Tech startups and PR: how to choose the right distribution service
Got a list of PR services? Discover the critical questions that determine the best fit for your tech startup.
Does the PR service your colleague referred truly understand your needs? There are many considerations when engaging with a PR agency—it's about more than just getting noticed. At the end of the day, you want to see an increase in your sales numbers.
Don't worry, this article won't lecture you on why "PR is not your sales pipeline." Instead, we'll provide a straightforward guideline for choosing the right PR distribution service, especially tailored for those in the tech startup industry.
We've framed these indicators as questions, elaborated with reasons and recommended actions to consider before you finalize any PR distribution services.
What are the differences between PR agencies, distribution services, and syndication?
Before exploring how to choose a PR service, it’s crucial to understand the differences among PR distribution services, PR agencies, and syndication, which serve various aspects of public relations:
- PR Distribution Services: These services focus on the distribution of press releases to a broad network of media outlets. They are ideal for startups looking to broadly share news without a personalized media strategy or direct media relations. These services typically offer platforms where you can upload your press release, which is then sent out to their network, including online, print, and sometimes broadcast channels.
- PR Agency: In contrast, a PR agency provides comprehensive services including strategic planning, media relations, crisis management, event planning, and more. They work closely with clients to develop customized PR campaigns that align with specific business goals and brand identity. PR agencies often include distribution services but target them more precisely at journalists and maintain good relationships with these journalists, increasing the chances of your news getting covered positively.
- Syndication: This involves distributing your content or articles across various platforms to maximize visibility. Unlike PR distribution services that focus on press releases, syndication can include any type of content and aims to achieve the widest possible audience reach without the targeted approach of an agency.
For instance, Content Collision (C2) is a performance-based PR agency that specializes in managing PR campaigns for tech companies in the Asia Pacific region. With over 10 years of experience and a solid track record, C2 has worked with numerous clients ranging from early-stage startups to venture capital firms. They leverage their extensive network and deep industry knowledge to deliver customized PR solutions that significantly enhance visibility and media presence for their clients.
With a solid understanding of these services, you can more effectively determine which service best matches your startup's goals and specific needs.
Do they have similar tech companies in their portfolio?
The first thing to review on your list is the relevant portfolio. For tech startups, it’s critical to partner with a PR service that really gets the tech scene.
This means they should have experience running PR campaigns for other tech companies, whether it's launching products, drawing investor attention, or boosting user sign-ups. Any PR agency or PR distribution service with this kind of track record is more likely to help you hit your goals, offering more than just visibility or brand building.
Typically, you can check out their portfolio on their company website, through detailed case studies, or even through testimonials on their LinkedIn pages.
Pricing and packages: Do they align with your PR or marketing timeline and objectives?
PR agencies and distribution services offer a variety of pricing models, from per-campaign options (à la carte) to monthly subscriptions and retainers. When comparing PR distribution services, consider their pricing structures carefully.
Some may offer bundled packages, while others allow payment per release or campaign. It’s also smart to choose a service that can grow with your startup, potentially providing more extensive services as you're ready to ramp up your PR efforts.
Most importantly, make sure you understand the metrics you can track with their pricing model. Do they guarantee coverage in your target media? How do they measure the success of a campaign?
For example, Content Collision (C2) utilizes a performance-based pricing model. This means clients pay based on the media coverage they secure from their target list, aligning expenses directly with outcomes.
Ultimately, pricing is very subjective. To determine whether it's worth the investment, first, you need to know what results and impact you should expect when the campaign is deemed successful.
Do their packages and customization also cater to service variation?
As your startup evolves, will your PR needs stay the same? Initially, you might focus on brand awareness, but over time, you'll likely need to shift towards thought leadership and broader media exposure. Is the PR distribution service you're considering equipped to adapt its offerings as your company grows? Choosing a provider that can scale from basic media outreach and content creation to include advanced digital PR strategies is essential.
But what happens when unexpected challenges arise, or if your company’s growth suddenly accelerates? Can the PR service you choose quickly adapt to handle a crisis or seize new opportunities? A flexible PR partner that can customize and expand their service offerings in real time sets itself apart from more rigid providers.
When a PR agency offers these customization options from the start, it simplifies the entire process. You won’t need to renegotiate new pricing and agreements each time your needs change. These flexible terms are usually set and agreed upon initially, saving you from frequent contract adjustments and letting you focus on strategic aspects of your PR efforts rather than administrative details.
Ensuring that your PR service can tailor their packages to fit your specific needs and react proactively to both challenges and opportunities is key to turning potential issues into successful outcomes. The right PR setup can significantly influence the success of your campaign, shifting from merely meeting expectations to truly excelling and driving your startup forward.
Ramya Priya
