Good press

5 tips for establishing your startup's communications and public relations plan

When it comes to setting up a PR plan for your startup, setting the right foundation is important. Getty Images

Once you've had the idea to create and sell a product or service, secured the funding to begin production, and managed to launch the company, the next step is garnering the public's attention to compete in the marketplace. That's where a communications and public relations plan comes in.

Whether you are looking at traditional earned media or hoping to gain credibility through social media channels, the right PR tactics can help you gain the awareness and recognition you need to build your company's reputation and success.

Set the goals for your communications/PR plan
First, you need to determine what you want to accomplish with your PR plan. Your plan will help brand your company leadership, products, and/or services with potential customers, business partners, future employees, prospective investors, and other stakeholders. Once you have settled on your goals, you should begin outreach to the media.

Build relationships
As a start-up, you may not have relationships with the media yet. That's okay. The key is to identify the respective reporters, producers, editors, bloggers, and social media influencers who cover your industry and begin reaching out and building connections with them before you start to pitch your story. Traditional media outlets receive hundreds of pitches and emails each week, larger outlets receive hundreds each day. Having relationships with reporters will be key to telling your story. Think of it as a partnership with the media in which you want to tell your story and at the same time provide them with quality content.

Tell your story
As a new company, telling your story is important; it is unique to you. Yet, the narrative is irrelevant if it doesn't move the public to action to buy, use, invest, report, or click. A storyline looks something like this:

  • Here is the existing service or product.
  • Here is our approach.
  • Here is why our approach is better.
  • Here is why our team is better.
  • Here is why you should use our product.

Continue to pitch
Once you have told your story, keep reporters, bloggers, and other media contacts looped in as your project progresses or your service line grows. Today's media outlets have fewer reporters than in the past, yet there are more and more stories being pitched. You can help these reporters by providing them with quality, relevant information and facts making their job easier.

Emailing the media is an excellent way to communicate with them. But remember, they receive many emails each day. Make your subject line short and sweet, and incorporate action words to help your email stand out among the competition. Ensure the body of your email is quick and to the point, as well, using bullet points if possible. If your email contains too much text, it will be deleted.

Additionally, make sure the timing is appropriate when you send a story idea. Plan appropriately and pitch your story well ahead of time. Be aware of any internal deadlines the outlet might have. Don't send a pitch or expect much coverage when there are big events happening, such as an election, College Football Championship, or an unexpected weather event.

Think digitally
I have seen too many companies ignore the importance of social media and a useful website. These tools give your company credibility. A website need not be complicated or fancy, but it does need to be updated, relevant, and have the basics on your company and leadership. Additionally, customers will search for you on social media sites. It is not necessary to have a presence on all social media channels, but do choose one or two and make a habit of posting regularly.

As with all facets of launching a business, take the time to learn the importance of communications tactics and strategies and utilize them to help launch your company into a successful future.

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Elizabeth Biar is vice president of Strategic Public Affairs, a government elations and PR/communications firm based in Houston.

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Building Houston

 
 

Proxima Clinical Research has announced an office expansion — and more Houston innovation news. Photo via Twitter

Houston's innovation ecosystem has had some big news this month, from new job titles for Houston innovators to expanding office space.

In this roundup of Houston startup and innovation news, a Houston organization expands its footprint in the TMC, Rice University opens applications for a cleantech accelerator, and more.

Organization expands footprint in Houston

Proxima CRO has announced its expansion within TMCi. Photo via Twitter

Proxima Clinical Research, a contract research organization headquartered in Houston, announced that it is expanding its office space in the Texas Medical Center Innovation Factory.

"Texas Medical Center is synonymous with innovation, and the TMC Innovation space has proven an ideal location for our CRO. It's an important part of our origin story and a big part of our success," says Kevin Coker, CEO and co-founder of Proxima CRO, in a news release.

The expansion will include around 7,500-square feet of additional office space.

"The resources found across TMC's campuses allow for companies such as Proxima Clinical Research to achieve clinical and business milestones that will continue to shape the future of life sciences both regionally and globally. We are excited for Proxima to expand their footprint at TMC Innovation Factory as they further services for their MedTech customers," says Tom Luby, director of TMC Innovation, in the release.

$20M grant fuels hardtech program's expansion

Activate is planting its roots in Houston with a plan to have its first set of fellows next year. Photo via Activate.org

A hardtech-focused nonprofit officially announced its Houston expansion this week. Activate, which InnovationMap reported was setting up its fifth program here last month, received a $20M commitment by the National Science Foundation to fuel its entrance into the Bayou City.

“Houston’s diversity offers great promise in expanding access for the next generation of science entrepreneurs and as a center of innovation for advanced energy," says NSF SBIR/STTR program director Ben Schrag in a news release.

The organization was founded in Berkeley, California, in 2015 to bridge the gap between the federal and public sectors to deploy capital and resources into the innovators creating transformative products. The nonprofit expanded its programs to Boston and New York before launching a virtual fellowship program — Activate Anywhere, which is for scientists 50 or more miles outside one of the three hubs.

“We are delighted to be opening our newest Activate community in Houston,” says Activate Anywhere managing director Hannah Murnen, speaking at the annual Advanced Research Projects Agency-Energy Innovation Summit. “Houston is a city where innovation thrives, with an abundance of talent, capital, and infrastructure—the perfect setting for the Activate Fellowship.”

Activate is still looking its Houston’s first managing director is actively underway and will select fellows for Activate Houston in 2024.

TMC names new entrepreneur in residence

Zaffer Syed has assumed a new role at TMC. Photo via TMC.org

Houston health tech innovator has announced that he has joined the Texas Medical Center's Innovation Factory as entrepreneur in residence for medtech. Zaffer Syed assumed the new role this month, according to his LinkedIn, and he's been an adviser for the organization since 2017.

Syed has held a few leadership roles at Saranas Inc., a medical device company founded in Houston to detect internal bleeding following medical procedures. He now serves as adviser for the company.

"As CEO of Saranas, he led the recapitalization of the company that led to the FDA De Novo classification and commercial launch of a novel real-time internal bleed monitoring system for endovascular procedures," reads the TMC website. "Zaffer oversaw clinical development, regulatory affairs and strategic marketing at OrthoAccel Technologies, a private dental device startup focused on accelerating tooth movement in patients undergoing orthodontic treatment.

"Prior to working in startup ventures, Zaffer spent the first 13 years of his career in various operational roles at St. Jude Medical and Boston Scientific to support the development and commercialization of Class III implantable devices for cardiovascular and neuromodulation applications."

TMC is currently looking for an entrepreneur in residence for its TMCi Accelerator for Cancer Therapeutics program.

Applications open for clean energy startup program

Calling all clean energy startups. Photo courtesy of The Ion

The Clean Energy Accelerator, an energy transition accelerator housed at the Ion and run by the Rice Alliance for Technology and Entrepreneurship, has opened applications for Class 3. The deadline to apply is April 14.

The accelerator, which helps early-stage ventures reach technical and commercial milestones through hybrid programming and mentorship, will host its Class 3 cohort from July 25 to Sept. 22.

“Accelerating the transition to a net-zero future is a key goal at Rice University. Through accelerating the commercial potential of our own research as well as supporting the further adoption of global technologies right here in Houston, the Rice Alliance Clean Energy Accelerator is proof of that commitment,” says Paul Cherukuri, vice president of innovation at Rice, in a news release. “The Rice Alliance has all the critical components early-stage energy ventures need for success: a corporate innovation network, energy investor network, access to mentors and a well-developed curriculum. This accelerator program is a unique opportunity for energy startups to successfully launch and build their ventures and get access to the Houston energy ecosystem.”

According to Rice, the 29 alumni companies from Class 1 and 2 have gone on to secure grants, partnerships, and investments, including more than $75 million in funding. Companies can apply here, learn more about the accelerator here or attend the virtual information session April 3 by registering here.

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