Identify your USPs accurately
For a successful and sustainable start-up communication, the unique selling characteristics of the product, the company or the start-up (Unique Selling Propositions – USPs) need to be identified in advance. Ask yourself the following questions and write down your answers. These unique selling points will become very important over the course of your work.
About the start-up:
- What are my company’s strengths?
- What sets my company apart from the rest of the competition?
- What are the special features of my company?
- How relevant is the topic my company is working on?
- In which different thematic worlds does my company’s work play a role?
About the product:
- What makes my product unique?
- Which characteristics does my product have, that stand out from the competition?
- Which niches does my product cover?
- How is the product relevant for my target group?
- In which different thematic worlds can my product play a role?
Finding the actual target group
In the run-up to any corporate communication, the target groups must be clearly defined. These can be groupings of end users who are supposed to use a product (B2C). These can also be other companies, that are supposed to use a solution (B2B), or, as in the case of a start-up, it can also be groups of investors who are supposed to support the start-up financially. In the field of press work and communications however, the definition of the products target group is not sufficient yet.
The press work always strives to acquire multipliers that are in direct contact with the products target group. This means that the target group of press work, also known as the dialogue group, are the journalists and editors who work for media channels that are seen and consumed by the products target group. The press and PR work have to convince editors with pre-prepared topics in a way that they would like to write about it. The following example explains how this works.
The company produces a consumer good and defines its target group that buys said good. The department of start-up communication is now trying to find out, which media this target group is reading and which editors specialize in the relevant topic. They first collect their contacts as a press distributor.
- Defining a products target group
- Find out which magazine, which newspaper the average target group reads
- Find out which journalist or editor in this magazine is responsible for my topic
- Gather contacts as press distributors