PR

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Public relations advice for startups

1:41PM | Monday, 19 January

Underestimating the amount of time and money that’s required to launch marketing and PR campaign is a common mistake made by startups, according to Sharon Zeev Poole, the founder of public relations agency Agent 99 PR.   “PR is often an afterthought for startups, they’ll pick up the phone a week or a few days from launch,” Zeev Poole says.   “Start the process at least a month or two before launch. If you’ve got a PR agency give them time to get you prepared. We give clients a checklist before we even start, so they have the timeframe to pull everything together.” Tips for founders handling their own PR For startups that are being funded solely by their founders sometimes there just isn’t money to outsource PR. Zeev Poole says it might sound simple, but the key thing for founders conducting a PR campaign is to present professionally.   “A lot of the time there’s a tendency to be like ‘you’re my mate’,” she says.   “You need to do your research and understand how PR agencies and PR people offer up their information. Make sure you’re writing short, very concise emails. Have a coffee with (journalists/producers), start building that relationship but know it might not happen instantaneously.”   Zeev Poole says startups also shouldn’t dismiss the role that bloggers can play in promoting new products, while also being sure not to take a “scattergun approach”. That is founders should target five to ten publications that make sense for their audience. Developing relationships early is key, she says, but startup founders should be wary not to be a nuisance.   “When media says no, they mean no, don’t keep hounding and don’t keep pushing,” she says.   “Be polite and ask for feedback. Ask why it didn’t work for them so at least you know what to do better down the track. And I don’t mean two days later.” How to choose a PR agency? For those startups keen to outsource PR to an agency, Poole suggests asking for names of clients that they can contact for a reference. If the PR agency is defensive then that could be a warning sign.   “They should be able to offer up references really easily,” she says.   “There’s nothing wrong with asking to speak to three similar clients and see what they say about the agency.”   Follow StartupSmart on Facebook, Twitter, and LinkedIn.

Daily deals with a charitable twist

1:06AM | Monday, 14 January

It was a 12-month journey from idea to market launch for GOthat, founded by best friends Belinda York and Della Pin.

Take advantage of a slow news day

12:05AM | Thursday, 13 December

Well, the non-ratings season is upon us. You can tell by the fact that any TV not tuned to the cricket is endlessly showing infomercials thinly disguised as “home repairs shows” or the repeats of “gritty” Australian dramas that are so brilliant that no one bothered watching a decade ago.

Five Aussie start-ups looking to crack Obama’s America

11:46AM | Thursday, 8 November

Regardless of the economic turmoil the US has undergone in the past four years, America remains a prized destination for many Australian entrepreneurs.

Five basic PR blunders every start-up needs to avoid

10:06AM | Thursday, 25 October

You probably heard about the PR clanger that Google dropped last week.

10 Aussie start-ups gunning for Silicon Valley

5:20AM | Thursday, 31 May

For Australian start-ups dreaming of making it big in the US, the transition time from launching to jumping on a pan-Pacific flight seems to be getting quicker and quicker.

Klick Communications makes foray into US tech start-up scene

5:48AM | Thursday, 24 May

Sydney start-up Klick Communications is embarking upon an audacious foray into the US market, setting up shop in Los Angeles with the aim of luring tech start-up clients.

Redeeming outsourcing as a strategy for SEO

3:34AM | Tuesday, 13 March

Before I first started working on the SEO for the OZHut group of stores, I had contacted a few SEO companies out there at the time to see how much they wanted to charge and what sort of methodology they employed.

Modelling an overly-lean start-up

2:05AM | Monday, 20 February

All start-ups should ensure costs don’t run out of control, but when you operate in a cutthroat industry such as modelling, you can’t afford to skimp on much if your business is to grow.

Top 10 PR disasters

5:44AM | Wednesday, 2 May

Just two weeks ago, Airbnb appeared to be on an unstoppable rise to the top. The business had expanded internationally, including Australia, and had raised $112 million in funding.

Blink Mobile Interactive wins innovation award at the Australian Business Awards

7:24AM | Friday, 22 July

A boutique tech company has won an innovation award at this year’s Australian Business Awards for its rapid development of mobile applications, just two weeks after winning a similar award at the NSW State iAwards.

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