Here are 8 of the most common PR mistakes that can stagnate your startup’s growth and how to navigate them
Startups often launch with high expectations of immediate media coverage, from small blogs to major outlets. However, they quickly realize that securing press coverage requires a strategic approach and can be lengthy. As they navigate this, PR mistakes can occur, wasting time and money. For startups, conserving both time and financial resources is crucial for success.
Pressfarm has assisted numerous startups in reaching their PR objectives. Join us as we explore common PR mistakes that can hinder startup growth and how to avoid them.
1. Not measuring results
Doing PR without measuring the results is like writing blank cheques. It does not help your business in any way. Startups must endeavor to keep tracking the PR metrics they have set and analyzing what is working and what isn’t at least every other week.
For startups that choose to do their PR, staying on top of the numbers, keeping up with the trends, knowing which outlets bring in the best leads, and being accountable to your benchmarks will help you achieve publicity that grows your startup.
Startups that choose to hire PR agencies should press the agencies for results. If you want to analyze your PR game, the agency should be able to provide measurable results so that you can separate what is working from what isn’t.
Successful PR is about measuring results, taking action, tweaking PR strategies, and understanding what metrics affect the company’s benchmarks.
2. Unrealistic expectations
Startups often engage in PR, expecting to attract thousands of new customers. Do not expect immediate results if you are doing your own PR or have a PR agency helping you. It is always advisable to give yourself or the PR agency about 60-90 days to deliver before trying something different.
PR is a long game and results build and compound slowly over time. Unless your startup is extremely ground-breaking, you cannot expect to be featured in media outlets like TechCrunch or Forbes overnight. It takes work, and even if it were to happen, don’t expect a flurry of customers to sign up for your platform.
Managing your expectations allows you to implement your PR strategies peacefully and get closer to the end goal.
3. Assuming that PR is the only way
I hate to break it to you, but PR is not the only answer to your company’s growth. While it is essential, it takes PR and other strategies to achieve growth for your company.
While investing in PR, also invest in content marketing. Work on your social media and consistently educate, inform, and assist your customers using powerful blog posts.
Getting published in major publications is a huge achievement. It will get you some good publicity. However, you need to sustain that traffic longer than the few days the media attention allows you. Leverage other PR and growth strategies to keep growing your user numbers.
4. Using a PR agency with no SaaS experience
For SaaS startups, partnering with a PR agency experienced in working with SaaS companies can be highly beneficial. Their expertise can significantly aid in getting your SaaS product noticed by potential customers.
When selecting a PR agency, the key question is whether they can deliver on their promises. Have they successfully worked with other SaaS startups? Failing to screen for this kind of experience is one of the most common PR mistakes we see brands making. Look for proof of their track record and be cautious of agencies that boast success without providing verifiable results.
Since the SaaS sector is relatively new, many large PR agencies may lack experience with SaaS startups. It’s crucial to conduct thorough research before investing your resources. Alternatively, you might consider building an in-house PR team for your startup.
Need help generating buzz for your SaaS startup? At Pressfarm, we specialize in working with SaaS startups, helping them gain media coverage and build a strong brand presence. Our PR experts excel in crafting compelling press releases, developing engaging feature stories, and creating creative media kits to enhance your startup’s visibility.
In addition to producing high-quality content, we implement targeted media outreach strategies to connect your startup with the right audiences. We develop personalized media lists tailored to each client’s niche and provide access to a comprehensive media database with over 1 million contacts across various industries. Launching a PR campaign with Pressfarm will ensure your brand gains the attention it deserves and improves your online visibility by featuring prominently in relevant search results.
5. Not having a PR strategy
Jumping into PR without a strategy is like starting a journey without knowing where you’re going. For very many startups, the focus is usually on publicity. However, many other growth hacking efforts will be in vain without a PR strategy. Create a PR strategy to guide all your marketing efforts. This will help reduce wastage and do the right things at the right times.
6. Concentrating on the wrong story
Of all the PR mistakes that can kill a startup’s PR efforts, telling the wrong story is probably one of the biggest. Startups need to craft stories that make the reader’s eyes light up.
Another mistake people make is pitching news stories like sales pitches. As we have advised our clients, journalists look for well-written, compelling stories to publish.
Startups that have made it big can spotlight the big ideas within their companies. Beyond showcasing these ideas, they also tell well-researched stories. One such company is Slack, which has benefited from its strong storytelling capabilities.
Another company is Facebook. Mark Zuckerberg has continued to stay on top of the company’s messaging to its users and the media.
Every startup is attempting to disrupt a particular market. Make your startup stand out by focusing on a unique story at the heart of your company’s idea.
7. Ignoring social media
Social media is crucial for boosting brand awareness. These platforms enable direct interaction with potential customers and influencers, offering a cost-effective marketing alternative compared to other channels.
Neglecting social media can leave your brand trailing behind competitors, leading to diminished market share and a weak brand identity. Even if your product is excellent, lacking a strong social media presence can make it difficult to attract customers and hinder growth.
8. Having no crisis management plan
A crisis management plan helps mitigate damage in the event of an unexpected workplace crisis. Operating without a plan leaves your business vulnerable to big losses in finances, reputation, and overall viability.
Startups face many challenges that can impede their growth if not addressed. Avoiding the above mistakes helps to build a resilient foundation that can withstand the storms of the business world. Commit to learning and adapting your business to market trends to pave the way for growth and success in your company.
How Pressfarm can help with your brand storytelling
It’s important to engage in media outreach from day one. By sharing valuable content that media professionals appreciate, you can create a positive reputation that audiences feel connected to.
With quality content like press releases, guest posts, and media kits, Pressfarm can help you stand out and make a name for your brand as a trusted authority. Beyond that, custom media lists from Pressfarm can help you connect with media professionals who can help you tell a positive brand story and win customers over.
Connecting with the PR experts at Pressfarm is also helpful when you’re already in a crisis. They can help you craft a brand message to regain public trust and restore your reputation. However, if you sign up for a PR package before a crisis hits, you can build a more robust reputation and survive a few hits. As a result, when you start with your PR early, there will be less work during a crisis.
Do you have anything to add to this story? Let us know in the comments section or by chatting with us on Twitter @pressfarmpr
