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Specifics of PR Activities in Startups
Abstract
The article discusses the features of public relations in the activities of startups, including their communication with the external environment, as well as internal PR. Approaches to the definition of the term “startup” are analyzed, its authors’ interpretation is given, the features of key actors both within startups (the founder, the team) and in the external environment (individual and mass investors, venture, grant funds, etc.) are considered. Based on the study of the key stages of the startup life cycle, a set of necessary PR methods for establishing and maintaining the functioning of a startup, its communications with the external environment, and crowdfunding startups, including its three main types: crowdfunding, crowdlending, and crowdinvesting, are identified. Special attention is paid to the problem of conflict communications of interpersonal, group, and intergroup nature, which have a significant impact on the survival and development of startups. The authors consider the specifics of internal PR in a startup, due to the features of its communications that distinguish it from a traditional organization. The role of interpersonal factors of a highly stressful nature of activity resulting from the need to achieve results in conditions of limited time and low standardization of tasks is determined. Significant new trends are revealed that change the composition of the conflict subjects in startups and the nature of their interaction.
The research analyzes the strengths and weaknesses of scientific texts produced by various artificial intelligence (AI) programs available on the Internet. The research aims to determine the extent to which scientists and university faculty can currently rely on AI achievements. By applying fundamental general scientific methods of analysis, the authors conclude that neural networks are useful in scientific discourse for writing formulaic texts, which broadly include annotations, reviews, and news reports on research discoveries (for popularizing university activities on websites and in the media), for selecting illustrative material for presentations, and in educational activities as a tool for students’ independent work in planning future scientific texts. However, neural networks cannot currently significantly aid in scientific work because they lack critical thinking and the ability to conduct innovative scientific activities. Additionally, the most significant weaknesses of AI include the absence of emotional intelligence and the pedagogical skills necessary for training new scientific personnel.
The research aims to analyze the nature of the changes occurring in public relations due to the emergence of Web 3.0 as a new information technology reality. The research uses systemic and structural–functional approaches, retrospective analysis, and analytical methods. The ubiquity of Web 3.0 technologies and the powerful PR campaign regarding the lack of alternatives to the broad adoption of ESG goals for positive reputation and success of organizations somehow conflict with traditional business goals. The shift of dominance toward the public and the weak controllability of emerging communication channels and schemes that sometimes simply remove the organization from communication on its account require transforming the practices of interaction between organizations and their public. Based on the analysis of changes in marketing, ESG, PR, and Web 3.0 practices, the authors identified significant contradictions for organizations: (1) economic and ideological—between the idea that business is responsible only to its shareholders and the idea that business has a broad responsibility to society or a multitude of stakeholders; (2) economic—between business interests to maximize profits for shareholders and the inevitable additional costs of implementing the ESG agenda; (3) technical and ideological—related to the incompatibility between the “control paradigm” over communication flows and the “democratization of communication” paradigm; (4) technological—between the need for the existing hierarchical centralized communication structure for full control over the organization’s information flows and the decentralized architecture of the growing Web 3.0; and (5) “PR-ideological”—competition between the manipulative model and the model of two-way symmetrical communication.
Startup companies are newly born companies which struggle for existence. These entities are mostly formed based on brilliant ideas and grow to succeed. These phenomena are mentioned in the literature of management, organization, and entrepreneurship theories. However, a clear picture of these entities is not available. This paper tries to conceptualize the phenomenon, i.e. “startup,” and recognize the challenges they might face. After reviewing the life cycle and the challenges, the paper concludes with some concluding remarks.
This paper reviews 20 years of research on the angel segment of the venture capital market. A lot has been learnt from one-shot studies of the attitudes, behaviour and characteristics of business angels. Taxonomies have been developed. However, we now need systematic insights into the dynamics of the angel market. The paper calls for longitudinal studies of angel and entrepreneurial behaviour, information flows, links to other market segments, information quality, formal and informal networks and the latent angel problem. The research base needs to be put on a solid theoretical and conceptual foundation. This research will provide the guidance required by public policy to unlock the capital and know-how of the millions of latent angels.
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