August 17, 2021 5 minutes read

At this stage you are already aware of all that PR can do for you. If You are a SaaS startup and looking for PR or if you want to know how to find the right journalist, we’ve already got that covered for you.

Now let’s talk a bit about how you find the right PR partner or agency to help create that strategy and find those reporters.

Let’s have a look at the following:

  1. Limitations of DIY PR
  2. Find the right kind of SaaS PR partner for you
  3. What you can do without
  4. Benefits of PR for SaaS

Limitations of DIY PR

We cannot argue that you are the best mouthpiece for your business. You are. And it is tempting to want to take the reins and reach out to the media yourself and tell them your story in your words.

However, what you may want to pause and consider is this:

  • Do you have the time and resources to get the data and insights you need to create your media outreach?
  • Do you know which publications are best suited to your area of expertise?
  • Do you know what your competitors are up to?
  • Do you know which publications your target audience subscribes to?
  • Can you spend the time and energy to discover and reach out to the several (hundreds?) reporters to carry your story?
  • Are your writing skills up-to-speed?

If all this sounds like work you would rather outsource, then you may want to hire a PR partner to run with you.

Find the right kind of SaaS PR partner for you

Now that you’ve decided to go with a PR partner, how do you know if the partners you’re considering are the right match for your SaaS business?

Try this checklist:

  • Are they data-friendly? Not all PR agencies/ firms are able to use data and analytics to their or your advantage. As a SaaS business, you probably have a goldmine of data. And the media loves numbers, figures, and charts. It is important you find someone who can use your data to showcase your products and services.
  • They should also be able to use your data to give you insights into your target audience.
  • They must build case studies and gather customer testimonials to demonstrate the value of your products and services.
  • Incorporating the right kind of language and jargon into PR pitches and spins is something they need to be able to do.
  • Do they have good relationships with the press? They will need to answer questions on your behalf and set up interviews and create more news as you go on.
  • Can they connect you to other news happening in the industry? In other words, do they represent other SaaS companies? This will help bring you into larger industry stories and increase your reach.
  • Do they know how to find journalists who are interested in you and your products and services?
  • Can they help you create content that will help build your reputation as well as your relationship with the press? I.e. reports on SaaS trends, articles on your sector, and white papers are great collateral to have when creating a pitch, to give a reporter more context and an in-depth understanding of the subject matter.
  • Last but not least, can they drive an effective SEO campaign for you?

What you should avoid

  • PR firms with no SaaS experience. Find a firm with a demonstrable history of working with SaaS businesses. Use the checklist above to ask them questions and then you can decide if you can trust them with growing your business and your brand.
  • Strategies that have no plan. Sounds like a paradox, but what we mean is make sure your PR partner is: telling the right story + attracting the right customers + using metrics that make sense to you + and deliver within a predetermined timeline.
  • Only pitching to traditional media. A PR partner who has worked with SaaS businesses before will know that traditional media is not the only option. They will help you use and leverage blogs, social media, and influencers to take your word farther, and focus more on your target audience.

Benefits of PR for SaaS

According to Gartner, the worldwide cloud service revenue will be at US$331.2 billion by 2022. If you are going to be a part of this landscape, you have to build a competitive edge. You will need to build strategies that help you stand out, by focusing on your product’s core benefits to users and communicating this in no uncertain terms to your prospective customers.

When you’re growing your brand in a crowded marketplace, getting access to the right kind of media (digital, offline, social media, etc.) is critical.

A partner that does your PR right, will give you these benefits:

  • Grow brand awareness and build your messaging.
  • Keep potential and current customers informed of your news, updates, launches, etc. News is always happening with SaaS businesses. Constant innovation and keeping pace with the market means that your outreach also has to keep up.
  • Learn and use various tools to expand your reach and educate your audiences (PR platforms/products, and tools like webinars).
  • Access insights into competitors’ strategies.
  • Benefit from a variety of PR strategies that keep you ahead of the game. For example, even conducting surveys to understand your relationship with your customers is key in the development of further strategizing.
  • Leverage Social Media. There are some really relevant platforms out there for SaaS businesses. New trends and new ideas bring new opportunities to help you gain an edge in your public relations. E.g. Clubhouse, an audio communication platform that is on 24/7, with influencers and niche, targeted groups.
  • Help you find new ideas and ways to connect with your audience when you connect with your industry and events that occur.
  • Grow your reach both locally and globally. It is imperative your PR partner has their ear to the ground and knows what’s happening in all related economies and environments. Keeping you relevant is their job.
  • Finally, last but most important, a PR professional can help you form and sustain relationships with the press. 

The last word

PR for Saas expands your network to include the press corps as well as other players in the industry. When you grow your brand, you also grow a reputation, and you cannot underestimate the power of a solid reputation in any industry.

Telling your story, no matter where you’re from or what your story is, is something a good PR professional can help you do well. They will zoom in on your unique selling proposition to tell the story that your audience wants to hear.

Talk to us at Wizikey to help you build the strategy you need.