How AI startups can use a tech PR agency to exit stealth mode

There are a million and one good reasons to keep your AI startup in stealth mode (millions more reasons that start with a $), but your company can only fly under the radar for so long before it has to announce itself to the world. This is exciting. It’s also uniquely challenging because AI startups coming out of stealth have to use unique tactics to get traction with the press. That’s where an AI public relations agency comes in. 

Given the complex and rapidly evolving nature of AI, a specialized tech PR agency can be a pivotal ally. From dropping out of stealth to jaw-dropping funding rounds, they’ll steer you through the media verse with practiced ease. 

A brave new brand

Of course, the whole point of being in stealth mode is that when a company steps out of it, everyone is like “Huh?” They don’t know what to expect, which is your best chance to make a good impression. But just as artists are only “discovered” after they’ve put years of work into being good enough to draw people’s eyes, your first interactions with the public shouldn’t be the first time you practice working with the media, especially in the world of AI, where journalists can be confused at best and alarmist at worst. 

A tech PR agency can help a startup sit down and really think about their brand. They can help you investigate what your company’s brand is really about, what its communication goals are, and who it's trying to reach. PR experts will help to break down AI concepts into digestible stories. This can involve creating analogy-based explanations (like the musician thing) or real-world application scenarios that non-experts can relate to. AI technology is often perceived as complex and inaccessible, so simplifying these concepts helps in building broader understanding and acceptance.

Focus on tech and AI-specific publications alongside mainstream media. Your PR agency can identify journalists and outlets where your story will resonate the most and tailor pitches accordingly. AI startups need to reach audiences who understand and value AI advancements, making targeted media engagement more effective than a broad, non-specific approach.

Media TrAIning

It’s easy to brush media training off and say, “Oh, well that’s obvious, I’ll just sit down and talk about my company and what I know. Lots of people on TV do it.” 

But the truth is that those people making interviews look effortless, hitting their talking points, and boosting their brand are trained professionals who’ve practiced and practiced to be as good as they are. The fact that it looks easy is a tribute to just how hard they’ve worked. As a stealth AI startup, the company has the advantage of making a big splash in an industry that everyone is laser-focused on right now. But it has the disadvantage that its leadership hasn’t been able to get interview reps to prep for big announcements. 

Thankfully, tech PR agencies interface with tech journalists constantly. They’re familiar not just with the stories they write but also with the kinds of questions they ask their interviewers. An agency can run practice interviews with company leadership tailored specifically to their AI technology. They might be surprised at how hard it is to answer well-meaning but unexpected questions on the spot.

What should your exit really be

PR experts will also ask startups coming out of stealth an important question—one they probably haven’t thought of yet: Do you want to make a big splash with this announcement, if so, why? 

The answer to the first question is probably “Yes,” the answer to the second might be “because it’s the done thing” or even “I don’t know.” 

One thing tech PR agencies have that new AI startups don't have is experience with many companies making their first appearances in an industry. They know that sometimes making a huge announcement when a company is still fairly young isn’t a good idea, especially in an industry in AI where new products are popping up all the time. Sometimes it’s better to start with small PR efforts first and build up to bigger announcements. It’s a little like starting a new hobby, say, horse racing. Is the best time to post about your escapades the week after you’ve bought your tack and bridle and are getting ready to do your first race, or after several months when you really know what you’re doing? Which will be the more newsworthy? This logic is important to consider. 

AI startups require a specialized approach to PR due to the inherent complexities of existing stealth and the rapid evolution of the AI field. A tech PR agency, with its deep understanding of the AI landscape, can provide invaluable support in aligning PR with a startup’s business goals. This tailored approach ensures that AI startups can effectively navigate their transition from stealth mode to public engagement, maximizing their impact in the dynamic AI ecosystem.