A lot of start-ups are in stealth mode, and don’t want anyone to know what they’re working on. “I don’t want PR, someone might steal my idea.” This is a common mistake driven by several fears, fear of failure, fear of competition, fear of possibly actually succeeding. The truth is your start-up does need PR even if you aren’t telling the public what you’re up to, in fact, that could be your biggest asset.
We’ve all seen ad campaigns where we’re not even sure what they’re for, but they’ve piqued our curiosity. Being in “stealth” mode gives you and your start-up the unique opportunity of being interviewed, and keeping everyone in your industry guessing what you might be working on. Audiences will be intrigued enough to keep tabs on you if you know how to harness this curiosity into something powerful. One example is Magic Leap, virtual reality company with a series B from Google. They are getting quite a buzz, but are remaining as mysterious as the wizards that they claim to be.
Starting a PR campaign early sets you up to get to know some of the players in your industry and sets you up to be “disruptive” within the industry. This will immediately get investors and industry luminaries interested in what you’re working on. If you’re tight lipped but creating a buzz, they will certainly keep paying attention.
“More and more companies I work with are interested in creating messaging around leadership. There’s huge value in getting press around the strength of your team and letting investors and future employees know you’ll be executing the project and succeeding,” says CEO Dave Polykoff of NewsLauncher, a service that publishes articles for start-ups and brands using top reporters with the click of a button.
You are a start-up and you’ll have to fundraise at some point. Your team’s past success and history will be a huge indicator of if you will succeed at your new venture. The best thing to do is get in front of it, so when investors start googling, your story was already written, and you wrote it.
Photo source: flickr