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The Ultimate Start-Up Guide by Carol Broadbent, Tom Hogan

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13

Public Relations

JEAN LOUIS GASSEE

ADVERTISING IS SAYING YOU’RE GOOD. PR IS GETTING SOMEONE ELSE TO SAY YOU’RE GOOD.

REGIS MCKENNA

THE BEST MARKETING IS EDUCATION.

CROWDED OCEAN

YOU’RE GOING TO NEED PR EARLIER THAN YOU THINK. AND PAY MORE FOR IT THAN YOU WANT.

PR.

If your lip curls up or your mind recoils at those two letters, then this chapter is for you, because PR is one of the most misunderstood and underappreciated tools available to a start-up today. How you understand and use PR will go a long way to determining the initial (and ultimate) success of your start-up.

A major problem for early-stage CEOs is what we call “VC macho limbo,” where the VC investors try to outdo each other in how little they paid for PR for their portfolio ...

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