A few months ago, after writing this blog post bemoaning an Inc.com article about how simple it is to do your own PR, I received this tweet from Brooke Hammerling – who is quite well known in tech PR circles.
There have been a few other tweets from @brooke over the course of the past year (most a lil’ snarky, but I like snark so it’s all good) with regard to AirPR. In my opinion, these tweets serve to generate a healthy dialogue among skeptics…because most great PR people know how to incite conversation. It’s what they do…they get things moving.
I’ve watched Brew PR (her firm) for the past several years, and I respect what they do and how they do it. And mostly, Brooke is spot on when she talks about PR and what it takes to get your story out there.
This week I wanted to highlight three important points about PR with the assistance of Brooke’s insights and AirPR’s data. Now THAT is a powerful, snark-on-snark, combo.
In a recent post on First Round Capital’s blog, Brooke provides a very solid argument about why startups don’t “get” media. It’s a brilliant overview of how startups and founders should be thinking about PR. You should read it after you read my post, obviously.
#1 – A solid media plan needs a runway of three to six months
She asserts: “Even if you have a couple weeks and marketing material, that’s not enough. It’s not going to be effective and it’s going to look fake. When a company does this — and plenty still do — nine times out of 10 a launch will get botched, and they never get another shot at it.”
Our data show: “911” PR doesn’t work and many of companies we see come through our Marketplace (and we subsequently “reject” from the platform) believe they can hire someone today and be on the cover of Time next week. These misaligned expectations will kill any attempt at a productive PR campaign. Messaging, narrative, and product positioning take planning. For a startup, I think six months is probably a little long, but certainly 60-90 days should be standard planning period prior to launch. (more…)