Ready for the Spotlight: Are You PRepared for PR PRo??

In the fast-paced world of tech and innovation, everyone dreams of the day their company graces the headlines of prestigious platforms like TechCrunch. The journey from envisioning that spotlight moment to actually basking in it, however, is a perilous one, often marked by misconceptions and unrealistic expectations. As an experienced tech PR professional who has navigated these waters with both seasoned giants and early startups, let me tell you the truth many tend to overlook: are you truly PRepared for PR?

The Misconception Meltdown: The 'PR-Magical-Cure' Mentality

Picture this: you're gearing up to launch a groundbreaking product, and your immediate thought is, "Let's hire a PR person or agency, they'll whip up a press release, and voilà, we'll be reading our story on the TechCrunch in no time!" Well, hold your press releases, my friend. It's a common narrative, and let's be honest, who wouldn't want PR to work like magic? But here's the reality check – it's not quite that simple, it's a blood, sweat and tears of PR teams.

Newsworthy or Not-worthy: The First PR Commandment

First and foremost, before diving headfirst into the PR whirlpool, you need something newsworthy. It's not just about having a product or service; it needs to be actual news. You can't expect to grab the media's attention with a run-of-the-mill announcement. So, if you're planning a product launch, buckle up and involve your PR team at least a few months in advance. They're not magicians; they need time to craft the perfect spell for your brand. Beta test on your community if you will. Your product might be great and really disruptive, but the timing needs to be as well spot on for both the market and the media. Good timing is like the secret ingredient in a potion—it can make all the difference.

The Spokesperson Sorcery: Choosing the Right for the Job

Now, let's talk about your spokesperson – the brave one who'll represent your company to the world. This person could be anyone from the C-suite, an engineer, or a product owner. And funny enough PR person is usually not the same - as any journalist expects the PR person to sell instead of speaking out of expertise. But, and this is a big but, your speakers need to be well-trained in dealing with the media. And that needs time. PR is not a game of chance; it's a strategic dance. Make sure your chosen spokesperson can cha-cha with the best of them, handling questions with grace and charm. Remember, it's not about pulling rabbits out of hats; it's about projecting a confident and authentic image.

Expectation Exposé: Unveiling the Reality of PR

Lastly, let's debunk the myth that your PR team is a team of mind-readers. They might be magical, but not that magical. Having clear expectations and a long-term communications strategy is crucial. Don't fall into the trap of thinking someone else will do all the work for you. As an entrepreneur, you need to be an active participant in the PR process. Until we have the technology to read minds, PR professionals can't deliver if they don't know what you want. An experienced professional will know just the right questions to ask you to get the communications strategy out of you.

Three Questions to Ask Yourself Before Taking the PR Plunge:

Do I Have Something Truly Newsworthy, Timed Just Right? Before embarking on a PR journey, ask yourself if your announcement is genuinely newsworthy. Is it groundbreaking? Does it solve a problem? And don't forget, timing is crucial. Good timing for both the market and the media can turn a good story into a headline sensation. Then be ready to be in it for a long run. PR is a marathon discipline.

Who Will Be the Face of My Company? Identify a spokesperson who embodies your company's ethos. It could be a C-level executive, an engineer, or a product owner. Ensure they're not only knowledgeable but also media-savvy. Give them time to do that. Even the best spokespersons need to get ready for each interview, and that is time-consuming if you are busy with the latest release bug fixing or crunching the sales numbers. Remember, they're not pulling a rabbit out of a hat; they're crafting your narrative.

What Do I Want to Achieve with PR? Define your goals. Are you aiming for brand awareness, customer acquisition, or industry recognition? Knowing your objectives allows your PR team to tailor their strategies accordingly. It's not mind-reading magic; it's strategic planning. The same way you didn't sit in front of your computer and just say, I want to create a great app that everybody will use, we cannot just make great articles appear in mainstream media.

So, if you're contemplating taking the plunge into the realm of public communication and need assistance assessing your comms setup, don't be shy! Reach out to me. I've got the PR spells, the communications concoctions, and the magic wands ready to help you shine in the media spotlight. After all, who says PR can't be playful and humorous?