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PR & Communications

  1. Learn PR & Communications with the Practica AI Coach

    The Practica AI Coach helps you improve in PR & Communications by using your current work challenges as opportunities to improve. The AI Coach will ask you questions, instruct you on concepts and tactics, and give you feedback as you make progress.

  2. How to Create a PR Strategy

    • Eventbrite logo
      How New Startups Can Win at PR — Advice from a 20-Year Comms Career

      Terra Carmichael, VP, Global Communications, Eventbrite

      Terra provides public relations advice for new startups. She discusses the increased competition for press coverage and recommends focusing outreach on niche publications relevant to the company's goals. Building relationships with reporters and bloggers early is important for cultivating influencers. Terra also suggests developing original content like studies and speaking opportunities to generate interest. In addition to media relations, internal communications should engage and inform employees to create brand ambassadors. Authentic acknowledgment of world events can strengthen trust within a company. While press is difficult for startups to obtain, Content Marketing and community building are effective alternative strategies for spreading a company's message.
    • Eventbrite logo
      The Unexpected Value of PR for Startups

      Casey Winters, CPO, Eventbrite

      While press coverage can be intoxicating for startups, Casey argues that public relations should not be the primary focus or used to drive growth directly. Founders are advised to build sustainable growth engines by delivering great products and focusing on customer value instead of chasing press. However, PR can strategically support fundraising, recruiting, and SEO through third-party validation and links. A few outliers like Twitter and Uber were able to achieve sustained growth through press by creating self-perpetuating stories, but these are anomalies. Most startups will not drive significant growth directly from media coverage alone. Casey recommends startups use PR judiciously for its proper purposes rather than viewing it as a direct growth channel.

  3. Continuous PR Strategies

    • Omniscient Digital logo
      The PR Flywheel and How to Get it Moving for Your Startup

      David Ly Khim, Co-Founder, Head of Strategy & Operations, Omniscient Digital

      David discusses how startups can build positive publicity through a "PR flywheel" approach rather than relying on one-off placements. It involves creating press-worthy content that gets links and increases authority, leading to more attention and traffic over time. Simply pitching your product will not work; journalists care about their own needs. David recommends researching journalists, creating in-depth resources or reports, and building relationships by being helpful without asking for anything. He provides examples like HubSpot and Startup Stash that utilized these tactics successfully.

  4. How to Manage a PR Firm

    • SaaStr logo
      A SaaS Founder's Guide to PR

      Jason Lemkin, Founder, SaaStr

      Jason outlines lessons learned from Firing three different PR firms for failing to deliver measurable results. Most PR firms cannot secure high-quality media placements due to lacking direct journalist relationships. Additionally, PR alone usually does not generate enough leads to justify the costs. However, PR can help with recruiting, fundraising, Partnerships and providing social proof for a company. Jason recommends founders focus PR efforts on speaking at events, being present where customers are, and dropping firms that do not produce results within the first 60-90 days.

  5. How to Get Press Coverage

    • Y Combinator logo
      Getting Press for Your Startup

      Michael Seibel, CEO and Partner, Y Combinator

      Michael recommends treating PR like business development by developing relationships with reporters through warm introductions. Successful press strategies focus on generating real news about Product Launches, milestones, deals, or fundraising to pitch to reporters. He suggests directly contacting reporters as a founder and offering news as an exclusive on a consistent basis. Maintaining a queue of upcoming news stories helps spread coverage over time. While most Meetings may not result in coverage, a 25-50% success rate is expected with the right approach.