As consumer habits have evolved in recent years, traditional PR agencies have needed to change direction and adapt in order to gain traction for their clients. It’s true, most PR strategies revolve around memorability but PR is Different for Enterprise Companies vs. Smaller Startups
For example, PR for enterprise companies most often involves a lot more bureaucracy and time when it comes to approval for various tasks. What’s more, PR strategies for large organizations will usually demand a more advanced skill-set that will require the attention of a dedicated PR department.
At the same time, budget is an obvious difference between the two and enterprise companies have their own team of PR professionals along with easy access in terms of gaining traction with media outlets.
But what does this mean for smaller startups?
Well, it means that smaller startups will often need a helping hand and different tactics for gaining publicity. However, it can be challenging to know how PR is different between these two. For this reason, it’s important to better understand the intricacies involved with press releases, media kits and pitching to media outlets:
About Distributing the Press Release to the Right Places
Press releases were traditionally used to communicate an important piece of news between either a company or PR firm and the media. However, many online news websites or social media platforms can help distribute a press release that can also speak directly to a specific target market.
For this reason, press releases are now used to communicate information to both the media and directly to consumers. What’s more, this content can attract incoming links from authority websites. Branded content can also earn social proof in the form of likes or shares that the content receives on social.
Large enterprise companies may find it easier to gain traction or attention from media outlets. With the right tactics, smaller startups can now achieve equally impressive results. For example, a reputable PR agency can not only help startups create a press release that demands attention but also get this document in front of the right eyes.
Creating a Media Kit and the Importance of a Media Distribution List
In case you’re wondering, a media kit is a document that outlines the most important information about your business, product or service. Although commonly used to launch certain promotions or events, a media kit is also an invaluable reference for media outlets that might want to cover your story.
You can have an impressive media kit but gaining traction comes down to where you send this document. For large companies, there is often a dedicated PR department that takes on the necessary creation, research and distribution of this media kit. This process can be incredibly time-consuming and usually requires crawling through endless media outlets to identify the most relevant publications.
For this reason, smaller startups will often outsource the creation of this media kit to a PR agency. By doing this, you can take advantage of the extensive resources and media distribution lists that these agencies can provide.
What You Should Know About “Pitching” to Media Outlets and Publications
But what does “pitching” to news outlet mean exactly?
“Pitching” simply refers to sending a brief outline of a particular story to a media outlet. In most instances, this pitch is offered as an exclusive to the publication with the hope that the outlet will cover the story.
Unlike press releases, a media pitch is only sent to one media outlet at a time. What’s more, the idea is not simply to gain as much traction as possible but rather to create an irresistible story or piece of value.
The PR department in a large company will have immediate access to most media outlets or publications. However, this can be an especially tricky process for smaller startups. After all, how can you even contact the right people and create a message that will capture their interest?
As you can imagine, this is another important reason why smaller startups invest in the services of a PR agency. In other words, a PR agency knows exactly who to contact and precisely what they like to hear!
Final Thoughts
As you can see, knowing the right contacts, media outlets and publications is just as crucial to an effective PR strategy as the actual message or story.
It’s true, there are clear differences between PR for enterprise companies and smaller startups. But the key to success is memorability and the overall objective is the same. With this in mind, enterprise companies might have a larger budget but with the right approach, smaller startups are never far behind.
Do you need help developing an effective PR strategy for your brand? By partnering with the PR specialists, expert writers and certified designers at Pressfarm, you can do just that.
With a professional press release, some engaging guest posts and an eye-catching media kit from Pressfarm, you can stand out in your industry. By distributing this content to the right media outlets and startup directories, Pressfarm can also help your brand to feature in relevant search results across different search engines.
Finally, as a client, you get custom media lists and access to a database of 1 million+ journalists, bloggers and influencers. With these media contacts, you can share your brand story widely and win more people to your brand.
The best part is that these services come wrapped in affordable packages. Whether you’re a startup or an established company, we have something for you. Sign up with Pressfarm today and start generating the publicity your brand deserves.