I’ve come across far too many articles in the recent past contemplating whether start-ups need PR at all. Questions like: Should start-ups spend on PR? Does your start-up really need help with PR?
This is an attempt to share my understanding of PR in the start-up world. Yes, start-ups have it tough because they’re new but that doesn’t necessarily make them insecure because of their lack of visibility. Don’t judge a book by its cover. There are plenty of start-ups that have their priorities right. They focus on operations, following through their business blueprint, and are constantly moulding with their evolving business model.
It is often portrayed that once a company gets funding, the upper management can’t handle the publicity and starts spending heaps on “PR”.
PR is very different from advertising.
Among other things, PR focuses on brand-building and reputation while advertising (whether online or offline) essentially highlights products/services to primarily increase sales. More often than not, start-ups that look for ‘quick fame’ end up confusing the two and get frustrated when, despite their investment, the PR company they’ve hired hasn’t been able to get them mentioned in a leading publication. Anyone who understands the world of corporate communications or has preliminary knowledge on media relations, understands that throwing money at the problem is not a solution when it comes to brand-building.
Creating a memorable brand takes time. A bit of research on brands will show you that it has taken years for brand giants to become recognisable, trustworthy and ultimately, THE go-to brand for consumers. PR helps start-ups establish their brand identity, personality, and approachability in terms of consumers. This comment by GG Benitez, CEO of GG Benitez and Associates Public Relations, Inc., helps make my case:
“Too many companies are focused only on the dollars ROI. While PR ‘hits’ are never guaranteed, when they do happen, they spur brand affinity. That results in an ROI that’s outside just the traditional dollar for dollar measurement.”
Start-ups can, however, risk throwing money at advertising. Since we live in a time of multiple online and offline platforms – advertising, to an extent, is truly experimental. For example, there are several different ways you can advertise on Facebook. Companies can choose from ‘where’ and to ‘whom’ they can advertise to. The list of preferences goes on. While one combination may work for a product/service, the same is not guaranteed to work for another. Hence, experimental.
While advertising is measurable, PR may not be.
When talking about Return-On-Investment in advertising, there is a simple way to measure it.
(Sales Growth – Marketing Cost) / Marketing Cost = ROI: “It is a good idea to calculate ROI on a regular basis throughout any campaign because the results do take time to build.”
Having worked in a start-up for over two years, I understand strict marketing budgets. These concerns can lead start-ups to take charge of their own PR, which isn’t necessarily the best advice and can end up eventually harming the company’s image. Instead, start-ups should find the right PR consultant or agency to assist them in building their brand.
Today, a majority of start-ups are offering products/services that can help make the consumer’s life easier. The right amount of PR and advertising will only help them leverage their brand in the industry.