When should start-ups hire a PR firm? How can start-ups get the the most value out of their PR firm? How exactly does PR figure into the start-up equation? Each start-up needs to assess its internal resources and determine what they can effectively manage and what makes sense to outsource. For example, some companies can manage the social media (blog, Facebook, Twitter, etc), but need help with blogger outreach and media relations. Meanwhile, other start ups want to create a strong content marketing program, but don’t have the writing skills or time available internally. Having provided PR for start-ups (primarily in tech and retail), I can tell you that there are some key ingredients to a successful agency/start-up relationship — whatever the scope of services includes:
- Partnership, not vendor. The start-up world moves SO fast. PR people need to be a true extension of the start-up, not just another vendor. Constant communication, accessibility and an ability to quickly change directions are critical skills to look for when assessing PR consultants. Similarly, a PR firm should only work with start-ups who are willing to be part of the PR process. The start-up can’t expect to hire a PR firm and have zero involvement.
- Trendspotting. With so many tech start-ups popping up, a PR person needs to understand how to “cut through the clutter” to effectively tell the story. Identifying the right reporter at the right outlet is a key element of this. Additionally, PR pros should identify larger trends and pitch the client as part of that story, in addition to pitching company-specific features.
- Strategic communication counsel. In my experience, start-ups (should!) have a growth plan in place. Often, they realize PR can help them achieve their objectives, but they don’t know how to develop and execute a PR strategy that gets them from Point A to Point B. One of the most valuable skills a PR person brings to the table is the ability to create and execute a strategic communication plan. For example, start-ups always want coverage in the large tech blogs, but that may need to be coupled with general consumer media or niche blogs. PR can assess what the potential users are reading/watching. It’s the PR person’s job to make a case for casting a wider net when pitching and to show the value of this broader approach.
Those are just three of my “non-negotiables,” which, come to think of it, are actually applicable to all agency/client relationships. What else do you think creates a productive, successful agency/client partnership?