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Recently updated on December 12th, 2022
Public relations (PR) is one of the most important aspects of any business, but it can be especially vital for SAAS companies. When done correctly, PR can increase brand awareness, improve customer perception, and even lead to more sales. In this blog post, we will discuss the benefits of PR strategies for SAAS companies and outline a few effective PR strategies that you can use to get started.
1. Make A List Of Key Publications And Reporters In Your Sector
One of the first steps in any effective PR strategies for SAAS companies is to make a list of key publications and reporters in your sector. This will help you determine where to focus your efforts and ensure that your news is reaching the right people. You can use online tools like Muck Rack and Cision to find journalists in your industry, or simply search Google for sector-specific publications.
Once you have a list of target publications and reporters, take some time to research their content and get a feel for what they cover. This will help you pitch them more effectively later on.
2. Identify The Topics That Are Most Relevant To Your Company And Target Audience
The first step is to come up with a list of topics that are relevant to your company. These could be industry news, new product announcements, or even something as simple as a blog post that showcases your company’s expertise. Once you have a good mix of topics, it’s time to start thinking about which ones will be the most effective in terms of getting your message across to your target audience.
One way to do this is to consider which topics are most likely to generate media coverage. This could be anything from an industry-wide news story to a local event that you’re participating in. Keep in mind, however, that not all media coverage is created equal. In order to ensure that your company is getting the most bang for its buck, you’ll want to make sure that you’re targeting publications that are read by your target audience.
Another way to choose effective topics is to consider which ones are most likely to generate online buzz. This could be anything from a blog post that goes viral to an online contest that gets people talking. Keep in mind, however, that online buzz can be a double-edged sword. While it’s great to get people talking about your company, you’ll want to make sure that the conversation is positive. If you’re not careful, online buzz can quickly turn negative and do more harm than good.
Once you’ve identified a few potential topics, it’s time to start pitching them to the media. But before you do, there are a few things you’ll need to keep in mind.
First and foremost, always remember that you’re pitching your company to the media, not the other way around. This means that you should never come across as pushy or salesy in your pitches. Instead, focus on providing the media with information that is both newsworthy and interesting.
Second, make sure that you’re pitching your story to the right person. There’s no point in pitching a story about your new product to a publication that only covers industry news. Do your research and make sure that you’re pitching your story to the right person at the right publication.
Finally, always be prepared to follow up. If you don’t hear back from a reporter after pitching them your story, don’t be afraid to reach out and follow up. The worst they can say is no, but oftentimes a simple follow-up can be enough to get your story on their radar.
By following these simple tips, you can make sure that your company’s PR efforts are as effective as possible. By taking the time to identify the right topics and pitch them to the right people, you can ensure that your company gets the media coverage it deserves.
3. Craft A Narrative Around Your Company That Is Authentic, Interesting, And Differentiated
The best way to do this is to focus on why you started the company in the first place. What was the problem that you were solving that no one else was addressing? How did you go about tackling it? This is your origin story, and it should be front and center in any PR efforts.
From there, you need to focus on the present. What is your company doing that is innovative and different? Why are you better than the competition? This is where you need to have a clear and concise message that you can distill down to its essence. If you can do this, then you will be able to more effectively communicate what it is that makes your company special.
Finally, you need to think about the future. What is your vision for the company? Where do you see it going? This is what will get people excited about your company and its potential. If you can articulate a clear and compelling vision for the future, then you will be able to generate a lot of excitement and buzz around your company.
By crafting a narrative that is authentic, interesting, and differentiated, you will be able to more effectively communicate what it is that makes your company special. This will in turn help you to attract more attention from the media and generate more excitement and buzz around your company.
4. Develop Targeted Pitches That Speak To The Interests Of Individual Reporters And Publications
One of the most important aspects of a successful PR strategies for SaaS companies is developing targeted pitches that speak to the interests of individual reporters and publications. By doing your research and tailoring your pitches accordingly, you’ll be much more likely to get coverage for your company.
In addition, online PR distribution services can be a great way to get your story in front of a large audience with minimal effort. By using these services, you can ensure that your story reaches the right people and gets the attention it deserves.
Overall, PR is a critical part of any marketing strategy for a SAAS company. By taking the time to develop a targeted and effective PR strategy, you can reap the many benefits that come with increased visibility and positive media attention.
5. Follow up with journalists after they've published stories about you to thank them and provide additional information
This is a key part of the relationship-building process and helps to ensure that you and your company remain top of mind with the journalists who cover your industry. It also demonstrates that you’re paying attention to the stories they write and care about getting coverage in their outlet. Finally, it provides an opportunity for you to continue the conversation and deepen the relationship.
To find journalists who have recently written about you, set up a Google Alert or use a service like Muck Rack. Then, take the time to read through their stories and identify any opportunities to reach out. When you do get in touch, be sure to be specific about what you appreciated about the story and why it was important to you. If you have any additional information or resources that would be helpful for them, now is the time to share it. Thank them for their time and let them know that you’re available if they have any further questions.
By following up with journalists after they’ve published stories about your company, you can deepen relationships, build goodwill, and ensure that you remain top of mind for future coverage. It’s a simple but effective way to keep your company’s name in the news.
6. Monitor Coverage Closely And Engage With Readers Who Leave Comments
You can use a Google Alert or Mention to set up keyword alerts for your company name, product names, and key executives. This will help you catch any online conversations related to your company so you can address them in a timely manner.
It’s also important to monitor online reviews of your products and services. If someone leaves a negative review, reach out to them directly and see if there’s anything you can do to resolve the issue.
Positive online reviews can be amplified by sharing them on social media or your website. You can also submit them to online directories or industry-specific websites. This will help build trust and credibility with potential customers who are researching your company.
By monitoring online conversations and engaging with readers, you can build relationships with potential customers and create a positive reputation for your company. PR strategies for SAAS companies are important to focus on.
By focusing on PR, you will be able to improve your online presence, relationship with potential customers, and create a more positive reputation for your company.
In Conclusion
PR is a misconception that it’s only for big companies. The benefits of PR apply to small and mid-sized businesses, especially in the tech sector. By utilizing cost-effective earned media placements, SAAS companies can improve their sales pipeline and bottom line.
If you are looking for help with your PR strategies for SaaS company, look no further than Upstage Media. We specialize in working with tech companies of all sizes to get them the media attention they deserve.
Contact us today to learn more about how we can help you achieve your business goals through public relations.