For start-up founders who are ramping up a DYI PR campaign or who are hiring an agency, by now have heard the PR and marketing mantra about messaging, it goes something like this: identify your business messaging. A mantra it might be, but one that couldn't be more true. In fact, you'll want to pinpoint exactly what your business purpose is and be prepared when asked, to describe it effortlessly.
But repeating the mantra and fully understanding it are two different things. Understand that it's also vital that you know beyond a shadow of a doubt what it is about your business that sets it apart from others. Think what makes it different. For example, think of the variety of ways your technology might be streamlining an old process. Or, maybe think of how it offers consumers an easier way to accomplish a task. Perhaps it gives business owners a solution that addresses a common problem that because of your technology, is now eliminated. What ever your business purpose, having clarity about it and its messaging will be valuable. Earlier this year, I worked with VentureFund.io, to craft messaging about its new a platform that connects early stage venture capitalists with people like you who create innovative apps. We identified the messaging around a long-overdue technology which instantly connects venture capital funders with the people looking for the funding: start up founders! Something unheard of prior within Silicon Valley's elite venture capital circles. This is a key differentiator for my client because it offers a different, and more inclusive, way to get start ups funded faster. Yours will be something entirely unique to your business model too. More than anything your key differentiator will be the deciding factor for the tech writers and journalists you’d like to have write about your company, your app, technology, etc.
Therefore, while you’re in the midst of planning a PR strategy, or working with an agency to help you, keep these suggestions in mind, not to mention your PR messaging mantra, and you’ll be much closer to shaping the right narrative to tell your unique story and have others do the same.