TechCrunch’s Early Stage 2021 is back for part two of our bootcamp-for-entrepreneurs event, with a focus on marketing and fundraising. Building on the first half of the event in April, this two-day virtual sprint will take place July 8 & 9, and we’re thrilled to welcome Rebecca Reeve Henderson as one of our all-star slate of experts. Rebecca will be joining us to share insight on how to build an effective earned media strategy for your startup, building on her deep expertise developing effective communications programs for some of the top business software companies in the world.
Earned media, aka the kind of exposure you get from a TechCrunch article, is a key element of any startup’s marketing strategy. It’s something that is best used as a complementary component to paid marketing and owned channel promotional efforts, but it’s also one of the trickiest things to get right, especially for first-time founders. Rebecca has worked with companies ranging from Slack, to Shopify, to Zapier, to Canva and many more, helping craft effective earned media strategies in one of the most difficult areas of all: B2B SaaS.
Rebecca is also a founder herself, having built her communications company Rsquared from the ground up into an international business spanning the U.S. and Canada. Rsquared’s clients included startups at all stages of growth, from their very beginnings through to successful exits, including public market debuts, so she’s run effective communications campaigns at every point on the growth spectrum. Then in 2019, Rsquared had its own exit, with an acquisition by global communications firm Archetype.
We’ll hear tips from Rebecca on how earned media contributes to an effective overall communications strategy, and how you go about earning that media — including how to pitch media, and how to build successful long-term relationships with key reporters and publications in your industry.