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Facebook’s outdated PR chief explains why no one is paying attention to your startup

At TechCrunch Early Stage, I spoke with Coatue Management GP Caryn Marooney about startup branding and how founders can get folks to listen to what they’re building.

Marooney lately made the jump into venture capital; previously she became co-founder and CEO of The Outcast Company, one amongst Silicon Valley’s simplest-regarded public members of the family companies, which she left to became VP of Global Communications at Facebook, where she led comms for eight years.

Whereas founders on the complete may perhaps presumably well think of PR as a advance to get messaging across to newshounds, Marooney says that making anyone care about what you’re engaged on — whether or no longer that’s clients, merchants or journalists — requires many of the same abilities.

One amongst doubtlessly the most consuming insights she shared: at a irascible stage, no one genuinely cares about what you wish hiss.

Describing something as newsworthy or a sizable worth isn’t the same as demonstrating it, and whereas sizable companies admire Amazon can get folks to listen to the rest they are saying, smaller startups receive to be a lot extra strategic with their messaging, Marooney says. “Folks correct basically aren’t walking around caring about this contemporary startup — genuinely, no one does.”

Getting anyone to care first is reckoning on proving your relevance. When founders are forming their messaging to manage with this, they want to nonetheless query themselves three questions about their technique, she recommends:

  • Why need to nonetheless anyone care?
  • Is there a rob converse converse fresh for this?
  • Who loses whenever you happen to rep?

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