How can a company promote itself?

We know stories of companies that, having an excellent product, lost. This was not the fault of the developers. It had no connection with the product's defects, as well as with the lack of advertising. It's all because of information.

There is a project called TiVo. It is not widespread in the CIS, because it was created in the States and became a commercial failure. This happened because TiVo's message to the world did not resonate with anyone, neither journalists nor users. But the technology is ingenious: you pause the live broadcast, record the programs you want to watch, the system collects your preferences and suggests what you might be interested in watching. And the failure happened because the PR campaign did not take into account the desires of users, but simply reported the facts.

Every company, like every PR manager, needs a handbook according to which it communicates externally. It gives an understanding of the product. Who am I? What am I? What am I doing here?

Answers questions about the company's objectives, how it looks for investors, who the target audience is, and how it deals with risks. All this is under the cover of the book “PR Strategy”.

Strategy is your F.A.Q. Study it, try it in practice, cross out everything unnecessary, and try it again. Repeat the process. After all, understanding communication with the outside world, outside your office, determines whether you succeed or fail.

This is the importance of information and communication. Building relationships with the media, opinion leaders, nodes that leak information can make you the next Petcube, Apple or Uber. Therefore, investments in knowledge and PR are important, as are investments in development.

How to get subscribers? How to promote a product on social networks? What trends should we rely on in 2016? How to write so that people will read you? How to build a PR strategy for a startup?

We answer questions on December 12, at the PR Awakens forum.