Entrepreneurs trying to raise capital – and get businesses up and running – are turning more and more to social media stars vs. traditional media to get the word out, The New York Times reports in “Spinning the Web: P.R. in Silicon Valley.”
The hottest PR people in Silicon Valley, says The Times, care less now about reporters at tech pubs or financial magazines than the influential voices online:
This is the new world of promoting start-ups in Silicon Valley, where the lines between journalists and everyone else are blurring and the number of followers a pundit has on Twitter is sometimes viewed as more important than old metrics like the circulation of a newspaper.
Gone are the days when snaring attention for start-ups in the Valley meant mentions in print and on television, or even spotlights on technology Web sites and blogs. Now P.R. gurus court influential voices on the social Web to endorse new companies, Web sites or gadgets — a transformation that analysts and practitioners say is likely to permanently change the role of P.R. in the business world, and particularly in Silicon Valley.
This, of course, is tech PR – the air has always been rarified around Silicon Valley startups, their founders and service providers. But the Times story has much to say about how information spreads in the rapidly changing world of social media.
One thing remains the same. Communicating begins with building relationships, so that when you have something to say, you’re talking to people who know you. I like the quote from Brooke Hammerling, one of those Silicon Valley publicists. Noting that Twitter is today’s fashionable way to get the news out, she says some newer platform may take its place: “It will morph, but it’s still all about relationships.”
(If you’re an investor relations person who doesn’t think IROs should even care about public relations, come back tomorrow for some compelling evidence.)