Bill Gates, one of the world’s richest men and founder of Microsoft, is often quoted as saying if he were down to the last dollar of his marketing budget, he’d spend it on public relations. He was both right and wrong.

Public relations is an essential part of any company’s marketing strategies and success. PR is what builds and maintains a positive image of a business among its stakeholders, as well as the media, customers, investors, and the public. 

If a company is down to its last dollar, it really should spend it on PR. But the best effort for public relations should be done even before a company launches a product. As a matter of fact, a business’ first dollar should be spent on PR. 

I mean this without exaggeration. Why? Reputation and brand building — a good one, at that — determines whether a business gets to move forward. Through effective PR, a business can communicate its unique value proposition, highlight its strengths, and differentiate itself from competitors. PR centers the public attention on the business, making its story valuable and impactful enough for the audience to care.

This is especially true in the cutthroat world of tech startups, where success often depends on more than just having a great idea. A well-equipped team with effective PR strategies can help a startup’s story reverberate far beyond the initial pitch.

I’ve been working closely with startup founders over the past years, and they ask almost exactly the same question: When is the best time to do PR? 

Here’s a simple answer: PR should be part of every stage of the tech startup journey.

Also Read: 7 lessons from building a 7-figure SaaS business with just 1 engineer

Public relations is the best way to tell your story and amplify your voice as a trusted enterprise amidst a sea of competition. It helps build brand love and trust. And believe me, you don’t build these overnight. Starting PR early on allows your audience to see your humble beginnings and journey with as you grow and triumph.

Pre-launch

This is the stage where a startup is still in the process of developing its product or service and preparing for its launch. It’s a good time to start building relationships with journalists, bloggers, and influencers in the relevant industry. Reach out to them, share your story, and generate excitement among potential customers, investors, and the wider public. This can lead to brand awareness and a larger customer base right from the start.

Receiving initial feedback about your product can be extremely beneficial in refining your strategies. In addition to offering product samples, startup founders can generate buzz by collaborating with respected media organisations on editorial content.

Launch

This is the most critical stage for a startup’s PR efforts. It’s the time when the company officially introduces its products and services to the market. A grand or intimate product launch, press conference or media briefing are crucial platforms to meet with the media and officially introduce the product, the team and the vision and mission of the startup.

Make sure to have a well-crafted press release afterwards. This can help build credibility and establish the startup as a credible new player in the market, which can help attract future investors and build valuable partnerships. 

Growth stage

Once a startup has gained some traction and is growing, it’s time to focus on PR efforts that help to build the brand’s presence and establish it as a thought leader in the industry. This can help maintain and increase brand awareness, ensure continued customer engagement and loyalty, and build partnerships with key industry players.

Also Read: Level up your startup credibility: Join the e27 Contributor Programme and stand out amongst the rest

PR efforts at this stage involve media interviews, editorials, and speaking engagements. A strategic PR at this stage is also key to communicating growth milestones, such as new product releases, and partnerships, as well as building employer branding to attract the best talents.

Funding round

Announcing a funding round is a crucial PR moment for any startup. It is an opportunity to generate positive publicity, build credibility, and attract new investors. A well-written announcement should highlight the startup’s achievements and growth potential. It should also provide details about the funding round, such as the amount raised, the investors involved, and the plans for the future. 

A successful funding round can be seen as a vote of confidence in the startup’s business model, product, and team, cementing its position in the industry. This can be further amplified by building thought leadership. Emphasizing the startup and its founder’s vision and mindset and capability to lead the company to even greater heights can create more opportunities for continued success.

Maturity 

At this stage, the startup has established itself as a successful company with a solid reputation. The focus of PR efforts shifts to maintaining its relevance in the market amidst the emergence of new competition and keeping it on top of the mind of customers and investors.

This is also where PR efforts are used to emphasize the startup as a legacy to the industry and further establish its competitive edge and contributions to the wider community. Beyond amplifying their voice, effective communication strategies help maintain a favourable public image of the organisation, its leadership, products or political decisions.  

PR activities must already be directly aligned with marketing and business plans to create a unified strategy for growth. PR is crucial in sustaining a strong connection between the startup and its customers, investors, partners, and employees. Hosting Appreciation Nights, media luncheons, or private gatherings with stakeholders provides a valuable opportunity for face-to-face interaction, where startups can celebrate milestones, show gratitude for contributions, and cultivate meaningful relationships for future victories.

PR is like a trusty sidekick for startups, providing essential support and guidance throughout every stage of the adventure. Whether navigating uncharted waters or scaling new heights, a well-crafted PR strategy can help light the way to success. Don’t underestimate the power of PR — start strong and tell the world your story.

–

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic

Join our e27 Telegram group, FB community, or like the e27 Facebook page

Image credit: Canva Pro

The post Dear tech startups, it’s never too early for PR! appeared first on e27.