The
boiling up of Indian tech start-up scene in the recent years has provided tech
journalists with a feast of stories, scandals,
and gossips. A survey conducted by Innoven Capital revealed that about 65 per
cent startups in India are concentrated
to the technology niche only. The report pointed out that from the unstoppable
growth in smartphone users to the rising
number of incubators companies
with venture capitalist funding are aiming to raise a median of USD 12.5 million in 2017.
And, being a tech journalist, it is a
fascinating time to watch this amazing period unfold.
But,
in reality, are these start-ups able actually to engage with the media effectively?
Do they really need a Public Relation
(PR) Agency or are they able to their PR on their own? Let’s have a look at
what the Indian tech start-up scene is when dealing media with and without an
external PR Agency.
Start-ups
in India are generally doing well with
marketing themselves to the target audience, but when aiming for media coverage,
they usually fail or are not able to get the desired coverage. This all happens all because of two reasons-
either you were not showing behaving in the right manner with the journalist or
the journalist is avoiding your story as it is not that good enough among the
crowd of other tech start-up stories. They can’t understand why- especially
since they’ve given in their best possible efforts in creating what they are a unique and next big thing in the market. But they need to understand being part
of the company they might think every single piece of information about the
company is newsworthy, but from journalist’s point of view, it might not have that essence to be called a news story.
It’s not the idea that is creating a problem but instead, it is
the way of presenting that idea through the content in front of media that is a
matter of concern. To be better able to reach the media professionals it is
only the external PR Companies, especially the PR Companies in Delhi that can help the tech start-ups groom up their content
making it suitable for publications. So, instead of denying the appointment of
a specialized PR Agency of Delhi, make it a point to hire them and share every
minute modification or detail about your business with them to better create an
impactful story to be broadcast in
media.
While working with the PR Agencies, whether using the
digital PR tools or the digital ones it is the patience that needs to be there while working with them, at least for a
startup it’s a necessity. You are no one in the market; they are aiming to give
you the name and fame to make a competitive stand in the market, so give them
appropriate time to do their work. Startups need to understand that hurrying up
for results when working with PR Companies will get them nothing but some
unsatisfactory coverages. If not more at
least give them a time of two –three months to reflect on their results.
Anything less than this much time will not be beneficial as it is the period when the agency is getting familiar with
your company, and its way of working.
If you are an entrepreneur,
especially the one with a tech start-up make it a point not to ignore the value of PR Agency because closing down of business
due to insufficient market visibility will cause you huge loss as you have a
much more expensive operating business than others. And, if you are one located
in Delhi, don’t forget to hire and get your hands on some of the best services
provided by PR consultants in Delhi.
Always remember these expert PR professionals have in the magic that can make
your story shine in publications.
No comments:
Post a Comment