a16z: PR as BD, How to Break Through the 'Noise' in the Crypto Industry?
In the article "a16z: PR as BD – How to Break Through the Noise in Crypto," the author argues that "communications" is a broad term encompassing strategies for engaging various stakeholders, including employees, media, and investors. It involves owned content, social media, community building, speaking opportunities, and media relations (PR). No single tactic is superior; the optimal strategy depends on answering three core questions: What are your business goals? Who is your target audience? What is the best way to reach them? A consistent core narrative is paramount.
The piece particularly defends the enduring value of media relations (PR), which, despite its controversial reputation in tech, remains a crucial tool. Media coverage provides third-party validation, expands reach to new audiences (potential employees, clients, influencers), and drives traffic back to owned channels. It is compared to business development (BD), where building genuine relationships with journalists is key.
To break through the noise, founders are advised to: 1) Be their own best spokesperson, 2) Build relationships with media like doing BD, 3) View media as neither friend nor foe but as entities seeking good stories, and 4) Contextualize their story within larger industry or global narratives. The article concludes that the best defense against potential negative press is a good offense: proactively building communication channels and media relationships before a crisis strikes.
marsbit01/20 14:56
