The Secret Life of Start-Up Communications
by Miriam Hanna, Director MadlinHanna Consulting
Full disclosure, we are based in a WeWork office and have a real mixture of start-ups and well-established businesses around us. Added to that, the number of conversations we have with mid to senior level candidates who want to make a move in-house, we hear a lot about the experience of firms making their first foray into PR & Communications. So, you’re a start-up, should you hire a person or an agency? You’re a PR and have been presented with the opportunity to build a comms function, is it too good to be true?
Start Basic
For the Start-Up
Is there a really good understanding of what PR is in the business and what it will achieve? If not, stay away from paying £70-100k for a Head of PR. You need a classic PR Manager who can cover both tactical work such as writing releases, selling them in and more strategic work such as advising on positioning on a case-by-case basis. Building from the ground up will give the function strong foundations that can be invested in over time.
For the Candidate
We hear all too often the experience of candidates who have gone in as Head of PR only to find that they are doing quite junior work. If you are a Head of looking for a fresh environment and you have been offered the chance to join a new business, make sure they have had an agency or a PR Manager supporting them for a couple of years before you take the leap. For a PR Manager, the opportunity to start with a clean slate is rare so grab onto it and prepare to take the lead. You are the expert!
Have a Clear Plan from the Outset
For the Candidate
For those who want to work in-house and take the kind of position where you can build a function, having a clear plan and managed expectations from the outset is crucial. Sit down with the senior leadership that are going to be writing your cheques before accepting the job and make sure the move to introduce PR & Comms is coming from them and not just their investors.
For the Start-Up
Having a plan ensures everyone is working towards the same thing and prevents uncomfortable probation reviews and appraisals. If what you put together is 5 pages long, there isn’t a clear enough aim for someone to work off and you aren’t quite ready to hire. Go back to the drawing board and maybe get some freelance support to help you come up with a really tangible plan that is succinct and aligns with your business goals.
Bringing in the big-hitters
For the Start-Up
At the point of having an established communications function and need in the business it is time to build on that value by getting on the front-foot and hiring in a Head of who can strategically lead or an agency that can scale up what is already happening. Agencies really do have their finger on the pulse so can add huge amounts of value beyond just being an out-sourced press office. Find one that works with the kinds of companies you want to emulate in terms of brand reputation and media presence. Remember, you get what you pay for.
If you are looking to build a communications function and aren’t quite sure where to start, please do get in contact with us here.
MadlinHanna Consulting is a recruitment consultancy specialising in corporate affairs, covering public affairs, corporate communications and financial PR. Contact us on 020 8088 4102 for more information or a confidential conversation.