PR fundamentals for startup founders | Q&A with media experts | Bessemer Venture Partners

TL;DR

Learn key insights and best practices for founders to effectively navigate the crowded media landscape and gain media traction.

Transcript

Alex Constantinople: Hi, everybody! I'm Alex Constantinople, a Bessemer operating advisor, and for those of you who don't know me, I help facilitate the amazing. Go to market community here at Bessemer. You might also have cross paths with me. I was ran an agency, called Outcast for about 10 years, and was most recently the CMO of Zendesk and prior... Read More

Key Insights

• 🏛️ Building relationships with journalists and being accessible can help increase media coverage and opportunities for founders.
• 🥳 Off the record or on background information should be handled with agreement and clear communication between parties.
• 💼 Keeping the story pitch brief and focused, emphasizing what makes the business unique, and building thought leadership can increase media interest.
• 😊 Podcasts and non-traditional PR channels can be effective strategies for reaching and engaging with target audiences.

Questions & Answers

Q: What are some key elements that make a good story pitch for journalists?

Journalists are interested in stories that include audited financials, willingness to share hard data and details about the business, and excitement and willingness to discuss what the company is building.

Q: When is the right time for a founder to start talking to the media?

It depends on the maturity of the marketing team and the founder's comfort level with speaking to the media. In the early days, it is common for founders to work directly with a PR agency or a marketing team before considering an in-house PR role.

Q: How can a founder establish a healthy working relationship with a PR agency or professional?

It is important to treat the agency as a true business partner rather than just another vendor. Establish open communication, involve them early in the process, and find an agency that understands and aligns with your goals and messaging.

Summary & Key Takeaways

• Founders need to be skilled storytellers as it impacts how they connect with customers, investors, and the media.

• Communicating business results and being willing to share hard details can make a pitch more compelling to journalists.

• Building a strong brand communication strategy and focusing on key messages and narratives can help founders stand out in a crowded market.