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Making a PR Splash for Startups

Clarity of Event Details

Firstly one should do enough research to have an action plan for publicising the event. For this first step is to clearly list the details of the event to make it easy for a press piece to tune in readers.This should include details about the event, prices, offers and highlights.This can include something unique that has never happened before to catch the attention.

Press Pitch and Timing

The most important task is making a lucrative press pitch and starting the process at the right time. Make an engaging and interesting story of the cause you are promoting so that the media pursues you and not the other way around.This will automatically attract press coverage and make sure the pitch is prepared and sent a month before the event so that the media gets enough time.

Hook Messaging

A hook message can be in the form headline, image, a thought provoking idea, videos, something that adds relevance to the event, something which glues the readers.


To maximise the results it is important to know who is likely to attend and cover your event. Once that is clear you can search which writers, authors, editors to focus on for the event. Keep the emails in check and prepare an event media list. Remember to include local publications to anyone relevant in your research.


One of the cheaper forms of coverage is blogs since it’s published on your own website. Make sure to include some exclusive information that people would not get in the media otherwise.


Involving the PR team to help you circulate the newsletters to create a media alert about the event is one of the efficient ways to create a buzz in the market. It is an effective way to direct traffic. Newsletters are also great to share on social media and do direct communication with people.

Use a celebrity guest

This will create more traction for the event and help you with better coverage. If some known person or performer who is relevant to the event promotes the event the people will come automatically. He doesn’t have to be someone very famous but someone who is a leader in his field be it in business, politics or social work. This will also help get more media journalists who have interviewed the performers and guests in the event earlier.

SOE and Hashtags

Paying attention to what appears on the search list while the audience searches is important. Make sure you write the relevant keywords which will direct the audience towards your piece. Even putting relevant hashtags is important and the one which is constantly used so that it generates engagement and helps creating a niche which promotes the event better.

Create PR assets

The press wants to engage the readers and you can assist them by offering visuals, videos, pictures from previous events, speakers or performers videos.

Invite Press

Give access to the media by giving them access to event. This would help in them covering the event, giving live coverage to the event.

Promotions can be tricky but with right strategic planning, foresight and apt timing it can be efficiently executed. There is no specific way to promote, each event is different and it will take trial and error on the part of the organizers to ensure good results.

It is no secret that press coverage can yield tremendous mileage for startups among its stakeholders.

To create traction in the media or as we call it ‘PR splash’, it is important to first and foremost create a cohesive brand strategy. One of the best techniques is to write down the headline you want in advance and make variations of that to suit every business dynamic: it may be funding, recruitment or generating customer leads. Write the headlines you want to see and then capture the key messages that you would like to include in the article and finally power it up with proof points to back your article. Most importantly, do away with the jargon.

Another integral part of Public Relations is Storytelling. While crafting the story make sure to specifically define the solution to your business problem. So, has your startup mapped out it’s brand story?

For instance, one of our clients is an HR Tech Startup involved in AI based recruitment. We created a compelling story angle incorporating the company’s core messaging and connecting the dots with the hiring situation in India. The media response was simply phenomenal. The story was so new and original that it gained tremendous traction. We strategically aligned the story with a prominent publication and thereafter many publications carried the story. Through our media roundup, we generated over 100 impressions across media outlets and social media platforms, thanks to high digital adoption. We followed this up with an opinion article suggesting how AI can filter and secure recruitment at the fastest pace possible.

In the Public Relations industry, we often say “media begets media”. It simply means that if you secure a story in a prominent publication, it can be used as a leverage to garner additional coverage. And if the story starts trending, other media outlets follow suit.

For another Tech Startup client of The Pen Project, we successfully linked the client’s core messaging to the country’s mission of robust cyber security policy. A series of articles were published to demonstrate the starup’s expertise in the domain. The relevance and promptness got many eyeballs for the Tech Startup. An excellent example of Public Relations at its best. Here the media blitz strategy worked in our favour by using the policy framework as a launchpad for our client.
At The Pen Project, we strategize, guide and execute Public Relations that will springboard the company’s presence in the media and compound their credibility.
Interested in generating this kind of impactful coverage for your startup? Connect with us at The Pen Project for a free consultation.
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