There is no denying - the Indian start-up ecosystem has taken off at a lightning speed! Driven by factors such as availability of funding, evolving technology and a burgeoning demand within the domestic market; the Indian Start-up trend is revolutionary.

Well, maybe not! Given the burgeoning trend, any cool start-up is only a cool part of a cool universe of start-ups – remember there are thousands out there as smart as you. So how do you break through the clutter and rise above competition?

According to Grant Thornton, it is projected that by 2020 there will be 11,500 firms from 3,100 start ups in 2014. And it’s going to change the way the markets are working today in India. As PR practitioners, it is now for us to see what significant value does PR tactics hold for start-ups and it’s functioning. To get it straight, the question isn’t whether start-ups need PR; the point in contention is, how PR can value-add to a start-up’s course of growth.

There is no doubt that start-ups by its nature are achievers – the founders have been smart enough to devise a game-changing product/technology which definitely should be worthy of press coverage. Well, maybe not! Given the burgeoning trend, any cool start-up is only a cool part of a cool universe of start-ups – remember there are thousands out there as smart as you. So how do you break through the clutter and rise above competition? 

It helps to engage PR consultants early as they bring along expertise in honing your most crucial business factor – brand message.

Since PR tactics differ from other communication methods, it pays really well to earn a reputation right from your initial stages. Brand awareness and its target audiences are crucial requisites for start-ups.

The faster you attract attention towards your brand, the easier it gets to cut above the rest, especially established competitors. PR strategists are pro at leveraging opportunities and help emerging organizations capture more than their share of market visibility in Tier I, II and III cities. Now that sounds like a steal deal! However, it is good to remember that public relations for start-ups is not the same as public relations for established companies. Even within PR tactics for start-ups alone does not have a one-size-fits-all strategy. The entire process is about identifying unique business opportunities, goals, communication objectives and then moving on to executing a terrific brand-awareness strategy. Nailing down the company’s key messages is the most important aspect as it can get potential customers to understand the new offering, product superiority and ingenuity.

For start-ups ideally, the one aim of PR should be to get on board strategists/professionals with high credibility. A strong team who can establish a favourable image of your prodigy, win over potential clients, gather market insights and track impact. Start-ups also need to understand that the relevance of an integrated communications strategy goes beyond media relations. Social platforms are now the nervous system of a boisterous economy and every PR campaign needs to evaluate the role it can play in PR strategies for start-ups. In addition to that there is stakeholder management to worry about. 

It helps to engage PR consultants early as they bring along expertise in honing your most crucial business factor – brand message. They help define and refine business objectives, value-added messaging, tackling investor pitches, and managing social media influencers apart from handling media exposure. Sooner or later, there arises a need for PR strategies, so it is best to incorporate PR as an integral part of your journey, right since the beginning. PR practitioners are also good at providing publicity opportunities. 

Also, the founders’ responsibility does not end with creating novel product/services. Brand creators need to evolve as brand ambassadors and become media ready. To face media glare, answer queries with confidence and to cover multiple other aspecsts; start-ups need PR strategists who will train and advocate with holistic media approch. So from slicing and dicing content to woo journalists to email marketing efforts, blogs and industry speaker platforms; start-ups should invest in PR pros who will help them with a host of communication opportunities.

Start-ups are naïve in media relations and social communications. To get your messages across to the right audiences in a language that they will understand; make PR must-have tool of your growth strategy.