Often, only a fraction of the target customer groups learn about the numerous promising business ideas of young Munich startups because many founders neglect press and public relations work, especially in their initial phase. But if you want to be noticed in the jungle of competition and potential customers, investors and users If you want to be understood, you must start communicating with the public right from the start and keep a few key points in mind.
According to a 2014 survey, 86 percent of German startups consider corporate communications to be important to very important for companies. However, only a fraction of startups invest time and money in their own professional communications right from the start! This is a big mistake, because the following has always been true: “What isn’t in the media is unimportant!”
You should consider the following points in your corporate communications:
- The right time
As a young startup, you must quickly transform from a nobody to a somebody in order to compete with your competitors for funding, employees, and, last but not least, customers. It's important to attract the attention of your target audiences across all communication channels (not just social media!) and thus build a clear brand. Communication should therefore already in the start-up phase It must be professionally set up to differentiate yourself from the competition right from the start. Consumers, whether B2B or B2C, constantly compare brands, products, and services. And if you can't be found, you don't exist!
- The Brand name
Your brand building starts with a simple and as self-explanatory company name The name should be pronounceable and easy to remember. The less your name meets these criteria, the more difficult it will be to position it in the market! Fantasy names cost a lot of money to stick in the minds of target groups. Therefore, brand names that already evoke the product, concept, or brand promise are better.
- What press work is not
To clear up a common misconception among startups: Press work is not marketing! Many people lump press and public relations work in the same category as advertising. But editorial placement in the media can't be bought. Instead, press work is demanding mental work and a non-binding offer to the journalist. Ultimately, the journalist decides independently what to publish. Persistent follow-up, begging, and threatening are the worst mistakes you can make when working with the press.
- Communication channels
Today, the majority of startups operate almost exclusively on the social web and the internet. This is often due to their thematic focus on digital business, but also because startups like to save this seemingly dispensable budget at the beginning of their business activities. However, this is short-sighted, because stakeholders such as investors, employees, and customers look for their information via all channelsEspecially in B2B sectors like greentech, where complex information often needs to be communicated in a comprehensible and credible manner, traditional press relations are indispensable. To ensure your long-term viability, you should therefore monitor and control the entire opinion-forming process of your target groups.
specialist media are still the most important job-related information source for professional decision-makers in Germany94 percent of the B2B core target group is reached through print and digital trade media. Social media, in contrast, is negligible in the B2B sector. A recent study by News aktuell on the topic of “Research 2016” showsthat press releases are the most used digital source for journalists, even ahead of search engines. Social networks and blogs, in contrast, lag far behind.
- Clear positioning
As a startup, you should consider a clear positioning of your offering at the beginning. “Everything for everyone” is unbelievable. Instead, you need to explain the niche your company wants to position itself as an expert in. It's important to clearly articulate your business principles, the benefits for your customers, and how you differentiate yourself from the competition in just a few sentences, not just to journalists and thus to readers and potential customers.
Guest author Frank Brodmerkel
Frank Brodmerkel is the owner of the Munich-based agency GRÜNE WELLE KOMMUNIKATION and supports young technology startups in their initial phase with tailored communication measures to quickly gain recognition and build a network of media contacts. With specially configured "starter kits" for press work and visual communication, he helps technology startups get off to a great start with professional PR and graphics at fair, fixed prices. Interested parties can find information and a flyer for download at http://gruenewellepr.de/expertise/startup-starter-kit/.
