Here at Built In we receive hundreds of pitches from startups looking for media coverage every year. And while we’re more than happy to hear about the freshest ideas in the startup world, we often receive messages from early stage startups that are simply not ready for coverage yet. And conversely, we find emerging startups that are so focused on developing their product that they have forgotten to get the word out to the press entirely.
So when is the right time to start a press push?
Gaining media momentum as you roll out your product is imperative, so we spoke with three successful startup founders to highlight a few key things every business needs to consider before getting the word out:
Find the right approach within your industry
"Your PR efforts should reflect the kind of business you have,” said Desiree Vargas Wrigley, founder of
and GiveForward. “If you're B2C and national in presence, then you'll want to focus on where your super users are spending time. Don't worry about getting the New York Times, worry about getting the publications your super users are reading."
The old adage "any press is good press" still holds true, but it fails to recognize the benefits of strategic targeting. For example, if you are crafting B2B software it may be more beneficial to target industry-specific blogs or communities rather than general news outlets. Don’t exhaust yourself trying to impress the large outlets — know your consumer and you’ll know your niche audience.
Don’t make it about you
An unfortunate side effect of the tech entrepreneur boom is that many founders try to sell their own stories rather than that of their company’s. Building your own brand isn’t a smart route to success (despite what the media may portray), the story of your company’s brand is infinitely more important.
“I always encourage other founders to stay away from the ‘entrepreneurial limelight,” said Mert Iseri, founder of
Don’t think of PR as the only solution
Doing some level of traditional PR is important, but, depending on your business, there are alternative ways to get the word out. Don’t underestimate the power of utilizing your network, running test groups, or putting a good old fashioned promotional gimmick in action.
“Before hiring a PR firm, we spread the word while we were constantly user testing the Opternative Exam,” said Eric Pitt, community manager of
. “Giving users a test drive of our product not only gave us precious data to improve the Opternative experience, but also gave us the opportunity to connect with over 1,000 people that would become our biggest fans."
We hired our first PR firm before our official launch to bolster our strategy and keep momentum post-launch for as long as possible. My biggest piece of advice: Spend time and energy planning your launch strategy. You only get one shot at launching your company, don't [screw] it up.”
If you feel like you’re ready to tell your company’s story, reach out to Dane Zentgraf ([email protected]) to discuss the best strategies for your business. Also, feel free to email the Built In tips line and give us a shout.
