Wennmachers: PR agencies should be benchmarked on network, not domain knowledge
Margit Wennmachers · a16z Podcast | The Why, How, and When of PR · Jan 2, 2019 · at 23:13
Margit Wennmachers, partner at Andreessen Horowitz, discusses agency selection criteria for early-stage tech startups with partner Kim Milosevic and host Sonal Chokshi.
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“Well, the whole fricking point is that they can help translate this very wonky thing that you do to an audience that will then write it down, have to write it down in plain English to an even broader audience, right? So you don't want to benchmark them on how well do you get your thing? You do want to benchmark on who do they know that is important in your Ecosystem in terms of press analysts, other influencers, pundits, what do they know that you don't know? Because that's precisely the point, right? If they know what you, if you feel like they totally get what you do as much as your other people in the firm, I don't think that's the right benchmark.”
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