Enhancing Executive Visibility and Startup Positioning through Tech PR
Public Relations (PR) play a crucial role in fostering the growth of startups by establishing and maintaining a positive reputation, ultimately leading to increased revenue. Tech PR, a specialized field within the PR industry, focuses on building and nurturing the image of technology companies. It is important to note that while marketing aims to promote and sell specific products, PR is geared towards maintaining a positive reputation for the company as a whole.
Building Reputation with Tech PR
Tech PR encompasses various strategies aimed at establishing strong relationships with key media platforms, pitching to journalists and writers, and securing media mentions to maintain a robust reputation. Here are three effective approaches for startups to build their reputation through Tech PR:
Key Person Positioning (KPP): Embracing the concept of KPP can significantly benefit startups. It involves bringing the CEO or other top-level executives to the forefront as brand influencers. By showcasing their passion for the company and industry expertise, these executives can enhance the reputation of the startup. For example, Harri Obi, as the PR and marketing manager for FTX, became the face of the brand through his active promotion of the crypto derivative exchange on social media. Startups can follow suit by leveraging their key executives' passion and knowledge to strengthen their brand's reputation.
Strategic Corporate Social Responsibility (CSR): Innovation and strategic thinking have transformed CSR initiatives. Startups should adopt well-thought-out and result-oriented CSR strategies to enhance their brand equity and remain top of mind for consumers. By aligning their CSR initiatives with their core values and target audience interests, startups can make a positive impact and establish themselves as socially responsible organizations. Although the Nigerian tech space has yet to fully explore this strategy, startups should consider leveraging CSR as a powerful tool to build their reputation.
Thought Leadership: Startups must recognize the influential role of thought leadership in reputation building. By positioning themselves as media houses and consistently publishing relevant content, startups can engage their target audience and generate organic traffic. Creating tailored content on owned media platforms and seeking opportunities to be featured in reputable publications can help startups address their audience's pain points and establish themselves as industry leaders. Paystack's launch of a media arm exemplifies the power of tailored content in gaining visibility and attention.
Founder PR is a crucial strategy that startups should prioritize to enhance their reputation. By implementing effective communication strategies, engaging in well-thought-out CSR initiatives, and embracing thought leadership, startups can strengthen their position in the market. Ignoring the potential benefits of PR can lead to missed opportunities. Therefore, startups should consider developing a comprehensive PR strategy to overcome challenges and build a strong and positive reputation in the industry.