The Unfiltered Playbook to Make Early‑Stage Startups Get Media Traction & Demystifying Public Relations for Tech Founders | Emily Gerber Founder of Six Eastern PR | Startup Project #100

Join host Nataraj as he speaks with Emily Gerber, founder and principal of SixEastern, a PR firm specializing in startups and tech companies. Emily shares her expertise on crafting effective PR strategies for early-stage startups and navigating the evolving media landscape. About the Episode: This episode demystifies the world of PR for tech founders. Emily differentiates PR from marketing, emphasizing the importance of earned media and credibility. She provides actionable advice on when to engage a PR firm, the types of media to target, and how to manage expectations. The conversation explores alternative strategies beyond traditional tech publications, including podcasts and new media platforms. Emily highlights the increasing importance of founders building their social profiles and telling authentic stories. She shares real-world examples of successful PR campaigns and offers valuable insights into navigating crisis communications. About the Guest and Host: Emily Gerber: Founder and Principal of SixEastern, a PR firm for startups and tech companies. Previously at Uber and Box. Connect with Emily: → Website: https://www.sixeastern.com/ Nataraj: Host of the Startup Project podcast, Senior PM at Azure & Investor. → LinkedIn:   /natarajsindam   → Twitter: https://x.com/natarajsindam → Email updates: ⁠https://startupproject.substack.com/⁠ → Website: ⁠⁠⁠https://thestartupproject.io⁠⁠⁠ Timestamps: 00:02 - Introduction and Guest Introduction 00:45 - Emily's Background and PR for Tech Startups 01:17 - PR vs. Marketing: Understanding the Difference 03:13 - When to Engage a PR Firm: Seed vs. Series A 05:40 - The Unique Landscape of AI Startup PR 06:19 - Top Tier PR Firms and Their Specializations 08:39 - Setting Expectations and Measuring PR Success 09:18 - Pitching Podcasts vs. Traditional Media 14:21 - The Problem with Automated PR Pitches 16:42 - Storytelling for Series A to Series C Startups 17:44 - Crafting the Founder's Message for Podcasts 21:08 - The Trend of Founders Going Direct on Social Media 24:15 - Why Elon Musk's Strategies Don't Work for Everyone 25:26 - Concrete Examples of Successful PR Campaigns 29:21 - Why Traditional Media Still Matters for Startups 31:12 - Pitching to New Media Platforms 32:00 - Organic vs. Strategic PR: Behind-the-Scenes Tactics 34:12 - SEO for AI Search Engines and the Future of PR 37:18 - PR Plus Marketing: Integrating Services 38:47 - Emily's Current Media Consumption: TBPN 42:39 - Mentors and Their Influence 44:38 - Lessons Learned in PR 45:40 - Crisis Communications at Uber 48:16 - Ignored Sectors in Startup PR: Enterprise Software Subscribe to Startup Project for more engaging conversations with leading entrepreneurs! → Email updates: ⁠https://startupproject.substack.com/⁠ #StartupProject #PR #PublicRelations #Startups #Tech #Media #Marketing #Communications #Founders #Entrepreneurship #TechCrunch #WallStreetJournal #Podcast #YouTube #AI #SixEastern