The Unfiltered Playbook to Make Early‑Stage Startups Get Media Traction & Demystifying Public Relations for Tech Founders | Emilie Gerber Founder of Six Eastern PR
with Emilie Gerber — Founder
Emilie Gerber, founder of the tech PR firm Six Eastern, joins The Startup Project to demystify public relations for founders. She shares a playbook on how early-stage startups can earn media coverage and build credibility in a crowded landscape.
5 Things You'll Learn from This Episode
- Differentiate PR (earned media) from marketing (paid media) to build credibility.
- Wait until Series A to hire a PR firm unless your seed-stage story is truly exceptional.
- Tailor your pitch differently for podcasts (conversational) versus traditional media (traction-focused).
- Find creative, scrappy angles by connecting your product news to larger public market trends.
- Recognize that building a massive founder social media presence isn't realistic or necessary for everyone.
About the Episode
Emilie Gerber of Six Eastern PR provides a masterclass for tech founders on navigating the media. She breaks down the difference between PR and marketing, advises on the right time to engage a firm, and shares specific tactics for pitching podcasts versus traditional journalists. Emilie uses real-world examples, like a scrappy campaign for Ramp, to illustrate how startups can gain traction and build trust through earned media.
Timestamps
- 0:00 — Introduction to Emilie Gerber and Tech PR
- 1:17 — The Core Difference Between PR and Marketing
- 3:13 — When Should a Startup Hire a PR Firm?
- 8:39 — Setting Realistic Expectations for Media Coverage
- 9:18 — How to Pitch Podcasts vs. Traditional Media
- 14:21 — The Problem with Automated PR Pitches
- 17:44 — Crafting the Founder's Message for Podcasts
- 21:08 — The Trend of Founders Going Direct on Social
- 25:26 — Case Study: A Scrappy Campaign for Ramp
- 29:21 — Why Traditional Media Still Matters for Startups
- 34:12 — The Future of PR and AI Search
- 45:40 — Lessons from Crisis Communications at Uber
About Emilie Gerber
Emilie Gerber is the Founder and Principal of Six Eastern, a public relations firm specializing in startups and tech companies. With a deep background in the tech industry, she previously managed corporate and product communications for giants like Uber and Box.
Founder and Principal at Six Eastern
About the Host
Nataraj Sindam is the creator of The Startup Project, a podcast featuring founders, investors, and operators building the future.
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