As a public relations firm based in San Francisco for more than 30 years, we have seen more startups than you can count enter and “disrupt” markets. The ones that stick around find the right blend of product/service needs, understand how to talk to their audience and have a sense for the time to make a big splash.

No matter the industry, startups need to establish their brand, understand their market and build connections with potential customers and investors. More often than not, developing meaningful relationships with customers and investors can be more challenging than expected.

It can also be difficult for founders to set aside the necessary time to market and message with all the demands of getting a new company off the ground. We’ve seen businesses struggle to gain traction with investors and consumers because they did not seek counsel early enough; we’ve also seen companies wait too long to make a public statement and scramble to gain traction with key media outlets. Pinpointing the right time to seek outside communications counsel is difficult for any company but especially for fast-paced startups.

Outside of auspicious timing, there are many considerations when looking for a communications partner. Whether you’re part of a well-funded startup with the budget to hire a communications agency or a team of one, here are some things to consider in finding a public relations team that is the right fit:

1. Do you have time to work with a firm? It might sound like common sense, but you would be surprised how many companies hire communications agencies before they have a dedicated team to nurture and maintain the relationship. Outside agencies don’t know the critical internal updates you don’t share. If the idea of managing a relationship with a firm stresses you out, it is probably a good idea to wait until you feel confident that you will be able to dedicate time and thought to get the best value out of your communications partner.
   
   
2. Do you need a wide set of skills? If so, agencies can be a great option. Not only do they have a staff of experts but experts in multiple verticals. Digital, public relations, content creation, social media management, advertising – the list goes on. It is unlikely you will find one in-house person with all these skill sets. On the other hand, if you need someone on call 24 hours a day, 7 days a week with a focused set of skills, an in-house team member might be an unrealistic approach.
   
   
3. Do you know your audience well?  If you think you know your audience but want to be confident, research can provide incredible value when introducing a new product to an unknown or niche market. Agencies have access to tools and data that would otherwise cost hundreds of thousands of dollars. You can also check on any competitor in the market to get a better idea of what you’re up against. Knowledge is power.
   
   
4. Do you have a well-defined goal?  This might sound obvious, but, when it comes to marketing and PR, it can be more nuanced than “sell more things.” It is important to understand what you want your agency to help you accomplish when you’re vetting potential partners. You’re spending your hard-earned money. Make sure it is earmarked for something that will help you move the needle with your bottom line or with investors. With marketing and advertising, you should always start with a goal or a purpose to drive the bigger picture. Here are some goals to consider:
   
   • Establish differentiation for a new brand in a crowded market
   • Establish internal and external communications standards (should my CEO be encouraged or discouraged to use Twitter?)
   • Generate sales leads
   • Promote trial
   • Gain notoriety or personality with key target audiences

By narrowing down your objectives, your marketing and PR team can make a measurable difference in key areas. They can also help you figure out what you need to fulfill those objectives.

Things to consider as a startup before hiring a PR or marketing firm:

• Are you ready to tell your story?
• Is your platform/product/service fully developed?
• Do you have a well-defined brand?
• Do you need help navigating the media landscape? 
• Are there any potential issues or challenges you might face that could turn into a crisis or all-hands-on-deck situation?

If you think your startup is ready to share some of its news to create anticipation, reach out for the expertise to get the ball rolling.

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According to a Pew Research Center analysis of U.S. Census Bureau data, the millennial generation is expected to overtake the workforce by 2020 and will have the largest bucket of disposable income – which means brands should be paying attention.

Brand loyalty has been difficult to achieve with this group of consumers, but cause marketing is helping bridge the gap and create a stronger affinity. A Daymon Worldwide study shows less than 30 percent of millennials buy the same brand, compared to 35 percent of Generation X. While this shows it might be tough to earn brand loyalty, those who do may have a customer for life.

Millennials specifically look for brands to invest in causes and communities they care about (such as the original pioneer, TOMS), which is different from the Generation X approach. Generation X purchases brands based on name value (top of mind and big-box), as opposed to how millennials are now purchasing on community values. Fifty percent of millennials are value driven and will support, or boycott, a brand based on their perception of a controversial or social issue (2017 Edelman Earned Brand Study). Many millennial consumers see purchases as investments – they want to invest in high-quality products but also invest in companies whose social responsibilities align with their own.

Another aspect to consider is that today’s brand loyalty isn’t one-way. Brand loyalty is now defined not only as customers’ loyalty to brands but to brands’ investment and loyalty to their customer base and their values. Sprout Social’s 2018 research shows that about two-thirds of consumers consider it important for brands to take public stands on social and political issues. Millennials, the pocketbooks of the future, want to know they are making purchases from companies who support causes they care about or at least causes they can get behind.

Top Reasons to Invest in Cause Marketing:

• Establish trust with consumers
• Build goodwill
• Show your brand’s personality and values through action, not just words

From shoes and eyeglasses to gum and books, the buy one to give one model (or one for one) is prevalent in new consumer product companies. When consumers purchase one product, the brand will donate that same product to someone in need, which aligns well with millennial consumers’ desire to do good in the world through their purchases. Part of the attraction to this model for brands (aside from positively impacting the community) is building brand awareness. This business model lends itself well to social media buzz while also establishing trust and building loyalty with consumers – especially those interested in your principals.

Ways to Utilize Cause Marketing

• Fundraising – offer to match donations your consumers make for a cause aligned with your brand.
• Facilitate volunteer efforts with your employees and encourage others to join.
• Donations (cash or in-kind) can raise awareness.
• Partner with local non-profits to start a mentorship program.
• Develop scholarship programs with contests to increase social engagement.

That being said, cause marketing doesn’t work for every brand. When it doesn’t fit, consumers know. Millennials are quick to point out when brands are insincere or miss the mark (like Pepsi’s oversimplified, tone-deaf ad showing how a beverage can stop a protest, and more recently, Facebook not taking responsibility for their actions that prioritized company growth over user safety). For cause marketing to work, it requires a delicate balance between your brand’s values and consumer attitudes – not just for your bottom line – but to positively impact the communities served.

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