How Can Startups Get Press Coverage?
As a publicist, one of the most frequently asked questions I receive from entrepreneurs is, “How do I get PR for my startup?”
There are a few times when every business has something notable to share with media- starting your business is one of them!
One of the biggest mistakes entrepreneurs make when launching a business is never actually utilizing PR when they first start their company.
Maybe they read an article that said not to use a PR firm or to try it on their own with DIY methods.
Most of the time, DIY PR efforts leave media opportunities on the table for entrepreneurs that could have been leveraged when they first launched.
I see it all the time.. people come to my agency years after starting a company and say, “We started a few years ago and we now want to do a launch.”
Unfortunately, we have to say that’s no longer newsworthy and you should have done a media launch when you first started your company.
You can’t turn back the clock.
Public relations for startup companies
How to get press for your startup
PR FOR TECH STARTUPS & SAAS FOUNDERS
PR is a secret weapon for B2B SaaS companies. The as featured in and as seen on logos are the envy of every startup founder. Every founder wants to secure media coverage in top-tier industry publications from day one, but the truth is, they don’t know how. This article will teach you the ropes from a 15+ year PR consultant.
Why is PR important for startups?
PR is important for startups because it acts as a critical trust signal to users and Google, which can lower your website’s bounce rate and increase your conversion. Lower bounce rate and average session duration are important user signals, which are now fundamental to SEO.
Why is PR essential for a startup?
Good press coverage helps you get more users, raise investor interest, retain top talent and grow your startup.
How do I get PR for my startup?
Ruby Media Group, a top NY PR firm, helps startups get press coverage in prominent media outlets like TechCrunch, Forbes, IdeaMensch, Entrepreneur, and more. But if you can’t afford to hire a NY Public Relations agency to get PR for your startup, there are some other strategies and tactics you can use if you are bootstrapped.
- Business Press Releases
- Social Audio
- Directory Listings
- Launch a lifetime deal
- Join paid entrepreneur communities and search for hidden PR opportunities
- Create a media kit and link to it on your website
- Post on SubReddits
- Launch your SaaS product on ProductHunt to increase visibility
- Sponsor a paid newsletter that reaches your target audiences
- Hire a PR firm
What can a PR company do for a startup?
If you have funding, startups should leverage digital PR when they have the chance.
Startups should leverage PR if they have the proper funding. You only have one opportunity to get it right.
The opportunity won’t come back around again, so make the most of it during your initial launch.
Our PR firm helps founders with:
- Startup branding
- Founder personal branding
- Content Marketing
- Podcast guest booking
- Digital PR
Paid Tools. One of the major advantages of working with a PR firm for your startup is access to paid tools. We pay thousands of dollars a year for a media CRM of thousands of journalists. This is an added bonus of working with a PR firm. The cost savings is passed on to you as the client.
Media Lists. Yes, anyone can build a media list on their own, but most people do not aggressively track and follow what media outlets reporters hop from and Cision is not up to date with these changes. A PR firm that works with these journalists has the insider knowledge of the whereabouts of these journalists. Our media lists of technology journalists, editors, writers, and producers are updated weekly. When you build a media list, you are working off a cold database. When an agency builds a media list, it is not a starting point for media outreach, it is part of their daily workflow.
Relationships. When you hire a PR firm to get publicity for your startup, you are working off of the years of trust that the agency has with the media. This is much easier than building media relationships with your target publications on your own from scratch. This trust equity is passed on to you as the client.
Media Tracking. Our agency spends thousands of dollars a year on media tracking software to keep track of all of your pending press coverage. This helps measure the results of your public relations campaign and brand sentiment. We utilize dozens of social listening tools for brand monitoring. This cost is passed on to you as an agency client.
Every Startup needs their own PR toolkit if they are not going to hire a PR firm. The benefit of hiring a PR firm is that the agency is already paying for these tools, which cost thousands of dollars a year. This is a huge saving for every startup.
How do I get new SaaS customers, users and subscribers?
HOW TO GET PR FOR YOUR STARTUP
Where to get online press coverage for your startup:
“How can I get free PR?” is a question every startup founder asks when they first launch their business.
If you want to get free PR and online PR for your startup, explore all of your options.
PR has changed and it is no longer about traditional media placements. Forums, SubReddits, Lifetime deal sites and paid newsletters are all an important part of an integrated digital public relations strategy.
DIRECTORY SITES FOR ENTREPRENEURS
Directory listings are a critical component of any digital PR campaign for a SaaS Founder. Popular sites and forums for entrepreneurs include:
Lifetime deal sites for Entrepreneurs
You may want to consider running a Lifetime deal if you are in SaaS. Lifetime deals can bring any startup a boost of publicity and attention. Popular Lifetime deal sites include:
Look at unconventional press hacks for PR opportunities including Reddit. Some of the most popular Reddit threads for entrepreneurs include:
Best Subreddits for Entrepreneur PR:
Join paid entrepreneur communities.
These communities often have a membership directory page that can include a backlink to your website and more visibility for your startup, too.
Get active in Facebook communities.
There are often hidden PR opportunities in Facebook groups. Search the groups for “PR opportunities” “press opportunities” or “writing articles” to see if anyone is looking to quote an expert. That expert could be you! The groups are often filled with investors, entrepreneurs and journalists, too.
Where to get press coverage for your startup:
- Submit.co (Features hundreds of tech/startup media outlets)
BUSINESS PRESS RELEASES VS. MEDIA PITCHES
Sending out press releases is becoming obsolete.
The topic of B2B press releases comes up often in CEO business groups. Many Executives ask, “Is there any value in submitting a business press release?” If you’re not hiring a PR agency and submitting it through PRweb or PRNewswire and picking the top SEO package? Is it going to get you anywhere?
Press Releases are a great tool to execute corporate PR announcements for Fortune 500 companies or $20m in funding announcements, but they do not make sense for the everyday small business owner.
Entrepreneur Robby Berthume of Agency Match said, “I’ve done some press releases on my own but I’ve always used them to get more press from the business journal or other publications and use that as ammunition for deeper conversation.”
There is a lot of debate in the PR industry about the value of press releases. If you’re doing an acquisition or a big company announcement, there is still value in submitting a business press release. The real answer is: it depends on what industry and sub-section of the industry you work in.
Unless you are in tech or VC PR where you are constantly posting funding round releases, company announcement press releases or a new product line release, it is not a critical component of a regular PR campaign.
As a PR agency, we spend a lot of time pitching the media. If you have major news or you want to report a business acquisition, a press release makes sense. But in terms of the ongoing PR campaign, focus on pitching the media and working with your PR agency to create newsworthy angles for new media releases.
How startups can get major press coverage
When pitching your story to the media, ask:
Why this? Why now? Why should they care? #lifesapitch
PR TIPS FOR STARTUPS
How to obtain top press mentions for startups. Start by answering these questions:
- How are you disrupting the industry?
- What can you speak about that other people can’t?
- Take a stance and have an opinion on what’s in the news.
- Solve problems and add visual elements to your PR pitch to stand out.
- Develop story angles from a reporter’s perspective, not a business owners.
Pro Tip: How can you deliver this storyline effectively?
Want more media pitch tips?
WATCH: How to create PR pitches that result in media coverage
Who are the best PR firms for early-stage startups?
A Highly Sought-After Tech PR Agency in Manhattan, New York | Ruby Media Group
BEST PR FIRM FOR STARTUPS
Ruby Media Group specializes in PR for startups. The top NY PR agency services clients from a range of industries, including tech, healthcare, and SaaS. Ready to get started? Hire a team of top New York public relations experts today.
Want to learn more about how to do PR for a startup?
SaaS PR Agency Services | PR firm
Want to get more press coverage for your startup? We love helping SaaS startups grow. Book a call with one of our New York PR consultants today. We have helped startups secure press coverage in prominent media outlets like TechCrunch, VentureBeat, Forbes, Entrepreneur and 100+ media outlets. Our goal is to help entrepreneurs, executives, authors, speakers and startups learn how to work with the press to get the best media coverage possible.
As a 14-year veteran of the public relations industry, Kris Ruby has helped Fortune 500 CEOS, renowned entrepreneurs, hot start-ups, professional speakers, consultants and best-selling authors gain national media attention. Ruby has led global PR campaigns for Fortune 100 companies and VC-backed startups.
Our clients have been featured in Forbes, The NY TIMES and The Wall Street Journal. What would that type of press and media exposure do for your business? Reach out today to learn more about our tech startup PR program.
Request a Free PR Audit
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ABOUT PR FOR STARTUPS: GUEST SPEAKER/ KRIS RUBY/ PUBLICITY STRATEGIST
Public Relations Expert Kris Ruby recently lead a special training for Propellant Labs: The Power of PR For Your Startup. In this interactive webinar, Ruby shared tips on how to earn media coverage for your startup.
Propellant Labs is a global launchpad for startups. The online community of entrepreneurs and investors helps entrepreneurs build, launch, and grow their ventures. Startups participate in remote demo days with Silicon Valley and Southern California investors. Ruby spoke to over 35 Founders of the incubator cohort on how to leverage media exposure to build your business.
PR For Startups | How to Get Press
Entrepreneurs– do not make the mistake of skipping out on press when you first start your business.
This is one of the few times you will get a pass from the media as having something truly newsworthy to talk about. Use it!
As an entrepreneur, your time is valuable. Why waste it pitching yourself when a PR pro could do it for you?
PR FOR STARTUPS RESOURCES
Ruby Media Group CEO Kris Ruby is frequently quoted in national media outlets on startup publicity tactics.
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