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Public Relations (PR) for startup founders: How to effectively communicate with journalists, influencers, and potential customers :: with Alexandra Skillman

In this episode, Alexandra Skillman (https://www.linkedin.com/in/alexskillman/) shares her extensive knowledge in the world of PR for an entrepreneurial audience. We discuss at length PR considerations for startup founders regarding go-to-market strategies, overall marketing plans, working with journalists, reaching out to influencers, and avoiding common mistakes.

You can watch this episode below or listen on Apple Podcasts, Spotify, Google Podcasts, or wherever you get your podcasts (search for “Ventures”).

In this episode we cover the following:

2:02 - Alex intro, background, and journey into public relations

7:32 - More details about Alex’s time at the Walt Disney Company and working with Aaron Sorkin, Sean Connery, and others.

15:13 - Alex’s time in the Bay Area working in both entertainment and startups

23:16 - Leaving Electronic Arts and working for a global PR firm

27:07 - The story of Alex launching her own PR business

29:52 - How Alex started acquiring clients

34:23 - At what point in a founder’s journey should they consider hiring a PR firm / publicist?

41:10 - What is a Butter Twist and what are Stix golf clubs? https://www.bttrkitchen.com/ // http://stix.golf/ 

43:48 - More about the details about how a PR person can get products featured by journalists and influencers.

47:33 - What business models make sense for PR? How would B2B SaaS companies, for example, make use of PR?

49:38 - What should founders expect from an ongoing relationship with a PR firm/person, on a month-to-month and year-to-year basis? (e.g. “Newsjacking”)

53:40 - How should teams use a press release (or not) ?

56:30 - Information about embargos and the timing of press releases across media outlets.

1:01:40 - What advice does Alex have for founders considering hiring a PR person/firm.

1:07:30 - “PR isn’t dead” // Advice for founders who may think that PR isn’t effective.

1:14:23 - PR can be an important part of startup validation, since journalists and influencers have a unique perspective. (PR can also lead to important pivots).

1:16:02 - Where can people find Alex online? https://www.linkedin.com/in/alexskillman/ // https://twitter.com/typeamarketing