UltraLightStartups: PR, Branding and Buzz

On January 7th, I appeared on the PR, Branding and Buzz panel for UltraLightStartups. The panel included reps from PR firms that focus on tech startups (LaunchSquad), more established companies (both, Trylon SMR and Schwartz & Co), and MessagingLab, our naming and marketing communications firm.

We didn’t talk that much about my passion for messaging and storytelling, but I believe it’s the first step for any startup and any company launching a product. The story also needs to be told consistently and persistently (see minute 16:15 on the video). I’ve blogged about message previously and will continue to make that a part of my focus in 2010.

One of the interesting points of discussion was around the use of press releases. There was some discussion around whether a release “scoops” the story. My take on releases is closer to that of Todd Barrish of LaunchSquad and David Meerman Scott, in that press releases are a way of letting the world know you exist, documenting the progress your company is making, and helping with your search engine rankings.

That said, when you are in the earliest stages of your startup, your focus should be on building a great product and positioning yourself as an expert (which I mention around 12:33 on the video).

I enjoyed the panel, learned a bunch from my fellow panelists, and – like always – enjoyed interacting with the ULS crowd.

Thanks Graham for inviting me.