The NFX Podcast

We believe creating something of true significance starts with seeing things others do not. NFX is a venture firm exclusively focused on pre-seed & seed stage startups.

Building Your Startup’s Attention Flywheel with Vijay Chattha (Founder of VSC)

E166 • Jan 20, 2023 • 61 mins

There’s a concept in network theory called Preferential Attachment. When one node gets ahead, it attracts more resources, and more attention. It's a snowball effect. PR for your company works the same way. Once you become the biggest node, more resources flow to you. Today, NFX General Partner James Currier sits down with Vijay Chattha, founder of PR agency VSC to reveal how to build that attention flywheel. VSC has worked with NFX unicorn companies like Mammoth Biosciences, Poshmark, and Outdoorsy, to build attention and momentum from the ground up.

Key Points

Traditional PR agencies often lack transparency and operate in a manner that doesn't align with the entrepreneurial spirit of tech startups.
Understanding and leveraging the concept of "punching up" can be an effective PR strategy for seed-stage startups by associating with larger, more newsworthy entities or trends.
Thought leadership should stem from genuine insights and perspectives of the founder, focusing on ideas that challenge the status quo and provide unique value to the conversation.

Speakers

Vijay Chattha

Guest • 80%

James Currier

Host • 19%

Chapters

0:00	Introduction and Background of Vijay Chattha
5:06	Vijay Chattha's Approach to PR and Criteria for Representing Companies
10:41	The Importance of a Company's Storytelling Runway and Marketability
19:26	Authenticity, Audience Understanding, and the Role of Journalists in Today's Media Landscape
25:28	Setting Goals and Audience Targeting for Seed Stage Startups
30:40	Case Study: Successful PR Strategy with Mammoth Biosciences and the Concept of Preferred Attachment in PR
37:44	The Role of Funding in Storytelling and Strategies for Early-Stage Startups
43:19	Risks and Rewards of Founders Using Social Media and Choosing the Right Medium for Communication
47:10	Common Mistakes Founders Make in Communication and the Shifting Landscape of Media Coverage
51:15	When to Hire a PR Firm and the Role of Investors in PR and Storytelling

Transcript

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