Pitch perfect: How startups can get the best media coverage in 2019
Tuesday, December 18, 2018/
If you’re like many Aussie startups, getting better PR is high on your list of things to do. But where to start?
Here are three essential steps to help you build your brand in 2019.
1. Get your story straight
The simple fact is people won’t share your story if it’s not a good story to tell.
But how can you figure out what’s good when you’re deep in the trenches of setting up your business?
First, decide if there’s something new or unique about your product or service. Is it an industry first, country first or world first? Does it have features we’ve never seen before? Does it offer an entirely new solution to an age-old problem? If you can answer ‘yes’ to any of these questions, you have your leading angle.
If your answer is ‘no’, fear not. Instead, ask yourself what you love about your product or service. Passion is contagious. Why did you set the business up in the first place? What inspired and motivated you? Is your product beautiful, is your service functional, will it help to save the environment or save its users money? Would you encourage your family or friends to use it? While there are many layers to building your brand story, if you can bottle your passion for your business in a few sentences you’ll be off to a great start. If you’ve already got something new or unique to talk about, use this to build your story and humanise it.
Finally, get practical. How does your product or service work, where are you located and how can people reach you? Imagine you’re explaining your business to a 10-year-old — or better yet, explain your business to a 10-year-old and see what they say. You’ll rarely get an answer blunter than from a young and curious mind. If your business isn’t suitable for a young one, test it out with friends or family. What you’re looking for is unadulterated honesty, so that any and all potential customers will understand what you’re selling in a matter of moments.
2. Choose your channels and contacts wisely
Time is precious when you’re a startup. Don’t waste it by trying to get your story everywhere.
Instead, pick the most relevant channels and influencers, and spend time making them work hard for you.
It might sound simplistic, but Google terms relating to your business industry, product or service (for example, ‘reusable coffee cup’ or ‘PR for startups’) and limit it to a local ‘news’ search in the past 12 months. You’ll immediately get an idea of online outlets that might be interested in your business and the journalists who are writing these stories. Look through magazines at a newsagency, visit a magazine subscription site and keep an eye on TV programs (especially breakfast TV and some nightly news) to better understand your options. Just make sure the list you create is relevant and targeted.
If you’re a startup, set up one or two channels only. Focus on creating unique content for each channel and engage with your audience in a way that will convert them into loyal customers. Consider your ideal customer base and the time you’re willing to spend managing the platform. Facebook is an obvious channel if you’re targeting consumers, but if you’re targeting businesses and have limited time, LinkedIn might be more suitable. Twitter has a lot of potential, but new brands will need to invest time in building a following to cut through the clutter and generate value for the brand. Weigh up your options, review annual reports about who is following what channel and why, before making your decision.
Don’t just pick influencers with the biggest following. Instead, think carefully about who aligns with your brand and how they interact with their communities. Is there a meaningful relationship between the person and their audience? Or have they built a community for the sole purpose of being paid to spruik products? Choose a small number of influencers and discuss ways to effortlessly integrate your product or service into their regular posts. Consider how you can create a long-term partnership with this person or business.
3. Practice your pitch
You’ve got your story and you know where you want to tell it. Now what?
First, write an email pitch to a journalist or influencer. You want to get your point across in the first two sentences, but without sounding like a robot. Be friendly, make it relevant and convey your passion for your business if you want to convince them to believe in your idea as much as you do.
Use insights from your research about the journalist or influencer to help build an authentic connection between what they want and what you’re promoting. Once you’ve finalised your written pitch, practice it out loud a few times before calling anyone.
Follow these three steps and you’ll be well on your way to getting better PR for your business in 2019.