Every marketing director thinks their promo videos are great, but when was the last time you sat through another company's entire video ad and actually cared?
Don't waste your target market's time or brain power. Here are 8 tips that will make your next promotional video more successful, profitable, and compelling.
You've survived the Consumer Electronics Show (CES) and even earned your startup a few media mentions in the process. You're finally taking off. As far as you're concerned, your name belongs up there with Musk, Zuckerberg, and Curie.
You may think the bulk of your PR work is done for the year, but it's only just begun. The difference between startups that flicker and fade and those who become household brands is all about media presence–continued media presence. Here are the most common PR mistakes startups make after CES.
Introducing the media to your startup is an important job–one that shouldn’t be done without careful research and consideration. Knowing what to expect from a potential PR firm is often challenging for startups. Here are some must-ask questions to address with any PR firm your startup is thinking of working with.
Who will do most of the daily work of promoting my startup?
Large PR firms often have interns and in-experienced people on-hand to conduct research, preform initial pitches, and manage smaller accounts. Since you’re paying a PR firm to represent you, you should know what you’re paying for and how much of your account will be handled by “underlings” versus senior management.
1. The best PR firms are really big.
Choosing a big PR firm can be a dangerous choice for a startup for three reasons: 1. Big PR firms are expensive for cost-conscious startups. 2. Big PR firms are focused on their big, name-brand clients, because they look good, and they pay well. 3. Most big PR firms don’t specialize in the nuances of startups. While they may have fancy reports and a fleet of underlings to meet with you regularly, big PR firms don’t usually understand the specific needs of budding entrepreneurship associated with startups. You’re better off looking for PR firms that specialize in, and have results for companies of a similar size and focus to yours.
2. You Don’t Care About Your Appearance:
Relying on old PR placements shows that staying relevant isn’t important to your brand. When media placements for a brand are more than a month or two old, it’s the same as wearing dirty laundry to work; it looks bad, people notice, and no one will tell you.
3. You’re Wasting SEO Opportunities:
One of the number one ways people research new products is online, and media placements are a great way to drive SEO for your brand. If you’re not actively getting your share of media placements, your brand is missing some meaningful web-traffic.
4. You’re crippling your sales team:
Sure great salespeople can sell “anything” but if you have Ghost PR Syndrome, your forcing your team to trot out the same horse time, after time, trying to sell to leads, who are becoming more and more familiar with the competition. Current media placements can go a long way to lending credibility to your product and that can speed-up and unburden your sales team.
5. You’re Isolating Your Customers:
Lack of PR makes current customers less confident in the best of times and more skeptical if they have a problem. Hanging out with the “cool kids” is still a thing. Even if you have won customers and they’ve been with you for a long time, they may decide to go with the competition if the news is raving about how wonderful a similar product is. For customers who’ve had a problem, (as long as that problem is handled in a favorable way), positive media stories can help them have faith in your company while their problem is sorted out, leading them to believe that their issue is isolated, and not the tip of the iceberg of doom for your brand.
Is Ghost PR Syndrome Preventable?
Yes. You need to make PR a priority for your brand. Work with a firm that understands your desire to stay relevant in your market. Talk with a number of firms who represent brands of a similar size and industry to yours. Talk with fellow founders, executives, and colleagues and ask who they recommend. You can overcome Ghost PR Syndrome and get your brand back on track.
The Bottom Line:
If you want your company to stand out, attract new customers, and stay relevant, active PR should be one of the most-valuable, most-used tools in your marketing toolbox.
Have you ever had a PR campaign that just didn't work? Are you planning a new campaign? Here's the top 8 reasons PR campaigns fail and what you should avoid.
1. You're Starting Too Late
Do you have a story that has to "go live" this week? Next week? You're too late. Sure, you can try and see what happens, but you need to have sent out your stories at least two to four weeks in advance.
Looking to get coverage in a print magazine, try three months or more in advance.
Looking to get your new product/service on a major TV show? That could easily take 6 months of hard work and dedication.
Do you have a holiday campaign coming up? Start in August or September. After that, it's too late.
Starting with a new PR firm? Bring them on, at least a month before you need to start pitching anything.
From luxurious retreats, to expensive market research analysis, entrepreneurs have many resources to help them become seasoned thought leaders, but as they say, startups ain’t got time for that.
If you only have fifteen minutes before your interview with a TV show, radio show, podcast, or other media engagement, here are nine things you need to know right now:
1. Check Your Facts: Run a quick Google news search on the topic you’ll be discussing. Make sure nothing has changed in the last few hours/days. (In the tech space it’s entirely possible).
2. Know About the Show: Know the show’s name. Google it. Learn the host’s name. Know where the show airs. Keep this in mind during the interview.
2017 was a big year for Jacobson Communication. From documenting the Solar Eclipse in the path of Totality, The View, Drone Easter Egg hunts, and PDXLan, here are some of the year's highlights.
About the Author
Jennifer is a storyteller who connects big ideas with audiences. She specializes in public relations, brand development, and creative services for startups, theme parks, musicians, authors, nonprofits, and more. From audience awareness to brand development, and positive social change, Jennifer works with clients she believes in and that she believes she can help.
Get Jennifer's Upcoming Book
Snow Tires for Startups: How to Get PR Traction, is a practical guide for startups and growing brands who want to get the most out of their PR. Learn to think like a storyteller and weave your brand into a larger narrative that puts you in the history books. Snow Tires for Startups will help you navigate the world for PR and get the positive attention you need to move your brand forward.
“Is my startup ready for PR?" The answer has a lot to do with what your startup is already doing. Find out if you're ready now, if you should wait, or if you should have started PR months ago with this simple quiz.
Do big global PR firms work for startups? The siren song of larger, global PR firms are tempting to many, but there are good reasons many startups should avoid them. You can do better than a big firm. Here’s why.
Jacobson Communication specializes in public relations, brand development, and creative services for startups, theme parks, musicians, authors, nonprofits, and more. From audience awareness to brand development, and positive social change, you'll be surprised what better communications can do for your brand.