How To Start A PR Campaign
Starting a PR campaign is a daunting task. In the modern web it involves everything from social media, to blogging, events, and press releases. PR agencies charge thousands of dollars just to get started. Startups often skip lots of critical PR steps in an attempt to focus on the most importnat tasks. Thats a recipe for disaster. To avoid catastrophe, AwareLabs
was built to help you get the most of your PR effort by guiding you through the steps in the most effective order.
Startups often skip lots of critical PR steps in an attempt to get ahead fast.
PR is a process of building brand and creating incremental succes until you reach a sufficient level of authority to hire an Agency to manage it for you. Which means you need to start with the small tasks and build a solid foundation.
If you're bootstrapping a startup chances are your PR budget is like mine, $7 a week for beer. All is not lost, as it turns out you can get great PR results without spending thousands of dollars. It just means a little hard work.
In the early stages of PR you need to focus on getting the basic branding message right. Creating essential components like an FAQ page or a branding worksheet not only clarify product market fit in your own mind but create a concise simple marketing message. These activities pay dividends later in your PR campaign.
The next natural step is to expand your PR base to include online presence tools like Quora
. Establishing profiles on these sites multiplies the effectiveness of your PR messaging. Reporters and other PR prospects will discover a rich online presence when they research your name.
Its a matter of copy and paste from the sources you've already established.
Having the solid content above gives you plenty of material to create engaging presence on various online directories. At this point in your PR campaign its a matter of copy and paste from the sources you've already established. Some sites even give you simple import buttons. Each time you create a directory leverage as many of your social profiles as you can to gain support from followers.
These same followers will endorse your efforts to reach out to bloggers. Getting bloggers to write about you is alot easier with good social profiles in place. Having a solid group of evangelists in the blog vertical can propel your marketing message in front of reporters and news outlets.
Only after all of the above are you able to approach TechCrunch and Wired without jumping the shark. Save the best for last and you will be surprised by how easy it is to get amazing PR coverage.
All of these PR steps are outlined in detail when you create an AwareLabs
account. Each task is linked to a site for you with a scratch pad so you can save usernames and passwords for each step. You can even compare your campaign against a colleague so the two of you can discuss tasks as you work your way up to TechCrunch.
Published Jan. 29, 2012