mobile app marketing
Category: Insight, Ronn Torossian

Benefits of PR for Mobile Apps

One of the most effective ways for tech companies to promote their new apps is through the use of planned and correctly implemented public relations campaigns. However, plenty of experts in the tech industry aren’t too familiar with different PR strategies, which often makes their campaigns be negatively perceived or even controversial with the public.

Additionally, many of those tech experts are also unfamiliar with the way the public relations industry and its efforts work, which means they can have some unreasonable expectations.

Fortunately, there are some strategies that companies that are looking to promote their new apps can employ, and from which they can get greatly beneficial and positive results.

Creating a PR Plan

The first step, as with many strategies, is to create an overall plan on what the company will be doing in terms of promoting its app. This plan can be created as a document, or in a spreadsheet format for better visibility and accessibility, and should contain all of the different promotional activities the company will be utilizing.

Additionally, the plan should also list all of the expenses that come with the promotional efforts and contain a list of all the potential journalists or news outlets that would talk about the company and its app.

Media List

The next step is to create a list of all the recent high profile and notable media outlets, such as TechCrunch, along with any other niche publications that talk about any topics that relate to the app. When collecting information about these outlets, it’s important to find their contact information as well as their social media profiles. This is because most reporters and journalists already have an overflowing inbox folder in their email, and the company’s press release can easily get lost in that crowd.

Fortunately, there’s always the option to reach out to the same journalists and report on social platforms where it might be easier to receive a reply. The list of media contacts should start with a dozen or two emails or sets of contact information in the beginning, and should be updated regularly.

There might be publications that aren’t interested in the story, so it’s important to always be on the lookout for more potential journalists that might love the story and talk about it.

Pitch and Follow Up

When approaching publications or their journalists it’s important for companies to have a short message that describes the company and its app clearly and succinctly. This is also called a pitch, and  is what informs the journalist on why they’re being approached by a company, and gives any information they need to know about the app. Finally, it should conclude with contact information for the company too.

Once the pitch has been sent out to the relevant journalists and publications, it’s time to wait for a response. In case the company doesn’t hear back, it’s polite to follow up with each contact up to three different times, all spaced out over a week-long period or two. Usually, if any media contact hasn’t responded in two weeks at most, it means the publication isn’t interested in covering the story about the app.

One of the most effective ways for tech companies to promote their new apps is through the use of planned and correctly implemented public relations campaigns. However, plenty of experts in the tech industry aren’t too familiar with different PR strategies, which often makes their campaigns be negatively perceived or even controversial with the public. Additionally, many of those tech experts are also unfamiliar with the way the public relations industry and its efforts work, which means they can have some unreasonable expectations. Fortunately, there are some strategies that companies…