PR and the Long Game
Both of them are great reads, for different reasons. The TechCrunch story is a look behind the curtain of how these news sites and their authors think in situations like this. If you’re managing a startup or a launch, these are real perspectives and it is probably a good idea to understand them.
Laura Beck happens to be one of the best in the business in Austin, TX, and she has put together a great response. My favorite section of the post is this part about the long game:
I have strong opinions that company visibility should be a long-game. PR should be a building process, setting out a strong path of “digital bread crumbs” of news, proofs, company growth and momentum over time – months, not weeks, and surely not days. And all those bread crumbs should be shared ongoing, democratically with the whole set of influencers that cover – and should care – about your industry, not just those 12 outlets, or the writer of that one dream hit.
I’d have put it this way – good PR starts with great substance. If you have the substance behind it, you can afford to play the long game – letting the proofs and breadcrumbs build over time, and you don’t necessarily need the “in crowd” to validate your business or your launch.
If you have a long game for your business, why not a long game for your PR?