Let’s talk about you.
You have an amazing start-up that, under your careful and passionate direction, is hungry to make the world a better place. Your sector is becoming a hotspot for sustainability-minded investors. You’ve likely secured some seed or Series A funding, and you’re already making waves within the world of your own sector. Things are looking good.
But wait, what’s this? As you bound confidently across the borders of your own ecosphere, you suddenly find yourself in a vastly different terrain. Despite the importance of your work, and its potential impact for the greater good, the wider world is just not engaging. You find yourself asking disconsolately: Why don’t people want to write about my start-up?
If this sounds familiar, you’re not alone. Because while the cross-section of tech, sustainability and innovation may be the natural habitat of the Wilful, it’s still often teetering on the cusp of the mainstream. And while that’s an exciting place to be, it can also be incredibly frustrating as you look to tell your story to a broader audience. So what to do?
As one business, you won’t have control over when your sector reaches critical mass – a.k.a that Eureka moment that signals the shift from the solely scientific sphere into the coveted mainstream psyche. But from seaweed to engineered carbon removal and methane these milestone moments are coming thick and fast. And while you’ll probably instinctively feel the approaching of this moment in your own industry, the key is to be ready for it.
So, how can you best be prepared for this moment? Here’s how: by scaling up your communications activity to capitalise on this rich moment of opportunity. So buckle up, because we’ve curated some of our top tips for you to consider as you contemplate using communications as a crucial vehicle to tell your story.
STEP ONE: PREPARE
It sounds blindingly obvious, but the first step is to crystallise what your objectives are, in relation to your comms strategy. What business goals is this activity designed to support? Don’t fall for the misconception that comms are just a bolt-on; a good communications strategy is a central part of business development and, done correctly, can lift up not just the profile but also the performance of your business.
Next, think clearly about which audience(s) you want to engage. Is it press? Investors? Consumers? Or all of the above?
Then it’s about unpicking what you’re doing that’s different. What’s your hook? New hires and stories about upcoming events aren’t going to get journalists scrambling for a call back unless they can sniff that something interesting and different is afoot. What’s unusual about your story and the way that you operate? You need to find a good way to bring your particular expertise to life.
Also, you need to think creatively about how your story fits within the wider landscape. For example, if you’re an aquaculture start up, where do you fit within the broader blue carbon narrative? You’ll ideally be looking to position yourself within the bigger sector story and the opportunity this holds. So consider: where do you fit or play into the key trends and stories of your industry – and more widely?
And building on this, it’s important to understand how to capitalise on a timely news story that’s pertinent to your business. Being able to give your unique angle on a sector story is a great way of keeping relevant.
Even better still, consider how you can get ahead of what’s coming – for example, an impending piece of regulation or legislation – so that you carve a niche as a ‘go-to’ for comment. If you can become recognised as a knowledgeable, safe option for a soundbite by time-strapped journalists, you’re one step ahead. The role of comms includes anticipating forthcoming sectoral shifts, taking a position on this, then being in pole position to comment.
And one very key point: get the boffins to drop the jargon. Yes, the science is super important, and likely critical to your genius start-up, especially if you’re in proof-of-concept mode where what you’re looking to communicate can be quite technical and detailed. But the world of media isn’t wading around knee-deep in STEM doctorates, so get that science-speak translated into engaging, communicable copy. The role of comms is to make your tech more broadly accessible, not drown people in jargon.
The holy grail to engagement, of course, is to find the human angle that makes it all relatable. And remember: you may have the moral high ground (for example, if you’re helping to solve the global protein shortage problem through your cultured meat start-up), but don’t let that make you complacent.
Next it’s about considering how to contextualise your messaging so that it resonates with your audiences. For example, messaging to an investor audience will likely differ from the way you’re looking to communicate to the press. E.g. for investors: how are you proving the tech and the economics of your business – and how are you looking to communicate this? Or for consumers: are you looking to communicate the opportunity your technology offers to people on a personal level? Cracking the right angles for the right audiences is key.
Now gather your proof points and tighten your anecdotes, because you’re about to go large.
STEP 2: COMMUNICATE
There are a number of key things to remember once you step out into the limelight.
Points one, two and three are this: Understand the importance of telling just one strong story consistently. You’ve worked hard on your message, so don’t be afraid to double down on it. Say it out loud: Message, Deliver, Repeat.
Linked to this, don’t forget to practice and perfect your message; this is a performance, after all.
And while it might not win you new friends, be ruthless and audition for the best spokespeople on the team. You’re looking for charismatic, relatable, human-centric spokespeople who represent the diversity of your business and its positive impact. Remember: people buy from people.
On that note, don’t underestimate the value of media training. You’ll want your spokespeople primed and ready to give great interviews when your sector hits that critical mass. Don’t be caught on the hop: one bad interview can derail a tonne of good work. So try to pick holes and anticipate why people might not go for what you’re selling in advance, so that you’re prepared for this eventuality.
And if your start-up is playing in the innovation space, be prepared to be interrogated on your business. For example, have you got answers for how you are addressing any unintended consequences of your products/ tech, which people might worry about? Make sure you’ve got it all lined up before going live. And if you’ve got some solid watertight facts to back you up, all the better.
Also, newsflash: do make sure your C-suite is ready and available to talk to the press when a story breaks. Journalists often can’t wait: if they find themselves stuck in a bottleneck, you’ll probably be kissing that story goodbye.
And, importantly, don’t fall into the trap of thinking that one story in the Wall Street Journal or the FT will get the job done: tenacity and doggedness are your brand-building friends. In fact, it’s important to know which journalists cover which areas. If you can get the access, making those connections and, crucially, keeping them warm, is a significant time investment – but it’s one worth making.
Lastly, think about which medium is right for your message. An (infographic) picture is worth a thousand words – but don’t stop there if an explainer or a video is better.
So there you have it: devising and executing a well-conceived communications strategy can play a crucial part in the growth of your business. Not only does it keep you on the radar of your key audiences – hello investors for the next funding round! – but also, if you’re looking to recruit the best talent, they need to know you’re there.
And the best part of doing all this is that, by having an increased presence and visibility, you’ll be helping to accelerate the hallowed breakthrough moment for yourselves and the wider Wilful industry of sustainability and tech innovators, all champing at the bit to deliver positive systems change. And that, people, is something we can all get behind.
