Date

3-2013

Degree Name

BS in Journalism

Department

Journalism Department

Advisor(s)

Dan Eller

Abstract

The following research describes the process of using customer development and outreach to develop a public relations marketing strategy through increasing brand awareness and media exposure. The campaign focuses on working closely with Repair Tech Inc., a tech startup company, and incorporating tactics that are especially geared towards new businesses working to expand their client base, strengthen their relationships with customers, and gain publicity. Using findings from scholarly literature as a resource, this campaign attempts to provide a public relations awareness marketing and customer outreach plan for Repair Tech Inc. This study incorporate the uses and gratification theory of public relations to explain the reasoning for including marketing recommendations and tactics. In addition, common public relations issues facing startups, and more specifically technology startups, is addresses.

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