The Colab Brief - 137: Founder Flubs [Part 1]

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Author

Ash + Lizzy
September 28, 2024

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We talk to a LOT of founders. All different types of companies, all different growth stages, all different experience levels. 

Nearly ALL of the founders we speak to are SURE they need PR help. 

They have goals. They want to drive customers. They’re building a brand. What they’re doing is REALLY cool. They just know that if the New York Times heard their story, they’d want to write about them.

That might all be true. But getting from this “idea of PR” to actual success takes many steps, and we see a lot of founders get in their own way in the process. So today, as your transparent, honest, resident experts, we’re here to help. 

Read Time: 3 Minutes

Today, we’re reviewing the classic mistakes founders make when they start a PR program. Next week, we’ll talk about the must-dos when it comes to finding success with the media. But first, let’s dive into the do-nots. 

Engaging PR Too Early

We’re going to say this gently, but if you’re still in your pre-seed Era, you probably don’t need PR yet. 

This may go against other advice you’ve heard - after all, how are you supposed to get attention, validation, and customers without some press?

We’ll give it to you straight - there are many other ways to drive traction that are less expensive and less time-intensive than PR. If you don’t have customer validation - and that means people actually willing to PAY for your solution - you’re probably too early for the PR game. 

Remember, the media will need actual growth metrics (customers, employees, VCs)  to back up your claims. If you can’t provide those, then it’s best to hold off until you can. Exception to the rule: if you’re trying to build thought leadership for an executive, independent of a specific solution you’re selling. 

Setting Unrealistic Timelines

It’s really awesome that you have a huge announcement. Even better that you’re motivated to get it out, but giving your PR team mere days to write, pitch, and place a story is doing both parties a disservice. 

The media team will be frustrated with their lack of pitch time. Journalists won’t cover the announcement last minute, and then you’ll be annoyed with your PR team. It’s a vicious cycle. Loop in your comms support early, get a good strategy set, and then execute on a schedule. It’s the only way to give yourself the best shot at success. 

Starting and Stopping

PR projects - we don’t do them, and for good reason. It’s nearly impossible to start and stop a PR program and expect to have success. Jumping in with an announcement and then pausing all communication for months on end is a really inefficient way of building awareness. The best outcomes come from consistent, ongoing outreach. 

We know not everyone has the budget for a long-term engagement, and that’s ok! But if you’re expecting to build a real presence in the media, a long-term strategy is the only way to go. And you don’t need constant news, by the way. Find a team who is well-versed in digging up the newsworthy nuggets in your everyday operations. Proactive pitching should be the bread and butter of your program.

Scooping Your Own Story

Loose lips sink stories. Or something like that. If you DO happen to have an announcement coming up, please refrain from telling everyone about it, especially if you’re planning a press push. 

This restriction includes (but is not limited to) distributing company emails, teasing the information at conferences/events, posting on LinkedIn (yes, it’s happened), and texting investors. 

We’ve had countless founders inadvertently scoop their own stories, and it’s frustrating to pitch the press and then find out that the story is already “out there.” 

Treating PR Like Marketing

You might be a “marketing-focused founder,” but marketing and PR are simply not the same. As much as we’d love to quantify the MQLs that came from a specific piece of coverage, the halo effect of PR encompasses much more than just a direct-to-conversion metric can show. 

Treating your PR program like a marketing campaign typically won’t work. Everything from your language to the stories you tell must be crafted with the media in mind. If you’re too “salesy” or pointed in your approach, the media will be turned off, and getting press will be extremely difficult. 

Hire a team you trust, allow them to guide the process, and then let the magic happen.

Until next week - 

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