I attended a panel last month ULS about PR and what they do for startups. To be honest, I went mainly for the networking and pitching opportunities, but the panel discussion itself turned out to be eye opening. Here’s why:
My perception of PR was completely wrong. In my own naiive way, I bucketed PR, Marketing, Advertising, Branding into one big bucket of “community building.”
The recipe was simple (albeit hard), pick your target audience, make your messaging consistent to target them, put out great content they care about, and they will come and sign up for your product!
In my own naiviete, I constantly focused on the customers. I didn’t think that in addition to my community of target customers, there is a separate but equally important community of people that I also need to connect and cultivate relationships with: the people that my target customers look to for advice… The press!
So if you’re working on your new venture, think about who your customers look to for advice, and make sure you try to include them into your community as well.
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