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"I think the biggest challenge is that when people invest in a startup and they start a business, they put their hopes into it, their dreams into it and usually they're founding a startup because they want to do something very very different that's not done before. So it's usually fresh, innovative, a really exciting space. But the problem is that that's generally not what journalists are paying attention to and journalists generally pay attention to big brands because big brands have market power, they have a consistency of presence and they have an established reputation and fundamentally that's what journalists want to write about, they want to write about people that had a real influence on the world. And startups don't have that. So they have a lack of what you might call brand capital which makes PR really really challenging.” – Matt Phillips, Founder and CEO of PPR.