Tuesday, 10 February 2015

Why tech startups and PR freelancers are a winning combination

Year Four of being a freelancer:
A present for me? You shouldn't have!


Perhaps freelance years are like dog years, for I’m starting feel like I’m in my freelance prime! Four years in, and, as they say on those talent shows, ‘it feels like this is my time’! Oh why’s that then? Well I’ll tell ya.

Tech in general and fintech in partciular is finally hot! After some 20 years of apologizing for working in a sector of which nobody has ever heard; countless conversations explaining what I do to those whose eyes glaze over in the time it takes  to say ‘enterprise-wide trading systems’ - all of a sudden our sector is hot! Ya baby!

Not only is our sector hot, my home town for some 30 years, London, is fit to burst with tech startups and I do love a startup – always have! Not for me the 200 page branding guideline bible, the 83 slide PowerPoint on our ‘core’ USPs. Where’s the opportunity to add value to that (other than rip it up)?

I love the pace, the energy, vibrancy that comes with  young tech companies. They are brave, bold and, my lot at least, quite audaciously brilliant. But it’s always struck me, that at the point a young company needs the most care, nurturing and attention to its comms, is just when it can least afford it. Sometimes, that's not a good fit for a standard agency, where there can be an expectation mismatch, (a big PR budget for a small company is still a small client for a big PR agency). But it’s a great fit for collaborations and small networks of specialist freelancers like The Comms Crowd. Freelancers by our very career choices have often rejected the status quo and defined ourselves as fellow disruptors.

Another great thing about working with young tech companies is the absolute lack of formality. This suits me down to the ground, I want to use my time helping that company do smart comms, not validating how smart I am. Decisions are quick, turnarounds fast, reporting is a spreadsheet in google docs and emails are brief, often littered with typos from both sides. Witness recent email exchange, informing client CEO that we had secured media interest from a noted publication.

ME – OMG We’ve got Forbes!
CEO – F*** yeah!

And of course when you work in a hot sector, in a hot city, with hot clients, you get to talk to media that you have never had the temerity to approach before, but that, it turns out, are really just like us, if you have a decent story to tell. And call me a easily impressed but for a long-toothed B2B fintech PR to be suddenly talking to the nationals, is just really rather cool!

So yeah, in this the fourth year, I find myself, in the right place, with the right business model at the right time - happy freelance birthday to me and the crew, being four rocks!

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