The role of public relations in Idaho startups
by Sharon Fisher
If a tree falls in a forest with no one to hear it, does it make a sound?
And if a startup forms without public relations, does anyone find out about it?
Public relations is something startups should be thinking about from the very beginning, said Whitney Slade, founder and CEO of Slade Strategies, a Boise-based public relations agency.
“Building a comprehensive PR strategy from the start helps you identify your values as a business and should encompass all the ways you show up in the world, including how you directly address issues when they arise,” Slade said.
Marketing vs. PR
Some people conflate marketing with public relations, but they’re not the same, Slade explained.
“While there is some overlap between PR and marketing, there are a few main differences,” Slade said. “The purpose of PR is to strengthen an organization’s reputation, image, and influence. PR professionals don’t pay to promote a positive conversation about their client or organization; they influence for it and earn it.”
Nor should PR be conflated with advertising. “This is where the terms ‘earned’ and ‘paid’ media come from,” Slade said. “PR is ‘earned’ and advertising is ‘paid.’”
Starting out with PR
Companies often don’t start thinking about PR until they’re ready to start publicizing their companies, but there are advantages to starting earlier than that, Slade said.
Whitney Slade, CEO of Slade Strategies. Image courtesy Whitney Slade.
“Contracting the right help throughout any stage of your business can be a good thing,” Slade said. “But having some help in the early stages can also ensure that you start off on the right path.”
For example, PR professionals can help with messaging and identify what startups need to clearly and successfully tell their story, Slade said. “This could include copy for your website, a review of your pitch deck, and crafting an FAQ,” she said.
Contractors vs. staff
Like many other business services, it’s possible to hire PR services as well as hire PR people on staff, and there are advantages and disadvantages to each method, Slade said.
“There are benefits to both contractors and staff, but in the beginning, you want connectors and relationship builders more than anything,” Slade said. “I wouldn’t recommend rushing into having a PR professional on staff -- you have plenty of other expenses to think about. When you hire the right team, you will see the results.”
For example, if a startup plans to use a PR business to help it with messaging, it’s a good idea to make sure they can also take you to the next level, Slade said. “Ideally, this team also knows how to do press releases and move you into your next phase of PR,” she said. “As you become more established, you may decide it’s time to look at a monthly retainer with a contractor.”
Startups also need to consider whether they’d prefer a local agency or professional, or someone in a bigger city. “When you are just starting out, local press can be very effective and having those local contacts will get the results you need,” Slade said. “Don’t forget, media are working hybrid and remote models too -- everyone is just an email away. And, if you choose the right team to work with, they will engage the targeted media regardless of location.”
PR and the press
One of PR’s main functions is acting as a liaison to the press.
“I wouldn’t recommend jumping into media relations on your own,” Slade said. “Depending on the level of press you want to pitch, you may only have one opportunity to grab their attention. First impressions are key, and you want to put your best foot forward when you contact them.”
Some companies think contacting the media means writing a press release and broadcasting it widely, but what’s important is creating the relationship. “Earning trust requires a two-way communication,” Slade said. “I get it, you are super excited about your idea and it’s fresher than sliced bread, but be humble. That attitude is not going to work with journalists.”
That means being judicious in your approaches to the press. “The story you want them to tell should be newsworthy and relevant -- for example, an important launch or announcement with a customer or partner,” Slade said. “A spam approach with nontargeted pitches to media doesn’t work. Do your research and understand what each reporter covers, if they have covered your competitors, and if they have biases. Developing relationships with the media is just that—a two-way relationship. This sort of relationship building takes time. When you craft the right story for them, they will cover it.”
For example, Slade said she worked with a fashion magazine for two years before it finally covered her consumer tech client.
And be thoughtful when considering what to publicize. “Imagine how many pitches journalists receive every day,” Slade said. “Ask yourself, why is my story relevant? A product launch or signed partnership will get more traction. Find the human element to the story and you will get their attention. Figure out how you can tie your brand into a breaking news story or technological trend.”
That includes bad news. “Things happen, we are human,” Slade said. “Growing brand awareness starts with owning your story, even if it means dealing with conflict and adversity.”
The role of philanthropy
One way that startups can gain attention to themselves is through philanthropy. While it might seem odd to be spending time helping another organization rather than focusing on your own, there are benefits, as well as benefits to society as a whole. And contributions don’t have to be financial – it can be in time or in-kind donations.
“I get excited about businesses making commitments to social impact and corporate social responsibly,” said Slade, who has also worked for nonprofit organizations such as Camp Rainbow Gold in Hailey, the Idaho Food Bank, and served as co-organizer for the Sun Valley Tour de Force fundraising event. “These companies are giving back to their community and contributing to causes they care about. They know how to share their story and the consumer is responding positively to their brand.”
How should companies choose a recipient for their philanthropy? By what interests them personally, Slade said. “Our past experiences have shaped who we are as people and entrepreneurs,” she said. “From losing a loved one to cancer to having a passion for early learning, your interests can help to start this process of finding the direction for your philanthropic focus.”
Overall, it’s never too soon to start thinking about PR, Slade said. “Start thinking about it now!” she said. “The consumer wants to engage with brands on a whole new level now. They will get behind you, support you and trust you, if you know how to tell your story. The main thing is that you find a contractor (or PR team) who listens to you and builds a strategy aligned with your pace and your budget. Scale your PR program as you scale your business.”
Sharon Fisher is a digital nomad who writes about entrepreneurship.