The Ethical Assembly, the Climate & Social Justice Summit, took place in early October, and of course we at Canela couldn’t miss it. Through a dynamic mix of lectures, speaker panels and workshops, the event provided a vibrant international platform where diverse voices address issues of circular economy, regenerative agriculture, energy transition, food systems, ethical fashion, urban regeneration, impact investing and climate technology and much more.

After giving a talk on the lessons we can take from Mother Nature into our professional lives, our director in Portugal, Catarina Oliveira, and myself had the opportunity to run a workshop on the 7 deadly sins that startups tend to commit in terms of communication and marketing. Take a look at some of the mistakes we shared in that session that we hope you will find useful:
1. Putting PR and advertising in the same plate
In advertising, when we convey a message, we ensure we have total control over it. In PR, the messages go through a third party who controls them—the journalist. If at first glance we might think we’re taking a bigger risk, looking closely we realize that it’s a huge added value: when we say that our product is good, the public receives the message in one way, but when it’s someone else saying that our product is good, that’s when we give the message credibility.
2. Believing that if it can’t be measured, it has no value
We know about the need to obtain quantitative results in order to justify investments and carry out analyses, but when it comes to brand awareness and reputation, it’s more difficult to measure. Just as on social media it’s better to have a strong and engaged community than a large number of followers, in public relations, an in-depth article that conveys the right messages is more valuable than several small mentions. At the end of the day, it’s quality and not quantity that counts.
3. “We’re a Startup, so we don’t have a budget”
There are several solutions for positioning our brand, and if we decide to hire an agency—regardless of the sector—we must ensure we have the budget and resources to guide the project. Otherwise, it’s better to invest that time in small communication efforts that can make a difference to our business, such as building a strong community on LinkedIn.
4. Being obsessed with the competition
It’s crucial to identify our competition and thoroughly analyse their strategies and results. However, this monitoring shouldn’t be so exhaustive that it takes our focus away from our own brand and strategy. We believe a monthly analysis of competitors’ activities is enough to give us an external view of what’s happening in the industry.
5. Having only a short-term vision
Startups often have only a short-term vision of what they want for their business. Don’t fall into that trap! Long-term visions and goals give us hope and ambition, and they can be the solution to overcoming various obstacles that arise along the way.
6. Neglecting the importance of the local market
Local media want local data, and there’s no way around this. If we are opening a business in Portugal, it’s essential to explain clearly and with the help of local data, what problem our product or service can help solve.
7. Expecting the front page
Front pages are reserved for the most important current affairs. We’re talking about political issues, government matters, wars, and unprecedented events. Outside of that, it will be very difficult to secure a front page in any newspaper. Just adjust your expectations to the reality of the media landscape in the country where you’re operating.
Do you want to avoid these 7 mistakes in your company? Contact us