Startups are an integral component of business. They provide innovative solutions and offerings filled with creativity. However, having a brilliant business idea isn’t enough to gain success. Startups need to ensure strategies establish creditability, attract investors, and build a customer base – no easy feat.
Today’s media landscape is evolving rapidly, presenting both challenges and opportunities.
Publications are laying off reporters, and the ones that remain are inundated with tight deadlines and PR pitches. Plus, you’re competing with competitors for earned coverage.
The dreaded cycle continues.
As PR plays a crucial role in raising awareness for startups, companies must identify a trusted agency to work with in the early stages. Below are the top PR and marketing challenges startups face and what they can do to combat traditional issues early on.
Lack of Identity
We see this with many of the startups The Pollack Group (TPG) works with. You have an incredible idea, something unlike anything in the market. You create a business model, and a marketing strategy, and before you know it, you’ve officially launched your brand into the world. While your concept may be innovative and creative, time and time again, startups face a similar challenge, despite how inventive the product or offering may be – identifying the value proposition.
Who are you? What problems are you solving? How do you differentiate from competitors? What value to do deliver to your consumer?
These questions aren’t always easy to answer alone, so it’s important for startups to work with an agency partner in evolving its messaging.
This is an area where TPG shines.
We have mastered the art of skillfully crafting messaging that fosters customer trust, enhances brand recognition, and streamlines communication efforts across departments. Our Message DNA solution ensures that what you say can effectively drive sales and organizational success.
Lack of Awareness
Once your startup establishes its messaging and brand identity, working with a PR agency ensures your company can cut through the noise. Earned media is delivering a great story no matter how good relationships are with relevant reporters.
And not to mention, PR takes time.
Building relationships with key journalists often requires more than just one pitch. Consistently engaging with the right media contacts and crafting targeted, compelling stories can help startups gain valuable coverage. This allows founders to focus on refining their business models and driving growth while ensuring their message reaches the right audiences.
Lack of Credibility
The first year of any business is crucial in ensuring consumers and media know you’re the real deal. Additionally, when looking for investors, the first step they’ll take is to open Google and see what pops up after entering your name.
Wouldn’t it be impressive to see recent media hits from credible publications?
PR agencies don’t just build stories; they build brands. And without media backing your brand, it will be incredibly difficult to attract the attention of investors and new customers alike. Earned media is just that – earned. It’s authentic in its reporting and coverage and will immediately leverage your brand from “who is that” to a credible company that will stand out against the competition.
Lack of Newsworthy Moments
I’ll fill you in on a little PR secret – you need to make news when there isn’t news. Company milestones, product launches, and partnerships are great ways to obtain consistent media coverage, but what happens during slower times of your fiscal year? You don’t want to pause the momentum, but without a news release, what else can you do to capture the media’s attention?
This is where we come in.
We are pros at deciphering thought leadership and newsjacking angles to ensure your brand is still being talked about, even during the quieter moments. In fact, most of our clients get high-profile coverage when we aren’t embedded in product launches and news releases because we have time to dial into the expertise they can offer when faced with everyday issues. Take our current client, Customer Management Practice (CMP), for instance. Mario Matulich, CMP President, has compelling insight on how businesses can better customer service. No matter the industry, company size, or scale, every business has customers, so Matulich has insight into just about anything.
And trust us, we make sure he voices it.
We don’t need flashy events and celebrity partnerships to be heard by media. We just need an expert source and from there, we can handle the rest.
Lack of Crisis PR Plan
A crisis can happen to any business, and it usually does so in the blink of an eye. Don’t be caught off guard by a situation that can leave your business vulnerable and liable. Agencies are equipped in knowing how to appropriately respond, but even more so, are trained to get ahead of the issue before it becomes one. Whether you want an agency on retainer or only on-call should there be a crisis, TPG has a solution that can ensure you sleep easy at night knowing we’ve got you covered should a problem arise.
The Bottom Line
Today, start-ups need to be hyper-sensitive and ahead of the curve. From refined messaging to an earned media relations plan, and a comprehensive crisis strategy, don’t wait until it’s too late. Our agency is here to help your brand evolve from idea to influence.
Business is hard enough. Don’t do it alone.
