There are some rules to follow when you’re doing public relations for your start-up. Here’s a rundown of the basics and a few tips on how to get started.
1) Identify the right journalists and editors – Who do you want to reach? What kind of content do they cover? Find their email address and pitch them.
2) Reach out to them and pitch a story – Make a list of what your company does, who it helps, an interesting angle or anecdote about one customer that will appeal to that person’s interests, any recent developments in your industry or business model, anything new happening with your company. Keep it short (150 words max).
3) Understand what makes good PR
Based on broad google searches, here are some editors and journalists that have covered robotics companies recently (list compiled as of May 2021).
| Name | Media | Designation | Stories they’ve covered |
| Shin Watanabe | Nikkei Asia | Staff Writer |
Chinese unicorn’s robot waiters ready to serve the world https://asia.nikkei.com/Business/China-tech/Chinese-unicorn-s-robot-waiters-ready-to-serve-the-world |
| Collin Furtado | TechinAsia | News Editor |
Chinese unicorn to launch its robot waiters in Singapore, other markets https://www.techinasia.com/chinese-unicorn-launch-robot-waiters-singapore-south-korea |
| Jae Chia | Vulcan Post | Writer |
Grab to trial robot runner, collects orders across several restaurants for faster deliveries |
| Daryl Choo | TODAY | Journalist | Nanyang Polytechnic students develop robot guide dog on wheels to help vision impaired |
| Alfred Siew | Techgoondu | Writer | In a Singapore mall, Grab powers up a robot for food deliveries |
| Alif Amsyar | Channel NewsAsia | Journalist | First unmanned, cashless store powered by AI and robotics in the heartland |
| Mai Tao | Robotics & Automation | Writer | SberAutoTech launches its first fully autonomous vehicle
Singapore mega-port implements Stäubli robot charging solution |
Do these media focus on robotics?
If you check out the other pieces written by these journalists/editors, they usually cover other stories as well. This could range from technology, community to general news stories.
How to reach out to them?
You can connect with them via LinkedIn and drop them a message. Post about your business regularly.
At Grow PR, we have a 4Ps reputation mastery framework that we utilise to build strong, holistic brands for our clients.
You can draw inspiration from this framework when it comes to developing content/pitches to excite or interest the media.
Here’s the 4Ps:
Product – What? To introduce your revolutionary product
People – Why? To share the people behind the business and share their inspiration, motivations, challenges and journey.
Performance – Who? To make company announcements, share funding rounds and partnerships
Perspective – How? Thought leadership. To make news by commenting on current affairs, sharing data and trend pieces.
Other resources:
Why PR isn’t for every startup, according to an industry professional
What startups and SMEs need to know about public relations
LionsBot – Launching a brand internationally
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Get in touch with us if you’re looking to secure more media opportunities for your brand!