4 Tips on Generating Buzz for Your Business, According to a PR Expert for Startups

Here are some of the best ways to get people talking about your company.

learn more about Sina Chehrazi

By Sina Chehrazi

Martin Barraud | Getty Images

Opinions expressed by Entrepreneur contributors are their own.

Clarity PR -- a London-based firm that represents over 100 startups in industries ranging from consumer retail to fintech -- focuses exclusively on implementing public relations strategies for fast-growing technology companies. Today, Clarity includes 35 professionals across London, Berlin and New York City -- with a West Coast office in the works.

I spoke with Clarity CEO Sami McCabe about four of the best ways to get people talking about your business.

1. Be outspoken about your culture

As Clarity has grown, McCabe has spent a lot of time focusing on the firm's cultural dynamics.

"Talent is everything. I've witnessed how culture is the top priority of our most successful clients. In the post-millennial world, you need to be able to retain top talent in order to sustain the challenges of scaling," he says. "You should share -- and even brag -- about the development opportunities that you offer your employees."

2. Tell the story of the problem you're solving

"The media is naturally drawn to the negative narrative. A quick flick through a publication such as [U.K. gossip rag] The Daily Mail will confirm this," McCabe explains. "So, work at bringing to life the story of the problem that you're solving."

By helping others understand the pain point, your problem can be positioned as the solution.

Related: How to Get the Media Hooked on Your Company

3. Be prepared to say something contentious

According to McCabe, many founders tend to bore the average journalist with technical knowledge and non-committal commentary.

"The media is constantly on the lookout for people who can offer interesting insight and opinion on a wide range of issues. It's a pretty simple and obvious equation: If you roll out anodyne corporate banalities, you won't be called on again to provide media commentary."

4. Get customers and clients to tell your story

McCabe also advocates asking your happiest customers for commentary.

"It's easy for you to say your product or service is wonderful. It's a whole lot more compelling and credible if one of your customers confirms it. Be constantly on the lookout for people who are willing to speak to the media about why they use your product or service over anyone else's."

You should also think creatively in the way you thank customers for their testimonials. Some examples include highlighting your customer's business or providing them with a free upgrade.

Recap

In a post-digital world, and with a growing millennial customer base, it's more important than ever to maintain positive buzz around your company. By being outspoken about your culture, telling the right stories, sharing candid insights and receiving endorsements by your customers, startups can develop the momentum necessary for long-term success. Of all the insights shared by McCabe, another rings especially true: "persistence is key."

Sina Chehrazi

I chronicle entrepreneurs and businesses that millennials admire

Sina Chehrazi chronicles the backstories of the founders and companies that millennials admire. He studied at Georgetown Law and Georgetown Business School. He is headquartered in both San Francisco, Calif., and Washington, D.C.

Related Topics

Editor's Pick

The Dark Side of Pay Transparency — And What to Do If You Find Out You're Being Underpaid
Thinking of a Career Change? Here Are 4 Steps You Can Take to Get There.
A Founder Who Bootstrapped Her Jewelry Business With Just $1,000 Now Sees 7-Figure Revenue Because She Knew Something About Her Customers Nobody Else Did
Everything You Need to Know About Franchise Law
Collaboration

The Only Woman in the Room? That Was Me. Then I Built a Network of Career-Boosting Champions and Everything Changed.

There's an inspirational network of smart women and allies all around us. We just have to be smart about finding them. Here's how.

Starting a Business

How To Sell on Etsy in 2023: A Comprehensive Guide

Want to start selling your handmade goods online? This article outlines how to start and grow your business using Etsy.

Science & Technology

4 Reasons Low-Code Tools Will Never Replace Software Developers

While low-code tools have become a go-to solution for companies and businesses, they'll never replace developers. Here's why.

Business News

'Crying Northwestern Kid' Turned His Viral Fan Moment Into a Successful Harvard Admissions Essay. He Says the Experience Taught Him About Empathy.

Six years ago, Phillips was watching No. 8 Northwestern take on No. 1 Gonzaga during March Madness when he became a meme.