As one of the biggest startup and tech events in the world, Slush is a prime opportunity for businesses, especially startups, to make a lasting impression. With thousands of attendees, investors, and media representatives in attendance, the pressure to execute flawless public relations (PR) strategies is immense. However, even experienced companies can make PR mistakes that harm their reputation or undermine their efforts.
In this blog, we’ll explore the PR mistakes to avoid at Slush, helping you navigate the event precisely and confidently. By understanding these pitfalls, you can ensure your brand stands out for the right reasons and leaves a lasting, positive impression.
1. Lack of preparation
One of the most common PR mistakes to avoid at Slush is not being adequately prepared. With an event of this scale, preparation is crucial. Many companies mistakenly think that just showing up with marketing materials and a booth is enough. Unfortunately, this “last-minute” mindset can lead to missed opportunities and PR blunders.
- If you’re launching something in the media at Slush, it’s important to pitch early, and maybe even publicise it a week before Slush. This gives you a better opportunity to follow up with journalists during Slush and take interviews without it being drowned out by all the other news being launched at the same time.
- Develop a clear PR strategy well in advance of the event. Define your key messages, target audience, and media outreach plan. Have your story ready before talking to journalists and setting up meetings.
- Schedule meetings with journalists ahead of time. Media coverage doesn’t just happen organically. Reach out to reporters covering Slush and offer them a compelling story related to your company or product.
- Prepare your spokespersons. Ensure your team is well-trained and prepared to speak to the media, investors, and potential partners. Rehearse interviews, pitches, and answers to potential tough questions.
2. Missing out on networking opportunities
While Slush is known for its cutting-edge technology and innovative startups, the real value comes from the networking opportunities. Many companies make the mistake of focusing solely on their product or booth, ignoring the potential for forming valuable connections with other attendees, investors, and media. Networking isn’t just about handing out business cards; it’s about creating relationships that can lead to long-term benefits.
- Plan your networking strategy. Identify key individuals or companies you want to connect with. Research media representatives that are attending Slush. Have a strategy for who you want to meet from the media; find out what they cover and whether they cover your field/industry.
- Spend time meeting journalists even if you have nothing newsworthy – you may need them later, and good contacts are important.
- Attend networking events and side sessions. Slush offers a variety of networking events, side stages, and informal meetups. These are ideal settings for meaningful interactions.
- Follow up after the event. Many companies fail to follow up on leads or connections made at Slush. Don’t let those valuable conversations end at the event. Keep the relationship going with timely follow-ups.
3. Overhyping your brand
Many startups, in an attempt to stand out, fall into the trap of overhyping their brand or product. While enthusiasm is essential, unrealistic claims or exaggerated promises can backfire, leading to disappointment or even ridicule in the tech community. Attendees at Slush are savvy and informed; they can quickly see through exaggerated claims.
- Be authentic. Rather than overhyping, focus on showcasing the genuine strengths and potential of your product or service.
- Provide evidence. If you’re making claims about your product’s capabilities, back them up with data, testimonials, or case studies. This builds trust with your audience and positions your brand as credible and reliable.
- Avoid buzzword overload. Slush is filled with tech-savvy professionals tired of hearing empty buzzwords like “disruptive” or “game-changing.” Stick to clear, concise messaging that reflects the real value of your product.
4. Poor media engagement
One of the biggest opportunities at Slush is the potential for media coverage. However, some companies fall into the trap of neglecting media relations altogether. This is one of the common PR blunders at Slush that can severely hinder your chances of media exposure.
- Create a media kit. Journalists attending Slush are bombarded with pitches and requests for coverage. Make their job easier by preparing a professional media kit, which should include your company’s background, press releases, high-quality images, product information, and contact details.
- Be concise and newsworthy. When pitching to journalists, keep it short and focus on the newsworthy aspect of your company or product. Remember, journalists are looking for stories that will resonate with their audience, so offer them something that stands out.
- Respect their time. Journalists at Slush are on tight schedules, so don’t overwhelm them with lengthy pitches or irrelevant information. Offer to meet with them briefly and leave them with your media kit for more details.
5. Failing to understand your audience
Another PR mistake to avoid at Slush is failing to tailor your messaging to the event’s audience. Slush attracts a unique blend of tech enthusiasts, investors, entrepreneurs, and media, each with different interests and expectations. Generic messaging that doesn’t resonate with these diverse groups can leave your brand looking out of touch.
- Segment your audience. Think about who you’re trying to reach at Slush. Investors, potential partners, media representatives, and customers all require different approaches. Tailor your pitch and materials to each segment.
- Emphasize your unique value proposition. Why should someone care about your product or service? Ensure this is clear in all of your communications, whether you’re speaking to an investor or a journalist.
- Stay relevant to the event’s themes. Slush focuses on innovation and technology, so ensure your messaging aligns with these themes. Demonstrate how your company is contributing to industry advancements or solving a pressing problem in a new way.
6. Ignoring social media and its reach
Social media plays a crucial role during Slush, and ignoring it is one of the top PR mistakes during the Slush tech event. Many attendees and journalists use platforms like Twitter, LinkedIn, and Instagram to share insights, product launches, and event highlights in real time. If your brand isn’t part of the online conversation, you’re missing a significant opportunity for exposure.
- Create a social media strategy. Plan your social media content in advance. This could include live-tweeting during the event, sharing behind-the-scenes moments, or posting thought leadership pieces related to the themes discussed at Slush.
- Engage with the community. Follow the event’s official hashtags and engage with posts from attendees, media, and influencers. Responding to and sharing relevant content can help boost your visibility.
- Leverage visuals. Events like Slush are highly visual, so use photos, videos, and infographics to make your social media posts stand out. Capture key moments such as product demos, presentations, and networking events.
7. Forgetting to measure success
After all the excitement of Slush, many companies make the mistake of not measuring their success or developing a follow-up strategy. Without evaluating your PR efforts, it’s impossible to know what worked and what didn’t.
- Set clear KPIs or OKRs. Before the event, define key results that will help you measure the success of your PR strategy. These could include media mentions, social media engagement, investor meetings, or customer leads.
- Conduct a post-event analysis. Review what went well and what could be improved. Did you meet your PR objectives? Were there any missed opportunities?
- Follow up with leads and media. Don’t let potential business or media opportunities slip away after the event. Follow up with journalists, investors, or partners you met, and maintain those relationships.
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Conclusion
Slush is a one-of-a-kind event that offers unparalleled opportunities for startups and companies to make an impact. However, it’s easy to fall into common PR traps that can undermine your success. By avoiding these common PR blunders at Slush, you can ensure your brand is well-positioned, credible, and ready to make the most of the event. Plan ahead, stay authentic, engage with the media, and, most importantly, keep your audience in mind. By doing so, your company will stand out for all the right reasons, making Slush a transformative experience for your brand. See you there! And do let us know if you want to book a meeting with us