Supercharge your EV startup with these PR tips

Between government regulations in the U.S. and ongoing price wars, the electric vehicle (EV) industry is having a pretty big moment right now. For EV startups, it can be difficult to get attention with so much noise around the industry. It’s not impossible, but it does take some finessing. 

Before we dive in, let’s address the Tesla-sized elephant in the room - comparing yourself to major brands, especially ones as famous as Tesla, is a tactic that rarely works. The market is saturated with news about the company, so if you want your EV startup to be heard, you need to show what makes it different. With that in mind, here are three tips on how to raise brand awareness for your EV startup.

Pitch your startup as a problem solver  The EV industry right now is a bit like a teenager learning how to drive. It might be able to get to a location, but it’s likely going to hit a few curbs. But with time, practice, and careful maneuvering, there’s still a lot of racecar potential there. 

As a leader in the industry, you are the expert on the product as well as its problems. It’s likely why you built your startup in the first place. Focus on the problem your startup is trying to solve and let that inform your PR strategy. What are the challenges in the EV industry? How are you fixing them? What specific problem are you tackling? Find that angle and expand on it. 

For example, a big concern for EV drivers is the fear of running out of charge while using their vehicles. If a startup released an app that showed EV drivers where nearby chargers are, then make sure this is translated within your press materials. Identify publications and journalists that cover these issues within the EV industry and make sure the pitch reflects this.  

Show how your product keeps EV drivers on the road (and away from curbs).

Take advantage of every opportunity

Now that you’ve aligned on brand messaging and unique selling points, you need to put it into practice. Keep an eye out for when reporters are requesting commentary from industry experts. This is a great opportunity to get your startup’s name into an ongoing conversation. 

To continue building brand awareness, consider using thought leadership to highlight your expertise. Thought leadership, especially in a relatively young industry, is a great chance to highlight yourself as a business leader. While this isn’t for promoting your product, you will be able to show off how smart you are and let potential customers, investors, and journalists see your industry intelligence first-hand. This has a stronger benefit to your brand than you’d think, even if the publication doesn't share details on your startup directly. 

Podcast opportunities work similarly; by making yourself available at the party, so to speak, you can hobnob with relevant people, make connections, and ensure people know your name while sharing your expert knowledge.

Show up at the party

Speaking of parties, industry events can be extremely valuable as well. Bonus points if you can secure a speaking opportunity. But events can be tough; they usually have a high number of applicants for speakers, and sponsorship opportunities can get pricey quickly. 

Speaking opportunities at events are worth going after. You may not get a solo presentation, but you could be invited to join a panel on a slightly smaller scale. Every step gets your foot in the door. 

Even simply attending can give your startup good brand awareness. You could make a point to introduce yourself to people during a networking hour. You never know who might be influential on your journey.

Start your engines 

It’s an exciting time in the EV world, but there’s a lot of noise in the market. Startups really aren’t doing themselves any favors by comparing themselves to more established companies. Developing unique brand messaging and optimizing every opportunity to share industry knowledge will go a long way when building brand awareness. These tips can supercharge your EV startup to create some impressive mileage.