" Publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad ," said Richard Branson, the billionaire founder of Virgin Group. Anyone can buy fame in today’s world of digital marketing and paid influencers. Just look at the Fyre festival. However, most startups do not have the funds to fly Bella Hadid to a private island. Unless a startup can throw money at the problem, has funding from the likes of Branson or Gwyneth Paltrow as founder, the founders have to be creative to get known.
I worked in a top PR agency before I co-founded a tech platform, and know from experience that even an agency with the best contacts cannot get a boring story placed. This is great news for startups, because with the press money does not buy you love.
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