As a startup, one of the biggest hurdles you’re going to face is building an initial reputation with your target audience.
With almost zero customers, zero brand recognition and little in the way of capital you could use to bolster your image, you’ll have to rely on alternative outlets and inexpensive tactics to give you early traction. One of the best ways to do this is by getting your startup featured in media coverage, but doing that is often easier said than done.
Undoubtedly there are a number of advantages of Media Coverage which is why, you are reading this article right now.
- Brand Visibility
- User Acquisition
- In Line of Sight of Investors
- Recruitments
So, here is the list of activities that are required to be heeded for coverage in Media be it Newspaper or Digital Platforms.
- Identify the List of the Newswire Websites that cater to your target audience
- Submit Press Release: Through a platform like PR Web or PR Newswire, you can submit this press release to thousands of potential news platforms at once, some of whom will inevitably pick up and publish your piece. Press releases probably do little (if anything) for your SEO, but they can have a positive impact on your branded search results, helping with online reputation management.
- Reach Out to Individual Journalists: Alternatively, you can identify and work with individual journalists to get your startup featured in a story. However, finding a willing Journalist to cover your story may be hectic task.
- Newsjack Existing Stories: This is a risky move, but it could help you generate more attention for your brand. There are a few different ways to newsjack an existing story, but all of them share a common theme: taking advantage of the popularity of a previously existing story for your own benefit. For example, you could do a write-up on your startup’s opinions about a given news event, or jump on the bandwagon by taking action in line with or against a major company action covered in the news story. This type of move could get you featured in follow-up pieces.
- Involvement in Local Events: Keep an eye out for local events that are sure to attract media attention, and deliberately get your startup involved. If you want an extra chance to be noticed, keep your team brandishing your company colors, and consider making a formal announcement, such as one through a press release, to make your attendance known. You could even host your own local events to generate even more focus for your brand.
- Stand out on social media through a strong content marketing campaign: Many modern journalists and media publications look to social media as a source of material and inspiration, so if you can stand out there, you’ll have a far higher likelihood of getting featured in some capacity. Publish content regularly as part of a strong content marketing strategy, and engage with influencers and others in your industry to build a loyal following. From there, almost any announcement you make (or content you publish) will have more visibility.
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