Last month, Peter McCormack shared his thoughts on how to Scale Your PR Team from Startup to IPO in a recent Highwire blog. But when you are a growth-stage company, everything must scale, including communications. A few weeks ago, I had the opportunity to host a webinar with Insight Partners and share my knowledge of how growth-stage companies can do just that.
Following are Five Key Takeaways:
Don’t Just Say You are a Leader, Be a Leader
Don’t just say you are a leader, be a leader. You need to take the long-term view and build relationships with the right influencers, including media. That means a give and take, and not every interaction will always have a direct outcome for you. Make sure to have a perspective on the industry, not just your company. Having executives contribute content on industry topics, point of views and external research will establish your company as a thought leader, strengthening trust and credibility with audiences including the media.
Think big. Think Integrated.
Making sure all team members and executives understand the goal of each interaction will allow your organization to meet your long term marketing goals. PR requires an integrated approach; combining paid, earned, shared, and owned media will allow your organization to gain the most value from your investment.
Funding Just the Foundation
Funding is becoming more and more competitive. Think strategically about your announcement. What is the bigger story about the market and your company you are trying to tell? Consider an exclusive to give a reporter an opportunity to tell that story.
Finding the Right Agency
Once you’ve developed an established internal PR team an agency can help bring your company to new heights. Onboarding an agency provides expertise, strong media relations, prestige, scalability, and transparency. When searching for an agency it’s important to research industry experience. Not every agency will understand the industry and media landscape necessary to help advance your goals. Before on boarding, make sure you meet the team that will be working on your account. This will allow you to see if there is a connection and if the agency is a good fit for your business.
Making the Most of It
Choosing the right agency will create a strong partnership setting you up for a path to success. As you continue to build your relationship, it’s important to be transparent and communicate all information both positive and negative. Having clear communication will help ensure you get the most value out of the relationship.