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Mark Coker is the founder of Dovetail Public Relations, a Silicon Valley technology marketing firm
May 23 '07 -Business- www.centernetworks.com -pr,mainstream,mark
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I thought his comment should become its own article
May 23 '07 -Business- www.centernetworks.com -pr,mainstream,mark
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Unfortunately, not every company can have the same viral power of Hotmail, Facebook or Skype
May 23 '07 -Business- www.centernetworks.com -pr,mainstream,mark
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For the less enlightened tech startups who shun PR, there's an attitude of "build it and they will come"
May 23 '07 -Business- www.centernetworks.com -pr,mainstream,mark
54
So have a read below about why Mark believes public relations (PR) is vital to reaching mainstream
May 23 '07 -Business- www.centernetworks.com -pr,mainstream,mark
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Public Relations -- A catalyst for success Posted by centernetworks | April 10, 2007 Editor's note: Mark posted a reply to my article about "The Most Important things for a startup to reach mainstream"
May 23 '07 -Business- www.centernetworks.com -pr,mainstream,mark
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Good PR helps: articulate a message that resonates with customers generate press coverage that drives sales leads and sales attract partners create market leadership render competitors less relevant attract investors at favorable valuation maximize exit valuations
May 23 '07 -Business- www.centernetworks.com -pr,mainstream,mark
44
While this is true within the core of the tech community, to truly reach beyond the TechCrunch geek crowd into the mainstream, a startup needs to get media coverage in trade publications (if the product is B2B) and mainstream media such as newspapers, magazines, blogs, and broadcast radio/TV. I often run into Web 2.0 startups that believe they can succeed based on viral marketing alone
May 23 '07 -Business- www.centernetworks.com -pr,mainstream,mark
44
Mark is a contributing writer for VentureBeat and his most recent story covered Y Combinator's Startup School.
May 23 '07 -Business- www.centernetworks.com -pr,mainstream,mark
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I'm constantly surprised by the large number of techies who fail to understand or appreciate the role of good PR in launching and sustaining a company
May 23 '07 -Business- www.centernetworks.com -pr,mainstream,mark
35
With so much collective knowledge now available online for free, the saying holds more than ever
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
34
Over time many agencies specialize and/or develop practices
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
32
In the Hyper-Networked PR Era, journalists (pro and citizen) have done a great job building relationships with all kinds of stakeholders directly
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
32
This - arguably - reduces the need for PR professionals to fulfill this role and helps them get scoops too
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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They're turning to social nets, conferences and, above all, a transparent dialogue with their audience
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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This deepens their knowledge of the sector as well as the journalists who cover it
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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But this alone won't sustain the profession going forward
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
29
What I have seen at my own firm is terrific
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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In the Hyper-Networked PR Era, a video of a single repairman asleep on the job can spread around the world, eroding a company's reputation
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
26
They spam us with meaningless information, just like they do with the media
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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Yes, it's possible to succeed without PR.Smart entrepreneurs recognize, however, that good PR acts as a catalyst - a multiplier if you will - that helps startups break away from their competitors and achieve their fullest potential
May 23 '07 -Business- www.centernetworks.com -pr,mainstream,mark
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Public relations practitioners, especially those who work inside agencies, know relationships count
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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Go to conferences where the influencers flock
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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Pure-play PR professionals must invest heavily in strengthening and expanding their networks for the industry to remain vital
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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For starters, nowadays every public-facing employee has a PR role, even if it's not their trade
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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In addition, check out this recent post by Penelope Trunk on how journalists can use LinkedIn
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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They must not just focus on generating coverage
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
17
Join social networks like LinkedIn, Facebook and others
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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The Dawn of the Hyper-Networked PR Era The old axiom in business is that it's not what you know, but who
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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Read Dwight Silverman's blog and first hand you will see what I mean
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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Marketers too seem to be adapting nicely to the hyper-networked environment
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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Proactively focus on becoming more networked
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
7
The situation in the PR biz is less heartening
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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However, I feel differently when I look at the pitches I receive from others in the industry
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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Get to know us as people and you will expand your network and your value to clients
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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In the Hyper-Networked PR Era, this is the most essential skill you need to thrive.
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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If this continues, these firms will see their networks devalue
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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It feels as though many just expand their media lists to include bloggers, podcasters and other online opinion leaders without trying to build relationships
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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On the positive side, grassroots or sanctioned corporate bloggers inside giant and small corporations have built tremendous goodwill for their businesses with key stakeholders and press
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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The ANA, which represents the largest marketers in the world, is advocating that advertisers become more collaborative
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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That's a byproduct of good relationships
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper
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So as you go out this weekend and invest in your personal circle of friends and family, think about how to do the same in business
May 28 '07 -Business- www.micropersuasion.com -pr,networked,hyper

 
 

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