{"id":2124,"date":"2017-11-06T23:08:47","date_gmt":"2017-11-06T23:08:47","guid":{"rendered":"https:\/\/www.gmass.co\/blog\/?p=2124"},"modified":"2017-11-06T23:08:47","modified_gmt":"2018-07-11T02:47:26","slug":"5-ways-get-pr-startup-without-spending-penny","status":"publish","type":"post","link":"https:\/\/www.gmass.co\/blog\/5-ways-get-pr-startup-without-spending-penny\/","title":{"rendered":"5 Ways to Get PR for Your Startup Without Spending a Penny"},"content":{"rendered":"

<\/b>Most marketing tactics that big names tout require one thing you don\u2019t have:<\/span><\/p>\n

Brand awareness.<\/span><\/i><\/p>\n

For example, generating backlinks by capitalizing on brand mentions that don\u2019t have a link.<\/span><\/p>\n

But that requires other people who are already talking about you. <\/span><\/p>\n

And when you\u2019re a startup, getting PR isn\u2019t that easy. <\/span><\/p>\n

Plus, getting the right PR almost never comes cheap.<\/span><\/p>\n

But, you need it. <\/span><\/p>\n

You need it if you have any hopes of attracting large investors, fast sales, and evangelical brand supporters. <\/span><\/p>\n

And if you have any dreams of breaking out of the startup phase. <\/span><\/p>\n

Here are four amazing ways to get PR for your startup without breaking the bank. <\/span><\/p>\n

1. Genuinely support a cause <\/b><\/h2>\n

Quick, name the first five major brands that come to mind.<\/span><\/p>\n

In any industry. <\/span><\/p>\n

Think of them in your head right now.<\/span><\/p>\n

Now analyze them deeper:<\/span><\/p>\n

What\u2019s their message? Their mantra? Their ethos? <\/span><\/p>\n

More than likely, at least one of those big brands supports a cause or donates part of their profits to charity.<\/p>\n

For example, take a look at <\/span>Pura Vida Bracelets<\/span><\/a>. They display their ethos prominently on their homepage where it says \u201cGiving Back\u201d:<\/span><\/p>\n

\"\"<\/p>\n

Here they explain how they provide sustainable jobs to artisans worldwide while also raising awareness for charities. <\/span><\/p>\n

And they put it in their emails.<\/p>\n

\"\"<\/p>\n

They even dedicate an entire page to their \u201c<\/span>Story<\/span><\/a>,\u201d which showcases the greater purpose of the brand aside from generating revenue. <\/span><\/p>\n

\"\"<\/p>\n

On their story page, they highlight the great things they\u2019ve been able to accomplish as a brand.<\/span><\/p>\n

For example, they state that giving back to communities is their core belief. <\/span><\/p>\n

They\u2019ve supported over 190 different charities around the world, donating $1,500,000 to causes they believe in. <\/span><\/p>\n

They even encourage more charities to contact them to get involved. <\/span><\/p>\n

Their entire ethos focuses on giving local, small communities around the world the chance to have work and a better life. <\/span><\/p>\n

It\u2019s one of the biggest reasons why they\u2019ve generated so much free PR and brand awareness. <\/span><\/p>\n

The founders were even featured on <\/span>Forbes\u2019s 30 under 30<\/span><\/a>. How\u2019s that for PR?<\/span><\/p>\n

In 2014, they did over $9 million in revenue, and they\u2019ve only seen positive growth since then. <\/span><\/p>\n

And it\u2019s not because they make the best bracelets around.<\/span><\/p>\n

It\u2019s not because they have the best Instagram (although it is excellent). <\/span><\/p>\n

It\u2019s not because they’ve optimized their Facebook page. <\/span><\/p>\n

It\u2019s because they\u2019ve genuinely supported a cause and made waves in the business world with their charitable donations.<\/p>\n

Their product isn\u2019t proprietary. Anyone can make a bracelet and sell it. <\/span><\/p>\n

Meaning PR wouldn\u2019t have come their way without their charity-based mission. <\/span><\/p>\n

They\u2019d just be another bracelet company out there making good revenue. <\/span><\/p>\n

A <\/span>survey from Fortune<\/span><\/a> found that 66% of people between the ages of 18 and 34 were more likely to work and buy from a company that gives to charity. <\/span><\/p>\n

It\u2019s plain and simple: <\/span><\/p>\n

Supporting a cause is a great way to generate PR buzz. <\/span><\/p>\n

To put this into practice, try donating a portion of your profits from every sale.<\/span><\/p>\n

This is a mission that <\/span>TOMS<\/span><\/a> puts into practice.<\/span><\/p>\n

\"\"<\/p>\n

Every purchase from TOMS will help a person in need.<\/span><\/p>\n

It works because it helps the consumer feel like they\u2019ve taken part in something greater than just another shoe purchase. <\/span><\/p>\n

They\u2019ve aided someone in need. <\/span><\/p>\n

They\u2019ve made a difference in the lives of others. <\/span><\/p>\n

Want PR without breaking the bank? <\/span><\/p>\n

Start genuinely supporting a cause, and the PR will naturally come. <\/span><\/p>\n

2. Compile an outreach list <\/b><\/h2>\n

More often than not, PR doesn\u2019t just fall out of the sky.<\/p>\n

That hit piece you want Forbes or Entrepreneur to write about you won\u2019t just get dumped into your lap.<\/span><\/p>\n

Unless your startup is changing the game in a given industry, you need to get proactive with your PR journey.<\/span><\/p>\n

Outreach is critical.<\/span><\/p>\n

Instead of sitting idly by waiting for your moment of glory, you need to make it. <\/span><\/p>\n

Take matters into your own hands and get a hit article featuring your company.<\/span><\/p>\n

Most of the time, startups don\u2019t have the connections to do it, though.<\/span><\/p>\n

When you\u2019re a nobody without any money in the budget to spend on PR, it\u2019s tough.<\/span><\/p>\n

But it\u2019s not impossible.<\/span><\/p>\n

To do this, you\u2019ll need to do some good, old-fashioned research. <\/span><\/p>\n

Get started by heading to Google and conducting a basic search like \u201cstartup pr.\u201d Be sure to select \u201cNews\u201d instead of a general search. <\/span><\/p>\n

\"\"<\/p>\n

Now scan the latest news articles on this topic to look for any media\/news outlets that you\u2019d want to be featured on:<\/span><\/p>\n

\"\"<\/p>\n

For example, you can quickly see sites like Forbes and PR.com show up. <\/span><\/p>\n

These are big-name sites that could be huge in terms of startup growth. <\/span><\/p>\n

Next, click on each of the news articles you see.<\/span><\/p>\n

\"\"<\/p>\n

Create a new spreadsheet and note the author, the site (Forbes in this case), and the specific link to the article. <\/span><\/p>\n

Now simply repeat this process until you have a sizeable list. <\/span><\/p>\n

The next step is to get their emails for outreach.<\/p>\n

Head to <\/span>Voila Norbert<\/span><\/a> and create a free trial account to get 50 free searches. <\/span><\/p>\n

Norbert is a tool that helps you find emails with just a full name and company website link: <\/span><\/p>\n

\"\"<\/p>\n

First, type in the full name of the article author on your list. Then, enter the company website that they wrote on or their business URL. <\/span><\/p>\n

This should quickly pull up their email. <\/span><\/p>\n

Now add that back to your spreadsheet and repeat the process for each author on your list.<\/span><\/p>\n

Once you\u2019ve done that, you\u2019re ready to conduct outreach. <\/span><\/p>\n

The key to conducting outreach for PR isn\u2019t being naggy, annoying, or self-serving.<\/span><\/p>\n

It\u2019s a mistake that marketers and small businesses alike make all the time.<\/span><\/p>\n

And it\u2019s the reason why so many people claim that outreach is dead.<\/p>\n

Think about it:<\/span><\/p>\n

When was the last time you got an email from someone asking you about promoting their company?<\/p>\n

I bet you deleted it. <\/span><\/p>\n

Why? Because nobody wants to spend their own time promoting someone for free with no mutual benefit.<\/span><\/p>\n

You should always focus outreach on crafting a symbiotic relationship where each entity receives unquestionable value.<\/span><\/p>\n

PR doesn\u2019t come overnight.<\/span><\/p>\n

Jumping the gun and asking for a full-fledged article before you even know the author isn\u2019t going to land PR.<\/p>\n

It\u2019s going to get you blocked or <\/span>reported as spam<\/span><\/a>. <\/span><\/p>\n

Start by creating an introduction and building a real relationship.<\/span><\/p>\n

Here\u2019s an email template I\u2019ve used to build relationships and land PR shoutouts:<\/span><\/p>\n

Hey ___, <\/span><\/p>\n

Loved your article on (insert topic + hyperlink). Their story is inspiring, and you really brought that to life in your writing. <\/span><\/p>\n

I\u2019d love to chat with you about ___ for startups. <\/span><\/p>\n

You have some excellent knowledge on the subject. <\/span><\/p>\n

My own startup is doing (quick blurb, don\u2019t get overly pitchy).<\/p>\n

Would love to get your thoughts on it. <\/span><\/p>\n

Cheers! <\/span><\/p>\n

Don\u2019t expect PR buzz overnight or ask for promotion immediately. <\/span><\/p>\n

And don\u2019t just send one email and call it a success or failure. Treat this like any other email campaign. Create <\/span>follow-up emails<\/span><\/a> and then <\/span>automate them<\/span><\/a> so you don\u2019t forget.<\/span><\/p>\n

But focus on relationship building within your outreach, and your success will be steady.<\/span><\/p>\n

3. Create a library of meaningful content<\/b><\/h2>\n

Content is king. <\/span><\/p>\n

We\u2019ve heard it before, but is it really true?<\/p>\n

Does content really drive business, PR, and sales? <\/span><\/p>\n

It does. <\/span><\/p>\n

According to HubSpot<\/span><\/a>, the more a company blogs, the more traffic they get to their site: <\/span><\/p>\n

\"\"<\/p>\n

Posting more than 16+ times per month generates the most traffic.<\/span><\/p>\n

On top of that, more blog posts each month also means more inbound leads and sales: <\/span><\/p>\n

\"\"<\/p>\n

SEO and inbound optimization are all about content marketing.<\/span><\/p>\n

The more stellar content you can create, the better. <\/span><\/p>\n

Piggybacking off the first tip in this post, you need to tie it back to your story.<\/p>\n

Your brand identity and purpose.<\/span><\/p>\n

Not just any blog post will generate PR buzz.<\/p>\n

Writing about XX tips to grow your business isn\u2019t a PR-generating post.<\/span><\/p>\n

Instead, focus on writing meaningful content that will resonate with users in your space.<\/span><\/p>\n

Did you change the lives of a community? Did you donate meaningful dollars to charity that resulted in something great? Did you build houses for a local community with your employees? <\/span><\/p>\n

Leverage this amazing gesture by writing a post about it.<\/span><\/p>\n

Summarize it in story format and share it on every social media channel you can. Send it out to <\/span>all of your contacts<\/span><\/a>, or at least your contacts in the community.<\/span><\/p>\n

Having it already written will attract tons of writers and bloggers looking for their next case study. <\/span><\/p>\n

Case studies are one of the most popular writing tools. <\/span><\/p>\n

Everybody loves reading stories about business success.<\/span><\/p>\n

But nobody knows about yours until you share it.<\/p>\n

Start a blog<\/a>\u00a0and create a library of meaningful content that people can easily find.<\/p>\n

4. Apply for industry awards<\/b><\/h2>\n

Applying for, landing, and receiving an award is almost always free. <\/span><\/p>\n

And when done successfully, it can generate unparalleled amounts of buzz and PR<\/span><\/p>\n

The problem is that most companies don\u2019t even know that they exist in their industry. <\/span><\/p>\n

But the truth is, awards are important. They distinguish you from your competitors. <\/span><\/p>\n

Industry awards also work as a form of social proof. <\/span><\/p>\n

Social proof is a key driver in online sales and PR. <\/span><\/p>\n

If people are backing your company and supporting it, there\u2019s no doubt that PR will follow.<\/span><\/p>\n

Don\u2019t limit yourself to company-based awards, and never sell yourself short.<\/span><\/p>\n

Thinking that they are \u201cout of reach\u201d or \u201ctoo big for our small company\u201d is a mistake. <\/span><\/p>\n

Awards like <\/span>Forbes\u2019s 30 under 30<\/span><\/a> or Startups to Watch are dedicated to the entrepreneurial mindset, and they allow anyone to apply. <\/span><\/p>\n

\"\"<\/p>\n

There\u2019s usually no cost and no risk to applying, so give it a try to earn some powerful recognition. <\/span><\/p>\n

When trying to land awards, bring it back to your brand ethos again.<\/span><\/p>\n

Companies solely focused on revenue rarely get featured for awards.<\/span><\/p>\n

Why? There are so many of them.<\/span><\/p>\n

Stand out from the rest by going back to the first tip:<\/span><\/p>\n

Genuinely supporting a cause and creating a brand image that\u2019s unmatched in your space. <\/span><\/p>\n

5. Attend events<\/b><\/h2>\n

Attending events can be a great way to connect with influencers and online contributors.<\/span><\/p>\n

Putting a face to the name can be a huge win for your company when it comes to relationship building. <\/span><\/p>\n

According to Rand Fishkin at Moz, conferences and events are a <\/span>great investment<\/span><\/a>.<\/span><\/p>\n

Although ticket, travel, and hotel costs can be through the roof, the ROI of meeting, engaging, and talking to new connections is unmatched.<\/span><\/p>\n

If you can\u2019t spend a single dime, look for events in your area. <\/span><\/p>\n

Events can open doors that normally would be shut for good.<\/span><\/p>\n

Sometimes, emails and online communications don\u2019t get through.<\/span><\/p>\n

Recipients see them as spammy, annoying, or overly self-serving.<\/p>\n

But conferences work to break that barrier and introduce you to new connections in a relatable medium.<\/span><\/p>\n

There are multiple \u201ccan\u2019t miss\u201d <\/span>conferences for entrepreneurs<\/span><\/a> that you should seriously think about attending.<\/span><\/p>\n

For example, the <\/span>Secret Knock<\/span><\/a> event features huge, TED-style talks and presentations from major brand pioneers like the founder of Make-A-Wish, UGG Boots, and more. <\/span><\/p>\n

\"\"<\/p>\n

To find events that are in your space or even broader and that relate to startups and business, simply conduct a Google search for them: <\/span><\/p>\n

\"\"<\/p>\n

There are dozens upon dozens of events designed for startups around the world that take place every single year.<\/span><\/p>\n

If you don\u2019t have the budget to spend on a full-fledged trip, scout the lists above for local events or ones within cheap travel range.<\/span><\/p>\n

However you can afford to do it, make it a priority to attend events because they can be a huge way to generate publicity.<\/span><\/p>\n

Conclusion<\/b><\/h2>\n

PR is the holy grail for any startup.<\/span><\/p>\n

It can drive sales, build a huge evangelical brand following, and even attract formidable investors. <\/span><\/p>\n

But it\u2019s elusive. <\/span><\/p>\n

Anyone who says it\u2019s easy is lying. <\/span><\/p>\n

It\u2019s like finding a needle in a massive, mile-wide haystack.<\/span><\/p>\n

There are millions of other startups vying for the same PR as you.<\/span><\/p>\n

Trying to grow their business by any means necessary. <\/span><\/p>\n

But typical PR routes aren\u2019t an option for you. They’re too expensive. <\/span><\/p>\n

Meaning you need to find tactics that won\u2019t cost you millions of dollars. <\/span><\/p>\n

Start by genuinely supporting a cause.<\/p>\n

Companies like Pura Vida and TOMS have built empires by structuring their ethos around charity and making the world a better place. <\/span><\/p>\n

Next, compile a media outreach list to quickly build relationships to leverage for PR.<\/p>\n

Create a library of meaningful content that people can easily find. <\/span><\/p>\n

Lastly, apply for industry awards and attend events in your local area for amazing PR opportunities. <\/span><\/p>\n

Want to get PR for your startup without breaking the bank? Implement the tactics in this post, and you\u2019ll be on your way. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Most marketing tactics that big names tout require one thing you don\u2019t have: Brand awareness. For example, generating backlinks by capitalizing on brand mentions that don\u2019t have a\u2026<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20],"tags":[],"class_list":["post-2124","post","type-post","status-publish","format-standard","hentry","category-digital-marketing"],"acf":[],"yoast_head":"\r\n5 Ways to Get PR for Your Startup Without Spending a Penny<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.gmass.co\/blog\/5-ways-get-pr-startup-without-spending-penny\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"5 Ways to Get PR for Your Startup Without Spending a Penny\" \/>\r\n<meta property=\"og:description\" content=\"Most marketing tactics that big names tout require one thing you don\u2019t have: Brand awareness. 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