Inc. Magazine interviewed me on How to Bootstrap your Public Relations. There are, of course, new opportunities and challenges given how technology is disrupting media:
“When you had to go through mass media, there’s really a handful of media outlets or influential or important reporters. Because there were so few of them that had the ability to publish, there was this whole layer called the PR industry,” he says. “Well, (now) everybody has the ability to publish. You engage in direct conversations with both traditional journalists and bloggers through the Web. As long as you were willing to be more open and sharing than in the past, now it’s much more of a conversation.”
The article goes on to provide some practical advice for entrepreneurs. In the interview I laid out some key elements for bootstrapping your PR, such as:
- Read first
- Amplify your interests, even if not on topic for your company
- Converse as an individual, to develop both your brand and the startup’s
- Don’t blog only about outcomes, share the process you are in and what you learn
- Practice what you pitch
- Develop real relationships
PR is the most important marketing function while bootstrapping and is a critical founder skill to develop. I also want to highlight that after the initial boostrap you want to staff the PR function in house or work with a PR firm for baseline programs and the ability to scale during key events.
Its the same topic as a Finance4Founders panel from early this year, I’ll post a video if I can find it.