Analysis:WhycreateenterprisesalwaysdobadPR?(ResearchpapersDownloadNews)onceamarketingexecutiveandacupofcoffee,shesaid:.‘Ourcompanyisnowdifficulttogetmediaattention,liketohearyourviewsonpublicrelations’Thisisaabundantfunds,thecreatorunitedteamlevel,althoughtherearesomeboring,oldauthorities.AndIasked:‘Whatkindofmediadoyoumean?’Shesaid:‘It’slikeWired,TechCrunch,’NewYorkTimes‘,’WallStreetJournal‘and’TheBostonGlobe‘this.’Heartheanswer,Iaskedherthatquestionandnotfeelstrange.Infact,notonlythiscompany,mostlystart-upsoftheneweraofpublicrelationstherearemisunderstandings.Formsofmediahavebeendifferentfromthepast,youhavetokeepupthepaceofthejob!Youwilloftenseethe‘WallStreetJournal’or‘NewYorkTimes’it?Youwillseeanewcompanyon1thesepapers,anewproductoranewidea?Ithinktheanswerisnobar.Youthinkaboutit,sinceyoudonoteventhroughthemtogetinformation,sowhyexpectyourpotentialcustomersso?NowpeopleprefertoseeTwitter,browsetheirconcernsandthecompany’sblog,oronthewaytoworklisteningtopodcasts.Therefore,thefirststepistorealizethatpublicrelationsintheformofpublicrelationshaschanged.OurliveshavebeeninseparablefromtheInternet,whichmeansthateveryonehasamyriadofpotentialfans,thereisthepossibilityofbecomingthefocus.Nowthepurposeofpublicrelationsistoattractattentionoftheaudience,ratherthansimplythecompanylogointhefooterofthesiteonly.So,youhavetochangetheirbackwardpublicrelationsstrategy.WhyMostCreativeEnterprisealwaysdobadPRthatregard?Mostenterprisesarehopingtocreateaprofoundimpressiononthepublic,theyfeelthattheirbusinessphilosophyistheintention.Maybeyoustartacompanybecauseofthepassion,youbelieveinyourselfto2producetheproductwillsolveabigproblem,butalsotomeetthehugemarketdemand.Therealityofitisoftennoonetoagreewithyourfeelingssavior.YouevernoticedProductHuntcommentonit?Inthattheabovewillbepublishedhundredsofnewproductseveryday.ThentherearecountlesssuchComment:intheendwhatisthedifferencebetweenA(newproducts)andB(olderproducts)?Sometimes,evenifyourproductsareunusualinthatpeopledonotbuyit.Toomuchoutsideinterference,yourproductstoryisdifficulttostandout.Evenifyourproductcanhavethestoryonthe‘NewYorkTimes’or‘WallStreetJournal’,thenitmustbelongtothefollowingtwotypes:1.Yourcompanyreceivedawell-knowninvestorsledbyinvestmentandfinancing,andthediscerninginvestor,thetotalinvestmentsinthelattercanmakeadifference.2.Yourcustomerproductshavebeenhighlyrecommended,andthereasontheyrecommendedfreshandinteresting.So,howtodopublicrelationsit?First:thefirstspeechfinancingshouldfocuson3yourself.Yes,thatistosayhekepthimself,thatyouasthefounder,entrepreneur,marketingstaffofthestory.Infact,thestorytellingisreallyaverygoodpublicrelations.Peopleliketolistentotruestoriesrelatedtothecurrentbusinessstrategy.Thisiswhyweliketolistentopodcasts.TakeBufferexample.LeoWidrichJoelGascoigneandpublicrelationsexpert,andwhy?Sincetheyfoundedthecompanyfromthefirstday,theysharetheirstorieswithyou.Alistedcompanyafterthelegendarymanagerwhoworkedforfiveyears,willnowbegintheirownbusiness-thisisyourstory;butyoumaynotexperiencebefore,thistimeyoucanshareyourharvestintheentrepreneurialprocesswithyou.Comparedtosaythatyourepeatedrecruitment,travel-relatedcontentandmarketingtechniques,peopleprefertolistentoyourstory.Second:changechannelsyougetmediaattentionPutyouonthe‘WallStreetJournal’,‘NewYorkTimes’,WiredandTechCrunch’sattentionshiftedt...