As part of the marketing strategy, PR is a supportive function of the company’s objectives, whether it is building and maintaining brand awareness, increasing visibility, or building trust in the product or service offered. Ultimately, it defines how a brand is perceived.
In a startup, things move very fast. There is a lot of change and constant refinement of the service or product offered. Obviously, PR tactics will vary according to a company’s stage of development and its immediate needs.
PR is a long-term process, even though entrepreneurs are often tempted to look for short-term solutions to problems. It’s a team effort and has to be a brick-by-brick, never-ending building process. Benefits come over time, and in dynamic worlds like startups and technology, challenges abound.
If you have a startup, you should know that, unlike an established business, the benefit of building a PR plan is that you have the opportunity to build your brand image from the ground up, with full control over how you tell your story.
Every startup is complex, but the role of the PR consultant or team is to fully understand the business behind the start-up, with all its nuances, to build the most coherent story possible, and also to ensure that the messages delivered are consistent with the company’s vision and mission.