PR for Startups

In this episode of PR Explored, host Michelle Garrett, a PR consultant and writer, interviews Kathy Kashani, the principal of Azul Communications, about the nuances of public relations for startups.

Kathy discusses her journey from a long-time PR agency veteran to an independent PR consultant, focusing on consumer goods and B2C brands, especially startups. The conversation centers around defining a startup, understanding the distinct needs of startups versus established companies, and the foundational steps necessary for effective PR.

They delve into the importance of having clear business goals, identifying the right time to start PR, and how startups can build foundational elements like a solid website and social media presence before engaging in PR activities.

Kathy also highlights common mistakes startups make, such as not having a clear plan or budget, and the need for ongoing, rather than one-off, PR efforts. The discussion also covers how startups can attract investors through media visibility and the evolving nature of PR resources, including the benefits of hiring consultants or smaller agencies over large firms.

The episode wraps up with practical advice on how startups can evaluate and select the right PR help, emphasizing the importance of honest communication and setting clear goals.

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About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.