Startup companies are usually besieged with advice about the benefits of public relations (PR). PR is a motivational force that brings company and brand recognition to consumers when used sensibly, says CEO of 5WPR Ronn Torossian. A healthy balance between too much and too little requires wisdom and expertise. Use the following five public relations tips for a startup company to jumpstart the business and product or service to the public.
Show what you know — Create a niche by sharing your expertise in a quiet, unassuming manner. Be a guest contributor to recognized blogs in your trade. This is an excellent way to get your name and the name of your business to potential customers with the same interests. Check with the editor of your local newspaper. Offer to write a how-to that will help area residents and fill an empty space on a page. You are doing the editor, community and your business a favor.
Share a path to success — Volunteer to be a guest speaker at an upcoming Chamber of Commerce or Rotary Club meeting. Share something your business did that will help other businesses succeed. It can be a change in customer service policies that led to an increase in repeat customers or a way of rewarding clients that pay invoices ahead of time, reducing late payments.
Make a timely plan for advertising — Establish good rapport with advertisers by finding out how far in advance advertising space should be requested. Submit legible copy with accurate information ahead of that date. Potential customers will know what is being offered and have the opportunity to find out more about your business and products.
Participate in free marketing — Social media encompasses a group of millions of people engaged in free marketing. Learn the guidelines for each site and respect those boundaries. Build a following on the company website to increase SEO ranking. Helpful hints in your blog posts can result in readers referring friends to your site and/or adding the link to their own posts or social media sites.
Step aside when needed — selling is a knack mastered by a small percentage of people. If your delivery is less than stellar, find a PR representative with the talent to present your product and build the business through sales.
The above five public relations tips for a startup company will keep a business in the public eye without overstaying its welcome.
Ronn Torossian is one of America’s most prolific and respected public relations experts. Torossian is the founder, president and CEO of 5W Public Relations, one of the 25 largest independent American PR firms, headquartered in New York with an office in Los Angeles.
