How Travel Tech Startups Can Break PR Down to a Science Part 2

In the first part of this series, we talked about why every travel startup needs a PR strategy and how you should start putting yours together. In this second part of this series, we’ll discuss in detail how to craft the most important parts of your public relations outreach:

  • What to say
  • When to say it
  • How to say it right

WHAT DOES THE WORLD NEED TO KNOW ABOUT YOUR STARTUP?

Let’s start at the top. This is one of the most critical things that most startup founders falter. Sometimes, you are so caught up the whirlwind of your startup that you’re just not able to see what it is about your startup that would make for a compelling PR story.

Before we dive in, make sure you’re signed up to the BIGINTRO newsletter to receive travel tech content marketing strategies straight to your inbox.

As a startup founder, you may have trouble seeing the big picture, due to the fact that you’re dealing with issues at a micro level. You may even feel that things may at your company are just aren’t exciting enough to be “newsworthy”.

This is where objective advice and guidance from an outside expert can really help. There almost always interesting and newsworthy occurrences happening in your startup that you are simply not seeing from an objective point of view.

Sit with individuals from various teams in your company (engineering, product, marketing) and have conversations about what they’re working on. Review what they’re working on and gauge if it would be interesting to a journalist or writer in the travel tech space. Like in all other aspects of your business, PR and content marketing strategies need to be made into a priority.

For example, your engineering team may be writing AI based code that could potentially revolutionize trip planning across the travel industry. Or your marketing team may have conducted research that journalist would find beneficial for their readers.

Not every story has to be groundbreaking, but you do need to have an exciting angle for a travel tech writer to take notice.

GETTING YOUR BIG STORY OUT THERE

Once you’ve come up with a big story that your startup needs to tell; focus on creating an email pitch that is crisp and clear. It should tell the story in a way that immediately attracts the reader’s attention. As a side note, it, it’s always a good idea to back up your content with as much data, statistics, and facts as possible.

Finally, like in every other step in this series, an organized approach will be key here too. Send out your email to all the writers you have been cultivating. Make sure you use MailChimp to good use here. Track who is opening your mail, preferably several times. Write them a direct, personalized email following up. Make sure you also follow up (even if through bulk mailing) to all the others as well. It’s okay to be persistent here and keep following up till you get a Go away aka unsubscribe, a will stay in touch or a positive response.

TIMING IS EVERYTHING

Finally remember, timing is key. Writers love to have exclusives and breaking news. So be smart about your timing. For example, if there are big writers who would be perfect for you, reach out to them a few days earlier than the others, offer them an exclusive and see if it works.

Similarly, if you do post your press releases on your company blog (which is always good to do), make sure you do this a few days after it’S been released in the media. So that the writers still get to break the news first.

Make sure you’re signed up to the BIGINTRO newsletter to receive travel tech content marketing strategies straight to your inbox.

At the end of the day, like with most things that seem insurmountable (and there are a lot of these, especially if you’re a startup founder), PR too can be broken down into a science. This also means that after you’ve had your press launch, track the results and optimize based on data.

Be organized, creative and consistent and you will soon be able to crack open the black box that is public relations. Of course, BIGINTRO is always here to help make your content marketing tasks a little smoother.

How Travel Tech Startups Can Break PR Down to a Science

How Travel Tech Startups Can Break PR Down to a Science

As a travel tech startup entrepreneur, there’s certainly no lack of tasks that need to be attended to. When you’re not busy fighting fires, you’re thinking of the next product development cycle, preparing for an industry event, or planning how to scale up your customer acquisition strategy.

In the midst of all the immediate chaos, public relations is something that demands your urgent attention. That being said, you probably feel like you don’t have the time, resources or budget to invest. On top of it all, the travel tech space already has some big players fighting for the spotlight.

So how do you gain the upper hand and increase exposure for your travel tech venture?

In this post (Part 1 of 2) we’re breaking it down into actionable steps your organization can take towards a successful press run. That being said, there’s good news and bad news.

Before we dive in, make sure you’re signed up to the BIGINTRO newsletter to receive How Travel Tech Startups Can Break PR Down to a Science Part 2 straight to your inbox.

The bad news is that in today’s world, where over 2,000 active travel and mobility tech startups have been founded globally, and over $31 billion has been invested by venture capitalists, PR is something a disruptive travel startup simply cannot afford to ignore.

Great PR has often resulted in a surge of new users, funding, hiring and sometimes even acquisitions, and is, therefore, a solid PR strategy is a must-have, even at the early stages.

The good news is that all experts seem to agree on one thing. Spending a ton of money on PR simply isn’t the right strategy, especially if you’re in the early stages of your startup.

All you really need is some expert guidance, and your PR strategy can create serious waves, regardless of your overall marketing budget.

Here are some proven strategies that we use at BIGINTRO, and have been used by other successful travel startups all over the world to crack the black box that is public relations.

CATEGORISE AND ORGANISE

The absolute best starting point is to think very carefully about what industry your startup would most resonate in. In other words, what is the area of interest in your startup?

You’re probably thinking: That’s easy, we’re in the travel or hospitality industry. But in most cases, you would be wrong.

Your starting point needs to be thought through from multiple perspectives, ideally as many as three. For example, say your startup includes an AI bot that understands what your user wants from travel on a psychological level, then you probably fall under three different categories.

  1. Technology
  2. Artificial Intelligence and Machine Learning
  3. Travel

Immediately this means you may interest two or three different types of journalists and that broadens your PR horizons.

This also means that your story or ‘pitch’ needs to include trends and highlights of those specific industries and how your solution helps solve some of the main challenges. Take time to research your industry, beyond your product or service. Backing up your pitch with facts and data definitly helps push your PR pitch the extra mile. 

BE AWARE

Now that you have a general idea of the writers that would be interested in your story, the next step is finding out who they are. To crack this task, you can set up Google alerts to get updates about articles from your target categories. Another important tip we should mention is to create lists of various words and topics to keep track of within your industry. Think broadly about what keywords would be most relevant for your startup.

This immediately puts the top writers in these niches on your radar. Keep a close watch on the kinds of articles people are writing to give you an understanding of who would be a good fit for your startup and story. As an added bonus, this will also keep you updated on the latest trends and happenings in your sector so it’s a win-win.

REACH OUT

This one is fairly easy; but like all the other steps, needs a systematic and consistent approach. Some writers have their contact information in the article itself. In most cases, it’s an email if not there’s a twitter handle you can follow.

It’s always a good idea to actually build a relationship with journalists and media prior to pitching them a news story, as they will already have somewhat of an idea of who you are.

Create an excel sheet with all the journalists relevant to you. Categorise them based on their niche, size of the site (based on Alexa rank) and on why they are a good fit for your startup.

Quick Tip – One of our favorite Google Chrome Add-ons is SEOQuake which lets you quickly compare the page rank for multiple sites at once. The best way to do this is to copy / paste a list of URLs, and filter them by Alexa rank (smallest to highest).

Once you have a distribution list ready to go, use it to create different email pitches introducing yourself and your startup for each category and style.

MailerLite or Mailchimp (free for initial use) are two of the best platforms to use if you’re thinking about reaching multiple journalists at once, however, in our personal experience, this isn’t the way to go. Creating a personalized email per contact will definitely be far more effective than cold mass emails.

If you don’t have a contact email, follow them on Twitter, try to get them to follow you back and then start a conversation. Linkedin shouldn’t be neglected either. We’re seeing more and more professionals spending time daily on LinkedIn, so you haven’t logged into LinkedIn in a while, now’s the time.

At this stage, the goal isn’t to get journalists to push them to publish anything. Your goal is to introduce yourself and your startup. The idea is to start building a media network and influencers whom you can leverage to your startup’s advantage at the right time.

We’ve talked about how to approach PR in terms of strategy and how to go about setting up a base and building your network.

In Part 2 of this series, we’ll talk about the what your PR story should be, how to project the most compelling picture for your company and how to time your press releases launch just right.

Make sure you’re signed up to the BIGINTRO newsletter to receive How Travel Tech Startups Can Break PR Down to a Science Part 2 straight to your inbox.