Public relations can be an afterthought in the rush of bringing a concept to market or quickly scaling a startup. But it shouldn’t be. Waiting to build a solid public relations campaign could mean valuable lost time in building credibility and relationships that will propel your business forward.

Here are a few key places to invest that can have a lasting impact:

1. Define your audiences.

A public relations strategy should help you clarify and understand your audiences and what motivates them. This exercise should have a ripple effect across your business. As other business units refine their understanding of their audiences, it should also inform your public relations strategy so that you are consistent in all communications.

PR helps organizations define their product or service market fit for multiple audiences. To do this effectively, start by identifying what each audience segment wants and needs. This information will allow you to develop messages and strategies that resonate with each group.

Aim to meet your audiences where they are. What are their preferred social media platforms? Which media outlets are they reading, watching and listening to? What communities are they interacting with? These are all crucial factors in considering how you will meaningfully engage with your audiences.

2. Translate complex concepts.

In the world of startups, public relations plays an essential role in getting the company’s message out to investors, partners and potential customers. However, translating complex concepts into a language that resonates with a non-expert can be challenging.

Commit to using plain language when communicating, and avoid using jargon. Be clear and concise so that your message comes across clearly.

Another way to ensure your message resonates with your audience is to tell a story. Think about stories you may want to share with your target audience through the media: Why did you start your business? What’s the vision for the future? What does your startup address?

Remember that public relations are about more than just getting media coverage. It is also about building relationships with key audiences. By taking the time to make your mission and content accessible to broad audiences, more people can engage with your work.

3. Get ahead of the story.

As a startup leader, you can’t afford to wait until something terrible happens to start thinking about your public relations strategy. It’s crucial to build your reputation proactively. There are several proactive measures you can take to achieve this:

• Build relationships with influencers in your sector.These could be industry thought leaders, journalists, bloggers, etc. Developing positive relationships with them is essential for building credibility and brand knowledge.
• Tell stories of impact.There are stories everywhere, whether you are explaining the problem you are trying to solve, showing the positive effects of your product or services, or highlighting the company culture you are building. Find ways to show your impact and vision and bring them to life in media, on your digital properties and in events.
• Monitor your online presence.In today’s digital age, keeping an eye on what’s being said about you online is essential. You can check the public conversation by monitoring social media, review sites and other channels where people might talk about your startup. Engage in the discussion, respond to feedback and show how you serve your customers and partners.

4. Invest in the long term.

Rarely does a public relations strategy have an immediate impact. Invest in a long-term and scalable approach as you build your team, plan and program. Your public relations strategy should be able to scale with your business, but it takes continual work to do it well.

While startups have to juggle a lot and have many different priorities for their precision time and resources, don’t let a public relations strategy fall off the list of things to do. Smart, early and steady investments can pay off in the long term. In public relations, you can do a lot of things to breakthrough but you can never make up for lost time.

Credit: Forbes