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PR 101 for Start-Ups – How to Get Visibility Without Bringing in the Pros

PR 101 for Start-Ups – How to Get Visibility Without Bringing in the Pros

By Caron_Beesley, Contributor
Published: October 4, 2012 Updated: September 29, 2016

If you are in start-up mode and want to launch a new product, secure private funding or bring visibility to your company, then public relations is an essential tool for your box. But how do you get started if you have few resources? Here are some tips for things you can do on your own, without the help of a PR agency or expert, to get visibility for your business with potential customers or financiers.

Disclaimer - I don’t take credit for these tips. They come directly from professionals via this on-demand webinar: PR 101 for Start-Ups presented by Lisa Throckmorton, EVP, SpeakerBox Communications and Jonathon Perrelli, Managing Partner,  It’s well worth an hour of your time.  Here’s a quick summary:

Make Sure Your Product is Ready

It’s just common sense: before you engage in any communications push, make sure your product is ready. Online content has a long shelf life, so it’s important to make sure your product is tested, validated and up to snuff.

If you are not there yet and are planning on entering a hot market, such as high-tech, consider announcing a beta. This gives the media an opportunity to preview you and generate some buzz. Make it clear that your product is still in development and have realistic expectations about the kind of coverage you’ll get. Remember, you can’t control the media – they may not say what you want them to say, “so your product better not suck,” explains Jonathon Perrelli. “You need a good beta.”

Don’t Underestimate the Importance of Messaging

PR is no different than introducing yourself to someone at an event or trade show, so develop an elevator pitch that conveys quickly and distinctly who you are and why you