Tech Start-up Marketing: Plotting Your Path to Profits Using Public Relations

By | October 13, 2015

Any sort of start-up venture needs the vital oxygen of publicity in order to try and put the business on the map and into the minds of a buying public.

Tech start-up’s should be able to generate press attention if you have developed a product which breaks new ground and offers a niche that journalists consider to be newsworthy.

Even with this potential advantage, your PR strategy has to be organised and targeted in order to gain the coverage you want and to help you achieve the sort of ROI that you are looking for.

startup and finance

Make the headlines

One of the key elements of a successful PR strategy is to figure out what is newsworthy so that you can decide when it is appropriate for you or your PR agency to start pitching.

If you have a specific publication that you would really like some exposure in, it is best to bide your time and only make your approach when you are launching a new product or service or have received industry praise.


As a small start-up and fledgling business, you do have some things that are definitely in your favour, and one of those attributes is the ability to react quickly to news events and recent trends.

A small business has the advantage of manoeuvrability over larger and more bureaucratic rivals so make the most of your ability to be creative and maybe highjack stories or comment on recent industry trends, to get yourself some valuable column space.

Make sure you are proactive with your website and twitter account if you are actively marketing your new venture online and provide links to click here, so that you can direct traffic to your published story or product details.

Do your media research

A proven formula for PR success is knowing who to contact if you want to be able to reach your target audience through press coverage.

Do your research if you don’t already know and find out which journalists cover your market and are most influential in helping you to reach the potential customers who are likely to be interested in what you are offering.

The ideal scenario would be to try and build a relationship with as a many as the top 10 of journalists in your industry as you can, so that you can reach out to them every time you believe you have a newsworthy story to tell.

Don’t overwork the relationship and be aware that you will not get the press coverage you want every time, but there is no doubt that networking with the right people will make your PR strategy more effective.

Get your timing right

Another thing to be aware of is the importance of timing when pitching news.

Try not to submit your news when it might coincide with some industry events as it reduces your chance of gaining exposure with so much competition around and also be aware that pitching journalists under embargo is an accepted PR practice.

This means that you are providing the information in advance of a launch date and don’t want it released until that time.

PR is a useful tool in raising your company profile and boosting your chance of profits, so make sure you take the time to do your research and understand how to use it to your best advantage.

John Sollars started in 2002, a printer cartridge supplier in the UK. He knows a thing or two about printing and he enjoys sharing his ideas and insights online through blogging.