Join host Nataraj as he speaks with Emilie Gerber, founder and principal of SixEastern, a PR firm specializing in startups and tech companies. Emilie shares her expertise on crafting effective PR strategies for early-stage startups and navigating the evolving media landscape.
About the Episode:
This episode demystifies the world of PR for tech founders. Emily differentiates PR from marketing, emphasizing the importance of earned media and credibility. She provides actionable advice on when to engage a PR firm, the types of media to target, and how to manage expectations. The conversation explores alternative strategies beyond traditional tech publications, including podcasts and new media platforms. Emily highlights the increasing importance of founders building their social profiles and telling authentic stories. She shares real-world examples of successful PR campaigns and offers valuable insights into navigating crisis communications.
About the Guest and Host:
Emilie Gerber: Founder and Principal of SixEastern, a PR firm for startups and tech companies. Previously at Uber and Box. Connect with Emily: → Website: https://www.sixeastern.com/
Nataraj: Host of the Startup Project podcast, Senior PM at Azure & Investor.
→ LinkedIn: /natarajsindam
→ Twitter: https://x.com/natarajsindam
→ Email updates: https://startupproject.substack.com/
→ Website: https://thestartupproject.io
Timestamps:
00:02 - Introduction and Guest Introduction
00:45 - Emily's Background and PR for Tech Startups
01:17 - PR vs. Marketing: Understanding the Difference
03:13 - When to Engage a PR Firm: Seed vs. Series A
05:40 - The Unique Landscape of AI Startup PR
06:19 - Top Tier PR Firms and Their Specializations
08:39 - Setting Expectations and Measuring PR Success
09:18 - Pitching Podcasts vs. Traditional Media
14:21 - The Problem with Automated PR Pitches
16:42 - Storytelling for Series A to Series C Startups
17:44 - Crafting the Founder's Message for Podcasts
21:08 - The Trend of Founders Going Direct on Social Media
24:15 - Why Elon Musk's Strategies Don't Work for Everyone
25:26 - Concrete Examples of Successful PR Campaigns
29:21 - Why Traditional Media Still Matters for Startups
31:12 - Pitching to New Media Platforms
32:00 - Organic vs. Strategic PR: Behind-the-Scenes Tactics
34:12 - SEO for AI Search Engines and the Future of PR
37:18 - PR Plus Marketing: Integrating Services
38:47 - Emily's Current Media Consumption: TBPN
42:39 - Mentors and Their Influence
44:38 - Lessons Learned in PR
45:40 - Crisis Communications at Uber
48:16 - Ignored Sectors in Startup PR: Enterprise Software
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