- Get your message right from the start. Your message should be clear, concise and compelling. It should run through everything you do, starting with your website.
- Speak in plain English. When you start out, you’re so close to your product or service that it’s easy to forget not everyone understands your acronyms. Avoid them.
- Have a clear three-word descriptor that clearly tells people what you do. (Tip: it won’t be an integrated solution, or be world-leading, or leverage anything.)
- Have an opinion. If you have a view on the future of your industry, for example, don’t be afraid to express it. Assuming it doesn’t hurt your business or your customers, of course.
- Be different. Why would someone buy your product or service over someone else’s?
- Create a platform. Whether it’s a white paper, a piece of research, a campaign or an issue, take ownership of something that will make potential customers say: “That’s interesting, I’d like to know more about it.”
- Ask for endorsements and case studies from your first clients. A strong case study can do wonders for your reputation, and means that media are much more likely to take an interest in you.
- Watch what your competitors are doing (but don’t be distracted by them). Read their blogs, follow them on Twitter, and don’t be afraid to talk to them occasionally.
- Make time to write a blog. This doesn’t have to take a lot of time, but set aside a couple of hours a week to research and write your post. Blogging can give people a real sense of who you are and what you stand for, as well as creating authority for you (and your business). Don’t forget to set up Google Authorship.
- Talk directly to your prospects. Not all PR is about press coverage, and for some firms, social media is a great way to get involved in a conversation with customers and prospects. Look carefully at Twitter and Google+ in particular.