Massive tech layoffs have flooded the market with engineering talent, and startup founders plan to catch them.
Why It Matters: These new businesses need smart communicators to help them build their brand, communicate their purpose, attract top talent and acquire customers.
Founding Partner of VSC Ventures and VSC CEO Vijay Chatta told Axios, “Almost every founder we’ve backed tells us that their initial goal is to attract world-class engineers.” “If you’re building a startup outside of Silicon Valley (which is often the case), top-notch engineering is really directly related to publicity and awareness.”
Magnification: A crisis is the best time to start a company (see PayPal or Airbnb). But maintaining momentum for investors and talent requires a solid communication plan and storytelling.
See an example from Climate space,” Chatta says. “These startups still make a lot of money because they tell stories about how the planet doesn’t [care] about the market. We have to address these climate issues and that’s why you see so many of these. The company is growing and succeed.”
Yes, but not all founders understand the value of communication and not all communicators or PR agencies are willing to work initially.
What they’re saying: PR can be seen as an arbitrary cost, so you need to be nimble and nimble to succeed. “Early-stage PR, when done well, represents the greatest untapped opportunity in our industry,” says Emily Gerber, Founder and CEO of
Six Eastern. “Founders believe it won’t be worth the budget, while agencies believe it won’t be profitable,” she says. Both sides are proving themselves wrong with new models and approaches.” Large agencies generally do not enter the market until the company has matured.
There are exceptions, says Margo Edelman, vice president of Edelman New York. “Even if the budget is small, we want to work with companies that are on the cutting edge of technology,” she says. Because that’s where innovation happens and journalists care about reporting, but it has to fit.
“When you go beyond Series B, you need an agency with a global reach. And while companies with reputational issues may be more prepared to work with an agency sooner, it is important to properly frame the client before signing the contract.” , visibility and anti-crisis management.
Originally published at https://businessdor.com on February 10, 2023.
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