Why Should Startups Prioritize PR as the Key to Growing an International Business?
Earned media has the power to boost both brand awareness and credibility. Mentions in major media outlets carry more weight than paid advertising. Building your company’s reputation from the early stages allows you to gradually establish thought leadership and develop a unique voice in the industry.
To illustrate the importance of PR, I’ve gathered top insights from industry experts to help you get started with your PR strategies. These insights are drawn from a recent Community Breakfast event hosted by Maria 01, featuring Salli Leinonen, Senior Communications & PR Specialist at a San Francisco Agency; Mari-Leena Kuosa, a seasoned stringer and fixer in journalism; and Malathy Eskola, Director of Marketing and Communications at Kuva Space.
Salli Leinonen kicked off the event with a keynote speech, offering valuable insights into the dynamic between earned media and paid advertising. She highlighted that “PR can be up to 90% more cost-effective than ads, and it can increase your website’s search engine ranking by up to 45%. It also plays a crucial role in influencing potential clients’ decision-making.”
Malathy Eskola emphasized the importance of PR for startups, adding, “For early-stage startups, PR and communications may be the most effective way to establish a voice in the market.”
What Should Startups Consider When Doing PR?
Start with a well-thought-out plan: define your goals. PR efforts should align closely with your business objectives, working in synergy to support growth. Clearly outline your key messages and identify your target audience. While it’s good to be ambitious, keep your expectations realistic. Consider partnering with a PR agency to connect with the right contacts in major media outlets. It’s equally important to stay updated with media trends and follow relevant journalists.
How to Write an Effective Press Release?
“Before anything else, ensure you have a compelling story to tell”, explained Mari-Leena Kuosa, and continued: “Be concise and precise, addressing the classic questions of who, what, why, and where. Bring the bottom line to the forefront—don’t bury the news! Use fact-based arguments, and remove any marketing jargon to build credibility. The focus should be on impact, impact, and impact.”
How to Capture the Media’s Attention – Even Without Major Announcements?
Consider the core elements that make a story newsworthy: for example, is there impact, timeliness, proximity, prominence, or relevance? Can you offer a fresh perspective, conflict, or human interest angle? Tailor your pitches accordingly.
If there’s no significant news to share, follow current events and journalists who write about your industry. Spotting an opportunity to offer a unique perspective or even a dissenting opinion can be valuable. Sharing your experiences, like a significant challenge you’ve overcome, can be engaging. Authenticity and human interest resonate—so even without big announcements, there are always compelling angles to explore.
As Mari-Leena Kuosa put it: “Conflict and drama are always interesting!”
What If PR Efforts Aren’t Paying Off?
Remember, PR is a marathon, not a sprint. Building relationships and trust with journalists takes time. Even if your story isn’t picked up immediately, making a positive impression ensures your brand stays on their radar. Stay consistent in your messaging, and results will come in time. And if a story doesn’t make it to a major publication, leverage your own channels—social media, podcasts, or blogs—to share it.
Niche media outlets can offer a solution to this challenge, as Mari-Leena explained: “More diminutive, vertical media outlets, on the other hand, specialize in niche topics and cater to a specific audience. They may offer more in-depth coverage on specialized subjects and can be more accessible for targeted PR efforts.”
Any Tips for Crisis Communication?
In a crisis, honesty is paramount; “acknowledge the problem rather than denying it, as the truth eventually comes out, said Kuosa. Decide who will be the company’s spokesperson and make sure she/he is well-prepared. Take ownership, verify facts, and respond quickly. Keep your customers in mind throughout the process—a crisis, handled well, can even become an opportunity to strengthen your brand.
“Prepare for a crisis before it happens—think of it as a form of insurance”, concluded Salli.
Would you be interested in joining our thriving community? You can read more about our memberships here. Or perhaps you’re interested in becoming a partner or joining our investor network.
Stay in the loop! Subscribe to our newsletter below and be the first to know about our latest news, events, and exclusive updates!