The right media coverage can be a boon for any company and even more so for a start-up. Just ask the London, Ontario-based voice-over company Voices.com who was recently mentioned in the New York Times article “The Do-It-Yourself Economy” by Thomas Friedman (author of many influential books such as “The World is Flat”). Friedman wrote about how the recession is encouraging companies to increasingly shop around the online marketplace for cheaper, faster and more convenient services and gave examples of companies like Voices.com who are profiting from this trend.
The coverage landed the company several large new accounts as well as thousands of new users. Website registration and sales increased by 53 per cent after the article ran.
That’s the power of PR at its best - the ability to create demand and open doors. Being mentioned by a key influencer via a topic of interest to the public can be more effective than advertising or marketing, especially if it comes from a credible source. But PR is about more than just media coverage and getting mentioned by the right people in the right places and at the right time - it is a hybrid of different communications that build bridges with influencers such as analysts, journalists, customers, bloggers, and investors among others. Not only must a startup build key relationships both offline and online, they must do so strategically, using key messaging about their company that resonates with these influencers and their audiences. And they often have to do all this with limited resources.
To read the full, original article click on this link: MaRS Blog – Innovation and Commercialization in Canada » Blog Archive » PR for startups: More than just media and ceWebrities
Author: Keri
