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May 25, 2008

NEWS: PR Secrets for Startups

PR Secrets for Startups


Editor’s Note: At a time when anyone can broadcast their opinions about your startup to the world, public relations requires a new level of engagement on the part of companies and entrepreneurs. But what are the new rules of PR? Guest author Brian Solis, who earlier this month wrote a post for us on the evolution of the press release, explains how public relations has changed and offers up 12 secrets of PR for startups. Warning: This a lengthy post. Its intent is to help companies navigate through the rough seas of traditional PR as its struggles, forcibly, to evolve and adapt to the new rules set forth by the Web (regardless of version number) .

Solis is the Principal of FutureWorks, a PR and New Media agency in Silicon Valley and also blogs at PR 2.0. Along with Geoff Livingston, Solis recently co-authored Now is Gone, a book that helps businesses learn how to leverage new and social media...

Secret #11
Blogger Relations Extends from the “A-List” to the Magic Middle

Online conversations are distributed and it now requires PR to identify the relevant silos that reach valuable niche markets.

The best communications strategies will envelop not only authorities in new and traditional media, but also those voices in the “Magic Middle” of the attention curve. The Magic Middle, as David Sifry defined it, are the bloggers who have from 20-1000 other people linking to them. It is this group that enables PR people to reach The Long Tail and they help carry information and discussions among your customers directly in a true peer-to-peer approach. And, in many cases, these bloggers are your prospective customers. Their effects on the bottom line are constant and measurable over time.

Secret #12
Follow the Conversations and Join In

As much as media and blogger relations drive traffic and increase your user base, we can’t overlook the importance of social networks such as Facebook, Twitter, Pownce, Jaiku, Digg, Reddit, StumbleUpon, Delicious, Diigo, FriendFeed, Ning, Mixx, Bebo, Get Satisfaction, Google and Yahoo Groups (among many, many others). When executed and managed correctly, and genuinely, the referring numbers can outperform the best articles and posts and the relationships that you create within these networks will prove incredibly valuable throughout the life of your company.

This isn’t about promotion or social network spam. This is about dialog driven by the insight you garner from listening to and reading the people who are talking about your company – with or without your direct participation.

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