Why your deeptech startup needs PR before you think it does (and how to get it into gear)
Accelerate your PR campaign
There's a persistent myth in the startup world that PR is a luxury, reserved for companies with deep pockets and a product ready to launch. But as we discussed in a recent episode of the "Twinning Strategy" podcast, that couldn't be further from the truth. Especially in the fast-paced worlds of biotech, medtech and deeptech.
In fact, getting your PR campaign into gear early can make the difference between securing crucial funding or fading into obscurity.
The case for early-stage PR
Early-stage PR isn't about flashy product launches or massive funding announcements (though those are nice too!). It's about strategically building your company's narrative before it's even fully formed. Here's why that matters:
Investor appeal: Savvy investors aren't just looking at your science; they're assessing your ability to tell a compelling story. A well-crafted PR campaign demonstrates that you've got your act together and can effectively communicate your vision.
Credibility and visibility: Early media coverage helps establish your company as a serious player in your field. It gets your name in front of potential partners, customers, and, yes, even more investors.
Building relationships: PR is about building long-term relationships with journalists. Starting early means you can begin cultivating those connections before you need them most.
What to announce (when you have nothing to announce)
One common objection I hear is, "We're too early-stage. We don't have anything to announce." But that's rarely true. Here are a few ideas for early-stage PR wins for life-sciences and deeptech startups:
Research milestones: Even small steps forward in the lab can be newsworthy, especially if they contribute to a larger trend or address a pressing unmet need.
Partnerships: Teaming up with a university or another company can demonstrate your commitment to innovation and collaboration.
Share your expertise: Position your founders as experts in their field by sharing their insights on industry trends or scientific challenges.
The crucial human element: why your story matters
Remember, people connect with people, not products. Don't just talk about your technology; tell the story of the passionate team behind it. Why did you start this company? What problem are you trying to solve? The more human your story, the more it will resonate.
Amplifying your wins
Once you've secured your first media stories, put them to work. Share excerpts on social media, incorporate them into your website, and leverage them in investor pitches. PR is an investment that can pay dividends for years to come.
Ready to get your PR into gear?
If you're a biotech, medtech or deeptech startup ready to unlock the power of PR, I'm here to help. Contact me at tim@zingpr.com or connect with me on LinkedIn to brainstorm how we can start telling your story today.
Check out the discussion!
Tune into the Twinning Strategy biotech podcast to watch us discuss how to get early-stage PR into gear.
