Launching a product in a startup is like launching a Elon Musk’s SpaceX rocket. Its date is postponed indefinitely due to additional corrections being made. However, when this moment comes, you should necessarily use it in communication. Product reviews are one of the 5 most important elements of PR for technology. Prepare a press release about the product, with particular emphasis on what it changes in the life of your customers. Identify the journalists who wrote about similar products. A few weeks before the official launch of the application, send them press materials inviting them to test the product before it sees the light of day. Nothing affects journalists more than the opportunity to touch and see something as one of the first people
Acquiring an investor is often the first test for a startup and business idea. If you are on the eve of signing an investment agreement, offer the investor to prepare a joint press release on this subject. You can do it yourself or outsource it to specialists from the Public Relations agency. It should contain detailed information on the investment: how much money will the investor invest? What will this money be used for? What % of the shares will be transferred by the owners of the startup? What benefits and competences will the investor bring on board? The press release is also a perfect moment to present the company, the market in which it operates and the vision of the company’s founders.
Your product is already on the market and has just acquired a client, which is a big and well-known company? Guarantee in the contract the right to use the fact of cooperation for promotional purposes and then prepare a press release about it. It should necessarily include statements by representatives of both companies and details related to the implementation of cooperation. Such information should go first to the relevant industry media for the customer’s industry and the startup.
Did you acquire the first contracts on the foreign market? Have you signed a contract with a company that will represent you on another continent? Or maybe you are just opening your office there? The story of a Polish start-up which made a bold decision and is doing well “in foreign lands” usually sounds interesting to many journalists. Why was such a decision taken? Why exactly this country? What surprised you at the location? What are the basic cultural differences in the mentality of clients? What are your plans for the coming years/months for this market? Include this and other information in a brief press release and distribute it to the media. Be sure to include photos and multimedia materials to illustrate your presence on that market.
Your company was just an idea on a piece of paper a few months ago, but today its revenues are growing at a double-digit rate and you can’t keep up with new customers? It is an indisputable sign that you are experiencing spectacular growth, of which you should inform the media. Choose the measurable parameters that best illustrate your growth rate. This can be a change in the number of customers served, revenues, profits, increasing number of employees. Prepare and distribute a press release in which you briefly describe your company’s history from the idea to the situation today. Please also describe your mistakes and failures to make your story more interesting to readers
In your line of work, a global tycoon just took over another company? Has it entered the Polish market? Have industry-relevant regulations changed? Nothing prevents you from being the first to comment. Time is what counts. Prepare a press release on the event and then attach a paragraph to the industry commentary explaining how the changes will affect our market and the companies that deal with it. Remember that in the case of industry news, time is what counts. The sooner you will be able to prepare a comment and deliver it to journalists, the greater the chance that media publications will appear on the basis of it.
Have you won or are you a finalist of the Infoshare Startup Contest or another industry competition? Make sure to inform the press. The fact of winning the competition is a good reason to pay attention to what a given startup does and what its history is. First of all, contact journalists representing the media patrons of the contest as well as local journalists. They’ll be the ones most interested in your story.
You’re going to a big conference like Infoshare? Most likely, there will also be journalists who are interested in the stories of startups like yours. Create a list of journalists who write about startups (starting with the list of media that patronise the event). Prepare a press release about your startup. Send it to the organisers with a request to forward it in the event press office. Send it also to journalists with information that you will be present at the event and a proposal for a meeting. Remind yourself 2-3 days before the event. There is a chance that your participation in the conference will result in publishing about you in a popular medium!