Startups usually don’t set aside pots of money for marketing. To get noticed, they need low-cost options with a decent chance of success.
Writing for Entrepreneur, Jennifer Spencer offers some suggestions, starting with video story pitches.
Established firms with a PR agency or in-house staff have existing relationships with local reporters and key trade press publications. The best asset for most startups is the founder. There is no better way to pitch a story than in the voice of the founder.
A video literally puts a face to the pitch, Spencer says, showcasing the brains behind the new business. That can spark interest and stand out in a crowded queue of pitches written by public relations professionals.
Written press releases can include quotes from the CEO, while a video pitch conveys context in a conversational tone. It’s as if he or she is personally sharing their views or telling an interesting story, because he or she is personally sharing a view or a telling the story.
Standard story pitches have embraced multi-media. Video story pitches also can be accompanied by infographics, charts, images and B-roll video.
Well-conceived and engaging videos used for story pitches can be repurposed as social media content, which isn’t true of typical text-based press releases. Video content attracts more clicks and has wider generational appeal.
Creativity is useful in developing story-pitch videos. There aren’t really too many restraints. For example, a video might include short clips of endorsers for a new product or a visual explanation for how to use a product.
Another creative use of a video story pitch is to newsjack, the art of piggybacking on a trending story to gain attention for your brand. A lot of newsjacking occurs on Twitter, so a video story pitch can be an attention-grabbing variation that can make its way onto traditional media websites and social media platforms.
Think of video story pitches as teasers. Produce longer versions or a series of clips that can be shared in response to media inquiries or as extenders if the media picks up your story.
Video story pitches still need to be newsworthy. You need a captivating news hook. Fluff won’t cut it. Self-serving quotes don’t come across any better on video than in print. Poor production can undermine the effort.
As things stack up, lacking financial resources could even be an advantage. It will force you to be inventive, authentic and engaging – more or less, the steak in the sizzle of any good story pitch.
Gary Conkling is principal and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at firstname.lastname@example.org and you can follow him on Twitter at @GaryConkling.