Echelon Workshop: How to Rock Your Startup PR
“What do 50 Shades of Grey and press relations have in common?” was the question posed by Felicia Moursalien, aCommerce Regional Head of Communications to a room full of eager Asian startups. One timid girl ventured a guess.
“Censorship?” Wrong. The answer was ‘foreplay.’
Felicia, along with the aCommerce CMO, Sheji Ho, were invited to attend Echelon Asia Summit 2015 in Singapore this week to share their knowledge at workshops and panel discussions with the 100 startups, investors and media who attended. One of the hottest topics were on how to do startup PR.
The workshop sought to address three major problems: 1) Startups don’t care enough about PR when building out their product; 2) When they do care, they don’t have the resources to do it; or 3) They are doing it, but doing it wrong.
Felicia argues that PR is the most crucial for businesses in their startup stage because strong visibility helps create investor and product confidence, which is critical for most startups in their fundraising and sales efforts.
“The key to a successful startup PR strategy is the smart use of data and storytelling,” says Felicia, “Don’t talk about yourself or your product, but when talking to journalists, help them understand how your story fits into the larger narrative.”
Felicia shares her successful media strategies for startup PR in her keynote workshop, “Acing Marketing and PR for Startups”.
Why It Matters:
- You can increase the valuation of your company. aCommerce raised one of the largest Series A rounds in the region after media ubiquity in business and tech press.
- It’s much easier to acquire and retain talent when your company is a credible brand. Media coverage in large publications is a quick google search away for your potential hire.
- Generate sales and demand. According to this McKinsey study, even in B2B brands, sales and margins are affected by branding and popularity.
Sneak Peak: There Are 7 Types of Corporate News
- Financial/funding (IPO, quarterly results)
- Product Launch
- Metrics – this is the core of the aCommerce strategy and its success
Top 5 Quotes from Echelon Asia Summit 2015
“Don’t just pitch and sell, turn on collaboration mode and have an active discussion with us on how to scale your business.”
– Kuan Hsu, GREE Ventures Principal
“I am big fan of the marketplace because it doesn’t require much investments to set up as there are no warehouse or logistics involved. A marketplace plays the role of a pure middleman where it connects buyers with sellers.”
– Turochas Fuad, Travel Mob CEO
“Southeast Asia follows China’s path for e-commerce. Both markets never really went through Web 1.0/1.5 and hence lack a long-tail publisher eco-system. As a result, monetization models will be primarily ecommerce driven rather than advertising driven which will spur the rapid growth of ecommerce.”
– Sheji Ho, aCommerce Group Chief Marketing Officer
“Venture Capitalists want to invest in lines, not dots. We want to see your progression versus a single set of data.”
– Plern Tee Suraphongchai, Ardent Capital Director
“In Southeast Asia, authority is looked upon for answers but we don’t know everything. There are things that we aren’t good at so don’t devalue your own voice by always asking for advice.”
– Khailee Ng, 500 Startups Managing Partner
Thank you e27 for inviting the aCommerce, Ardent Capital, and MOXY (formerly WhatsNew) family to attend the Asia Summit. The conference was a great success and we look forward to staying in touch with all the attendees, best of luck to the startups!
About aCommerce Communications
Specialized in data-driven PR, aCommerce communications is on a mission to disrupt the way brands tell their story in Asia. The team is under the aCommerce group and is currently servicing clients Ardent Capital, MOXY Group and more to come. Email firstname.lastname@example.org to find out more.