The start-up community is arguably one of the best organised communities. Conferences, seminars, training, opinion leaders. You could say they are anticipating the trend of building and managing communities – will this be the reality of the next few years? Is this a universal approach also for large entities, such as corporations?
What particularly fascinates me is the subtle borderline between a Corporation and a start-up business. Currently a niche has appeared for interdisciplinary specialists, who combine Business Development departments of large companies employing thousands, with young start-ups. Such people become a bridge between the world of “colossi” – mature adult corporations and the world of “the sprinters” – young, dynamic, flexible start-ups. In fact people have realised that the creative and innovative potential of a start-up is way above that of a corporation.
Incidentally the very fact that Corporations cooperate with the start-up world is a good example of innovation. In this case it involves a business process, outsourcing of a new type of R&D Department.
What is the biggest challenge for a start-up? How to build one’s own narrative and then to stay on course with the idea, which continues to evolve?
I have the significant advantage over other communication experts or PR agencies that 2 years ago I launched a second company, which I treat as a start-up. It is the innovative NieZwykła Gra Rodzinna™ Pytaki (Askers – UnUsual Family Game). Thus I can share my personal experience with such an operation rather than speaking only from the point of view of a communication consultant. In our company, which operates in the traditionally understood entertainment sector, most important of all is the story behind the product. In our case it is not just one story, not just a few but in fact between 10 and 20.
As a promoter of storytelling I am a big fan of the art of marketing communication based on storytelling. I do realise that with some products or services it may be difficult if not impossible to create such stories. I had the fortune of coming across a product, which in fact literally demands that new fascinating stories be told with and about it.
And one more thing, about our PR market rather – is it innovative or not?
The PR market in Poland as a whole is definitely not. It is still dominated by old agencies, which had developed their business model in the ‘90s and are now unable to keep up with the pace of changes, which occur particularly fast on the media market. The best illustration of that is the complete missing of the opportunity and losing the market for digital and social media. Only recently the largest PR agencies in Poland started to develop these competencies or to buy existing companies, which emerged right in their faces in the last 2-3 years.
There are naturally some shining exceptions. Innovative companies, which were able to combine traditional Public Relations with modern media and tools.
Michał Kreczmański – Entrepreneur. Since more than 10 years ago he has been providing professional Public Relations and Communication services for Top Management; since 6 years under the Kreczmański.com brand. Mr Kreczmański creates valuable projects, which serve people he likes. The first of them is NieZwykła Gra Rodzinna™ Pytaki.