Brand Valuation Outcomes

Finding a PR Firm with Experience Relevant to You

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One of the first questions everyone asks a potential PR agency is, “do you have experience in (my industry)?” Hiring a PR firm with experience relevant to you is a multifaceted process, and fundamentally, it’s one no one really enjoys. Part of the reason no one enjoys it is every PR agency is slightly different, and it can be hard to determine which is most valuable to your company. But engaging with a PR firm based on their experience is really like letting the tail wag the dog. The question you really want to ask is, “What’s your experience with companies with the same business goals?“. This is especially true in emerging industries and nascent markets. What’s the use of hiring a boutique PR agency with experience in your industry if they do not know how to get you to the next level, whether that’s additional funding, an M/A event, or an IPO event? What you really want is to hire a PR firm with experience in taking you to that next level and help you accomplish your business goals.

There are two or three reasons why ambitious and fast-growing startups initiate PR, and they are all vital business objectives. Ultimately, PR is almost always at the junction of a critical turning point for companies of all stages, from startup to hypergrowth to IPO. And the reason for that is simple: there’s no better asset than a strong, trusted, and well-known brand; brand value can add tens of millions to valuations.

 

Next Level: Additional Funding

Do investors care about PR? They do, but for different reasons than you might think. Investors want companies that think big, but increasingly do so responsibly. One reason PR is a good investment is you can activate your PR for years after you receive it. A steady stream of PR makes it much easier for a company to grow,  and PR provides social proof that helps a company secure traction, and also become an industry leader. Think about the startup founders who have used PR brilliantly to become one of the top providers in their verticals. From Marc Benioff of Salesforce to Richard Branson at Virgin, startup founders who leverage marketing and PR inspire confidence when their thinking is bold and audacious – PR puts audacious thinking on display like no other marketing medium. Finding a PR firm with experience with companies seeking investment could not be more important.

 

The Right Partners: Mergers and Acquisitions

PR paves the path for mergers and acquisitions; it gives potential buyers and partners an opportunity to learn more about the business in a good way. Plus, PR exposes your brand to more buyers than you could ever find on your own. And the more people you’re exposed to, the more likely you are to find the right partner. Plus, companies at the top of a vertical command a premium.

Whether you need B2B PR or a B2C PR  will impact your PR agency choices, particularly if your goal is M/A, but again, that will largely depend on your strategy. Are you using PR to bolster consumer enthusiasm and growth around the product in order to attract more potential buyers, or are you looking for investors who are very specifically looking for opportunities within a particular segment? These are two very different strategies.

Count Down: Pre-IPO PR

Pre IPO is another PR strategy all altogether, and it’s important to have a PR firm that understands the ramp-up and regulatory conditions of an IPO. Whether you need B2B tech PR agency  or a consumer tech pr agency, you need a PR agency that has been through the ropes of an IPO. A PR agency with Pre-IPO experience helps you set the stage during those critical 24-36 months before your IPO. While you’ll want an investor relations agency to develop your road show and connect you with the right bankers, your PR team should be working in tandem  for positive public relations that analysts will want to see. Since PR is a ramp, not a straight line, plan on investing in PR a minimum of 16 months before your IPO – the longer, the better the pay-off. Involve your PR agency with your investor relations firm well in advance so they can build trust and collaboration and work as a team.

Crisis: PR Experts Needed

If you’re in crisis, and you don’t already have a PR firm or a crisis management plan, then you definitely need a PR agency with experience in crisis communications. Crisis management is very specific to your situation, and the stakeholders will frequently determine the who you choose as a PR team. If you’re challenge is regulatory, a PR team with experience in the regulatory environment is critical, as is a PR team who can evaluate the situation quickly, and act fast. An experienced crisis communications expert will be able to guide you through the process over the course of days, weeks and even months – because getting through the crisis is one thing, but repairing your reputation, to get things back on track, is another.

PR is a serious endeavor with serious potential to change a company’s future. Ensuring you find a firm that has experience in exactly what you need means finding an agency who has moved the needle and elevated companies from one phase of growth to the next. Ultimately, finding a PR firm with experience relevant to you starts with knowing where you want to end up.

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What Makes the Best Tech PR Agencies?

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In the fast-paced world of technology, it’s not just about having a groundbreaking product or service. It’s also about effectively communicating your value proposition to stakeholders, investors, and the public; this is where the role of public relations (PR) comes into play. Not just any PR, but specialized emerging industry tech PR that understands the challenges and opportunities of hypergrowth in the tech sector be it PR for AI Companies, HealthTech, CleanTech, Cannabis Tech, or consumer tech.

In this comprehensive article, drawing from industry insights and expert opinions, we’ll dive deep into what makes the best tech PR agencies. We’ll also shed light on the significance of choosing the right PR agency for tech companies, especially in today’s competitive landscape.

Understanding the Landscape of Tech PR

The tech sector is unlike any other. With its rapid innovation cycles, the stakes are high, and the room for error is minimal. Companies, be it a startup or a pre-IPO business, need a specialized approach when it comes to PR. They require an agency that understands the intricacies of technology, the dynamics of venture funding, and the importance of timely and effective communication.

The Role of Venture Capital and Capital Raises in Tech PR

In the tech ecosystem, venture capital plays a pivotal role. Many startups and tech companies depend on capital infusion to scale their operations, invest in research, or tap into new markets. Capital raises are often milestones that companies want to highlight. A high-tech PR agency understands the significance of these milestones and knows how to amplify these achievements to the right audience. By doing so, they position the company and attract potential investors and partners.

Attributes of the Best Tech PR Agencies

So, what makes the best tech PR agencies stand out? Let’s delve into the core attributes:

Deep Sector Knowledge

In an age where technology is ever-evolving, the best tech PR agencies are more than just adept at PR. They’re genuine tech aficionados, consistently updated on emerging trends, groundbreaking technologies, and shifts in market dynamics. Their deep-rooted understanding allows them to tailor campaigns that resonate with tech-savvy audiences. By leveraging this knowledge, these agencies bridge the gap between complex technical jargon and relatable narratives for the masses.

Strategic Vision

For top-tier tech PR agencies, crafting a mere press release doesn’t cut it. They are strategists at heart, seamlessly integrating PR activities with a company’s broader objectives and market stance. Their visionary approach is all about anticipation—foreseeing industry movements, identifying potential PR opportunities, and aligning communication efforts with long-term business goals. A robust strategic vision sets the best apart in a sector where every company is vying for attention.

Flexibility & Adaptability

The tech domain is synonymous with rapid change, making adaptability a prized trait. The best tech PR agencies excel in their agility. Whether faced with a sudden product pivot, an unforeseen market shift, or updates that demand swift communication adjustments, these agencies are always a step ahead. Their proactive approach ensures that they not only anticipate changes but also realign strategies swiftly, ensuring clients remain relevant and impactful in their communication.

Innovative Content Creation

Top tech PR agencies excel beyond traditional approaches. They innovate in their storytelling methods, consistently embracing multimedia elements such as videos, infographics, and interactive platforms. Their content is meticulously curated, rich in detail, and captivating in design. Mastering these dynamic methods guarantees that tech narratives don’t just inform but truly captivate, ensuring a standout presence in today’s densely populated digital arena.

Stellar Media Relationships

Beyond crafting compelling narratives, effective PR is rooted deeply in genuine relationships. The best tech PR agencies are known for their robust networks, encompassing tech journalists, bloggers, and influential industry voices. These relationships aren’t merely transactional; they’re thoughtfully cultivated over time, built on trust and mutual respect. Such strong ties ensure that when a tech story is ready to be told, it lands on the right desks, reaching discerning audiences that matter.

Results-Driven Approach

In the competitive PR landscape, results are a true testament to an agency’s caliber. The top tech PR agencies are unyieldingly results-oriented. From setting precise KPIs to the relentless pursuit of exceeding them, their focus never wavers. Whether the goal is expansive media coverage, attracting potential investors, or elevating brand recognition, these agencies are fueled by tangible outcomes. Their commitment to results brings success and cements their reputation in the industry.

Emphasis on Data Analytics

Top tech PR agencies harness advanced analytical tools to shape their strategies in today’s data-dominated era. Using real-time data, from audience sentiment to campaign metrics, they refine and optimize their efforts continuously. By basing strategies on intuition and tangible industry insights, they ensure precision in messaging. This meticulous, data-driven methodology guarantees impactful communication, leading to the most optimal outcomes in a competitive landscape.

Proactive Crisis Management

In the unpredictable world of tech, crises can emerge without warning. The best tech PR agencies are not just prepared for such scenarios; they’re always a step ahead. With proactive crisis management plans in place, they can swiftly mitigate potential damages, adeptly turning challenges into growth opportunities. Their exceptional ability to navigate turbulent times while maintaining a company’s reputation resoundingly showcases their expertise and unwavering commitment to their clients.

Collaborative Client Partnerships

The top tech PR agencies prioritize deep partnerships over transactional relationships with their clients. Embracing a collaborative journey, they thoroughly grasp the client’s vision, personal and professional objectives, and unique challenges. Their approach ensures that PR strategies are aligned and reflect the tech firm’s identity. This fusion of understanding and strategy results in authentic, impactful communication, resonating strongly in the competitive tech landscape.

The Importance of Choosing the Best Tech PR Agency for Your Company

PR is a powerful tool in the arsenal of any tech company. However, just like any other tool, its efficiency depends on its application. The PR narrative is crucial for tech entities, from startups eyeing their next venture capital to established giants preparing for a pre-IPO phase. Let’s break down why selecting the right PR agency for tech companies is not just advisable—it’s imperative.

Driving Clearer Communication in a Complex Industry

Even groundbreaking innovations can only be noticed in the vast tech domain if appropriately communicated. By partnering with a specialized tech PR agency, tech firms ensure their complex concepts are presented clearly and effectively. This enhanced clarity ensures that innovations are seen and genuinely appreciated, fostering deeper connections with target audiences and key stakeholders.

Amplifying Your Startup’s Unique Narrative

Every startup carries a story of ambition, hurdles, and foresight. Partnering with the right PR agency ensures this narrative is crafted and magnified precisely. Crucial moments, such as securing venture capital or capital raises, are narrated in ways that genuinely captivate, making sure your startup’s journey is not just heard but deeply resonates, driving robust support and heightened interest.

Strategically Positioning Your Company for IPO Success

Transitioning into the pre-IPO phase is a critical, defining juncture for tech firms. This phase is not just about recounting past achievements but also illustrating vivid future potential. A skilled PR agency creates a narrative that beautifully intertwines past success with future promise, drawing potential investors’ attention and confidently setting the stage for a successful public debut.

Ensuring Resilience in a Dynamic Tech Landscape

In the unpredictable tech world, unforeseen challenges lurk around every corner. By aligning with the best tech PR agencies, companies ensure they’re not just prepared for these challenges but can pivot them into opportunities. This proactive, forward-thinking approach safeguards reputations, ensuring stakeholder trust remains unwavering even when the tech terrain gets unexpectedly rocky.

Broadening Your Reach with Robust Media Networks

A riveting story deserves widespread attention. Tech PR agencies with solid ties to tech journalists and influencers ensure your narrative echoes far and wide. Their well-nurtured relationships guarantee your company’s achievements and visions are consistently spotlighted, placing you at the forefront of meaningful discussions and fostering brand visibility in the most crucial circles.

Realizing Tangible Results, Beyond Just Promises

For tech firms, tangible outcomes are paramount. The best tech PR agencies don’t just craft strategies; they align these with company goals, ensuring discernible success. Whether enhancing brand visibility, engaging stakeholders, or drawing investor interest, these agencies prioritize measurable results, constantly validating their transformative role in a tech firm’s evolutionary journey.

In essence, selecting the right PR agency for tech companies can make a world of difference. The right agency will amplify the company’s message and shape its narrative, ensuring that it resonates with the target audience. Whether it’s positioning a startup for its next round of funding or preparing a pre-IPO company for its public debut, the right PR partner can be a game-changer.

The Future Trajectory of the Best Tech PR Agencies

In a world where technology evolves and reshapes every facet of our lives, the role of tech PR agencies is not just vital but also ever-evolving. Let’s explore what the future holds:

Adapting to Emerging Technologies: Technology is dynamic, with innovations like AI, quantum computing, and blockchain rapidly changing the landscape. The best tech PR agencies are always on their toes, diligently ready to adapt and educate themselves about these groundbreaking technologies, ensuring the clients remain at the forefront of impactful discussions in the market.

Emphasis on Data-Driven Decisions: PR agencies will pivot towards robust analytics in an increasingly data-centric future. Their focus will be on deciphering audience behaviors, measuring campaign success, and refining strategies. This steadfast reliance on industry data guarantees that tech clients consistently achieve optimal market engagement and meaningful resonance.

Enhanced Integration with Digital Platforms: As digital platforms multiply, high-tech PR agency specialists will intensify their utilization. Leveraging these innovative tools, they’ll effectively drive narratives, interact in real-time with audiences, and amplify brand visibility, ensuring tech firms remain connected and relevant in an increasingly digitized communication landscape.

Personalized and Authentic Narratives: Tomorrow’s tech audience seeks genuine, heartfelt narratives. Leading PR agencies will prioritize creating stories that deeply resonate, underscoring technology’s human element. Through this, they’ll vividly convey its transformative impact and boundless potential, ensuring lasting connections with discerning tech enthusiasts and stakeholders.

Collaborative Approach with Influencers: Influencer partnerships are now pivotal in PR strategies. PR agencies will foster more profound, strategic alliances with technology-based influencers as the digital landscape evolves. This highly refined collaboration promises an expansive, robust dissemination of tech stories, solidifying the essential role of influencers in shaping public perception.

Proactive Crisis Management with Technology Evolution: Tech’s rapid evolution presents unexpected challenges. Anticipating these, future-ready tech PR agencies will devise mechanisms for potential PR crises, preparing brands for unforeseen shifts. Their proactive stance ensures brands consistently stay ahead, optimizing their communication amidst evolving tech landscapes.

Continued Emphasis on Tangible Outcomes: Even as strategies evolve, the goal of tangible results persists. PR agencies will focus on discernible, measurable outcomes. By harnessing innovative tools and advanced techniques, they’ll ensure their strategies are consistently effective, reinforcing the unwavering commitment to client’s success in the dynamic, ever-changing tech landscape.

The importance of effective and strategic PR cannot be understated. The best tech PR agencies are not just service providers; they are strategic partners that play a crucial role in shaping a company’s narrative, positioning it for success, and ensuring its story gets the attention it deserves. Whether you’re an ambitious startup, a tech giant on the verge of an IPO, or anywhere in between, aligning with the right PR agency is a step toward ensuring your vision gets the limelight it merits.

If you’re searching for a partner who understands the tech landscape, values results-driven strategies, and prioritizes client success, look no further than Tara Coomans from Avaans Media. With a proven track record, we’re redefining the traditional PR agency model. So why wait? Connect with us today.

 

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2024 B2B Media Trends Leaders Need Today

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With the emergence of ChatGPT, the world is waking up to changes in content. While these disruptions aren’t always visible to the average reader, top PR agencies have been aware of these changes for quite some time; well before AI-generated content. These changes are impacting all media, including tier one media outlets. These changes aren’t all bad – in fact, for PR savvy B2B companies, leveraging these opportunities can be game-changing. Whether you’re a challenger brand, an emerging industry or Pre-IPO, from CleanTech to HealthTech to Cannabis and AI companies, these are the 2024 B2B media trends leaders need today.

 

2024 B2B Media Trend #1: Thought Leadership, Not Just for CEOs

While CEOs will always play an important role in B2B brand reputation, today’s B2B companies can leverage other brilliant C-Suite leaders to expand their horizons and speak directly to their customer base. Let’s say you’re a SaaS platform for accountants – why not take advantage of thought leadership opportunities for your CFO? Your CEO probably has insights your customers and potential customers would really appreciate, and the signal you’re sending to them is “we get you.”

There’s no reason your C-Suite leaders need even to write their own content, ghost writers do the heavy lifting. In fact, from a brand reputation and thought leadership standpoint, having a ghostwriter is the most optimum choice. Top PR agencies have excellent writers in their ranks and you can take full advantage of their decades of discipline by leveraging that talent to do the heavy lifting of creating content calendars and ideas, not to mention eagle-eye editing.

While owned content remains extremely important, third-party thought leadership opportunities abound today. Never have there been so many opportunities for the C-Suite to make their mark. Today’s ambitious leaders are contributing to Forbes, Newsweek, Entrepreneur, and even industry verticals regularly. And that’s relevant because according to eMarketer, content marketing is the #2 channel driving revenues for B2B companies.

 

2024 B2B Media Trend #2: Give Me The Data

As advertising revenues decrease for top publications, there have been huge swaths of layoffs for journalists. Today’s freelance journalist doesn’t have the weight of the publication behind them in the same way and that means gathering marketplace, consumer, or trending data is harder than ever.

B2B companies can double down on earned media by commissioning credible research or leveraging their own data to provide insights to journalists on trending business stories. And remember, even the top business publications are chasing stories that are of broader interest to the public. Data is the hero of B2B PR – use it.

Not only will using data give you a burst of earned media coverage, but your customers will appreciate it, and it’s the gift that keeps on giving. A well-structured survey will be useful throughout the year and position your company as the top of your industry immediately. Reports like this are also an excellent way to build out your database of potential customers.

Is commissioning credible data expensive? Yes. Is it worth it? Only if you enjoy seeing your company in media outlets like Fortune, Inc., and Bloomberg. Even the Wall Street Journal uses third-party data, and there’s nothing like a quote from your leadership that solidifies a point of view with hard data.

While we’re at it, make PR decisions based on data, too. Modern PR firms have access to data that extends beyond reach and impressions. Identify target KPIs with your PR agency and demand they keep track of those KPIs quarterly. Your stakeholders, like B2B investors, will love this data and allow you to create credibility. Avaans Media uses a combination of social listening and AI to project trends and report on KPIs.

 

2024 B2B Media Trend #3: The Purpose Matters

As 2024 is an election year, there will be ever more eyes on how businesses impact culture. B2B companies can help their customers and themselves by articulating purpose beyond making money. Purpose-driven PR isn’t just for consumer brands anymore. This is especially true for Pre-IPO B2B companies.

Numerous B2B brands have leveraged purpose to distinguish themselves in a crowded marketplace. According to the Harvard Business Review, “Purpose-driven companies make more money, have more engaged employees, more loyal customers, and are better at innovation and transformational change.” Purpose is your secret weapon to productivity and PR because purpose gives you another connection to make to timely news stories, especially trending stories like climate and the changing labor force.

If all that isn’t reason enough, because so many B2B leaders shrug off purpose-driven initiatives, it’s a great way to create a competitive advantage, even and especially when there is uncertainty.

2024 B2B Media Trend #4: Re-Thinking Social Media for B2B Companies

For the past two decades, Twitter was the town hall that gathered VC, potential customers, and media. PR-savvy CEOs took a personal interest in Twitter and knew how to leverage it. What’s more – media outlets LOVED going to Twitter to find sources, take a pulse, and find perspectives. But today, Twitter (X) is a red hot mess. The platform is unstable; the future is uncertain; the bots and trolls have taken over, and media outlets have jumped ship because of reduced credibility. There has been an onslaught of Twitter replacements, from Meta’s Threads to Jack Dorsey’s Blue Sky. But neither of them have quite reached the levels of Twitter (yet). But LinkedIn is a trusted standby and more and more professionals, including journalists, are finding refuge there.

LinkedIn has so many ways to improve a B2B brand, but one of our favorites is the LinkedIn newsletter. Leverage this this with premium content gets delivered right to the inboxes of your subscribers. Inboxes that your newsletter doesn’t have access to. LinkedIn is also experimenting with AI-generated content that allows thought leaders to contribute.

2024 B2B Media Trend #5: Use Your PR for Recruitment and Sales

Media coverage provides proof to investors, clients, and the public. But it also provides social proof in recruiting and sales.

From a recruiting standpoint, when your brand is an industry leader, PR helps you attract the best talent. This is especially important for hypergrowth companies who need top talent to take them to the next level or emerging industries that need to establish broader credibility. Your media coverage tells a candidate as much about you as your recruiter does. Plus, ambitious employees like to imagine that there is room for them to be included in media coverage.

PR takes a lot of heat for not being trackable. We disagree, PR is trackable, when your PR is aligned with your business strategies. But nowhere is that more clear than how PR increases revenue. PR helps your current customers stay confident in their choice, reduces friction for new customers, and stimulates potential revenue by allowing you to share solutions that potential customers didn’t even know could be solved.

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What Makes Hypergrowth Businesses Stand Out?

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While there is no blueprint for creating a successful hyper-growth company, many of these businesses share some common qualities that help them stand out in the crowd of tech startups. But first, it’s essential to understand what a hypergrowth business is.

What Is A Hypergrowth Business?

Hypergrowth businesses are businesses that maintain a rapid rate of growth over time. To be called a “hyper-growth” business, it must have a CAGR (compound annual growth rate) of 40% or more. Businesses with “rapid growth” have a CAGR between 20% and 40%. And businesses with “normal growth” maintain a CAGR below 20%. Hypergrowth usually occurs before a business has fully matured. The term “hyper-growth” was first coined in the Harvard Business Review.

Many startup businesses are looking to be the next big hyper-growth company. Amazon, Uber, and Facebook are all excellent examples of hyper-growth companies. However, many hyper-growth companies eventually take a quick downturn and ultimately fail. Many hyper-growth companies fail because they get so focused on growth that they neglect to plan for challenges that the business will face during its rapid rise, including overworked employees, marketing costs, and a customer-focused culture, and more.

How Hypergrowth Companies Stand Out

Hyper-growth companies are usually ahead of the trend, which means they’ve probably toiled in a constant state of underfunding until they didn’t. This means that many hyper-growth CEOs are unprepared for the needs of a company suddenly thrust into the public eye.

But whether their fast-growing status is due to an emerging industry, an outspoken leader, or an up-and-coming trend, the fastest-growing companies take the opportunity to create a brand for themselves.  This means engaging in marketing and PR before the trend hits. A well-positioned hyper-growth company leads the conversation because they are an already known expert.

They Keep Track of Emerging Trends and Offer Customers Real Value

Because the market is constantly in flux and consumers are continuously rethinking their wants and needs, hypergrowth businesses understand that they must keep track of emerging trends. When they see an opportunity, they take it. When they see a gap in the marketplace, they fill it with a product or service that has value for customers. Hypergrowth businesses understand that perceived value is not enough; customers seek products and services that add real value to their lives. Being flexible and focused on the company’s target audience and their changing wants and needs enables hypergrowth businesses to scale rapidly when an opportunity becomes successful.

They Know How To Identify Areas for Growth

Most businesses grow by expanding their current customer base by regularly offering new products and services or by targeting new customers by diversifying the products and services they offer and testing opportunities in new markets. Hypergrowth companies are successful because they know how to identify the most significant opportunities for growth and then strategically pursue that opportunity while keeping an eye on product performance and marketplace trends.

They Hire Focused Leadership

Hypergrowth companies understand the value of competent, focused leadership. Hypergrowth businesses that fail often do so because company leadership got so focused on the company’s rapid growth that they were unable to focus on other challenges that would inevitably arise due to rapid expansion. Successful hypergrowth companies hire leadership that can focus on both scaling the business and scaling other business areas to match the company’s growth.

Successful business leaders do much more than share a vision for the company’s growth. They also move the business forward by spotting emerging trends and constantly adapting to the constantly changing market. While remaining focused on the overall vision, they also focus on executing a business strategy to achieve their business objectives.

They Value Their Employees

Hypergrowth companies value the people who work for them and strive to foster a healthy workplace culture. Overworking employees can quickly cause a business’s culture to become toxic. Hypergrowth businesses provide employees with rewards and benefits that have value. A good work-life balance is far more rewarding and important to the average worker than access to ping-pong tables and craft beer on tap. Hypergrowth company leaders understand their employees are the catalysts for rapid growth and that the company’s culture starts with its workers. Hypergrowth company leaders are intentional about developing a healthy and unique company culture from the outset.

They Turn Their Customers Into Brand Ambassadors

Successful hyper-growth companies turn their customers into ambassadors for their brand. There are few things more powerful for a company than its customers going out into the world and gushing about the company’s product or service. Hypergrowth businesses rely on word of mouth and constantly identify potential brand ambassadors to promote their products and services. In addition to customers, other brand ambassadors might be employees or industry influencers. No matter how they spread the word about your brand, word of mouth is one of the most powerful marketing tools a business can leverage.

They Measure Their Success

Hypergrowth businesses understand that success doesn’t happen due to dumb luck. Successful hyper growth businesses are constantly tracking their successes and failures, gaining insights into what is working and what isn’t by harnessing as much data as they can — the more data, the better.

They Are Flexible and Innovative

Perhaps one of the most important qualities of successful hyper-growth businesses is their flexibility and ability to innovate constantly. In the digital age, the world is changing rapidly every day. Successful hyper-growth companies understand that to achieve success, they must be malleable, constantly reassessing consumers’ wants and needs and new marketplace opportunities. Because consumers today have more choice, successful hyper-growth companies must constantly innovate to stand out above other companies.

Marketing for Hypergrowth

How can you market your company for hyper-growth? Implementing a focused and strategic public relations campaign is one of the best methods for customer-driven companies that are on the brink of or are already experiencing hypergrowth. The keys to successful hyper-growth PR is to reach a broad audience, keep them engaged, and letting your service or product sell itself. Some ways to do this include:

  • Running giveaways and other promotions to attract new customers and keep them engaged
  • Keep your existing customers informed and engaged with your company
  • Show all of your customers that you care, not just through words but through your actions

PR for fast-growing companies can be challenging, and especially for those experiencing hypergrowth. With so many tasks to complete, outsourcing some of these efforts to a company with specific experience with hypergrowth PR is often recommended.

Contact Avaans Media

The foundation of any company is its vision, but a successful hyper-growth company grows due to a solid business strategy that meets its goals. If you have questions about hyper-growth business strategies, the PR team at Avaans Media is here to answer all your questions. Contact us today to discuss your business objectives.

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PR for AI Startups – Is It Too Late?

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ChatGPT was a seismic event for AI PR. AI companies that focused on generating language models for prompts and voice commands were already years ahead. “AI prompts for ChatGPT” topics were all the rage, and for AI startups, that was actually quite frustrating because they knew there are so many deep, interesting topics to cover. And that’s why it’s not too late for public relations for AI startups.

As a PR agency specializing in emerging technologies, our clients definitely benefited from the burst of AI coverage after ChatGPT became a media darling. Still, our clients are already working on AI technologies that make businesses more efficient and embrace the human element to allow more informed decisions.

Journalists will cover artificial intelligence in the way they covered social media during its infancy: obsessively, as there are still a lot of stories to tell in commercial AI PR. AI-assisted technologies will continue to exist, so there will be endless types of articles to write, and they will not solely revolve around creating content or the disappearance of jobs.

The Case for PR Urgency

Executives and boardrooms are still unsure about what AI means for their companies. And tomorrow’s most relevant AI brands are taking the opportunity right now to create media coverage around topics that position them as thought leaders. An AI PR agency that understands the cyclical nature of PR for hyper-growth and emerging industries is an essential resource for AI startups.

85% of AI startups will be out of business in three years. From content to thought leadership to contributed content and niche audience trends, the PR strategies AI companies choose today will be the differentiator for AI startups from the earliest phases to pre-IPO. AI is dominating venture funding headlines and grabbing what venture funding dollars are available today, and that means tomorrow’s most exciting IPOs will be AI companies. And while those companies need PR for AI companies, even those who intend to stay private should embrace PR because the industry is at its most crucial stage.

Educating the Consumer About The Future of AI

Like with other hot emerging industries, AI technologies have the opportunity right now to develop positive relationships with stakeholders, customers, and consumers. As an industry, AI companies should take this very seriously because AI’s potential is scary to consumers, especially since consumers are still experiencing techlash from the unforeseen consequences of social media. Educating consumers about how the AI industry addresses their fears and concerns is a key opportunity for public relations for AI companies.

Even B2B AI companies should take the lead on educating the masses about AI’s potential. Why is this important? When the average person understands how AI will make their life better, AI will seem less scary and this is important to regulators.

AI companies can also take this opportunity to self regulate, instead of waiting for a government backlash from representatives who don’t understand what it is (see Mark Zuckerberg’s congressional hearing). Taking stakeholders along the journey enables them to see the future with you, as opposed to despite you. PR services are critical to this journey because today’s actions will have an outsized impact in the future.

From content creation to PR campaigns, AI companies should lean into tech where it makes sense, and lean into relationships where it’s most important.

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5 Ways PR Improves Recruiting

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Ever notice the best people always seem to go to the best companies? Why is that? Reputation matters and PR improves recruiting outcomes. The magical part is this: it doesn’t matter whether you’re recruiting for executives or recent graduates, a strategic PR plan makes attracting the right talent easier and even keeps your best employees.

  1. Strong Brand Values Attract The Right Candidates

    You want candidates to be a good fit for your company’s culture and values. This is one way PR improves recruiting, especially important for companies in emerging industries and hyper-growth companies who may not have the resources for fancy employment retention programs. Your PR should underscore your company’s values and contributions to society, your industry, and yes, your employees. And candidates who care about culture are more valuable employees. Brand values are an inside-out job. But you should celebrate those values with purpose-driven activations with recruitment in mind. Not every activation is worthy of the Wall Street Journal, but if that’s a goal, then make it newsworthy. Otherwise, this is where social media can be an outstanding messenger of your PR initiatives. But make no doubt about it, the best candidates do a Google search and check out your social profiles before they accept your job offer.

  2. Give Employees an Opportunity to Brag

    Everyone wants to work in a place where their co-workers are happy to be there. Here, activate your earned media with your employees. Every time you receive coverage, be sure to tell your employees and let them brag about the company to their friends and community. You can encourage sharing with recruitment bonuses, and other internal spotlights on employees who share your good news far and wide. Employee advocacy is a really effective way that PR can improve recruiting. There’s another benefit to encouraging employees to share content:

  3. Reduce Employee Turnover with PR

    Everyone wants to feel proud of where they work, and the more they talk about how proud they are, the more committed they become to that feeling of loyalty and pride. That’s a Captivation Motivation fact, it’s akin to sunk costs. The more we sink into something, the harder it is to walk away. So PR improves recruiting through increased employee pride, and that pride reduces costly turnover. It’s a lot harder to complain about your job on social media if you’re regularly posting about how much you love your company and job.

  4. Reputation Management Matters

    You definitely want someone monitoring your overall reputation. That includes everything a potential candidate might see from Glass Door to news coverage and even reviews. You also want someone to identify how certain audiences perceive your overall communications and what you can do to improve your communications. For example, if you’re emphasizing diversity, equity, and inclusion in your recruitment, but no one on your website reflects DEI values, it feels very shallow and unwelcoming to those candidates. Do your job descriptions match the education levels and pay ranges you’re hiring for?   If you’re hiring for people with college degrees, those job descriptions should look and feel differently than your job descriptions for roles that don’t require a college degree. Consider blind hiring initiatives that remove age, gender, race, location, and even college degree from the search qualifications.

  5. Appeal To The Ego

    When high-potential or high-level candidates see that news articles and media coverage of company executives, that’s a pretty compelling benefit for ambitious executives. It’s an outstanding way for your company to attract talent, even in the tightest recruitment markets. Plus, your that coverage adds benefits to your company’s brand values as well. Make sure your recruitment pages include executive coverage so potential employees can envision thier own name in the headlines too.

 

Using PR to improve recruiting outcomes is only one of the ways PR supports the most important business strategies, read more about the other 5 ways PR improves business outcomes.

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