Partnership Beyond the Launch Phase

Earlier this month, a new venture called PressFriendly launched to help startups secure media coverage without hiring a public relations agency. The company uses software to guide entrepreneurs through developing an effective media pitch, compiling a list of relevant reporters to contact, and identifying potential opportunities on publications’ planned editorial calendars. PressFriendly itself scored coverage on TechCrunch and Inc.com, the latter of which dubbed it “The Startup That’s Making PR Firms Sweat.” Well, maybe not.

PressFriendly has the potential to be very valuable to an early-stage startup with a tight budget (fees range from $100 to $1,000 per month according to level of service) and a founder who has the capacity for – and interest in – conducting his or her own launch publicity. But it’s not going to be an agency-killer, because as any business owner knows, the launch is only the beginning when it comes to marketing. As a business grows, its marketing needs become more complex. Here are just a few examples of the value agency clients derive from working with a partner, not a platform:

We really get you. A dedicated agency relationship produces a nuanced understanding of your business and spokespeople that can only be achieved over time. We know who from your organization is good on camera and who never gets quoted because he rambles when he talks to reporters (and we can coach him accordingly). We invest time in truly understanding your products or services – and those of your competitors – so we can differentiate you in the eyes of your target audience. Finally, and perhaps most importantly, we scan the news every day with you in mind – we’ll reach out to YOU when we see a potential media opportunity, not just wait for you to bring us your news.

We really get your industry. The mechanics of PR are not complicated: write a pitch, identify journalists who cover your company’s beat, and get said pitch in front of them. Automated tools and standby PR reps are probably very capable of accomplishing these tasks. But what’s newsworthy about a company that is no longer new? Being successful at PR post-launch depends on understanding the bigger picture: where does your business fit into the broader trends in the industry? What are you doing that’s different from everyone else in that space? What do you know that your competitors do not? This is where counsel – and creativity – from a professional with a seasoned vertical perspective will make a difference.

We do more than just pitch. Agencies are constantly evolving to meet clients’ needs beyond basic media relations. Consider that sponsored content was estimated to be a $1.5 billion industry in 2013 alone – and appears everywhere from BuzzFeed to the New York Times. That content has to come from somewhere. We help clients tell their stories to reporters, but also on their websites, through social media, in videos and images, and wherever else they need to be. A major component of our work is developing thoughtful, creative content that transcends a basic announcement. At JCPR, we staff a dedicated content team and have a full-service production studio onsite to give our clients the range of support they need to stand out in today’s marketplace.

We are living, breathing people invested in every aspect of our clients’ success. At the end of the day we treat our clients as partners – and we believe in the value of face time (in real life, not via smartphone). We’re there if you need a restaurant recommendation for a meeting in our neighborhood, an extra pair of hands at the trade show booth, or even just a sympathetic ear to vent every now and then.

The failure rate for startups is grim, and there is certainly room in the market for any tool that gives entrepreneurs a helping hand in getting the word out about their new ventures. When the successful ones outgrow their startup status, the good agencies will be there to support the next stage of their growth.