A clear and concise communications campaign can play a key role in the ultimate success or failure of a business start up, writes Charlie Vavasour, Managing Director of Ashford-based public relations agency Quantum PR.
Business survival is a highly debatable subject in the UK but it is often quoted that eight out of every 10 new start ups cease trading within the first 18 months. It is clear that gaining and then retaining customers is vital for any new business venture.
After all, a business without customers – which equate to income and, hopefully, profit – is not a viable business.
Communications, the means by which a business promotes its products/services to potential customers, should therefore form a key component in any start up’s launch plans and subsequent business promotion activities.
Through a carefully-crafted PR & marketing campaign, start ups can share core messages with target customers thereby generating the sales required to enable the business to prosper.
One of the most effective ways of beginning conversations between company and consumer is through the writing and issuing of press releases to local and trade publications, which can then be quickly reworked into blog and social media posts.
For a start up, the first press release to be considered is likely to be the official launch of the business.
Here are some top tips for how to approach this press release:
1 – Unique Selling Point
The press release should focus on the USP of the business – how the working processes or products/services differ from existing providers and, most importantly, what this means to consumers.
2 – Pyramid
The information contained in a press release should be ordered so that it fits into a pyramid; with the most important piece of information – the ‘news’ – at the top. The intro should be kept to around 30 words maximum and should grab the reader’s attention. This should be followed by further relevant information (see below) and also include company details, quotations, web links and contact details.
3 – WWWWWH
Every press release must contain answers to the following questions; Who, What, When, Where, Why and How. These answers will help substantiate the news and USP contained in the intro. Keeping WWWWWH in mind will make sure the release is comprehensive while also simple and straight to the point.
4 – “Quotes”
A good quotation can add extra depth and interest to a press release. It provides businesses with an opportunity to offer a greater insight into the relevance of the release to consumers; how the news will affect them. An independent third party quotation, perhaps from a customer, will also add authenticity to your release and ensure it is seen as more than a self-promotional piece of advertorial.
5 – Call to action
Make sure to include a direct call to action so that you can fully capitalise on the coverage gained. This could include a telephone number, website link, social media links and office location. This call to action is usually the last line of the press release.
For more information on how to build and deliver a tailored communications programme to meet the needs of your company, visit www.quantumpr.co.uk
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