Trailrunner international3/29/2023 Have a comms strategy before you launch - and get ready to star in itĬomms should be a priority before your startup has even launched. Instead, you’re executing your first comms tactic the first time you tell someone about what you’re building - so make sure you’re putting the right story out into the world. It’ll be much harder if you aren’t intentional about your comms from the beginning.Ī common but understandable mistake is to get your business off the ground and then tell people about it by layering in comms later on. That your startup must be done by you, that you’re the specific individual needed to lead this endeavorĬonvincing people of these things, especially when your startup is new and ambitious, will be hard.That what you’re doing is actually doable and you’re going to deliver on your promises.That your startup is doing something important and worthwhile.You will typically be trying to win over prospective hires, customers, or investors, and there are three things in particular you’ll have to convince them of: Having an intentional comms strategy is about making sure that your communications are aligned with this goal. Even if your company has an altruistic mission, which it hopefully does, you’re not going to have the impact you want unless you can make money, grow the business, and thrive as an enterprise. This essay is based on an interview with Lulu for Execs, our podcast where we interview executives from high-growth companies.įor a startup, the purpose of comms is to help make money. Here, she shares her expertise on how to approach comms and PR as a startup founder by intentionally defining a narrative and crafting a strategy using a simple formula. She is the VP of Communications at Substack and formerly the co-founder of TrailRunner International. Lulu is the author of Flack, a new playbook for communications.
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