28 Feb 2025
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Mike Boland
AWE Talks: The Art of PR in XR
AWE EU 2024
Welcome back to AWE Talks, our series that revisits the best of AWE’s conference sessions. With a fresh batch of footage from AWE EU 2024, we have a treasure trove of on-stage insights to dive into.
We continue the action this week with a tactical look at public relations best practices for XR companies. How can they get people talking, and meet business goals, without falling into the XR's classic trap of overhyping?
See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library of conference sessions on AWE’s YouTube Channel.
Speakers
Ethan Rasiel, Lightspeed PR
Amanda Proscia, Lightspeed PR
Speakers
Ethan Rasiel, Lightspeed PR
Amanda Proscia, Lightspeed PR
Key Takeaways & Analysis
– Though most AWE sessions focus on XR, there are other topics that apply to XR co's.
– PR is one of them: a universal startup need that has unique dynamics in XR.
– Lightspeed PR works with several XR startups and has developed a playbook.
– The result at AWE EU was a free crash course in PR tactics for XR companies.
– First, to define PR, it's not advertising or owned media, but rather earned exposure.
– That involves things like articles in the tech press that are written organically.
– The goal is for others to talk about you – more credible than talking about yourself.
– Getting into tactics, lesson one is to follow the learnings of the broader XR sector.
– For example, many startups, and the space in general, got burned for overpromising.
– That led to a broad sentiment that XR is disappointing... even though it's quite valuable.
– That all translates to avoiding overblown promises and words like "revolutionary."
– Instead, focus on achieving tangible business goals like getting funding or recruiting.
– After defining those goals, you can work backward from there in terms of PR tactics.
– This can lead to real business outcomes as opposed to vanity metrics for the founders.
– Another key tactic in XR PR is to be plain-spoken, rather than reciting industry jargon.
– The tech press wants a succinct and plain-spoken narrative, not buzzwords.
– As a side note, this is a similar tactic to pitching VCs, as we've examined in this series.
– Other fundraising-like tactics apply such as developing a narrative that differentiates you.
– This can include crediblity-boosting info such as founders' backgrounds, or unique IP.
– Also lead with the why before getting into the how... what is the problem you are solving?
For more color, see the full video below...
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