5 things you need for a successful tech PR launch

New technology startups seem to be popping up all the time, especially in emerging tech hubs like Austin, Los Angeles, and Chicago. The lower barrier to entry and high demand for tech products and services make it relatively easy for a new business to launch. But how can you ensure that your brand will actually gain traction in an already crowded marketplace?

The answer is a strong public relations strategy.

Startup PR can be tricky, but if you have a solid plan and the resources to execute on it, you can turn your unknown brand into a sought-after media source.

Here are a few essential components you'll need for a successful, impactful tech PR campaign launch.

1. A great story.

Without a strong, inspiring story to tell, your company could fade into the background of other tech startups that are offering similar products and services.

What is it about your brand that people will connect with on an emotional level? What problem does your product solve in their lives? What greater mission are you serving by being in business? Your answers to these questions provide the basis for a great PR story that will make the media – and your target audience – care about your startup.

2. A list of appropriate media targets.

Which news and industry outlets are most likely to want to cover your startup? Use PR databases like Cision and Muck Rack, social media platforms, or even Google to start building a list of names and contact information

3. A compelling pitch.

Using your main brand story and the research you've conducted on your target publications, develop a core media pitch that can be easily adapted and tweaked to fit the content strategy of each reporter. Be sure to personalize each one before you hit send – spray and pray does. not. work.

4. Press-ready resources.

Press releases, one-page fact sheets, high-quality images, and other visuals will help you give reporters everything they need to write an engaging, informative piece about your company. These press resources should be easy to understand and free of any tech jargon that the average person might not be familiar with.

5. A responsive, eloquent spokesperson.

Your PR campaign will flop if journalists can't get compelling quotes from a company spokesperson. If you're camera-shy or don't feel comfortable with media interviews on certain subjects, enlist one of your co-founders or another senior leader to take on the role of press contact. Similarly, if you're too busy to respond to press inquiries yourself, delegate that duty to someone who is more well-equipped.

If all this seems intimidating, consider hiring an experienced PR agency to help you prepare, launch and manage your campaign.