So, I decided to organize the event (with some pushing from a friend as well--thank you) Organize a group of PR leaders in the industry, bring in journalists and startups and have an open round table to discuss tips, what the media wants to hear and when they should hire someone.
I could go into detail about recapping the event, but Mary Kathleen Flynn already wrote a great piece about it on The Deal here, Allen Stern posted videos from the event on CenterNetworks here, David Parmet wrote and Matt Caldecutt provided a quick recap on his blog as well.
What I want to cover is what I learned...I'm going to cut them into parts and do a few posts to spare this blog becoming one page of text and ideas.
Do startups need "public relations"---meaning: do they need the traditional term of public relations? The full messaging planning sessions, development of target media lists, counsel, brainstorming for creative ideas? Do they need the 1:1 time we give most clients if they only need us during periods of growth? Long term media plans and relationship building for 6 month long lead stories?
- Dare I say no for some of them? I think startups need more immediate ROI outreach. New startups. Those that are running out of capital, they don't have the time or money to invest in a PR budget. When Sabrina Horn, founder of The Horn Group highlighted that startups need a MINIMUM of $10k---I swear I heard gasps. That is a LOT of money and many still don't get what they're actually paying for. Some even said (and I agree) that the $10K a month could go to a few developers/design. (I guess I can pause here too that when I'm saying startups I'm thinking about web startups---that was the major audience of the group and the industry I'm dealing with. Other startups for physical products, this can be a completely different topic.)
- So, what is needed? In my opinion, they need SOME type of media plan. A plan to get coverage, get interest from the audience and get people engaging, clicking, submitting content to the site. They need it quick and they need it done without spending too much time. If a startup is limited to people, resources for PR---they need to be putting their time into developing the product. Meeting with potential investors. PR is not a major priority---I totally get that. But, what NEEDS to be a priority for them is when there is an open opportunity for their startup to get media coverage and a quick spike of people who could spread the word about their product- there should be a way to quickly help them get that. Current economic climate, need in the market---stories are aching for experts, products that a startup could provide commentary on.
- A small amount of effort should be placed in getting to those stories---is that "PR"? Sure. In a way. More, it's strategic planning that you should plan for. Don't think of it as PR. That word in a way is so broad and can scare so many people. You've been working your startup for months, years even. It's your baby. You know how to sell it. You know what you need to talk about. That's a great start. It's a better start then half of the companies out there who spend budgets on training people to talk about their company. You don't need that. You have that. Develop a simple set of messages as to why your company is newsworthy, how it fits into the overall industry and what makes it different from the rest.
- The important question: Who's going to do this? Well, you can do it yourself. Find a friendly PR friend who has some free time and a lot of interest in you and your company. Or, contract a freelancer. There are tons of PR people out there who are willing to do work like this. Quick media hits for specific needs---it can be done. Plus, it helps them with their relationships with the press, helps them improve their skills and it's something many PR people LIKE doing. Ask them. (I know some who will help! Trust me.)
