PR for technology startups is challenging. You’re competing for media attention against established tech companies with familiar brand names, deeper pockets and existing journalist relationships. But startups can still win in PR by playing to their strengths.
Here are five ways in which your tech startup can succeed in PR against longstanding technology brands.
1) Lean into the passion and expertise of your founders
In a startup, the founders often serve as the primary PR spokespeople, which can be a significant advantage. Having built their company from the ground up, they are typically hands-on in various parts of the business and possess an intimate knowledge of the industry. This deep understanding allows them to speak authoritatively about the market and their position within it. In my experience, this often makes them highly credible PR representatives. Their insights can be transformed into thought leadership content and valuable PR commentary. Use their passion and expertise to drive your PR efforts.
2) Exploit your tech startup’s storytelling opportunities
Startups possess added curiosity value. Especially if they’re pitched to the media in the right way. How is your startup disrupting its industry by tackling old problems in surprising ways? Are they a brave underdog taking on the tech giants? Can you point to the initial struggles and setbacks your founders had to overcome in their startup journey? Everyone loves a story about a little-known business overcoming the odds to push through. PR storytelling like this generates media attention that creates emotional connections and helps build a brand identity.
3) Use your agility to react faster
In PR, being quick can really pay off. It’s possible to capture high-profile media attention if you’re the first to address a hot topic or newsjacking opportunity with a well-crafted PR initiative. Startups often excel in this area due to their flat reporting structures, where founders are directly involved in all decisions, including PR. By moving quickly, you can turn campaigns around faster than larger firms, which typically have longer chains of command.
4) Be more outspoken
To win in PR, you often need to be bold. Journalists can’t build interesting stories if their sources sit on the fence. Spokespeople in established companies tend to play it safe, avoiding saying anything remotely controversial, especially if they’re not in senior leadership. By contrast, startup founders are often more inclined to take risks. They’ve reached their position by betting on themselves and understand that success often requires taking chances. Use your founders’ willingness to express strong opinions and speak candidly to gain a crucial edge in attracting media attention in a competitive market.
5) Keep your positioning and messaging simple
Many startups enter the market around a single core product or service with a distinct, easy-to-grasp positioning. This clarity and focus often translate more effectively into PR campaigns and comms activity, making messaging clearer and more memorable. On the other hand, established brands often have more complicated positioning and messaging with multiple offerings that appeal to diverse audiences and stakeholders. Focusing on simple direct messaging can give your startup a significant advantage in PR.
While facing off against larger, more established competitors can seem daunting, startups have a unique opportunity to punch above their weight in PR. Embrace the passion and expertise of your founders and the clarity of your messaging and use your agility to react quickly to media opportunities.