Building an Early-Stage Comms Team: Beyond Hiring

The Critical First Marketing Hire: A Strategic Communications Professional

Your initial marketing expenditure should prioritize a skilled strategic communications professional. A lack of clear, concise, and persuasive messaging significantly diminishes a business’s overall effectiveness.

Prioritizing public relations and analyst relations before establishing a strong value proposition is misguided. Successfully attracting customers and securing investment hinges on accurate and compelling positioning.

Integrating Messaging with Product Development

Early messaging and positioning efforts should be closely aligned with product design. Integrating these processes allows messaging sessions to reveal potential weaknesses or uncover previously unexplored opportunities.

This collaborative approach ensures that all subsequent marketing initiatives are grounded in factual accuracy and genuine value.

Hiring for Strategic Partnership, Not Management

When the time comes to bring communications in-house, seek a strategic partner, not merely a manager. The ideal candidate will demonstrate a deep understanding of your business, rather than focusing solely on communications best practices.

This individual will frequently serve as the initial point of contact for journalists, industry analysts, and key influencers, even if they aren't the official spokesperson.

The Importance of Product and Industry Expertise

They must possess a comprehensive understanding of your product and the broader industry landscape, rivaling the knowledge of your sales team.

This requirement underscores the necessity of making a substantial investment in this crucial role. A well-versed communications professional is invaluable.

Here's a summary of key qualities to look for:

• Strong understanding of your business model.
• Ability to articulate your value proposition effectively.
• Deep knowledge of your product and industry.
• Strategic thinking and problem-solving skills.

The Limited Scope of Media Relations

A common misconception exists regarding communications and Public Relations (PR), with many considering them synonymous. However, PR constitutes only a small fraction of overall communications efforts.

The significance of traditional media relations has diminished considerably over the past ten years. A decline in the number of business journalists is occurring globally.

Simultaneously, the acceptance of both paid and contributed content by publications is increasing. Journalists who were once key contacts may transition into PR roles within competing organizations.

Remaining journalists are often overburdened and lack the capacity to cover all necessary stories. The assurance of press coverage or trade publication features surrounding a product release is no longer reliable.

While many tech companies believe their innovations are groundbreaking – and often they are – competition for media attention is fierce. There's invariably another entity vying for the same news cycle space.

It’s crucial to establish metrics for your communications program that extend beyond simply counting articles published. Mentions hold little value if they don't accurately reflect your core messaging.

Cultivating strong relationships and employing creative strategies are paramount for establishing a robust media presence in the current environment. Reporters, due to time constraints, depend on trusted networks to identify noteworthy information.

Building Trust with Journalists

Established, reliable connections between industry leaders and journalists yield significantly more impactful coverage than standard product announcements. Prioritize building rapport.

Arrange meetings without a predetermined agenda. With the approval of your PR department, directly contact reporters and extend invitations for informal discussions, such as coffee meetings.

Demonstrate a commitment to being a valuable resource. By going above and beyond, journalists will begin to perceive you as a dependable source for insights and commentary.

The Importance of Collaborative Preparation

Several years ago, while attending an industry vendor event as an attendee, I sought out Wi-Fi access in the designated press area. A company representative, accompanied by their communications lead, entered to participate in a scheduled media interview.

It quickly became apparent that the journalist intended to explore a subject matter outside the executive’s area of expertise. The communications professional, however, remained composed.

They promptly accessed their laptop and began gathering relevant press releases, core messaging documents, and supporting materials to skillfully steer the discussion. This allowed the executive to regain control of the narrative and deliver a compelling message. The comms lead’s understanding of the reporter’s likely inquiries enabled a successful pivot.

Such instances underscore the vital need to involve your communications team throughout the entire process of establishing the positioning for a new product or solution. This isn’t solely because they will be responsible for pitching and defending the messaging to the media.

Rather, it’s because a deeper understanding of the product and its underlying technology by the comms team ensures more precise and effective communication with discerning and influential audiences. If a follow-up question from a reporter would stump your communications representative, it suggests a gap in preparation on both sides.

Conversely, executives also bear a responsibility to prepare thoroughly and maintain focus. Carefully review all briefing documents and proactively seek clarification on any unclear points. Familiarize yourself with a reporter’s past articles to understand their reporting style.

Key Executive Preparation Steps

• Review Reporter’s Work: Understand their previous coverage.
• Understand Briefing Materials: Ask questions if needed.
• Personalize the Interaction: Learn something about the journalist.
• Dedicated Focus: Avoid multitasking during calls.
• Respect Time: Value the interviewer’s schedule.

Never engage in media or analyst calls while commuting or simultaneously performing other tasks. Always demonstrate respect for the time of the individual with whom you are speaking.

Avoiding Unilateral Actions

Leaders frequently operate under the assumption of ultimate authority. However, it’s crucial to empower subject matter experts within their respective areas of responsibility.

A well-constructed communications team will have developed a comprehensive strategy and detailed plan. Support their implementation of this plan, but recognize the potential to quickly negate their efforts.

Prior to committing to collaborative endeavors with partners, clients, or suppliers, always consult with your communications department. Furthermore, refrain from engaging with journalists, industry analysts, or key influencers without first informing and involving your comms team.

They may possess critical information that could significantly impact the outcome, steering it towards positive coverage or preventing a damaging exchange.

The Importance of Collaboration

Effective communication relies on a coordinated approach. Allowing individual executives to operate independently can undermine carefully crafted messaging.

Strategic communications require a unified front. A single, off-the-cuff remark can have far-reaching consequences.

• Always defer to the comms team for external interactions.
• Respect their expertise and strategic planning.
• Ensure consistency in all public-facing communications.

By adhering to these principles, organizations can mitigate risk and maximize the impact of their communications efforts.

Protecting Your Brand Reputation

Maintaining a positive brand image is paramount. Uncoordinated communication can quickly erode trust and damage credibility.

The comms team is responsible for safeguarding the company’s reputation. Their insights are invaluable in navigating sensitive situations and crafting appropriate responses.

Cultivating Strong Relationships with Your Communications Team

Establishing rapport isn't limited to interactions between executives and the media; fostering robust relationships with your communications professionals is equally vital. Allow your comms team to gain insight into your preferences, working style, and the settings where you perform at your best.

This understanding empowers them to optimize your success. They can tailor briefing materials, select appropriate venues for interviews, and even shield you from challenging journalists.

An Observation at a Media Event

During a media dinner in San Francisco several years ago, I observed a distinct dynamic among executives and their PR representatives. Many executives arrived accompanied by extensive PR teams, yet a palpable distance existed between them.

The PR personnel remained clustered together, focused on their devices, while the executives prepared in isolation. In contrast, I greeted my primary PR contact with a warm embrace.

This interaction drew curious glances from other PR professionals present. It struck me as unusual that executives and PR teams, who collaborate frequently, wouldn't prioritize building a friendly rapport.

Beyond being impolite, this lack of connection represents a lost opportunity to invest in a crucial organizational asset.

The Perception of Communications Teams

Regrettably, this scenario is common. It often stems from how companies traditionally view external communications – as an afterthought. Executives frequently don't anticipate finding seasoned strategic advisors within a comms or PR team.

Instead, they often perceive these teams as comprising junior operational staff who contribute limited strategic insight. This perception is often unfair to the professionals involved.

Consider the challenge faced by a 24-year-old tasked with managing a conversation between a CEO and a prominent New York Times reporter. How would they confidently intervene if the discussion veered off course?

Such a situation would be daunting, and many PR professionals likely experience similar anxieties daily. Prioritize creating a comfortable environment for them. Recognize that the pressure they feel to ensure a successful briefing often surpasses your own.

A stressed individual is more prone to overlooking critical details. Therefore, when collaborating with your communications team, prioritize open communication. Maintain high expectations for one another, rely on their expertise, and fulfill your own commitments.

And, when appropriate and with consideration for health guidelines, a gesture of appreciation like a hug can go a long way.

• Strategic Partnership: View your comms team as strategic partners, not just operational support.
• Mutual Respect: Hold each other to high standards and trust each other’s expertise.
• Open Dialogue: Maintain consistent and transparent communication.