Reputation is Currency: What Every Founder Needs to Know About Their Brand's Voice
- Jade Miguel
- Jul 5
- 4 min read
In a CapitalHQ Masterclass, the critical role of Public Relations (PR) and Communications was dissected, emphasising that PR is far more than just crisis management; it's a fundamental component of building and controlling a company's reputation capital. This intangible asset, it was argued, encompasses everything a company produces, from its intellectual property and employer brand to customer service and the social media presence of its founders.
An accomplished PR professional Masha Balanovich stressed the imperative for companies to understand and control their reputation from the earliest stages, underscoring that public perception will exist whether managed or not. The key to control lies in developing a cohesive and well-structured communication strategy that fosters third-party validation, primarily through media presence. A clear distinction was drawn from marketing: marketing is talking about yourself, while PR is making others talk about you, which inherently builds trust and credibility.
Dispelling Common PR Myths
The masterclass tackled several persistent myths about PR:
Myth 1: PR is only for a crisis. This is a dangerous misconception. Just as you wouldn't only engage your network during a crisis, consistent communication with the media is vital for building trust and a positive narrative before issues arise. When a crisis does hit (e.g., a hack in the financial market), the already-established media presence and audience trust become invaluable assets for navigating through it.
Myth 2: PR should only concern a company's products. While product PR (features, competitive differentiation, awards) is important, executive communications offer another powerful avenue. By positioning a founder or CEO as an expert and the face of the brand, companies can build transparency and trust. Stakeholders, it was noted, often trust the face behind the company more than just the product.
Myth 3: Executive communications are excessive. Far from it, executive communications are crucial for building credibility and communicating the brand's broader values and mission. Like Coca-Cola's association with Christmas, a brand's essence goes beyond its physical product, and its leaders help shape that deeper connection.
Myth 4: Companies should only leverage social media channels. While social media is important, a strategic blend of media presence across social media, traditional media outlets, and other channels is essential. The key is to choose a consistent angle and wording that can be recycled across platforms. However, a caution was given against overstretching resources, advising companies to focus on two or three channels consistently rather than many sporadically.
Myth 5: B2B companies don't need PR. This is particularly untrue for B2B services, especially in finance, where trust plays a vital role due to higher product pricing and working with established companies. Consistent PR builds the necessary trust, helping potential clients understand the value proposition and safeguarding their funds and data. Similarly, companies with technically complicated products need PR to act as a bridge, translating complex features into understandable language for their target audience.
PR Strategies for Every Company Stage
The masterclass outlined tailored PR strategies based on a company's stage:
Early-Stage Startups: It's often not ideal to begin formal PR immediately, as products and strategies can rapidly change. Instead, focus on building an MVP and establishing a strong social media presence. However, for serial entrepreneurs, a thought leadership campaign around the founder's track record can be highly effective in building credibility early on.
Series A or B Companies: This is the optimal stage to launch a comprehensive PR strategy. The product is more stable, and there's a clearer vision for the future. Key steps include:
Defining positioning and messaging: Crafting concise, impactful statements that define the company.
Creating a Media Kit: Including press portraits, founder bios, and an accessible "about us" page.
Targeted Media List: Identifying media outlets read by the target audience to maximise visibility. The "magic number" of times a reader needs to encounter a name (e.g., 7 or 13) to build familiarity and trust was cited, noting it can shorten sales cycles and aid networking.
Proactive QYC (Know Your Company) & Crisis Prevention: Control the narrative by proactively answering potential questions or addressing minor issues before they become public crises. "The best crisis communications... need to be addressed and solved before the public knows about the crisis," Balanovich asserted.
Sustaining PR Impact Beyond Funding Rounds
A funding round campaign (typically A-round) is a common entry point for PR. This involves embargoed press releases, exclusive announcements, and interviews. However, the masterclass stressed the importance of transitioning this into an ongoing PR campaign with a consistent narrative. This continuous communication supports the funding round's momentum, keeps investors informed of progress, and targets new customers and markets.
Finally, four ongoing pillars for a consistent PR strategy were highlighted:
Crisis Prevention: Proactively managing potential issues to prevent narrative control from being lost.
Building Trust and Authority: PR aims to build brand awareness, relationships, and trust with the community, making the brand and its founders famous.
New Market Launch: Localising content and strategies to appeal to new audiences, always deriving the campaign from what the audience wants to hear.
Maintaining Dialogue with Regulators: Recognising regulators as a key audience, maintaining transparency through consistent communication is vital, especially when applying for licenses.
In essence, the masterclass provided a compelling argument for strategic PR as an indispensable tool for reputation management, growth, and long-term success, far beyond mere marketing efforts.
