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Entrepreneurs cannot simply replicate Apple or Nikeâs PR strategies and expect the same results.
For starters, startups begin with a clean slate and no brand awareness. Therefore, an entrepreneurâs focal point for generating PR will often focus on one or more startup-specific objectives, such as:
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Startups can do this by being clear about what they want their audience to know about the new brand, how it will differentiate itself from existing companies and how it will otherwise add more value than its competitors.
Startups can identify short-term opportunities to introduce their brand by figuring out where their audiences are and communicating with them directly
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An established business has a track record and press activities to build on, so its PR strategy might be about continually feeding the editorial pipeline to keep the brand in the media.
Entrepreneurs are pulled in a million different directions every day -- which doesnât leave a lot of time to devote to building a PR strategy on their own. That being the case, entrepreneurs need to determine what resources are available to help them develop a PR strategy and consider whether they have these resources in-house or if they need to invest in an outside PR firm.
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