They say it’s always good to start from the beginning…
If I give you the textbook definition or what PR people say to each other, I’ll just confuse you. Which is probably why when I ask most entrepreneurs about startup PR, they give me a blank look. They know it’s important, but can’t really explain why. Many don’t use this secret weapon in building their business because there’s always been an aura of mystery around getting PR.
I think this is a simple definition of PR:
PR builds awareness and credibility for your company, product or service – which is critical for entrepreneurs and small businesses.
Awareness is built by sharing company news or information through your key influencers (let’s say reporters and bloggers), in order to reach customers, potential employees, joint venture partners, investors and anyone else who needs to know about you.
Credibility is built when the reporter or blogger writes about you in the paper, magazine or blog because they are an objective third-party reviewing and hopefully, singing your praises.
The resulting action is that people go to your website or store to evaluate the information for themselves, and perhaps join your company, pitch you on a potential partnership, invest as a stakeholder or buy your product or service. The resulting actions would depend on what your PR messages are, and how it’s delivered.
I hope that helps in lifting the PR mystery!
Anyone else care to share their thoughts on what PR is?
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies.
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