How to Play the PR Game
The Startup Guide to Winning Monopoly Moves.
Imagine launching a startup as setting up a game of Monopoly. Each player starts with a few properties and limited resources, but success hinges on strategic moves, smart investments, and savvy negotiations. Similarly, in the startup world, your PR strategy is like that game plan—crucial for building your brand, attracting attention, and gaining a competitive edge.
Just as you wouldn’t play Monopoly without a strategy, you shouldn’t approach PR without a plan. Effective PR helps you navigate the media landscape, connect with your audience, and stand out from the competition. It’s about more than just visibility; it’s about crafting a story that resonates and builds lasting relationships.
In this issue, we delve into how early-stage startups can leverage PR to their advantage. From understanding the right time to invest in professional PR support to identifying common pitfalls, we’ve gathered insights from Rachna Baruah, Founder of Madchatter Brand Solutions. Think of this as your PR strategy guide—designed to help you make the right moves and achieve success in your startup journey.
In this newsletter:
Strategic PR Moves for Startups: Learn why PR is essential for early-stage startups and how it can drive growth.
Timing Your PR Investment: Understand when to bring in professional PR support for maximum impact.
Harnessing the Power of PR Tools
Expert Talks with Rachna Baruah: Gain valuable advice from the Founder of Madchatter Brand Solutions on mastering PR.
Starting a new business in India is exciting, but it’s also incredibly challenging. The numbers tell a tough story—around 10% of startups don’t make it past their first year, and only one out of ten survive a full decade. With so many new businesses launching every year, how do some manage to stand out and succeed while others fade away?
One key difference is how well they tell their story. There are many moving parts in a startup - and being strategic with how you present your product is crucial.
This is where Public Relations (PR) comes in. For early-stage startups, especially in India’s crowded market, PR is turning out to be not a luxury, but a necessity. Effective PR can be the catalyst that propels a startup from obscurity to the spotlight, helping it carve out a niche in a crowded market. A well-crafted PR strategy doesn't just generate buzz; it builds credibility, attracts investors, and fosters a loyal customer base. In fact, studies have shown that startups with a strong PR foundation are more likely to secure funding, gain market traction, and ultimately, achieve long-term success.
PR helps you share your startup’s story with the world, making sure people know who you are and why you matter. And in a competitive space like India, that visibility can be the difference between just getting by and truly thriving.
Consider the journeys of startups like Zepto, OYO Rooms, and Mindgrove.
Zepto, a startup founded by Aadit Palicha and Kaivalya Vohra in 2021, has quickly made a name for itself in India’s grocery delivery market. Their PR strategy has been a key factor in this success, helping them reach a $3.6 billion valuation by 2024. So, how did they do it?
Zepto's PR approach is all about highlighting their unique selling point: delivering groceries in just 10 minutes. This promise of speed has really captured the attention of both customers and investors. They’ve smartly focused on showing how their technology, like AI-driven systems and their network of dark stores, makes this fast delivery possible. This narrative not only builds excitement but also positions Zepto as a tech-savvy and customer-focused company.
What also worked in their favour is the founders’ story. Two young Stanford dropouts returning to India to disrupt the grocery delivery market is a tale that grabbed media attention and built their brand image. By consistently communicating their growth and vision, Zepto has managed to gain trust and stand out in a crowded market.
Mindgrove Technologies, a semiconductor startup, recently launched India's first indigenously designed high-performance MCU chip, Secure IoT, tailored for IoT devices. Despite the launch coinciding with the Lok Sabha Elections, where all eyes were on the political scene, Madchatter Brand Solutions made sure Secure IoT stole the spotlight. Through a strategic two-phase outreach, they secured over 160 stories in top financial, mainline, and regional media outlets across India. The result? Mindgrove's website saw over 11,000 impressions during launch week, along with a surge of inquiries about the product and partnership opportunities. Their focused content strategy not only boosted media presence but also positioned Mindgrove as a thought leader in the industry, driving recognition and business growth.
OYO Rooms as well, used media engagement to establish itself as a leader in the budget hotel segment. Through consistent media engagement, founder Ritesh Agarwal became a recognisable face, which helped OYO gain credibility in a highly fragmented market.
How to Invest in a Good PR Strategy, and When to Consider a PR Agency
Once you recognise the power of PR, the next step is understanding how to invest in a good PR strategy and deciding when it’s the right time to bring in a PR agency. Here’s a roadmap for early-stage startups:
1. Start Early, But Be Strategic
Investing in PR doesn’t always mean shelling out big bucks right away. In the early days, focus on building your brand story and messaging. Identify what makes your startup unique and why it matters to your target audience. Use this narrative to craft your own press releases, reach out to local media, and engage with potential customers on social media. In these initial stages, the founder's voice can be particularly powerful—use it to personally connect with journalists and influencers.
2. Leverage Content Marketing
Before you fully dive into PR, leverage content marketing to build your online presence. Start a blog, contribute guest articles, and use social media to share your expertise. This helps create a foundation that a PR strategy can later amplify. The content you create can also serve as a valuable resource for journalists and bloggers who may be interested in covering your story.
3. Decide When to Bring in the Pros
As your startup begins to gain traction—perhaps you’re about to launch a new product, secure a significant round of funding, or enter a new market—it might be time to consider hiring a PR agency. Here are some signs it’s time to bring in the experts:
Your time is stretched: If PR tasks are taking you away from running your business, an agency can take over, allowing you to focus on growth.
You’re ready to scale: If you’re moving from local to national or international markets, a PR agency can help you navigate these new waters and ensure your brand message resonates.
You need media connections: Established PR agencies come with strong media relationships that can help you secure coverage in key outlets.
4. Budgeting for PR
PR can be an investment, so it’s important to budget wisely. Early on, you might want to allocate funds for small, targeted campaigns, or even project-based work with a PR consultant. As you grow, you can scale your PR efforts, setting aside a more substantial budget for ongoing agency support. Remember, PR is not just an expense—it’s an investment in your brand’s visibility and credibility.
By carefully planning your PR strategy and knowing when to involve the professionals, you can effectively use PR to fuel your startup’s growth. Investing in PR at the right time can help ensure that when the world hears about your startup, it’s for all the right reasons.
Maximising ROI on PR budgets is crucial for Indian startups, where resources can be tight. One effective strategy is to focus on targeted storytelling that aligns with the startup’s core values and mission, ensuring the message resonates with the right audience. Startups should also leverage digital platforms smartly by engaging with niche communities, podcasts, and online influencers that cater to their specific market.
Additionally, timing PR efforts around product launches or significant milestones can amplify impact without stretching budgets. Data-driven decision-making is also key; by analysing the effectiveness of PR campaigns, startups can refine their strategies and invest in the most impactful channels. Finally, building relationships with journalists and media outlets can lead to earned media coverage, reducing the reliance on paid channels and boosting credibility.
By adopting these strategies, Indian startups can stretch their PR budgets further, ensuring every rupee spent contributes to long-term brand building and growth.
Harnessing the Power of PR Tools
Navigating the media landscape can be a daunting task for early-stage startups. With limited resources and a desire to make a significant impact, startups need efficient tools to help them stand out in the crowded market. Public relations (PR) tools can be game-changers, offering solutions to manage media relationships, track coverage, and enhance visibility. Here’s how early-stage startups can leverage some of the top PR tools to maximise their outreach and build their brand.
Muck Rack:
Imagine having a personal assistant dedicated to managing your media relationships. That’s what Muck Rack offers. This tool provides startups with a comprehensive media database, allowing you to access detailed profiles of journalists and media outlets. With its pitching tools, you can craft and send targeted pitches that are more likely to catch the eye of journalists. Additionally, Muck Rack's monitoring features let you track media mentions and analyse the effectiveness of your PR campaigns, ensuring you stay on top of your media presence.
NewsVoir:
Known for its wide network, NewsVoir helps startups gain exposure in both digital and print media. It provides tailored solutions that are cost-effective, making it suitable for startups on a budget.
PR Newswire India:
This platform offers extensive media coverage with advanced targeting options, enabling startups to reach a broader audience across various industries. It’s particularly useful for companies looking to build credibility.
Expert Talks: Navigating PR for Early-Stage Startups with Rachna Baruah
Effective public relations (PR) can be a game-changer for early-stage startups, offering a crucial bridge to their target audiences and setting the stage for growth. To shed light on how startups can leverage PR effectively, we spoke with Rachna Baruah, Founder of Madchatter Brand Solutions. With her extensive experience in the PR industry, Rachna shared valuable insights on the role of PR, the right timing for engaging with a PR agency, and common pitfalls to avoid.
What is the role of PR in the success of an early-stage startup?
I believe PR serves as the crucial bridge between a startup and its audience. It is instrumental in building awareness, shaping perceptions, and establishing credibility. In today's noisy marketplace, a well-crafted PR strategy is essential for differentiating a startup from its competitors. It's not just about gaining visibility; it's about being remembered and respected. Effective PR helps startups tell their unique story, attract investors, engage customers, and forge valuable partnerships, ultimately driving growth and success.
When is the right time for an early-stage startup to invest in a PR agency?
Timing is crucial when it comes to investing in PR for a startup. The ideal moment to bring on a PR agency is when the startup has a clear value proposition, a defined target market, and tangible milestones or achievements to showcase. This typically occurs after securing initial funding or launching a beta product. Prior to this stage, the focus should be on refining the product and solidifying the business model to ensure a strong foundation for PR efforts to build upon.
Are there specific milestones or indicators that suggest a startup is ready for professional PR support?
Absolutely, every startup and business needs PR to grow, but certain milestones clearly signal it's time to bring in a PR professional. If you're currently selling or planning to sell a product or service, PR is essential for creating a strong brand image and building awareness. An active social media presence, regular email newsletters, or investments in advertising also indicate readiness for PR, as it can enhance credibility and expand reach. Additionally, rebranding efforts and the desire to stand out from the competition further justify investing in PR to ensure your story is heard by the right audience. These efforts, while not directly driving sales, establish a solid foundation that can significantly contribute to sales growth over time.
How frequently should startups engage in PR activities to maintain visibility and momentum?
Consistency is key. Startups should engage in PR activities regularly to maintain visibility. This could mean monthly touchpoints with the media, bi-weekly blog posts, or a strong personal brand on LinkedIn. However, quality trumps quantity. It's more effective to have fewer impactful PR activities than frequent, insignificant ones. Regularly updating the media and the public about milestones, innovations, and thought leadership ensures sustained momentum and keeps your brand in the spotlight. Additionally, being active within the industry and contributing to industry trends further enhances your visibility and positions your startup as a key player in the market.
What are some common PR mistakes that early-stage startups make?
Common mistakes in PR include a lack of clarity in messaging, targeting the wrong audience, inconsistent communication, and prioritising the quantity of media coverage over quality. Overhyping or making exaggerated claims can backfire, resulting in a loss of credibility. Another significant error is neglecting to build long-term relationships with journalists and influencers, focusing only on them when a press release is imminent. Establishing and maintaining these relationships is crucial for sustained PR success.
What elements make a startup’s story newsworthy?
A startup’s story becomes newsworthy when it addresses a significant problem, offers a novel solution, features compelling human interest, or highlights remarkable achievements. Key elements that attract media attention include a strong founding team, notable funding rounds, partnerships with well-known entities, or entry into innovative markets. Additionally, stories that align with current trends or societal issues tend to capture media attention more effectively.
Which PR channels are most effective for early-stage startups?
The most effective PR strategy for early-stage startups involves a mix of both traditional and new-age media. Leveraging digital platforms, social media, and industry-specific publications is essential, but traditional media also plays a crucial role. Incorporating print, digital outlets, podcasts, and speakership opportunities ensures that your messaging reaches a broad audience through various PR tactical tools. This balanced approach maximises visibility and reinforces your brand’s presence across multiple channels.
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Thanks for the chat on PR for startups, team MetaMorph. Your newsletters are so insightful.