You have an incredible idea that you’ve built, tested and developed. You know people will be as excited as you are about the project. But how are you planning on making sure they know it exists?
Often this is an afterthought in the startup world. By the time a new business realizes they need PR or marketing help, it’s too late. The most impactful time for any new business is launch, and in this crucial window, you will need to make as much noise as possible to achieve success. A company is nothing without customers, so your PR and marketing team should create a plan ahead of time to outline your goals, growth trajectory and create a roadmap for your success.
Onboarding a PR company can be scary. There are horror stories of companies being burned by their agencies. However, it’s unlikely that your last agency was simply bad. More likely, things didn’t work because you weren’t a good fit and they didn’t understand your unique messaging.
I’ve been on both sides of this coin. When starting my own agency, I made sure to never take on clients for whom we did not think we would be able to gain big results, or whose long- and short-term goals we didn’t completely understand. Most clients who are unhappy will switch agencies immediately after their launch which can cripple their level of press and brand awareness.
When choosing an agency, be sure to properly vet them on the following points. Doing so will ensure that you have a great long-term relationship with your rep.
Understand Company Messaging
Remember when hiring that your PR and marketing team will become an extension of you, your company and your values. It’s incredibly important to vet your team’s company philosophy and mission to make sure that you both are in line. In the startup world you’re already spread thin, so your PR/marketing team will be taking a lot off your plate. You need to trust them to communicate your brand like you would. Remember, they are your company’s boots-on-the-ground people, who dictate the message you are putting out to the world through media, speaking opportunities and events.
Align and Measure Goals
Often, PR people will have an idea of client “wins” that might not be in line with yours. I’m not talking about securing a feature in “The New York Times,” but an article for those smaller outlets that speak directly to your audience. Who is your target demographic? How do you see this translating into the best possible representation of your brand and mission? PR agents know what outlets to pitch for certain stories in order to accomplish certain goals, but sometimes you have a different set of goals in mind. These are incredibly important to discuss ahead of time. You want to make sure your team — whoever they may be — will celebrate, target and hit the goals that you set together.
It’s also very important to remember that not all press will guarantee you a sell, a download or visitors to your site. Press works in two ways. The first is through direct response such as sales, click-throughs and follows. The other is that certain outlets provide clout and visibility even if you don’t see those first results right away.The bottom line is that consistent press mentions and repetition in both big and small outlets is what gets you noticed long term.
Always Be Accessible
Something I truly believe — that most PR people will hate me for saying — is that your team should be accessible at all times. If you are a startup, you are likely working around the clock to meet deadlines, organize your team, deal with investors and develop a comprehensive business plan. You need to be able to pick up the phone the moment inspiration or an idea strikes. To be clear, this does not mean waking up your publicist at 2 a.m. for something silly, but if it’s important and you don’t want to forget — email, text or call. Always. We want to know your direction; we cannot read your mind.
Know Your Point of Contact
Meeting with the head of your potential PR firm before signing is always great, and almost always happens. You know they are smart, can sell it, know what they are doing and you trust them. But more than likely, depending on the size of the firm, they will not be working on your account day to day. It’s very important to ask who your everyday team will be, where they will be based and what their backgrounds are. Your account lead will be your go-to person in times of crisis, celebrations and questions, so its good to talk, vet, listen and meet with them to talk about all of the above.
Ultimately, think of your team as new hires for your company. Would you hire all of these people to work side by side with your team in-house? If the answer is yes, then you’ll know you’ve chosen correctly.
