Cool Avenues
Dermot McGrath
For startups jostling for space in an already overcrowded
market, PR can mean the difference between adulation and
anonymity.
Doing some basic background research can enable startups
to steer clear of these technologically illiterate agencies. “I
would advise startups to take a good look at the agency's
press releases and see if they deliver news or just paragraph
after paragraph of eye-glazing industry jargon,” suggests
Charles Epstein, President of New York PR agency Backbone
Inc.
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