Peer Dialogue: PR for VCs

We hosted an online roundtable — a Peer Dialogue — all about PR for VCs with Cathy White, founder and CEO of CEW Communications and Riddhi Kanetkar, tech reporter at Business Insider.

We discussed everything from the difference between content and PR to what do you do when shit hits the fans. Here are a few key takeaways:

Press Releases and Exclusives:

• Press releases are essential for structured stories like funding announcements but not as necessary for feature ideas.
• Embargo details should be clear and respected, indicating when the information can be published.
• Exclusives should be clearly negotiated and given to preferred publications first, allowing them a head start before other media outlets are briefed.

Dealing with Journalists:

• When starting out, ensure your online presence (LinkedIn, company website) professionally represents you since journalists will likely research you.
• Building relationships with journalists is crucial. Consistent and transparent communication can establish trust and make them more receptive to your stories.

Creating a PR Strategy:

• Have a clear understanding of your goals for engaging with the media. This could be raising awareness, attracting investors, or establishing authority in your field.
• Know your audience and tailor your messages to the platforms that will reach them effectively.
• Regularly audit your online presence to ensure it aligns with how you want to be perceived.

When shit hits the fan:

• Address issues head-on by communicating transparently with the concerned parties and the public if necessary.
• Consider the potential benefits of participating in a story by providing your side, especially in investigative pieces.
• In the face of negative coverage or crises, consult with legal and PR professionals before responding. Sometimes, no immediate response is the best response.

General Tips:

• Don’t just focus on press releases; consider how you can contribute to ongoing stories or provide expert opinions on developments in your field.
• Be proactive about managing your public image and personal brand, as this can influence how seriously your communications are taken by the media and other stakeholders.
• PR is for the long-term. It can help you build a reputation, trust and brand awareness. With the long-term in mind, you need to be seen as a knowledgeable and helpful source for media.

Want to learn more about PR for VCs? Join us in Paris on October 7–8th at WVC:E Summit 2024 — a women in VC focused conference — where we’ll be diving into a lot more depth on the topic!