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Therefore, an entrepreneurs focal point for generating PR will often focus on one or more startup-specific objectives, such as: Educating the public about a new product, service or idea Raising funds to build or grow the business Generating trials of its products or services Acquiring new customers Attracting top talent Staking out its place amongst the competition Each of these objectives requires a different kind of story shared with a journalist assigned to the relevant beat. Startups looking to fundraise may be particularly interested in attracting the attention of journalists who write for outlets read by venture capitalists and angel investors , like TechCrunch and VentureBeat. But when they want to create a buzz about their new product, these same startups will want lifestyle reporters and editors to cover or try the product and sing its praises. Perhaps Real Simple, Wired or BuzzFeed will do the trick. Related: 4 Tips on Generating Buzz for Your Business, According to a PRExpert for Startups In contrast, established organizations have an historical track record, a variety of internal and external institutional relationships and any number of activities that over the company's lifetime have created a certain level of brand awareness. Therefore, these companies PR strategies might focus on customer retention or meeting the challenge of growing competition from startups that calls for their brands to be fresh, modern and relevant. When DHL, for example, wanted to expand its U.S. footprint, my company built a PR program to demonstrate the companys brand attributes through the strong customer relationships, charitable initiatives and unusual delivery stories that demonstrated the companys service dedication and capabilities. Jump start your path to brand awareness When an organization has no history, getting initial media placements is challenging. However, starting with a blank slate can provide an incredibly exciting and unique opportunity to create a brands reputation from the ground up.
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