‘Public Relations: Four ‘Wow’ Ways to Use It for Sales’ – ‘MarketingProfs’ Blog
Lisa Calhoun says, “”PR is an insanely valuable activity in early-stage companies,” wrote venture capitalist Mark Suster on his popular blog for startups.
The problem is that most companies focused on growth are almost allergic to public relations: It takes a ton of time, it doesn’t easily lend itself to metrics, and the people who work in PR are often big picture, strategic—or, if you’d rather, “fuzzy”—thinkers.
In other words, PR people don’t fit easily into the world of the bootstrapped or venture-backed growth company.
Yet, founders and investors alike will acknowledge that a company’s perceived lack of credibility is one of the silent killers of great sales opportunities: Big potential clients can circle and circle, but they are famously risk-averse. In this era of transparency, social proof, and infinite-pages-on-Forbes, a company that doesn’t have great coverage or exposure is almost questionable—and that’s enough to kill big deals”.
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