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With all due respect to my friends in the public relations industry, for many web 2.0 startups, PR is a luxury, not a necessity. Coming off the worst week on Wall Street in the US ever, the markets are on the rebound this week, but lets not make the mistake of thinking we’re in the clear yet.
在公共关系行业中，我谨向朋友们表示敬意，对于许多Web 2.0初创公司而言，PR是一种奢侈，而不是必需品。 在经历了美国华尔街有史以来最糟糕的一周之后，本周市场正在反弹，但请不要误以为我们尚无定论。
Last week, a number of high profile investors advised their startups to stretch the money they’ve already raised by lowering their “burn rate.” Angel investor Ron Conway, for example, sent his portfolio companies an email advising them to “lower [their] ‘burn rate’ to raise at least 3-6 months or more of funding via cost reductions, even if it means staff reductions and reduced marketing and G&A expenses.” (Emphasis mine.) Similarly, Benchmark Capital General Partner Bill Gurley told startups to be more frugal and to “extend the runway” (i.e., get more out of the money they’ve already raised).
上周，许多知名投资者建议他们的初创公司通过降低“烧钱率”来扩大已经筹集的资金。 天使投资人罗恩·康威，例如， 派他的投资组合公司的电子邮件建议他们“降低[其]更多的资金通过降低成本‘燃烧率’提高到至少3-6个月，即使这意味着裁员和减少行销和行政管理费用。” (强调我。)同样，Benchmark Capital的普通合伙人Bill Gurley 告诉初创公司要更加节俭，并“扩展跑道”(即从他们已经筹集的资金中获得更多)。
After cheering the Conway memo, PR agent Michele Mehl tweeted the following:
在欢呼了Conway备忘录后 ，公关代理人Michele Mehl在推特上发布了以下内容 ：
Get PR budget to no more that $15K retainer per month (shoot for $8-10K for pure media relations). Cut back a week before Thanksgiving-Jan.
每月获得的PR预算不超过$ 15K固定器(纯媒体关系的拍摄费用为$ 8-10K)。 在感恩节1月之前减少一周。
Now, Michele is great at what she does, and it wouldn’t make sense for her to advise her clients to nix her completely (she’s probably taken enough flak from her colleagues for saying what she did), but I think $15k/month on PR is a luxury in this financial climate. Over those 6-months that Conway was talking about, $15k equates to $90,000 — or the price of a good engineer for a year. Over a year, that’s two engineers that a startup could pay just by cutting out their PR retainer.
现在，米歇尔(Michele)擅长于自己的工作，建议她的客户完全拒绝她是没有任何意义的(她可能从同事那里得到了足够的支持以说出自己的所作所为)，但我认为她的月薪为$ 15,000在这种金融环境下，PR上的奢侈品是一种奢侈。 在康威所说的6个月中，1.5万美元相当于9万美元，或者说是一个好工程师一年的价格。 一年多来，这是两名工程师，一家初创公司只需削减其PR固定器即可支付。
For some companies, PR is definitely an actual necessity. Those that have multiple products to manage, have to reach a specific or mainstream audience, or live and die with the press cycle have a genuine need for the pros. But for many early stage startups that are still operating on the TechCrunch 53,651 side of the proverbial chasm, spending $15k/month on public relations is beyond overkill. Especially given that social media tools let you speak directly to your customers like never before.
对于某些公司来说，公关绝对是实际需要。 那些拥有多种产品来管理，必须覆盖特定或主流受众，或者在新闻发布周期中生死存亡的人，对专业人士的确有真正的需求。 但是对于许多仍然在TechCrunch 53651一边仍处于困境的早期创业公司而言，每月花费15,000美元在公共关系上是过大的。 特别是考虑到社交媒体工具使您可以前所未有地直接与客户交流。
We laid out 4 tips for speaking to your customers back in July.
我们在7月份提出了与您的客户交流的4条提示 。
Tip #1: Blog – Use your blog to offer insight into your industry, your methods, and your thoughts — not just sales pitches. Create fans out of your users and cultivate an army of readers who will evangelize your product. Don’t miss our list of 15 companies that really get corporate blogging to get a good idea of how best to do it.
提示1：博客 –使用博客可以深入了解您的行业，您的方法和想法，而不仅仅是推销。 在用户中吸引粉丝，培养一支将对您的产品进行宣传的读者队伍。 不要错过我们的15家真正获得企业博客以了解如何最好地做到这一点的公司的清单。
Tip #2: Utilize Social Networks – Like blogs, social networks offer a huge number of potential customers who can be turned into potential fans. Utilizing social networking services to form or enhance a dialog with your customers is a smart move — just be sure to really engage them.
提示2：利用社交网络 –像博客一样，社交网络提供了大量潜在客户，这些客户可以转变为潜在粉丝。 利用社交网络服务与客户形成或增强与客户的对话是明智之举-只需确保真正吸引他们。
Tip #3: Get in the Conversation – There is a conversation going on about your products or services whether you like it or not. People talk, and they don’t always say things you probably want said. The trick is to keep tabs on what is being said and then jump into the conversation. Respond to both the positive and the negative.
提示3：进行对话 –无论您是否喜欢，都会有关于您的产品或服务的对话。 人们在说话，他们并不总是说出您可能想说的话。 诀窍是密切关注正在说的内容，然后跳入对话。 响应积极和消极两种 。
Tip #4: Keep Track of Customer Complaints – In fact, you should pay special attention to the negative conversations. Become a rock star with users by providing over the top support. Happy customers are the ones that go from being users to being fans to becoming fan boys.
提示4：跟踪客户投诉 –实际上，您应该特别注意负面谈话。 通过提供顶级支持，与用户一起成为摇滚明星。 快乐的客户是从成为用户到成为粉丝再到成为粉丝男孩的客户。
It is not necessary to hire a PR agent for any of the above. All of that can be brought in house to save money over the next few months. Further, if you’re leaning on your PR agent to pitch the media and get blog coverage, some of that can also be brought in house. Sure it’s a little extra work, but bloggers and journalists are more accessible than they ever have been.
以上任何一项都无需雇用PR代理。 所有这些都可以放在家里，以在接下来的几个月内省钱。 此外，如果您希望借助PR代理来宣传媒体并获得博客报道，则其中的一些内容也可以引入内部。 当然，这是一项额外的工作，但博客和记者的访问比以往任何时候都容易。
We offered a how to guide for pitching bloggers last July that should definitely be read before you try your hand at managing press yourself. But there’s no reason that a competent company executive can’t do what a PR agent is doing — at least for the next few months when money is tight and you need to, as Conway advised, “lower your burn rate” by cutting your marketing and G&A expenses.
去年7月，我们提供了有关向博客发布者推销的指南，在您亲自尝试管理新闻之前，一定要阅读该指南。 但是，没有理由说一位合格的公司高管不能做公关代理人所做的事情-至少在接下来的几个月里，当资金紧缺时，正如康威所建议的那样，您需要通过削减营销来“降低燃烧率”以及G＆A费用。
翻译自: https://www.sitepoint.com/save-money-fire-your-pr-agency/
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