Are you a tech startup looking to gain exposure? Public relations could be your best investment. But first, you need to answer three key questions:
- Who’s your audience?
- What’s your message?
- How can you best reach your audience with your message?
Let’s dive into these questions a little deeper:
Who’s your audience?
As a tech startup, you’re usually trying to connect with:
Knowing your audience is crucial before you craft your message, as it will shape not only your story but also your approach.
What’s your message?
In short: your message is everything. It’s what defines your position to your audience, and can potentially make or break your company during your crucial growth phase. To find your message, you need to take a sincere look at who you are, what you’re accomplishing, and why anyone should care.
One way to find these answers is what we call the “So what?” exercise. At Ripley PR, we use this with our clients to help them get to the root of these questions. The exercise is simple. Every time you answer a fundamental question about your business, the next follow up question is “So what?”
This exercise teaches you to get out of your bubble and dig deeper for answers that are usually either A) not obvious to you because you’re too absorbed in your business to see from an outsider’s perspective, or B) not the generic response that any company, regardless of their uniqueness, could claim.
As you dig, you’ll start to surprise yourself with your answers, while simultaneously discovering what your unique selling proposition is.
How can you best reach your audience with your message?
Now that you know your audience and what your message is, you can now work toward understanding how to deliver that message to maximize exposure and effectiveness. It’s going to take a different approach to connect with venture capital investors than it will trying to get top talent in the door, however usually it all starts with the same process: figuring out who’s covering your industry and/or delivering messages to your audience, and then making—and maintaining—connections with them.
If you’re looking to gain exposure for your tech startup, contact Ripley PR today. We deliver results day-in and day-out for our clients and can work with you to define your audience, discover your message, and deliver it to the right outlets to reach your goals.