is gaining traction.
Feature press coverage prominently on your website. A “Press” or “In the News” section can add credibility to your brand and impress potential customers and investors.
Include relevant media mentions in your email marketing campaigns. This third-party validation can be powerful in nurturing leads and closing deals.
Use positive coverage in your sales and investor pitch decks. Media mentions from reputable outlets can lend significant credibility to your startup’s story.
Consider repurposing the content for your own blog or newsletter. You can expand on points made in the article or share behind-the-scenes insights about the featured story.
Step 10. Learn from Rejection and Silence
Yyou’re going to face a lot of rejection and silence. But remember, every “no” or non-response is an opportunity to learn and improve.
Take time to analyze pitches that didn’t get a response. What could you improve? Was the subject line compelling enough? Did you clearly communicate the value to the journalist’s audience?
If a journalist gives you feedback, take it to heart and apply it to future pitches. This kind of insider insight is invaluable in refining your approach.
Don’t take rejection personally – it’s part of the process. Even the most successful PR professionals face rejection regularly. Use it as motivation to refine your story and approach.
Step 11. Stay Consistent and Persistent
PR isn’t a one-and-done effort. It’s an ongoing process that requires consistency and persistence.
Create a PR calendar to plan your outreach efforts. This can help you stay organized and ensure you’re maintaining a steady flow of communication.
Set aside dedicated time each week for PR activities. Whether it’s an hour a day or a full day each week, make PR a regular part of your routine.
Regularly update your media list and story angles. The media landscape is constantly changing, and your PR efforts need to evolve with it.
Keep track of industry events and news for potential PR opportunities. Being able to tie your story to current trends can significantly increase your chances of getting coverage.
Step 12. Prepare for Success
While it’s important to be realistic, you also need to be prepared for when your PR efforts do pay off.
Have a press kit ready with your company info, founder bios, and high-res images. When a journalist shows interest, you want to be able to provide them with everything they need quickly and professionally.
Prepare talking points for potential interviews. Know your key messages inside and out, and be ready to deliver them concisely and compellingly.
Practice your elevator pitch and key messages. The more comfortable you are articulating your story, the more effective you’ll be in media interactions.
Set up Google Alerts for your company name and key executives. This will help you stay on top of any mentions and respond quickly to media coverage.
Embracing Authenticity in Your PR Strategy
As we wrap up this guide, I want to share some final thoughts and personal insights from my journey as a tech founder and the creator of BYVI.
Throughout my career, I’ve learned that the most powerful PR comes from authenticity. As tech founders, we often get caught up in the hype and jargon of our industry. But the stories that truly resonate are the ones that show our human side. At BYVI, we believe in the power of real-life experiences. That’s why we focus on sharing stories from founders like you and me. When you’re crafting your PR strategy, don’t be afraid to show vulnerability, share your challenges, and highlight the real people behind your startup.
PR is not a destination, it’s a process of building a consistent presence and reputation over time. Don’t get discouraged if you don’t see immediate results. Keep refining your message, building relationships, and providing value to your audience.
One of the core beliefs that drove me to start BYVI is that we, as tech founders, can empower each other through our shared experiences. As you embark on your PR journey, don’t hesitate to reach out to other founders for advice or support. And when you achieve success, pay it forward by sharing your insights with others.
When to Hire a PR Agency
While I firmly believe in the value of DIY PR for early-stage startups, there may come a time when professional help makes sense. How do you know when you’re ready? Here are a few signs:
- You’ve mastered the basics including your messaging and positioning in the market.
- You have a clear understanding of your PR needs.
- Your startup has grown to a point where you can no longer dedicate sufficient time to PR efforts.
- You have specific, measurable PR goals that require specialized expertise.
- You’ve built a solid foundation of media relationships and coverage, and you’re ready to scale your efforts.
When that time comes, look for firms with a track record in your industry, ask for references, and ensure they understand the unique challenges and opportunities of tech startups.
Conclusion
As we come to the end of this guide, I want to leave you with a word of encouragement. PR can seem complicated, especially when you’re navigating a million other tasks while running a startup. But just know that every successful company started somewhere. Even the tech giants and well established companies we admire today once struggled to get their stories heard.
You have a unique story to tell, a problem you’re passionate about solving, and a vision for the future. Don’t let the fear of rejection or the complexity of the media landscape hold you back. Embrace the challenge, be persistent, and most importantly, be yourself.
I started BYVI with one goal in mind – to make press coverage accessible to all startups, regardless of their stage or funding round. I believe that every founder carries a unique narrative, a perspective that can spark innovation, inspire change, and connect with audiences in meaningful ways.
So, take that first step. Craft your story, reach out to that journalist, share your experiences. You never know who you might inspire or what opportunities might arise.
Your voice has power. Your journey has meaning. And somewhere out there, your story is waiting to open doors to new opportunities, funding, and breakthrough connections that can transform your startup’s trajectory.
FAQs: PR for Tech Startups
The budget for PR activities can vary widely depending on your startup’s stage and goals. As a general rule, allocate 10-20% of your marketing budget to PR efforts. For early-stage startups doing DIY PR, costs may be minimal, primarily involving time investment. As you grow, consider setting aside $2,000-$5,000 monthly for tools, content creation, and potential agency support.
Common PR mistakes for tech startups include focusing too much on product features rather than solving customer problems, neglecting to build relationships with journalists before pitching, sending generic mass emails instead of personalized pitches, overhyping capabilities or market position, ignoring negative feedback or criticism, and failing to measure and analyze PR marketing efforts to improve strategy over time.
Measuring PR ROI involves tracking various metrics: media mentions, website traffic from PR sources, social media engagement on shared coverage, lead generation attributed to PR activities, and changes in brand sentiment. Use tools like Google Analytics, social media insights, and media monitoring platforms. Calculate the value of earned media by comparing it to equivalent paid advertising costs.
While PR and content marketing often overlap, PR focuses on earning media coverage and managing public perception, while content marketing involves creating and distributing valuable content to attract and engage a target audience. PR typically relies on third-party validation, whereas content marketing gives startups direct control over their message and distribution channels.
Tech startups can leverage industry awards by strategically selecting relevant competitions, preparing compelling submissions highlighting unique achievements, and maximizing recognition if won. Use award wins in press releases, social media, and marketing materials. Awards provide third-party validation, enhancing credibility with potential customers, investors, and partners.
Crisis management is crucial for tech startups to protect their reputation and maintain stakeholder trust during challenging times. It involves preparing for potential issues, responding quickly and transparently when crises occur, and effectively communicating with all stakeholders. A well-executed crisis management plan can mitigate damage and even strengthen a startup’s image.
Tech startups can use social media for PR by sharing company news, engaging with industry influencers, participating in relevant conversations, showcasing company culture, and addressing customer concerns publicly. Platforms like Twitter and LinkedIn are particularly useful for building relationships with journalists and thought leaders. Consistently share valuable content to establish authority in your niche.
Effective PR strategies for international expansion include researching local media landscapes and cultural nuances, partnering with local PR agencies or consultants, adapting messaging to resonate with each market, leveraging global industry events, and using localized content and social media platforms. Focus on building relationships with key influencers and media outlets in each target market.
Balancing transparency and protecting proprietary information involves clearly defining what can be shared publicly. Focus your startup PR strategy on customer benefits rather than technical details, using non-disclosure agreements when necessary, and training spokespersons on how to handle sensitive questions. Be open about your mission and values while safeguarding specific technological advantages.
Innovative PR tactics for AI or blockchain startups include hosting educational webinars or workshops to demystify complex technologies, creating interactive demos or visualizations to illustrate concepts, partnering with academic institutions for credibility, leveraging prediction markets for product launches, and using the technology itself in PR campaigns (e.g., blockchain-verified news releases).
