The Unfiltered Playbook to Make Early‑Stage Startups Get Media Traction & Demystifying Public Relations for Tech Founders | Emilie Gerber Founder of Six Eastern PR | Startup Project #100

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.

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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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