How External Communications changes as a company grows from Startup to Scaleup

When a company is first starting out, its external communication efforts are often focused on getting the word out and building brand awareness. As a startup grows into a scaleup, external communication becomes more complex and multi-faceted. In this article, we will discuss how external communication changes as a company grows from a startup to a scaleup.

From Networking to Strategic Partnerships

Startups are often in the process of refining their message and value proposition. At this stage, external communication may be limited to social media, press releases, and networking events. The focus is on building relationships with potential customers, investors, and partners. As the company grows, external communication needs to become more targeted and strategic. This may include developing a comprehensive public relations strategy, creating a thought leadership program, and investing in paid media.

Brand Scaling

One of the primary challenges that scaleups face is maintaining a consistent message across all communication channels. In order to do this, a company may create a communications team or hire an outside agency to manage external communication efforts. This team will be responsible for crafting a consistent message and ensuring that it is communicated effectively through all channels. This may include developing brand guidelines, creating content, and managing media relations.

Internationalization; culture, barriers and language

As a company grows, external communication may also become more international in scope. This is particularly true for companies that offer products or services in multiple countries. At this stage, external communication efforts will need to take into account cultural differences and language barriers. This may require translating content into multiple languages, developing local market strategies, and creating partnerships with local businesses.

Reputation & Crisis Management

Another challenge that scaleups face is managing their reputation in the public eye. As a company becomes more visible, it is more likely to attract attention from the media and the public. This means that external communication efforts will need to include crisis management strategies in the event of negative publicity. The company may need to develop a crisis management plan, invest in media training for key executives, and create messaging that can be used in the event of a crisis.

Stakeholder Engagement

Finally, as a company becomes a scaleup, external communication efforts will need to include stakeholder engagement. This may include investors, employees, customers, and partners. The company will need to communicate with these stakeholders regularly to ensure that they are informed about the company's progress and plans for the future. This may include regular updates, town hall meetings, and investor relations efforts.

In conclusion, as a company grows from a startup to a scaleup, its external communication efforts become more complex and multi-faceted. The company will need to invest in a comprehensive external communication strategy that includes public relations, thought leadership, paid media, stakeholder engagement, and crisis management. By doing so, the company can build its brand, manage its reputation, and continue to grow and succeed in the marketplace.

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