“PR is active. You have to keep up and understand how things develop in each industry. This is what I love most about this profession! And keeping up with it is what it takes to work and help your customers do the same.” Diana Iosu, founder of Bucharest-based corporate communications agency DiFine PR, tells The Recursive.. Diana is one of the women in PR whose wisdom we will use in today’s article.
As a startup founder, you hear all the time that tech PR is essential in today’s competitive world. But why?
No matter how innovative the solution you create, people need to know about it and about you. This is the first step to increase the number of backlinks to your website so that it will grow in search engines and be exposed to potential clients, investors and even regional partners.
Technical PR can increase brand awareness and differentiate a company in a booming market. However, it takes time to establish a foundation in the press, as the following PR women tell me.
Today we will spend the morning with Oana Groza, head of communications at Romanian PropTech Bright Spaces and founder of Wfounded, an initiative to promote women founders; Diana Yosu of DiFine PR; Andrea Retea, independent public relations consultant; and Adriana Spoolber, Marketing Manager at Fintech Pagoand PR girl for Underline Ventures and Code for Romania.
Morning habits of women in PR
After spending a morning with these great PR people, I wasn’t surprised to find that most of them read the news first. They then look at social media accounts and media mentions of their clients. “Burning” WhatsApp messages and emails follows before they embark on a to-do list for the day, alone or with their team.
“I read, not watch or scroll through social media. I understand the meaning of context and want to be as connected to reality as possible. From time to time a controversial or dramatic event hits the reset button on the public agenda, and you should be ready to change your message accordingly. Over the past 2 years there has been isolation, an economic crisis and war in Ukraine, but there have also been more mundane events such as influencers making statements that set people on fire. In these situations, I have decided to postpone campaigns and press releases,” says Andrea Retea about his morning habits.
Why technical PR?
Curious to see if these professionals have found their niche or if IT has found them, Ohana tells me she was drawn to the innovative aspect, the opportunity to make a difference. She does not like routine, so the world of technology suits her like a glove.
“Technology always seems to find me somehow. I love how versatile and intuitive it is, it just flows. Over 70% of the companies in the DiFine portfolio are technology companies. They make our professional life meaningful with their atmosphere, vision and courage,” Diana adds her “why”.
Tech PR also found Andrea Retea, who was a blogger in her 20s. When she decided to change her career, switching from working in the media, one of the readers approached her with an offer to launch a mobile application in Romania. She then expanded her client portfolio through referrals.
“I have always been into technology. I was a tech geek with a subscription to magazines like PCWorld. Although I retired from technical fields to law for a few years, I returned to my first love when I joined the Romanian Civil Tech NGO Code in 2016 as a PR volunteer. startups, and then got a position as a media relations manager at How to Web in 2019. It was then that I learned the most about the technological ecosystem of Central and Eastern Europe and beyond,” says Adriana about her career path.
Pros and cons of a career in PR
The Romanian ecosystem is full of ambitions and pipe dreams,” Oana Groza tells me. This is what motivates her to move forward in this area, even though there are many misconceptions about when to invest in PR.
“PR is not just about promoting a product, it’s about building trust, building a personal brand and building communities, and I think it’s never too early to invest in that,” she adds.
Diana joins in, admiring the local players for their daring and businesslike demeanor that is hard to find elsewhere. But it can also sometimes lead to overconfidence and impatience, wanting something here and now. For now “I myself am the founder of a startup and I empathize with them, which contributes to a good working relationship,” she reveals.
Adding to other stories of women in PR, Andrea Retea explains that she has worked with many entrepreneurs and while they are good at what they do, they are also aware of the fact that they are not very good communicators. That’s when they try to find a reliable partner to present their story in a fun way. The only problem for her is their busy schedule, which makes content creation quite a balancing act.
“What I love most about working with tech founders is how they rely on me and trust me to do my job as if my own business was at stake. I respect the fact that they give me free rein. That’s why I call them “partners” and treat them accordingly. I take their success personally,” shares Andrea.
To complete the tech PR circle, Adriana Spoolber loves working with tech startup founders because you can learn something new every day to speak the same language as the founders. And when they talked about communication in this area, I wanted to dig into their brains and find out their tips for founders.
The secret to a good story from women in PR
- Adriana says that “You have to have a story behind everything you do! You must speak the truth about your brand because your customers are smarter than you think. Is always.”
- Ohana intervenes and says that “A good story that speaks to your audience is vital. We make many decisions on an emotional basis. It’s hard to talk about someone’s emotions just by presenting them with features and rational benefits.”
- Diana supports the emotion thesis and adds: “You can’t always count on the element of novelty to evoke the emotions you want. This makes the story your most important differentiator—how you position it, how you meet a need, and how you create a story that speaks best to your audience. Emotions create a connection.”
- Andrea concluded by sharing “A good story creates emotion and connection with the brand. This gives credibility to the founders and the desire to see them succeed. Their success makes us all feel like anything is possible.”
Since we’re talking about technology and the future, it’s fair to end on a trendy note. Ohana thinks that Proptech, Fintech, Edtechas well as Climate technology solutions will grow; Diana says that Medicine and the use of AI can help us overcome many difficulties and realize our highest hopes; Adriana is looking forward to telling stories in Metaverseand Andrea shares: