How do you truly differentiate your new business in a sea of startups?
How do you make a name for your company?
I would argue you could replace “startups” with businesses in general—large or small.
Once you’ve answered those questions, the next step in a PR strategy is, “Why?” and, more specifically, “Why now?”
Whenever we hold a kickoff meeting with a new client, we ask, “What separates you from your competition?” Put another way, “What are you doing better than your competitors?” The clients that can answer this without batting an eye are my heroes. It means they’ve thought through the whole PR/marketing thing.
Sure, you want to see your company’s name in print, but are you ready for PR?
Maybe you are launching a new product. Most people would naturally think this means you should engage in PR. But are you prepared to speak to the industry and answer questions from editors? Are you ready for an influx of orders? (It’s OK if you’re not. Maybe you are doing a soft launch just to start getting some product out there, which is a strategy in itself.)