How SaaS PR Differs from other Kinds of PR

SaaS PR is different from other forms of PR. It’s not just about creating conversations; it’s about being strategic with conversations. It’s not just about gaining press, it’s about making sure that press is a perfect fit for the brand and business model.

The aim is to drive real results through SaaS PR. We know that our clients are looking for tangible benefits to their bottom line, which is why campaigns are tailored based on the KPIs they have set out.

SaaS companies are usually B2B-focused. They sell to other businesses, not consumers. The second difference is that they are generally subscription-based, meaning they rely on regular recurring revenue from their customers.

This means the sales cycle is much longer and more strategic than for a company with a one-time purchase model. In turn, this means SaaS public relations must focus on different goals and tactics than traditional PR agencies.

What is Saas PR?

The differences between traditional PR and Saas PR mean that most traditional PR firms aren’t equipped to execute a successful SaaS PR campaign.

Saas PR is a special kind of public relations that is focused on Software as a Service. As with any other PR, the goal is to tell a story to the right people. SaaS public relations can be a powerful part of the marketing mix if done correctly.

More than 30 percent of marketers consider PR to be the most effective form of marketing. This isn’t surprising, because great PR conveys a message in a way that builds trust and credibility. When done right, it’s like having an expert third-party vouch for a brand.

Of course, not all PR is created equal, and there’s no one-size-fits-all approach to SaaS public relations. It is generally easier to break into the press for an enterprise company than a Saas company. The reason is that enterprise companies have more money to spend on PR and as a result, journalists are bombarded with pitches from their publicists and often ignore them.

Why is Saas PR Important?

It is a known fact that startups have to spend less on marketing and PR to gain traction, but that doesn’t mean they don’t have to spend anything. In fact, many bootstrap startups are more likely to leverage PR for marketing.

PR efforts can be used to garner media coverage and also achieve specific business goals in the case of software-as-a-service (SaaS) companies.

A startup has to be noticed by investors in order to become successful. The fact is that both press and investors go hand in hand; the media acts as a channel for producing credible evidence of a company’s potential, which in turn helps investors make their decision.

Many entrepreneurs also believe that if their product/service is good enough, it will sell itself. That’s true, but only when you have the right audience and can reach them at the right time. To do so, you need to invest in PR and marketing.

Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals.