The PR

Frog and Toad are Cofounders series

Toad was sitting alone in the game room.

Frog came along and said, “What is the matter, Toad? You are looking sad.”

No one has recognized Toad’s genius

“Yes.” said Toad. “This is my sad time of day. It is the time when I wait for Google Alerts on my name to come. It always makes me very unhappy.”

“Why is that?” asked Frog.

“Because I never get written up by TechCrunch,” said Toad.

“Not ever?” asked Frog.

“No, never,” said Toad.

“No one has ever covered me. Every day I wait for my feature in First Round’s review. This is why checking my alerts is a sad time for me.”

Frog and Toad sat on the beanbags, feeling sad together.

Then Frog said, “I have to go back to work, Toad. There is something I must do.” Frog hurried back to his desk.

He found Robert Scoble’s email address. He wrote a quick article. He put the article in an email. In the subject line he wrote “A Hot New Startup CTO to cover.”

Frog walked over to PR. He saw a social media intern he knew. “Intern,” said Frog, “please make sure that this fluff piece gets published in one of the major publications.”

“Sure,” said the intern. “Right away. 😬”

Then Frog ran back to the game room. Toad was there, playing Xbox.

“Toad,” said Frog, “I think you should get up and check Twitter.”

“No,” said Toad, “I am tired of waiting for alerts.”

Frog looked at his timeline for mentions of Toad.

Nothing had come out yet.

“Toad,” said Frog, “you never know when someone may write a piece on you.”

“No, no,” said Toad. “I do not think anyone will ever write about my visionary microservices-Docker-Haskell-chatbot.”

Frog looked at his timeline. There were still no new mentions yet.

“But, Toad,” said Frog, “someone may cover you today.”

“Don’t be silly,” said Toad. “No one has ever covered me before, and even Hacker News is not interested in me today.”

Frog looked at his timeline. There was still no new mention.

“Frog, why do you keep checking Twitter?” asked Toad.

“Because now I am looking for an alert,” said Frog.

“But there will not be any,” said Toad.

“Bro, yes there will,” said Frog, “because I have put PR on it.”

“You have?” said Toad. “What are they going to cover?”

Frog said, “They’re going to cover your revolutionary mix of completely hands-off management and college-level innovation. Also that I am your best CEO friend, Frog.”

“Bro,” said Toad, “that makes a totally sweet presser.”

Then Frog and Toad went back to their desks to wait for the updates. They sat there, feeling smug together.

Frog and Toad waited a long time. Four days later, Business Insider* picked up the piece and ran it as-is. Toad was very pleased to see it.

*XOXO BI you know you’re gettin’ those clicks

Like what you read? Give Camille Fournier a round of applause.

From a quick cheer to a standing ovation, clap to show how much you enjoyed this story.