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.
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?
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).