3 must haves for metaverse PR

Headlines raving about the metaverse skyrocketed at the end of 2021, and companies of all sizes have been quick to ride the wave of hype. But as the dust starts to settle and metaverse startups attempt to be heard among the cacophony of news, how can they distinguish themselves and stand out?

Relying on social media or ad marketing campaigns alone will not get your startup the attention it deserves. It’s important to hit all areas of marketing, and one crucial aspect to have your metaverse startup’s name on everyone’s mind is through earned media coverage – the kind you cannot buy.

Some startups think that simply doing a wire release to announce big news is good enough. However, a good tech public relations firm will not only ensure that your big announcement reaches all the relevant verticals and publications, it will also get you into the important conversations happening around the metaverse – even when your company doesn’t have any news to announce.

How should a metaverse startup go about finding a PR agency that will get them the coverage they deserve? Here are the top three factors to consider.

Connections and relationships with the right outlets

Your PR firm will be responsible for getting in touch with the right journalists, editors, and other media representatives in order to get your story out into the world. Therefore, it is especially advantageous to pick a firm with established connections among outlets covering the metaverse and the ability to leverage their relationships with the people who are in charge of publishing news. 

While metaverse coverage in the media may not have verticals that seem as cut and dry as tech, business, and mainstream news, you will want your PR firm to reach out to any relevant vertical. This will give your story the best chance possible at reaching large audiences. The PR firm should have secured coverage for clients in tech publications, business outlets, and even crypto sites. Check the agency’s website and social media channels to see what types of coverage they are getting for their clients.

Expertise and passion about the metaverse and tech

Finding a PR agency that specializes in tech will ensure that the team has the ability to understand the complexity of your startup’s product or service and that they can transform your announcements into interesting stories and targeted angles for each vertical. Your PR firm should not only be knowledgeable about the metaverse, but passionate about it as well.

You can determine a PR agency’s track record on metaverse topics by looking up what the agency’s leadership routinely talks about on social media, as well as what is being said about them. You should be able to easily find the agency’s leadership featured in interviews with the press and earning spots on coveted “top PR pros” lists. It’s a good sign when the agency’s leaders are contributing their own thought leadership pieces to tech sites about Web3, blockchain, crypto, and of course the metaverse.

Once you reach out to talk with a tech PR agency about your startup’s specific needs, the people you talk to should be able to guide you through the PR cycle and clearly explain their services and processes.

A belief in your vision

Your startup’s PR team will be your cheerleaders. They are your advocates. So you will want to go with an agency that not only can do the job, but also firmly believes in your product or service. This is not to say you should go with an agency that simply praises everything you do or every idea you have; they should also be your guide in navigating the fickle and sometimes brutal media landscape.

PR pros should be completely transparent with you about which strategies will work for your specific situation, and which to avoid. There's a difference between a firm that will be your honest advocate and one that will just tell you what you want to hear and play to your vanities.

When you are doing the initial consultation with a prospective agency, any expert PR pro should easily be able to guide you through the types of PR activities they would engage in on your behalf and have knowledge of the current landscape. At the same time, be sure to have questions of your own to make sure you and your potential partner are on the same page. Based on your initial interactions with the PR firm, you should feel comfortable collaborating with them and sharing the necessary confidential information in advance of crafting your first big story together.

As with any business partnership, trust is key. Your PR firm should be like an extension of your marketing team, so make sure they align with your company vision and that you align with theirs. That’s the real way to find an agency that will take your metaverse startup to the next level.