People who set up their own business in the first place usually put sales and acquiring customers. Often they care about time, and do not fully understand why they need PR, understood, among others, as regular communication with the environment, presence in social media and image building planned in time perspective.
The first treatments in this area are often found by the company’s founders, for example from time to time by posting to Facebook or entrusting it to one of the already employed people as an additional thing to do, somehow “by the way”. This is not a completely bad idea, of course, and it all depends on the industry and the size of the organization, but there are times when you should take care to build a long-term PR strategy and focus more on the company’s image in the media. Below are examples of situations in which an additional budget for professional activities is worthwhile.
Gaining the attention of potential investors
Money is necessary for the development of startups. Many young creative entrepreneurs are struggling to find an investor who will enable them to grow. If there are positive materials in the media about the project, the chances of success will increase significantly. The recommended position in this case is expert positioning, ie creating an entrepreneur for a specialist in a given industry. Prove that this company is an investment not only in the original idea, but also a man with great potential. A well-thought-out strategy will allow for the presence where reliable information is available to potential investors or fund managers.
The official start in the new country and the beginning of current activities
Entering the new market is a natural moment of launching promotional activities. The involvement of a good PR agency may prove to be crucial, especially in the case of clear specifics of clients or media in a given country. It can not only carry out promotion in the media, but also help in discernment in a new, often unknown reality, planning earlier what and to whom it should communicate. A common mistake is a situation in which, for many months after the first information, no news will appear on the web and the press. PR activities are to consist in the ongoing building of brand image and media relations. The consequence of the name promotion and what the company actually does, should be informing the media about its activities, in accordance with the schedule and strategy, depending on the type of activity.
Introduction of a new product
The official premiere or launch of a new product is a great opportunity to attract journalists. It is also the moment when you can initiate various special activities that can bring benefits in the future. The press conference will allow us to present the possibilities of our solution or service, but also enable a direct meeting with journalists from our industry. That’s why when organizing it, it’s worth to bet on originality and innovative ideas. On the occasion of introducing Tesla to the iTaxi fleet, the company, in cooperation with PR Calling, organized a conference where one could conduct an individual interview with the president of iTaxi Lech Kaniuk in a new car created by Elon Muska.
Interest of potential employees
Taking care of public relations activities will be especially important when you need to think about hiring new employees. Then it is worth taking care of employer branding. The employer verifies potential candidates in terms of CVs and cover letters, and the employee may search for information about the company in the network. If you come across information about bad atmosphere, delays in pay, or read other unflattering articles, you may even opt out of sending your application.
Starting other marketing activities
A good idea is to synchronize PR activities with other marketing efforts. The first media noise about the company always evokes interest, and people associated with the industry can start looking for information, including on Facebook. Therefore, at a similar time it is worth to start with the development of social media channels and taking care of other forms of advertising, not only on the Internet.