PR Tips for COVID-19 Related Startups

Launching a startup can be daunting enough, launching it during a global pandemic is something else entirely. That doesn't mean it's impossible, not by a stretch. It does mean that you have options for what type of startup you want to create. While many startups of all industries are navigating their way through a pandemic, as yours is COVID-19-related it relies on the pandemic itself for success. 

Taking advantage of world events to launch a business is not a new endeavor. The entrepreneurial spirit teaches us that sometimes we have to adapt to changing environments and economies. What is new is how we choose to publicize a startup that is taking advantage of something such as a pandemic. The right PR strategy can be the difference between appearing altruistic and appearing as if you are simply manipulating an affected market.

Relevance or bust

Once you've decided that your product or service will be pandemic related, you need to be sure that you are filling a need. With a pandemic the obvious market segment for any new startup is healthcare, but areas like economics (income generation), service applications (food delivery) and general entertainment are adjacent verticals for any startup looking to pounce on the fact that its future audience is mostly stuck at home. In this, your startup has to pick a public relations strategy that doesn't just highlight the immediacy of your startup, but offers a path forward as well. 

A global pandemic, like everything else in life, is temporary. So your public relations communications to the media should have some final point highlighting the viability of your startup once all the coronavirus has settled. Relevance is also temporary unless you have a public relations plan offering a pivot to a market segmentation that can offer long-term viability. This will give the media something to speculate on, rather than immediately tie your longevity to that of the pandemic.

Earned media will flow

With a pandemic, customers are looking for something, anything to make their lives easier. Since your startup is COVID-19 related, that means that you are offering something that alleviates some market concern. It's important in your PR strategy that you highlight this. It's also important that you are prepared for the inevitable questions from the media that may come, all pointing back to relevance. Work on case studies, a comprehensive blog, a website that outlines your product or service to be sure you have the materials to earn media coverage. 

Your PR strategy shouldn't just present your startup as a solution without explaining the problem. Your owned media must fully detail the path to the solution your startup presents. This will make it much easier for media to understand and relate to your startup, creating quicker results from earned media outreach.

Journalists prefer actionable reasonability, that is, they will write about something if there is enough data to prove the need for its existence. Your startup exists for a reason, and while it may be the pandemic, it still boils down to a problem that needs solving. Don't be afraid to explain it in detail.

Your startup is moving fast. The pandemic won't last forever and neither will this opportunity. But there is something you should have in your PR strategy that is integral to your success, not only as a startup but your perception in the media. Your PR strategy must address the obvious health concerns created by a global pandemic. Even if you are selling an app, having some sort of outline as to the health and safety of your employees speaks to a much-needed level of responsibility.

Staying healthy

Your startup is moving fast. The pandemic won't last forever and neither will this opportunity. But there is something you should have in your PR strategy that is integral to your success, not only as a startup but your perception in the media. Your PR strategy must address the obvious health concerns created by a global pandemic. Even if you are selling an app, having some sort of outline as to the health and safety of your employees speaks to a much-needed level of responsibility. 

It isn't just about keeping your employees safe, it's about your customers too. Whether you are launching a physical product that will assist with COVID-19 prevention, or a service that innovates a process related to living during a pandemic your PR strategy should have a keen awareness of the pandemic itself and its effects on personal health. This will lead to a positive reception in the media, as your company will prove it actually cares.

Physical health is one thing, but mental is another. There are numerous angles to take when launching a startup, but health is paramount when launching during a pandemic. A PR strategy that addresses the mental health of your target market (phrases like “peace of mind” and so on) will reach media and consumers on a more associative level. 

This can be taken to another level as well, that will only serve to generate positive buzz. Helping others through community outreach in whatever way you can goes a long way toward the reputation of your startup. Donating to charities, sending products to those in need and profit sharing with frontline organizations are all positive moves that will let the media and consumers know that you are fully cognizant of the current state of the world.

The last aspect of health is the direct health of your company as a viable startup launching during COVID-19. Whether directly or indirectly related to COVID-19, your PR strategy must offer an action plan that speaks to your immediate and future relevance. Your PR strategy should offer not only a solid foundation of effectiveness but also relatable touchpoints that resonate with those living through a global pandemic.