Launching to market? Here’s how to get press coverage for your tech startup

Mar 26, 2018 · uktech.news

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From UKTN, Dominic Pollard, director of content and communications at City Road Communications, explains how and why tech entrepreneurs should get press coverage for the launch of their company.

Launching a business is complex, demanding and often exhausting. By the time the day finally arrives and a product or service is released to market, there have already been months – if not years – of hard work and money ploughed into the venture.

Tech businesses are certainly no exception. From the moment the concept was born through to the official launch of the technology, there has typically been a strenuous process of R&D, build, beta testing and constant refinement.

It’s only logical then, after all this hard work, that a tech startup would want to create some significant noise around its launch; not simply to celebrate the big day, but to boost the commercial prospects of the business.

Why do PR for the launch of a business?

There are many ways to raise awareness of a business launch. Budget permitting, a tech business can splash out on advertising placements, targeted social media promotions or direct marketing campaigns. But certainly one of the best approaches – although I would say this, of course – is through PR.

On the one hand, paying for an advert on a billboard to coincide with the launch of a business will ensure lots of people see it. It will also reassure them that the business has some weight behind it – billboards don’t come cheap, after all; in fact, most forms of advertising are prohibitively expensive for a startup. But PR, if done right, will build an entirely different relationship with potential customers, and at a fraction of the cost.

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