Tech, Marketing, and PR

Many companies in the tech industry tend to look at public relations as something that can be put off until the point that the company can start growing. After all, with both time and money being in short supply, public relations is not going to be something that naturally floats up to the top of the to-do list for companies.

However, most of the time it’s actually public relations that is the key to growth for companies. This is because marketing campaigns take a lot of time to work, and advertising campaigns tend to be quite costly.

That’s why the best way for consumers, potential employees, other investors, and influencers to find out about a company is through PR. Not only is it a very effective tool for text startups, but it also doesn’t have to be very expensive.

Customer Success

One of the most important assets for a brand new company is the happy consumers who are willing to talk about their experiences. These are the people who are useful for case studies, references, or media pitches. Since journalists aren’t going to be advertising a company‘s products when the company is just starting out, it’s up to the happy consumers to spread the word.

However, it’s not always easy to find satisfied customers who are willing to talk about a given company. This is especially true during the early days of a new company, where there might not be many customers in the first place. To find these types of consumers it’s best to offer discounts or even give some products away to people who will then talk about them within their own communities. In fact, the goal here should be helping the consumer achieve their own goals, and not expecting anything in return.

Standing Out from Competitors

Most people, both consumers, and journalists, are constantly crowded with promotional messages. In fact most people feel this way, with companies trying to get everyone’s attention in different ways. This is also the reason why many start-ups don’t receive any attention from their press releases.

To get noticed they have to stand out. To do that, companies should showcase what sets them apart from the competitors, how their products are different and better, and how to create messages that will help the company stand out from the crowd.

Creating Relationships

Another essential goal in public relations for many companies is identifying the journalists who cover the same industry as the company, and to develop relationships with them. This doesn’t mean simply sending out a press release or a story pitch. It means introducing the company through the business owner in person.

Journalists prefer to communicate with people who they already know and enjoy talking to. Additionally, relationships are a two-way street, and that’s why companies should be listening as much as they are talking. To figure out how to get a journalist’s attention and create a relationship with them, companies should learn about the journalist’s unique interests. This knowledge will help companies develop personalized pitches or content for them.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud