PR for Startups – Unedited

by Brian Solis

Wow. I am simply in awe over the volume of responses to PR Secrets for Startups on TechCrunch and on Digg. Whether we agree or not, thank you for your feedback and for helping to spotlight an important discussion that is often overlooked and lower on the priority list in the review and implementation of other day-to-day business strategies and tactics.

Let me start by saying that the post, prior to submission, was entitled, “PR Tips for Startups”, and, it was a lot longer prior to editing. The material that ended up on the cutting room floor, while making it easier and quicker to read at TC, actually balanced the post for all stakeholders.

It was positioned as a “tips” essay, because quite frankly, they are not secrets…they’re points of importance, and they’re not only relegated to PR. These tips apply to CEOs, entrepreneurs, as well as anyone considering DIY marketing or outsourcing PR.

After you read the post, make the decision specific to what’s best for you and your company. Whether you outsource or hire internal PR, the option is yours based on the resources and skills in residence – that’s the point of the post. It’s all about how to do this the right way, no matter which path you choose.

To further help you, I published the full, unedited article at PR 2.0.

Clearing things up…

Loic Le Meur called “bullshit” on the original post. While he raised some very important points, at the end of the day, I think we’re saying the same things. It’s important to show that we’re working together to spread the more important message of how to do things the right way.

However, there are a couple of points that I need to specifically call out, even though Loic and I already made nice…

On Twitter, and in his post, he incorrectly assessed my advice as instructing entrepreneurs to treat people as “targets” and to get “marketing pitches” to them.

That couldn’t be further from the truth.

I think those who know me, have read my past articles, have worked with me, or read the TechCrunch post completely; know I’d never suggest marketing at targets or pitching anyone.

Just to be clear…

Community, participation, and people are everything. There is no one audience for your message, and, people and influencers are NOT targets. You need to participate directly with individuals in order to listen, learn and also share relevant benefits with them – wherever they are. One story does not fit all and one press release doesn’t reach, nor compel, everyone (well, anyone for that matter).

Another point that Loic makes, which I think is a bit too optimistic, is that great products will get all the attention they deserve simply because they’re great. If that were true, I’d be out of business. Unfortunately, history has demonstrated over and over that the best products don’t always win. In most cases, those companies that do indeed have incredible solutions wind up losing marketshare to companies who have inferior solutions, but superior budgets or marketing talent. Just because you “build it” doesn’t mean that anyone will show up. There’s an art and a science to getting visibility, attention, and in turn, users and word of mouth.

Additionally, Loic suggested that “you” are the most strategic spokesperson in your company. In many cases he’s right. He’s one of the leading CEO’s who is setting the bar for a new genre of entrepreneurial participation. He’s among a small, and hopefully growing, group of communications and community-savvy evangelists. My original thoughts were intended to help expedite the evolution and hopefully inspire founders and executives participate.

Unfortunately not everyone is as engaging and charismatic as Loic Le Meur, Gary Vaynerchuk, Steve Jobs, Jason Calacanis, among others. My only point is that sometimes delegating the role of spokesperson to someone else who is equally passionate but more approachable and articulate, within the organization, will only help carry the story forward and outward. That’s not to say that that it couldn’t be the founder/s, it just needs to be assessed. It’s just different for every company.

And one last thing to clear up with Loic, timing is everything. Just because you’ve had great coverage whenever you release news, it isn’t close to being the same for other companies – especially those less notable. Trust me. I’m not bullsh!tting anyone here. This is all derived from experience and the need to earn a living based on sound, proven, accurate, and results-oriented advice. Timing, and packaging the story in a personalized and valuable way, helps other companies earn mindshare they might not have otherwise garnered.

Loic, looking forward to that cup of coffee!

For those wondering if I have an ulterior motive…

My advice is not a thinly veiled attempt at self-promotion. I’ve been sharing my experiences, both successes and failures, well before the days of blogs, through contributions and speaking at events, year after year. I feel that the best way to learn and improve is to publicly share everything.

Contrary to popular belief, I specifically work with startups that need to make things happen, but only have small budgets to do so. It is for this reason that TechCrunch thought a post on PR and how it works, specific to startups and founders, would be relevant to their community.

Moving on…

There was another comment that struck a chord with me. Glenn Kelman of Redfin shared interesting assessments, and quite honestly, it’s troubling that he had the reaction that he did – especially when what he’s saying is exactly what I hoped to convey.

First, I don’t suggest that companies need to have “only” the support of professionals. I’ve written many posts on DIY PR and continue to do so. This post, if anything, was intended to help entrepreneurs get smarter about the whole process in order to make decisions that determine whether they run an internal or external program.

I don’t, nor would I ever, criticize founders for their passion. It’s that passion that inspires evangelism. But for every passionate and articulate CEO, I’ll show you a dozen who need guidance and focus. Sometimes we need help.

The furthest thing from reality is that I’m suggesting the creation of intermediation/BS/spin between companies and influencers and customers. For those who read the post in its entirety, would or should never arrive at that conclusion. If anything, the advice is how to be more genuine, honest, and valuable to the very people you’re trying to reach – whether or not you’re internal or external.

Honestly, if Glenn didn’t see anything new in the post or that I’m striving to empower companies to be more successful, hopefully, the unedited version is more inline with what he’s seeking.

Yes it’s long. It has to be. Not everyone is on the same page. Glenn is definitely ahead of the game and I’m working to help others get to where he, Loic, and others are today.

And re: why this post is on TechCrunch, it’s because many entrepreneurs have asked for this information and they would never read PRWeek or PR blogs, let alone know that PRWeek even existed.

Wrapping up…

Lastly, while this may seem like basic common sense or generic PR 101, the truth is that the points I’ve shared are what most company founders and executives usually overlook, or don’t know to look for. And, as we all know, common sense is not too common.

Most PR is practiced in a broadcast process today. I promise you that most of the steps shared (specifically at PR 2.0) are not included in day-to-day PR strategies, but they should be.

By engaging and participating directly, we’re changing and improving the foundation for PR overall. We’re cultivating real and meaningful relationships with bloggers, media, and customers, and it makes all the difference in the world. Like anything, there’s usually the 80-20 rule. 20% of the people may be doing this the right now, but 80% still need help. My thoughts and experiences are, and will always be, aimed at helping those who do not have access to unbiased, experienced perspective and experiences.

This is about learning and sharing together.

You can also download the full article, PR for Startups, as a Word Doc or as a PDF via Docstoc.

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