In our company we provide workshops and email courses to teach early-stage entrepreneurs the basics of successfully getting into the press. Additionally, my columns and those of at least several other marketing-focused contributors provide ongoing tutorials on the art of PR. These are free. I am a fan of the advice of Silicon Valley investor Marc Suster, editor of the online magazine “Both Sides of the Table” on Medium.com. Suster notes that in the early stages of business, the best use of public relations is for media savvy and connections (which Wynne agrees with as well).
Interestingly, I’ve met and written about companies who used large media firms in the past but have opted for smaller agencies or to go it alone in their current endeavors. For example, Lin Dai, the CEO of Hooch.co has directed media budgets of millions of dollars in his prior positions. But when Hooch was fortuitously outed in a Timeout New York article about drinking apps, the company was engaging in no formal public relations at all, preferring to garner attention through activities such as presentations at SXSW. Once the news was out, the company chose to engage a very small agency of four members. The small firm was not only able to provide them with a discounted rate, but also ensured that the people who’d sold them on the public relations were the same individuals who would passionately and accurately represent their firm to the press.
When a company reaches growth stage (generally $5 million and over), the return on investment for agency public relations is much more clear and more readily measured. Until then, consider using an agency for media training and key connections only. As an early-stage company, you should do as much of your own PR as you can.
Author: Cheryl Snapp Conner
Cheryl Snapp Conner is founder and CEO of SnappConner PR and creator of Content University™. She is a popular speaker, author and columnist.