Any tips on creating buzz through press for a startup?

I think I have a good list of bloggers and publications I would like to target and introduce them to my startup soon. I am struggling to figure out a timeline though. Should I try to get some press all at once to create some buzz or should I spread it out to keep our name out there? We haven't launched yet, but I was thinking of trying to create buzz when we launch, but then I don't want things to die down quickly.

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11

If your startup is unique to the marketplace, or a proprietary version of some existing product or service, use press releases to announce the pre-launch. Provide some engaging bits to tease them along with a target date for them to "mark the date". Rinse and repeat, with updated information. Make sure they hit all of the major social media outlets as well.
There are lots of PR sites, but some are better than others.
Remember, you get what you pay for.

7

Creating a buzz Tom is really a good idea for a Startup however its not that easy to pull no matter how good your bloggers or publications are it is still hard to make it it is like setting up a trend, creating a culture or a phenomena. Be that as it way there are some few ways to do it effectively.

At the moment I can not say some specifics on what would be those ways to do it since I lack the commercial awareness of your Startup, the industry, its market, demographic and USP except to tell you these 3 words. Story-telling, Lovemark and Commercial Revolution but provided you have all the 3 requirements of what makes up an enterprise also.

Story-telling, instead of writing content full of value propositions, testimonials or white papers, you need to narrate a unique and fresh story that captures the interests of your demographic and provide them a solution that makes their lives even better and easy keep it brief, short and direct to the point and while your at it build an emotional bond between your product and your targeted demographic, this is what Lovemark is all about.

Having understood those two, you may have a good grasps on what your demographic have in common, what binds them, their problem, their needs, their common adversary etc. then use it to influence their behavior, set some sparks to their hearts and start your own, Commercial Revolution.

Other than those three, you could also start w/ wordcrafting know that some great brands today were known for their invented words say Google, Blogs, Tumblr, Linkedin, Twitter, Bitly, uber etc. because it makes and keep people guessing, curious and/or mystified. Lastly, you could try Richard Branson's approach that would be engage in doing crazy and never been seen/done stuffs that people will actually talk about that which allow you to stand out of the crowd. Well, I hope this helps since I dont have much bout your Startup and if you need to ask some more questions feel free to drop me a message or email me at info [at] holygrowth [dot] com. Good luck!

5

imo your timeline s/b go live, release product/service, get some sales and cash flow AND then court the media. It's been my experience that most members of the press, especially old school, aren't interested in giving time to startups without something solid and of interest to a decent range of their readers.

If I were in your shoes, and had things to do over again, I would stay under the radar and get the big sales first. Once you actually have a product in the wild with actual cash flow, THEN court the media, both old and new. They might actually come to you.

I think a story is easier to tell, more credible, and more interesting to additional new customers when you can answer questions from the press about customers, sales, and business with something other than "we haven't done anything yet".

keep after it!

5

What is your product or service? What is the value differentiation statement beyond a standard USP? Have proof of results from whatever it is? Have hard numbers that back up your proof?

If you don't have those basics, what is your press going to offer that isn't a version of something else that also has no track record, or is just more online noise?

Not sure what you're wanting or expecting from attempting to create buzz based on evidence not existing even at a grass roots level to buzz about.

If you have media/blog/social targets for potential buzz help, I'd see what they've done for others and any competitors and think through your approach before wasting contact attempts. You might even want to prioritize who you contact and when/why so you can refine your strategic approach before blowing it with a tactical approach that lacks a strategic foundation.

What specific activities are you planning and in what sequence? Are you anything that builds/reveals sequentially or just identifying targets to shoot at over and over with slight variations of the same info?

When the product/service is exceptionally unique, buzz can be created almost by itself, but it still takes work to get the word out. The strategic plan and execution makes the difference in whether the results go exponential or not.

If you're doing something that has competition or the perception of competition in the marketplace and it either doesn't clearly/dramatically differentiate itself, or you have to go through anything but a simple, easy-to-understand pitch for people to get why it's great, you need to establish a marketing foundation that expands as the proof/success builds. Ideally the benefits have an instantaneous effect.

You didn't mention how getting press fits into your marketing plan. Getting press works best as a subset of an overall marketing strategy and support/contributes to the other marketing tactics in the plan - not as something you do separately.

Tactical marketing activities all need to contribute to the goals and objectives of your bigger plan. Otherwise you aren't using your resources smartly or as effectively as you could be. And for startups, that's particularly important.

You also didn't mention how much business you can handle in the event you have all the above covered and get swamped with orders or work. The last thing you want is people clamoring for something you can't FULLY deliver when they want it because they've given you their valuable attention, checked you out, made their decision enough to trust you, and then committed to you instead of someone/something else.

Under-deliver or fail to deliver and you have a reputation issue to deal with that can haunt you indefinitely. You don't want to have to dig out of a hole like that in start-up mode.

If the above is covered, I would build some basic recognition in social and maybe certain geo-targeted areas before going to my prioritized list of big-hitter opinion leaders for their kind words, support or involvement.

4

Make a strategy plan, don't do all at once, get case studies to show what you can do, what pain points you can solve and then go to town.
At launch have a party, get local press involved then, with content filtering out as you go.
Don't rush!!

4

Hi Tom,

It depends to a large extent on what you plan to introduce. On your profile page you say you're in stealth mode. Are you planning to unveil a tech wonder to rival the iPhone (for instance)? Or something that will revolutionize the digital landscape? Then teasers to create early buzz might be powerful.

On the other hand, if it's not necessarily something earth shattering (even though it might be a great idea and solid business) then waiting to have something solid to show makes more sense.

Here's a piece I published about how small businesses can generate PR in the digital age: https://blog.ampervize.com/2014/11/14/the-secret-sauce-for-powerful-pr/

All the best to you!

4

Hi, Tom,

Wonder where you are with this today, one month later. As you can see there are a number of variables and it comes down to thinking like a journalist.

I have some tips on my blog that might be helpful (a bunch more content coming) http://www.cascadecomms.com/#!blog/coh1.

Without knowing and understanding more about your business it is difficult to give you a lot of advice. PR is not, and should not be, a one-size-fits-all, but custom to your needs.

Happy to answer any additional questions you might have. Otherwise, best of luck!

3

You go for a Buzz where as Press and Social Media and all other resources. If you dont wish to die down quickly please make it a habit to do such kind of events in future. Also use maximum social media and related tools to keep yourself alive.

2

If would be helpful if you shared what is your business.

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