Last year, our PR agency brainstormed how we could address a glaring industry need: amplifying the growth and success of purpose-driven technology companies led by those who have historically been marginalized. We looked at our collective strengths – developing and executing on strategies that ensure companies we work with are able to tell their stories in impactful ways – to identify how we could authentically show up in the conversation.
Thus led to the development of Tech for Good. We held our first “pitch-off” in March and were blown away by the number of innovative companies that applied. We recently wrapped up the 3-month program with our inaugural winner, Included, an AI-enabled DEI analytics company working to leverage data to ensure more diverse hiring and employee retention practices for enterprises. We asked Included’s Co-founder and CEO, Raghu Gollamudi, a few questions about our partnership and their recommendations for companies thinking about applying to Tech for Good in the future.
What were some of your biggest learnings during the 3-month PR program?
While collaborating with Kite Hill PR, the Included team had a chance to understand media trends in our space, clarify our messaging/positioning, and learn what angles were getting traction with media outlets. Having that feedback loop with experienced PR professionals helped support our growth as an organization and increase overall earned mentions.
What was the most impactful part of the partnership?
We could get tier-1 media coverage that would never have been possible without the expert proactive pitching from the Kite Hill team. It's fantastic for a seed-stage startup to get hits in outlets like Marketwatch, Fortune, and Fast Company.
We benefited from the team's experience during our most recent fundraising event. Getting support with the press release and the big announcement for our seed fundraising round was very beneficial. In addition, the Kite Hill team made it a stress-free experience during a hectic time.
How has your perception of the value of public relations changed?
Laying the foundation in the press takes time, and it's next to impossible to get the media coverage needed to become a household name overnight. But we were impressed with Kite Hill's ability to find highly relevant opportunities and start getting coverage immediately. In addition, working with a strong team who understands the B2B SaaS space was helpful and drove some excellent wins during our Tech for Good engagement.
What lessons will you continue to apply to sustain momentum?
Kite Hill's epic "briefing documents" for interviews set our executives up for success. We'll be carrying that practice forward beyond the engagement to ensure the Included team puts their best foot forward during interviews for news, podcasts, and live speaking engagements.
What advice would you give other startups considering applying for Kite Hill's Tech for Good program?
Apply! It's a tremendous value, and getting earned media support from the pros at Kite Hill can build incredible momentum for your organization. During the application process, consider how a high-quality PR engagement can help you grow and change the lives of potential customers and community members. Then, communicate the potential impact to the panel of judges.
With Kite Hill, you can share your story with the world and maximize your impact to make the world a better place. Thanks to the Kite Hill team for this opportunity, and best of luck to the incoming applicants for the Tech for Good pitch competition!
-Emma Wolfe, VP