By Rodrigo Capella*
A communication activity that brings many benefits to agribusiness startups. This is how we can define the Public Relations.
Among the benefits, it is worth highlighting expanding the visibility of the agribusiness startup in the market and helping the agribusiness startup to have new clients.
The agribusiness startup will have qualified exposure in the media. Interviews will be scheduled on radio and TV, and articles will also be published in newspapers, websites and magazines.
The Public Relations work for an agribusiness startup includes four steps: knowledge, reliability, visibility, and reputation. Following, I detail each of them:
Step 01: Knowledge
The Public Relation Agency makes initial contact with the press and with the influencers. The first information about the agribusiness startup is sent to them. This stage lasts one month and contributes to the first articles being published.
Step 02: Reliability
As of the second month, journalists and influencers receive more frequently information about the agribusiness startup, which becomes a reliable source of information. More articles are published and encounters (breakfast or lunch) with influencers and journalists is scheduled.
Step 03: Visibility
Suggestion of strategic themes are drawn up and forwarded to the journalists and influencers. Tips and guidelines about the segment of the agribusiness startup are also sent to the influencers and journalists. From the fifth month, the agribusiness startup gains more visibility and relevance.
Step 04: Reputation
With a year of continuous Public Relation work, the agribusiness startup builds a reputation with journalists and influencers. Strategic guidelines, frequent press meetings (breakfast and lunch) and disclousure of tips contribute to the agribusiness startup to reach this stage.
(*) Rodrigo Capella is Director of Ação Estratégica, a Brazilian Public Relation Agency that acts as an extension of the client, creating and developing communication strategies focused on results. Ação Estratégica has extensive experience in the agribusiness segment. E-mail: firstname.lastname@example.org