Malaysia aims to propel its startup ecosystem to greater heights, to shine on the global stage.
As entrepreneurs do their best to share ideas with the world, most discussions about boosting the ecosystem frequently focus on three main areas namely funding, skilled workers, and government support.
These factors are undeniably crucial, and I believe discussions on this topic should include a key element that influences startup success: Effective communication.
Effective communication, I realize, is not a popular subject for many, but it needs to be brought to the forefront. I’ve observed it being neglected by many entrepreneurs, hindering their ability to build strong relationships with stakeholders like customers, investors, employees, and/or the media.
Since establishing my public relations practice in 2012 to serve local tech clients (startups and growth-stage companies), providing consultation on communication strategies has been my core service. I’ve witnessed numerous startups facing challenges in effectively communicating their ideas or products, which I would categorize as follows:
Lack of Clarity: Companies often struggle to define how to communicate effectively. This might be due to being too close to the project or using jargon excessively.
Lack of Differentiation: Everyone gets excited about their products, but their unique value proposition may be unclear. If customers perceive a product as similar to competitors, they’re unlikely to switch brands.
Inability to Tell Compelling Stories: Storytelling is a powerful tool for capturing attention and building connections, but it’s a skill many startup founders lack. Without a compelling story, getting stakeholder attention becomes more difficult.
Lack of Communication Strategy: Companies often lack awareness of strategic approaches, leading them to find satisfaction in getting featured in one or two local media outlets. Many mistakenly believe that PR is solely about securing media mentions.
No matter how good a startup idea is, it will lose its appeal if the owner doesn’t communicate clearly.
Many of our local entrepreneurs need support to become better communicators for their startups. This gap may hinder Malaysia’s aspiration if left unaddressed.
I’m glad to see some stakeholders addressing the situation. Accelerator and incubator programs around the country offer examples where founders receive guidance on crafting a compelling elevator pitch and creating a solid pitch deck to woo investors during a demo day. However, the buck doesn’t stop here.
Developing a solid communications strategy requires research and thorough analysis which cannot usually be done in a one-hour session. Furthermore, most accelerators don’t have the expertise to teach startups how to create a media strategy, build a media list, establish relationships with research analysts, or teach small local brands how to gain international visibility cost-effectively.
While startup accelerators, incubators, or similar programs may equip founders with creating positioning statements and investor presentations, the responsibility to create a communications strategy ultimately lies with the founders themselves.
Look around at your local tech scene, and you’ll agree it’s full of potential. Imagine a business with a revolutionary product, but its founder struggles to explain the benefits to the media when they get interviewed. How can this potential be realized?
At the top level, I am glad to see that no matter which party or coalition governs the country, promoting a vibrant startup ecosystem is always high on the national agenda.
At the end of the day, the path to becoming a leading startup hub requires a multifaceted approach. While funding, talent, and government support are essential, effective communication skills can positively influence our efforts to unleash the country’s potential.
With this realization, we could have more effective storytellers to bolster the image of our startup hub and strengthen our national aspirations.
In the meantime, I shall continue making impacts in the ecosystem, one startup at a time.
By Kam Hashim.
Kam Hashim is on a mission to help Malaysian tech companies communicate more effectively. Leveraging his 14 years of experience in tech PR in Boston, he he introduces impactful strategies—a move that has been well-received by local entrepreneurs. In addition, he also spearheads international PR campaigns for tech firms aiming to establish a strong presence beyond national borders.
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