How important is media coverage in launching your business? In this video, Jay Adelson, CEO of Revision3 discusses the importance of PR in a company.
Adelson acknowledges that all of the news that you read are often engineered by people who call themselves public relations specialists. He says that a PR specialist’s job is essentially to pitch different ideas to reporters. He notes that PR is both an art and a science. A PR specialist can give you coverage in all kinds of media. Also, they can help you in time of crisis.
When launching a company, should you invest in PR? No, says Adelson. You should not invest in PR in the early stage of your business. Also, investing in PR early in the startup stage can be a bad timing because you will run the risk of having more coverage than you can handle. It is best to wait until you achieve some milestones before you invest in it. Expensive coverage does not always guarantee buzz around your product. “You should be concentrating on execution. Use other forms of communication to get your message out there,” says Adelson. Use social media to generate buzz around your product. Also, using customers is a good way to spread the word. He remarks that if your idea is good enough, your audience will serve as your first form of PR. You don’t have to shell out money for someone else’s press release, so making use of it should serve your best interests.
How can you do PR by yourself? First, you have to consider your company’s position in dealing with the public. You can enlist the help of other entrepreneurs about the positioning of your company. Next you have to anticipate reporter’s questions. Lastly, you have to come up with a good FAQ that will answer all of those questions.