When a startup up is focused on raising capital, the most important thing it has to do is to get noticed by potential investors. It doesn’t matter how great your business model or opportunity is if investors don’t know you exist. It’s also true that the more times an investor hears about you through different sources, the more likely he or she is to sit up and take notice. Publicity is a spotlight you can shine on your startup, but you need to know how to position it for maximum effect when it comes to attracting potential investors.
Showcase your expertise
Angel investors and seed stage investors are focused on the entrepreneur and the team behind the business. They are buying into your expertise and knowledge of the market. This provides a great opportunity to use PR to position yourself and members of your team as experts in your field by providing opinion pieces and commentary on your industry. Being quoted in the media also serves to provide outside validation that you have credibility in your space.
Local or global?
Your local media is usually a good starting point for promoting your accomplishments as your local angel network or investor group is most likely your first step when it comes to raising capital even if you are focused on a global audience. If your startup has gone through an accelerator program or incubator or is involved in a co-working space you may find that you can generate PR through them. A good tip is to be proactive about letting your mentors know you are keen to be included in any PR opportunities, whether its journalist visits, case studies or articles.
Accomplishments
Entering and winning startup competitions, awards and pitchfests can also get you media coverage. Many of these events also have local investors on the judging panels. It’s a great opportunity to get noticed and attract initial interest from investors, some of whom like to get in early when they can have more influence over the direction of a company.
Previous investments
Using PR to highlight investments your startup has already secured can be an effective way to get the attention of new investors and to attract additional capital. It is effectively a third party endorsement, and carries additional weight of your investor is well known and respected. The media enjoys success stories and this is especially true if you can tie it to larger trends, key events or other newsworthy topics.
Leverage your coverage
Finally, make sure to leverage any media coverage you achieve. You can do this by promoting it to your database, through your social media channels, on your blog and website, in your newsletter and also including it in your investor kit.
