Keep it clean, people. 🫧
No, seriously. You’re going to want to scrub up before you PR it up!
Public relations (PR) can significantly boost your startup or tech company’s visibility. However, to make the most of it and appear presentable to journalists and others, you must ensure your online presence is polished and professional. That will make engaging in tech PR activities a lot more effective down the line. So, we’ve put together some key areas to focus on to present a cohesive and credible image to journalists and other stakeholders.
Ya welcome!
The MotherShip (ie, your website!)
The homepage is often the first point of contact for visitors. It’s the most important item for any stakeholder, and no different when it comes to PR hygiene.
Homepage
Ensure it is clear, concise, and professional. Highlight your core offerings and value proposition prominently. Include easy navigation to other essential parts of your site, such as the About Us and Press pages.
About Us
For B2B startups and scaleups, it’s an extremely important page, and often one of the most visited ones. Your stakeholders want to understand not just that ‘what’ but also the ‘who’ but also the ‘why’ behind the company. This section should provide a clear and compelling story about your company. Include the mission, vision, and the key people behind the company. Ensure that the information is up-to-date and free from jargon. Use high-quality images and bios for team members, emphasising their expertise and role within the company.
Press Page
It wouln’t be a PR hygiene blog post without recommending a press page. A dedicated press page is definitely beneficial and always recommended to make sure all PR opportunities are properly exploited. This should include web-friendly information about the company and founders as well as downloadable media kits with company descriptions, bios, logos and images. Providing contact information for media inquiries is the most essential bit here, as it lets journalists know that they can get in touch with the right person for their type of query (as opposed to a generic customer service email). Bonus points for putting up your press releases and media mentions. Ensure the page is easy to find on the homepage and at least present in within the footer links.
Socials – LinkedIn, X/Twitter
PR hygiene extends beyond your website. But one area of marketing is a bit more crucial than others -social media. You might not know it yet, but a lot of journalists spend what little time they have when they are not writing articles or emailing on social media, particularly Twitter (although changes in management may be changing this slightly). Long story short, they are likely to check out your social profiles, so make sure they look good.
LinkedIn is a professional network that can enhance your credibility and chances of coverage, provided you do things right. Ensure your company page has a detailed description, high-quality logo, and cover image. Regularly post updates about your company’s achievements, product launches, and industry insights. Encourage employees to update their profiles to reflect their association with the company, as this builds a cohesive brand image. Give proof that the company is alive, and that you are an active and involved member of your industry. No need to go crazy at first, but a baseline hygiene effort will definitely help.
X/Twitter
A susprising amount of founders are unaware of Twitter. While (let’s face it) it’s not the same it used to be, journalists still spend lots of time there. Why? There are loads of technologists, VCs and people in high positions active there. And it’s a way for journalists to get and share information really, really fast. Keep your X/Twitter profile active. Use it to share company news, engage with followers, and participate in relevant industry conversations. Consistency is critical – ensure your posts align with your brand voice and values. Monitor mentions and engage with journalists and influencers to build relationships. Our tip – no need to go crazy, anything that goes on LinkedIn can theoretically be tailored for Twitter. Once you grow into a larger company, you can ramp up efforts if it becomes more important in your social media strategy.
Founders and CEO Social Media
All the above applies to company as well as founder accounts. Journalists and stakeholders will scrutinise the founders and CEO’s social media profiles. Think a podcast host looking at potential guests, or journalists making sure the interviewee has the right expertise. Ensure these profiles are professional and consistent with the company’s brand. Share thought leadership content, company milestones, and industry insights. Engage with followers and industry peers to build a network and enhance credibility. A couple of good examples of founders leveraging social media? Johannes Reck of GetYourGuide and Pierpaolo Barbieri of Ualá.
Additional Considerations
Blog and Content
Marketing should be played like an orchestra of instruments, and your PR hygiene will definitely be enhanced by being well accompanied. A blog with regular, high-quality content can boost your SEO and establish your company as a content leader or reference for certain topics. Focus on topics relevant to your audience, and ensure the content is well-written and informative. This can also be a platform for sharing company news and updates. Guess what, we’re doing that right now with PR!
Customer Testimonials and Case Studies
Showcasing customer testimonials and case studies on your website can provide social proof and build trust. Ensure these are genuine and detailed, highlighting the specific benefits your product or service has delivered. Journalists need to know you are making an impact in real life and in the real world, and are often looking for stats and case studies as two key items that add meat to their stories.
SEO and Analytics
Ensure your website is optimised for search engines. Use relevant keywords and meta tags, ensure your site loads quickly and is mobile-friendly. Regularly review your website analytics to understand visitor behaviour and make data-driven improvements. You never know what a journalist might be googling!
Online Reviews and Reputation Management
Monitor online reviews on platforms like Google, TrustPilot, Yelp, and industry-specific sites. Respond professionally to both positive and negative reviews. Proactively manage your online reputation to ensure potential stakeholders see a company that values customer feedback and strives for excellence. Just like customers, journalists could be checking those and can build their opinion based on what they see there.
That’s all, folks!
Ensure that your company’s online presence is polished and professional before embarking on any tech PR activities. A well-maintained website, active and consistent social media profiles, and credible content can enhance your company’s image significantly. Paying attention to these hygiene factors and keeping ‘em squeaky clean can inspire confidence in journalists, investors, and other stakeholders, paving the way for successful Tech PR!
Want more advice? We got a whooooole library of it!
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