I am not a public relations expert, and in reality I could do with a lot of lessons myself, so we are in this together. Considering how important public relations are for any business (ask the behemoths and you will know why), I am little appalled that this is a topic we cover very rarely on WATBlog (scope for improvement?).
Also, it has been a while since I spoke something about entrepreneurship here, so in true social style I mashed up the two fields and here you have some social media tips for startups to build their public relations.I think an overdue follow up after to social media for public relations folks which was then very well received.
However, before we get into the steps one needs to understand the premise of the post. You see there are hundreds of of startups that rise and fall at a not so alarming yet significant rate. Public relations is a very critical aspect both in the rise as well as fall of these startups. The problem is that traditional PR for startups and otherwise, as we know it is worse than an olympic obstacle race.
Quite frankly it is a very tough job for any startup to consistently get press coverage in leading dailies and media. This is where new and social media steps in, given the democratic landscape it lends, it presents a far better opportunity for public relations for startups than traditional media.
Step 1: Be active on Social Networks
This goes beyond creating your presence on all social networks imaginable. Choose one or two sites and really get on with it and I am talking about the co-founders here or if you are blessed with a multi member team then the head of marketing. Set your targets on being an influencer in the network fo your choice, you will begin to get a lot of mileage through it.Read on best practices on the sites and follow it to the hilt.
Step 2: Be Active on Blogs
Begin by commenting on relevant topics to your business. Don’t force yourself, and speak only if you have anything of value to add. It won’t send thousands of visitors to your site but over a period of time helps build a perception of authority around you which will help you in garnering press later.
Also, it will help you in keeping track of what people are saying about your industry, if bloggers don’t talk about your niche much, then initiate contact with them to seed content ideas into their mind. Guest blog once in a while and be a contributor and not just a seeker all the while.
Step 3: Build genuine relationships with Journalists Online
One needs to understand that the press in itself is not an end but a means to reach to the public. So you don’t need to sell to them rather ensure that they lend you a hand. For this you need to build relationships.
Look at jurnos who talk about what is relevant to your product often and passionately on the web (Twitter, blogs, forums, etc.). Connect with them, ask them questions, understand why they are interested in your niche. This will help you prepare your PR pitch better later, at the same time engage them enough to keep you on their mind.
Step 4: Go Viral and Directly to The Customer
Often press follows people than the other way round. So if you have a customer focus product find social media-esque ways to reach them. Get some funny YouTube video out, or use the power of social bookmarking and the flexibility of a corporate blog to create some viral posts that can get you traffic.
This would give you some excellent word of mouth publicity (people tweeting, sharing on FB, StumbleUpon, etc.) which then grabs the attention of the press.
Step 5: Be Good, Kind and Generous
Don’t use social media with a mindset of what’s in it for me, rather use it as a platform to give. Share links that others will be interested in, provide feedback for those who seek, appreciate someone’s work by leaving a personal message and in general be open to opportunities that you are not quite aware of now that they are opportunities.
These are not some expert comments even though I am somewhat eligible to carry that tag. These are not even based on my own experience, rather these points are what I have been fortunate to observe and learn from others who do these things really well. So like always, if you have any of your own opinions, thoughts or observations, mark them below.
You are spot on in suggesting that social media be used as a platform to share ideas and information. I have found this approach to not only be good business, but good karma! Often, a post about a specific topic generates questions or comments that might not have otherwise been addressed. Everyone benefits from the shared knowledge and clever entrepreneurs can use it to build their business.
Very apt points, especially I liked building relationship with Journalists Online!!! It amuses me at times when I think about the extent I went ahead in this !!
Rajiv knows this better !!! 
hey, nice thoughts these steps are good for consumer products, what about BtoB products?
Completely agree with you Maneesh. PR can be an invaluable tool for every company and more importantly for start-ups. And Social Media, (among others) is one which is quite a cost effective, simple and yet has enormous reach and potential today.