Figma's Nairi Hourdajian and Greylock's Elisa Schreiber | Startup Storytelling | Summary and Q&A

TL;DR

Startup Communications is crucial for building an enduring company, and Founders should consider timing, structuring their team, and utilizing agencies effectively.

Key Insights

• ⚾ Startups should have a clear North Star in their communications and avoid basing their positioning solely on competitors.
• 😌 Transparency, authenticity, and timely action are essential during crises and founders should remember to never lie.
• 💱 The changing media landscape requires startups to be agile, experiment with different platforms, but also be mindful of staying true to their brand.
• 💪 Communications leaders should possess the ability to educate without being patronizing and have strong storytelling skills.

Transcript

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Questions & Answers

Q: When should startups consider bringing on their first Communications hire?

Consumer companies should consider early hires after achieving product-market fit, whereas SAS and Enterprise companies can wait until post-Series B funding.

Q: How can startups build relationships with reporters?

Startups should attend events where reporters are present, become thought leaders in their industry, and establish connections slowly over time.

Q: What role does owned content play in startup communications?

Owned content, such as blog posts and social media, is vital for building connection and trust with audiences. Startups should consider their content strategy, focus on building a strong brand, and take a long-term view.

Q: How should startups approach internal communications?

Internal communications should be seen as a brand function and focused on fostering trust, maintaining transparency, and educating employees without being patronizing.

Summary

In this episode of Gray Matter, Elisa Schreiber interviews Nairie Hovnanian, VP of Communications at Figma, about the importance of startup communications. They discuss topics such as the role of communications in a company, how to structure a communications team, the right time to bring on a communications hire, the effective use of agencies, the importance of positioning and branding, building relationships with reporters, internal and external communications, crisis management, and the changing media landscape.

Questions & Answers

Q: What falls under the communications bucket in a company?

Communications in a company includes external storytelling through earned and owned media, internal communications with employees, and other functions such as community and talent branding.

Q: How should communications be structured within a startup?

The structure of communications within a startup depends on the type of business. In highly regulated spaces, communications may be closely tied to public policy, while in enterprise and SaaS companies, it is often part of the marketing function.

Q: When should a founder consider hiring their first communications team member?

The right time to hire a communications team member depends on the stage and nature of the business. Consumer companies and highly regulated businesses may benefit from early communications hires, while SaaS and enterprise companies may consider it post-Series B.

Q: How should founders build relationships with reporters?

Founders should aim to build genuine relationships with reporters by attending events where the media is present, becoming a thought leader and source of information, and offering insights and expertise in their industry.

Q: How do the roles of the internal team and agency differ in communications?

While agencies can fill important gaps in communications work, the internal team should be responsible for driving strategy, storytelling, and executive engagement. The internal team should set the direction and hold agencies accountable for their work.

Q: What is the importance of positioning and branding in communications?

Positioning and branding are essential in communications as they help articulate a startup's unique value proposition and differentiate it from competitors. It involves conducting research, analyzing the competitive landscape, and ensuring accessibility of language to a broader audience.

Q: How can founders effectively navigate a crisis?

Founders should overcorrect their actions, taking decisive and impactful steps during a crisis. They should be transparent, honest, and willing to take action to address the crisis. Additionally, knowing when to retreat and regroup is important.

Q: How has the media landscape changed in recent years, and how does it impact communications?

The media landscape has changed with the rise of influencer culture and social platforms. Communications strategies need to adapt by experimenting with new platforms while staying true to the enduring principles of storytelling. Building lasting brand connection is important in an ephemeral media landscape.

Q: What are the key attributes of a strong communications leader?

A strong communications leader should be able to educate without being patronizing, be a storyteller, and have a willingness to provide candid feedback to the founder or CEO. They should also be able to foster trust and build relationships within the company.

Q: What advice would you give to yourself five years ago?

The advice is to ask for help and see it as a sign of strength, not failure. Founders and communications leaders should engage in open dialogue, seek assistance, and collaborate on problem-solving. It is important to recognize that not having all the answers is okay, especially in the dynamic field of communications.

Takeaways

Building a strong communications function is crucial for startups, as it helps in external storytelling, internal engagement, and overall brand building. Communications should be defined specifically for the business, and founders should consider hiring communications team members based on their stage and business goals. Understanding the media landscape and building genuine relationships with reporters is key, along with transparency and authenticity during a crisis. Effective positioning and branding are important for differentiating a startup, and internal communications play a vital role in aligning the team and fostering brand ambassadors. Adapting to the changing media landscape requires experimentation, while staying true to enduring principles of storytelling. Strong communication leaders possess attributes such as the ability to educate, provide feedback, and build relationships. Asking for help is a sign of strength, and founders and communications leaders should engage in open dialogue and collaboration.

Summary & Key Takeaways

• Communications for startups includes external storytelling, internal communications, and additional functions such as community and talent brand.

• Founders should consider bringing on a Communications team member after achieving product-market fit, with consumer companies needing earlier hires compared to SAS and Enterprise companies.

• Startups should focus on their unique value proposition, avoid comparing themselves to competitors, and use accessible language in their brand communications.