At Trier and Company, a healthy chunk of our clientele roster is represented by technology companies in what we call “the startup phase.” They represent a fairly wide range of technology sectors – mobile apps, digital marketing and marketing automation solutions, finance and accounting tools, mHealth platforms and as recent as last week, our first client in the wearable technology space.
Each and every startup CEO with whom we engage hires us primarily to deliver media coverage. Yes, we do spot-on strategy and messaging in our PR for tech startups. And yes, we deliver very cool digital communications and content marketing. Yet, at the end of the day, the CEO wants media coverage in the NY Times, All Things D, WSJ and of course, TechCrunch. And, the CEO wants the coverage to happen the day the company launches (which usually happens) and every day thereafter.
Sometimes, the stars are aligned and the tech startup has a product with which we can craft a strong and appealing story. Or, there are users standing by, ready to give glowing testimonials that resonates with potential customers. And, sometimes there is a social influencer, with a million Twitter followers, who wants to post a link and be the engine to power a community.
In most instances after the initial flurry of funding and new product coverage, the media clips come slowly. As the company matures and as the product roadmap builds out, the story evolves. Our job becomes one of assuring the tech startup CEO that this is the typical process and that a headline or a post by a reputable journalist is not a daily event. Rather, it is the shaping and the making of a story with multiple chapters that creates the demand for media coverage.
You see, PR for tech startups does not create value so much as it amplifies value. If a startup’s growth strategy depends on PR, chances are the company is on the wrong track, with a value proposition that is neither substantial nor relevant. Mindless press releases and bottomless blog posts do not generate media coverage.
PR is not a tool of wizardry. And in as much as CEO’s like to think that public relations works in real time, it doesn’t. There’s a foundation that gets built and a series of cinder blocks that need to be cemented, one step at a time. PR needs time to take hold. PR requires a strategy to build out a story. Much like a startup, PR requires time to build market share and digital stakeholders.
Want to see how Trier & Company can create a long term PR campaign for real results? Get a free Tech Startup PR Consultation from the Technology PR experts at Trier & Company.