Public Relations

Creating Buzz for a Start-Up in 5 Easy Steps

When you’re launching a new company, press is critical. Here’s how to build a buzz.

Getting press coverage for a start-up can help you attract customers, build partners, and secure your digital footprint. However, when you’re just starting out, it can be difficult to pinpoint stories and angles the press will love. Fear not. With a little planning, you can make the most of your new status to capture reporters’ attention. Here are five ways to get buzz going during the earliest stages of your business.

Leverage your launch: Just the fact that you’re brand new could be big news. When a new restaurant opens or a brand brings a new product into the market, that can be a worthy hook for interested press. Issue a press release that connects to your launch. Take the time to highlight what’s noteworthy about your business. Do you have an interesting backstory or bring something new to the market? You never know what will be the most important factor in attracting press attention.

Stage an event: Events are a natural hook to attract press attention. Whether you hold an open house or stage a speak and greet with a noted expert in your field, this is an easy way to engage with local press. In advance of the event, send out an announcement to local and industry press. Follow up with a personalized invitation. Reporters are always looking for a story, and they’re likely to show up if they’re interested in your space.

Team up with another business: One great story I heard was of digital businesses that were experiencing challenges attracting press attention. They banded together and hosted a summit. Collectively, their audiences added up and they were able to attract a larger-name speaker. This strategy has become common online, and it also works for in-person events. If you’re the owner of a brick-and-mortar business, consider partnering with local business or other providers in the same space to host an event or evening at your facility.

Watch HARO and other sites: HARO (Help a Reporter Out) is one of many sites the press uses to find sources for stories. Join the mailing lists for these sites. Reporters post every day with highly specific requests: digital marketing experts, an industry leader in AI manufacturing, a psychologist who focuses on inner-child work. Your big press break is just one request away.

Don’t assume that because you’re small you won’t get press coverage. By investing some time in outreach and creating coverage-worthy stories, you’ll be able to secure local—or even national—press. This helps improve your reputation, attracts new business, and helps build your digital profile in the process.