Getting press for your startup: the true role of communications

Welcome to this edition of The Operators, a recurring Extra Crunch column produced by insiders with executive experience at companies like AirBnB, Brex, Dropbox, Facebook, Google, Lyft, Slack, Square, Twitter, and Uber, sharing their stories and insights.

It’s made for founders who are navigating domains outside their expertise, covering topics they may be learning for the first time like enterprise sales, product management, and finance/accounting.

Broadly, communications consists of how and what information to share, both inside and outside of the company, touching domains like management, recruiting, marketing, and business development.

Her communications experience also began in government, working for US Senator Jeanne Shaheen before managing comms at Square and Uber.

She was then a marketing executive at Dropbox before becoming the Director of Communications at Aurora, a leading autonomous vehicle company, with investors including Sequoia Capital, Amazon, and Hyundai.

Investors love to see public recognition of their portfolio companies, and founders sometimes believe press coverage will solve all their problems, yielding a panacea of inbound customers, employees, and new backers.

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