Understanding the Role of PR for Startups: Insights from Emilie Gerber

Meet Emilie Gerber, founder and CEO of Six Eastern PR for startups, who shares her insights on the role of public relations in building a company's reputation and driving business results.

1. PR is not marketing; it has nothing to do with paid promotions.
2. PR's role is to work with media and create informative, interesting articles for their readers.
3. Emilie Gerber, founder and CEO of Six Eastern PR, was an introverted child who developed a strong work ethic at a young age.
4. Gerber didn't excel in school due to her struggles with memorization; she found her passion in PR by working at an agency.
5. At Box, Gerber learned to be creative in crafting stories for less glamorous industries like enterprise software.
6. As Uber's first B2B communications hire, Gerber navigated a major crisis and honed her ability to tell unique stories.
7. Gerber identified the need for PR support for early-stage startups and founded Six Eastern PR.
8. PR is not a direct acquisition channel; it focuses on top-of-funnel brand awareness.
9. Consider PR when it contributes to key hires, partnerships, or building public reputation.
10. Reporters receive hundreds of pitches daily; stand out with bold, controversial, and unique stories.
11. Think about your story in a broader context, aligning it with current events and topics people are interested in.
12. Building credibility through smaller opportunities is crucial before approaching major publications.
13. Founders should consider their founding story, individual background, and company comparisons when crafting their narrative.
14. Tangible achievements like funding or growth metrics strengthen a startup's story.
15. Social media, especially Twitter, can be useful for building relationships with journalists.
16. Founders must ensure their social media presence is engaging and not overly promotional.
17. Negative headlines are more attention-grabbing; proactively addressing potential issues can mitigate damage.
18. Don't assume everyone is paying attention to your business, especially in the early stages.
19. PR cannot guarantee coverage or prevent negative stories but can provide context and facts to soften the blow.
20. Building a reputation takes time, perseverance, consistency, and telling your story repeatedly.
21. The ratio of PR professionals to journalists is 7:1, making it challenging to stand out; consider alternative platforms for reaching your audience.
22. Gerber's motivation comes from celebrating client wins and maintaining a strong reputation.
23. Credibility is crucial in PR, as one bad job can significantly impact the business.
24. Prioritizing quality over quantity in PR efforts is essential for success.

Source: EO via YouTube

❓ What do you think? What are the most critical factors for founders to consider when building their company's reputation and navigating public relations in today's media landscape? Feel free to share your thoughts in the comments!