Communications as Ikor

벤쳐PR과 PR의 새新婦論 

 

오늘은 굉장히 기초적인, 그러나 (금방 사업을 시작하신 벤쳐 사장님들이나 그회사의 마케팅/PR 담당자분들께는) 소중한 참고자료가 되는 쉬운 글 하나를 소개할까 합니다. 지금 제 옆에 크게 틀어져 있는 TV뉴스 속에서도 벤쳐 열풍에 대한 보도가 나오고 있군요. 정말 붐입니다.

 

저희는 이 사이트에서 PR을 매일 논하고, 생각하고, 고민하지만 지금 막 회사문을 여신 벤쳐 일꾼들에게는 “홍보”라는 것이 굉장히 필요한 것이라는 것만 알고 있을뿐.. 어떻게 해야하는지 무얼 먼저해야 하는지 난감한 지경에 빠져있는 경우를 많이 봅니다. 예산이 많아 에이젼시를 쓸수도 없고… 쓰자니 아무것도 몰라 혹시 이용(?) 당하지는 않을찌 걱정도 되고…

 

사실 PR에이젼시를 이용한다고 모두 “스타”가 되는 것은 아닙니다. 벤쳐가 뜨는 것은 아마 방송국 주변에 득시글 거리는 연예인 지망생들중 하나가 김희선이나, 정우성 같은 인기를 얻게되는 확률과 맞먹을 겁니다. 굉장히 힘들지요.

 

PR에이젼시는 물론 불쌍한 연예인 지망생들을 이용하거나 하는 나쁜 연예인 매니지먼트회사와는 많이 틀립니다. (그러나 안타깝게도 그런 동종사업으로 착각하시는 분들도 계시더군요..)

 

지난 글에도 말씀드렸던 것과 같이, 기업의 성공적인 아이덴티티가 구축 되어있지 않은 벤쳐는 절대 PR적으로 뜰 수 없습니다. 이는 확실합니다. 만약 불명확한 아이덴티티의 벤쳐 기업이 떠 보인다면 이는 오래가지 못하거나, 여러방면에 많은 부작용을 나을수도 있습니다. 결과적으로 부정적인 기업이미지를 껴 앉고 몰락하겠지요..(그 담당 PR에이젼시와 함께)

 

성공을 꿈꾸시는 벤쳐 사장님들께 다음과 같은 PR적 기본요소를 미리 구축하시도록 권장해드립니다.

1. 회사의 비젼을 세우십시오. (깨끗하게 알기쉽게 정확하게 한문장정도로..)

2. 회사가 가치를 부여하는 사항들에 대한 정의를 내려놓으십시오.

3. 사업적 플랜을 정확하게 문서화 해 놓으십시오.

4. 리더쉽을 강화하기 위해 “리더”에 대한 공부를 하십시오.

5. 어떻게 사원들에게서 회사에 대한 충성심(Loyalty)을 이끌어 낼 수 있을까를 입장을 바꾸어 놓고 생각하십시오.

6. 위의 다섯가지를 자신의 회사내 모든 인력들과 (커뮤니케이션을 통해)공유하도록 최선을 다하십시오.

 

이렇게 내부에 충만한 기업의 아이덴티티가 외부로 발산되기를 바랄 때 PR에이젼시를 부르십시오.  그리고 그 담당 AE를 자기 회사의 일원처럼 만들어 사용하십시오. 이는 충분한 정보 공유와 커뮤니케이션으로 이루어져야 합니다.

 

기술이나 서비스의 질등은 더 이상 차별화의 재료가 되지 않습니다. 벤쳐 관련 PR의 가장 큰 특징은 비젼있는 기업의 아이덴티티의 표출에 있습니다. 현재도 외부투자 유치나 펀딩에 관심이 많으신 벤쳐사장님들이 계실껍니다. 현재 투자자들이 볼 수 있는 건 하나의 아이디어나 계획이지만 그들에게 확신을 주는 것은 회사의 아이덴티티라고 볼수있습니다. 손정의씨를 찾아 쳐들어가는 용기가 필요하기도 하지만… 내실있는 회사의 아이덴티티를 구축하려 꾸준히 노력하는 모습도 아름다울 수 있습니다.

 

결혼을 위해 음식도 배우고, 다림질도 배우고, 바느질이나, 꽃꽃이등을 배우러 다니는 예비신부의 것과 같은 “내일을 향한 내적인 투자”를 게을리 하면 않되겠습니다. 현재 여기저기에서 보이는 벤쳐 신부들은 모두 짙은 화장에 정신 없이 테크노를 추며 뭍 남성(언론)들의 시선을 받아보려 노력하는 철없는 아가씨들 같습니다. 현재는 환락 일찌 몰라도 오래가지는 못할 그런 밤 시간 입니다.. 지금은…

 

만약 자신이 운영하는 벤쳐가 충분한 아이덴티티를 구축했다고 생각하시는 사장님들은 아래와 같은 기본적인 PR 프로그램을 기획 진행해 보시지요… 도움이 되시기를 바라겠습니다.

그럼 먼저 홍보!!!

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PR Tips for the Start-Up: How to Get the Word out on Your New Company

By Maria Murnane

 

You have a great product, but no one knows what it is. You have a great Web site, but no one knows that it’s there. You have some happy customers, but no one knows who they are.

 

What do you do?

 

If you’re smart, you’ll implement a focused, strategic public relations campaign to start building some awareness about your company. It’s not hard;and it’s not expensive. If you can work it into your budget, hiring an agency is probably the best option. If not, here are basics to get you started on your own:

 

1) Develop a target media list

 

Think about where you want to be. What magazines (print and online) do your potential customers read? What do potential business partners read? To what TV/radio shows do they tune in? Write these down in order of importance. Then call each organization and get the contact information for the person who would be most interested in your product. Set up a mailing list for product reviews, and develop a quick e-mail list for sending out company announcements.

 

2) Create some basic press materials

 

Once you generate media interest in your company, you must be prepared to send out some information immediately, either in paper form or electronically. Put together a folder with some basic information explaining who you are and what you do. Most press kits include press releases, company backgrounders, bios and headshots of the executives, products shots, etc. (Note;high school yearbook photos are not recommended.)

 

Keep the writing short, and leave out the technical jargon. Write your materials as if the person reading them were not familiar with your industry. While your initial point of contact maybe be tech-savvy, you never know who might eventually be assigned to write something about your company;don’t assume he or she has a degree in engineering or computer science or Web design.

 

Put all press material on your Web site for easy access.

 

3) Leverage the power of search engines

 

Register your Web site with all major search engines to drive traffic to your site (e.g. Yahoo!, Lycos, Excite). Develop an extensive list of key words that have to do with your business and enter all of them.

 

4) Conduct editorial research

 

Most magazines plan their coverage a year ahead of time, so call each publication on your target list and ask them to send you an editorial calendar. Many of these are also available online at each magazine’s Web site. Look through the calendars and see if any of the scheduled articles have anything to do with your business. If so, contact the editor in charge of the story and tell him/her why your company would be a good fit for the article.

 

5) Befriend freelancers

 

Freelancers can be a PR person’s best friend. They are always looking for good story ideas, and they have solid relationships with multiple publications. Identify freelancers in your area who write for your target publications, and invite them out to lunch. If they don’t live near you, call them up and strike up a conversation. E-mail them jokes. If they’re good at what they do they’ll be happy to hear from you and will listen to what you have to say. Freelancers know the editors and will pitch your features ideas directly to them, which is much nicer than having to cold-call the editors yourself.

 

6) Go on a press/analyst tour

 

Most industry journalists and analysts will be willing to meet with you to hear about your business because it’s their job to know what’s going on in the industry they cover. And if you’re willing to fly across the country to see them, they can usually find a half-hour in their schedule for the meeting. Make a few calls and set up some appointments;it’s not as hard as it sounds. You might not get immediate coverage as a result, but you’ll develop relationships that will benefit you over time.

 

7) Attend key industry trade shows

 

Even if you can’t afford a booth, be sure to attend your industry’s top trade show(s). Most of the journalists on your media list will probably be there. Call them ahead of time and invite them for a drink while at the show. Ask them their opinions on the state of the industry and how your company fits into it. Just like a press tour, this type of contact will help you develop solid relationships that are critical for an effective PR program. Your presence will help the media begin to see you as a credible player in the industry and pay more attention to any announcements you make.

 

8) Document your customer success stories

 

Do your customers love your product? Are they happy with your service? Get them to say so on the record. The press loves to interview satisfied customers, and you’d be surprised at how many companies don’t have any customer names on hand to offer reporters. Keep an updated list of customers for the media to contact.

 

9) Position yourself as an industry expert

 

If you want people to think you’re a leader in your industry, get out there and lead. Submit interesting articles to your target publications about the future of your industry (and put color reprint of any articles you author in your press kit). Offer to speak at key trade shows and conferences. Participate in roundtable panels and industry events. Write letters to the editor of your target publications commenting on previous articles. Establish a presence in the industry by contributing unique opinions and an expertise that is valued by your peers and the media.

 

Following these basic steps won’t get you a feature story in USA Today , but it will probably generate a lot more results than you’d get blowing your entire marketing budget on paid advertising. If you’re focused about what you want to accomplish, a home-grown PR plan can get you rolling down the road toward early retirement.