Post «Getting press for your startup: the true role of communications» in blog Прогноз погоды

People

John Smith

John Smith, 48

Joined: 28 January 2014

Interests: No data

Jonnathan Coleman

Jonnathan Coleman, 32

Joined: 18 June 2014

About myself: You may say I'm a dreamer

Interests: Snowboarding, Cycling, Beer

Andrey II

Andrey II, 41

Joined: 08 January 2014

Interests: No data

David

David

Joined: 05 August 2014

Interests: No data

David Markham

David Markham, 65

Joined: 13 November 2014

Interests: No data

Michelle Li

Michelle Li, 41

Joined: 13 August 2014

Interests: No data

Max Almenas

Max Almenas, 53

Joined: 10 August 2014

Interests: No data

29Jan

29Jan, 31

Joined: 29 January 2014

Interests: No data

s82 s82

s82 s82, 26

Joined: 16 April 2014

Interests: No data

Wicca

Wicca, 36

Joined: 18 June 2014

Interests: No data

Phebe Paul

Phebe Paul, 26

Joined: 08 September 2014

Interests: No data

Артем Ступаков

Артем Ступаков, 93

Joined: 29 January 2014

About myself: Радуюсь жизни!

Interests: No data

sergei jkovlev

sergei jkovlev, 59

Joined: 03 November 2019

Interests: музыка, кино, автомобили

Алексей Гено

Алексей Гено, 8

Joined: 25 June 2015

About myself: Хай

Interests: Интерес1daasdfasf, http://apple.com

ivanov5056 Ivanov

ivanov5056 Ivanov, 69

Joined: 20 July 2019

Interests: No data



Getting press for your startup: the true role of communications

01:26 | 18 October expand

Getting press for your startup: the true role of communications

Tim Hsia is the CEO of Media Mobilize and a Venture Partner at Digital Garage. Neil Devani is an angel investor and venture capitalist focused on companies solving hard problems.

Welcome to this edition of The Operators, a recurring Extra Crunch column produced by insiders with executive experience at companies like AirBnB, Brex, Dropbox, Facebook, Google, Lyft, Slack, Square, Twitter, and Uber, sharing their stories and insights. It’s made for founders who are navigating domains outside their expertise, covering topics they may be learning for the first time like enterprise sales, product management, and finance/accounting.

In this episode:

  1. When and how should a company seek press coverage?
  2. The difference between marketing and communications
  3. Building relationships with reporters
  4. Being or identifying a great communications leader

Early on, most founders and investors focus on getting positive press, but if they’re unfortunate or make mistakes, mitigating bad coverage becomes a common goal. Broadly, communications consists of how and what information to share, both inside and outside of the company, touching domains like management, recruiting, marketing, and business development. It’s also highly optimizable and often, mission critical — the difference between dramatic success and catastrophic failure.

We spoke with three communications experts to learn more:

  • Sean Garrett was Twitter’s first VP of Communications. He previously worked for Governor Pete Wilson of California and has founded two separate communications firms, with clients including Slack, Cisco, and Disney. He’s currently a Managing Partner at Pramana Collective.
  • Faryl Ury is a former reporter with experience at NPR and the Associated Press. Her communications experience also began in government, working for US Senator Jeanne Shaheen before managing comms at Square and Uber. She was then a marketing executive at Dropbox before becoming the Director of Communications at Aurora, a leading autonomous vehicle company, with investors including Sequoia Capital, Amazon, and Hyundai.
  • Adi Raval started as a journalist at ABC News and the BBC, covering 9/11, the Iraq War, and the White House. He moved into government as a diplomat for the State Department serving in Afghanistan, and later, as a spokesperson and Director of Communications at USAID. After leaving government, Adi was the top communications executive for the Bechtel Corporation, the Head of Comms and PR for TaskRabbit, and now the Head of Communications at Kodiak Robotics. He’s also a term member for the Council on Foreign Relations.

Below is a synthesized summary of our conversation; check out The Operators for the full episode.

When and how should a company seek press coverage?

Investors love to see public recognition of their portfolio companies, and founders sometimes believe press coverage will solve all their problems, yielding a panacea of inbound customers, employees, and new backers. Whether it’s a fundraising announcement or a product launch, more exposure can only help, right? Of course, that’s not always true. Being unprepared for an influx of inbound interest can lead to bad experiences and a negative reputation.

What’s more likely than a bad response? No response at all: reporters are constantly pitched by entrepreneurs seeking coverage who don’t have a compelling story to share, which means most of them are primed to say “no.”

Faryl told us that when she asks founders why they want to do press, they often answer, “our investors told us to,” or “I talked to other entrepreneurs and they do press.” Being prepared for the response means knowing what you want the response to be, which in turn means knowing what you have to say, and why anyone will listen and respond the right way. Thinking through this exercise involves asking questions, said Sean, specifically, “what is your positioning? What is your messaging? And for some organizations, that’s the right first step to figure out, at a high level, what are we even trying to accomplish here…?”

Having a clear purpose in mind before approaching reporters will also help you execute. For some startups, landing a story with trade press may be better than being written up by a generalized tech publication. On the other hand, if you’re spending a ton of money on Facebook and Google to advertise directly to consumers, getting coverage in the right publications may be much more efficient and impactful. 

Getting press for your startup: the true role of communications Getting press for your startup: the true role of communications Getting press for your startup: the true role of communications Getting press for your startup: the true role of communications Getting press for your startup: the true role of communications Getting press for your startup: the true role of communications
Getting press for your startup: the true role of communications

 


Read more→

Follow: Column, Startups
Posted on 18.10.2019 01:26

Comments

To show the previous comments (%s from %s)
Show new comments

Last comments

Walmart retreats from its UK Asda business to hone its focus on competing with Amazon
Peter Short
Good luck
Peter Short

Evolve Foundation launches a $100 million fund to find startups working to relieve human suffering
Peter Short
Money will give hope
Peter Short

Boeing will build DARPA’s XS-1 experimental spaceplane
Peter Short
Great
Peter Short

Is a “robot tax” really an “innovation penalty”?
Peter Short
It need to be taxed also any organic substance ie food than is used as a calorie transfer needs tax…
Peter Short

Twitter Is Testing A Dedicated GIF Button On Mobile
Peter Short
Sounds great Facebook got a button a few years ago
Then it disappeared Twitter needs a bottom maybe…
Peter Short

Apple’s Next iPhone Rumored To Debut On September 9th
Peter Short
Looks like a nice cycle of a round year;)
Peter Short

AncestryDNA And Google’s Calico Team Up To Study Genetic Longevity
Peter Short
I'm still fascinated by DNA though I favour pure chemistry what could be
Offered is for future gen…
Peter Short

U.K. Push For Better Broadband For Startups
Verg Matthews
There has to an email option icon to send to the clowns in MTNL ... the govt of India's service pro…
Verg Matthews

CrunchWeek: Apple Makes Music, Oculus Aims For Mainstream, Twitter CEO Shakeup
Peter Short
Noted Google maybe grooming Twitter as a partner in Social Media but with whistle blowing coming to…
Peter Short

CrunchWeek: Apple Makes Music, Oculus Aims For Mainstream, Twitter CEO Shakeup
Peter Short
Noted Google maybe grooming Twitter as a partner in Social Media but with whistle blowing coming to…
Peter Short


Site search