Advice for PR entrepreneurs: Focus on building relationships

Want to know the key to success for your emerging brand? To get ahead, leaders must connect with both employees and consumers. Here’s how.

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In the new era of entrepreneurship, startups are beginning to fall.

Fortune data show that the number of new startups is drastically down. What’s causing the sharp decline? Experts point to business owners’ misunderstanding the importance of communications—both externally and internally.

For your startup to succeed, your ingenuity and passion must be partnered with PR prudence and a tight communications strategy. It’s crucial that you improve your messaging and relationships.

Relationship building should be an integral part of your brand strategy and business plan. Here’s how to start:

Work on building external relationships

Don’t contact journalists just to pitch them. Follow reporters, bloggers and influential social media users in your industry, and read their work. Doing so will help you get a conversation started; personalizing your approach can cut through the noise.

Be careful not to burn bridges with reporters. You can avoid doing that in a few key ways:

Make it your goal to spread your story as far and as wide as possible. Strengthening your external relationships will help you accomplish that.

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