PR expert Dick Grove of INK PR joins BeyondSaaS. As a PR expert with over 50 years of experience, Host Jason Niedle and Dick Grove discuss the critical role of public relations in the growth of tech companies. They discuss the evolution of PR, the importance of earned media, and how storytelling can enhance a company’s credibility. Dick shares insights on overcoming growth plateaus, measuring ROI in PR, and the future of PR in the age of AI. The conversation emphasizes the need for tech companies to find and tell their unique stories to gain media attention and build credibility.
Takeaways
- PR is essential for tech companies to build credibility.
- Earned media is more valuable than paid media.
- Storytelling is crucial in PR to engage the audience.
- Tech companies must find newsworthy angles in their stories.
- Hiring an external PR firm can provide fresh perspectives.
- Credibility in PR is hard to measure but vital for success.
- Mid-stage companies often make mistakes in their messaging.
- AI is transforming the media landscape and PR strategies.
- Understanding the media landscape is key for effective PR.
- Every tech company has a unique story that can attract media attention.
Sound Bites
- “You need a good story to get media attention.”
- “Every tech company has a story worth telling.”
- “AI is changing the landscape of media and PR.”
Show Notes
See Full Transcript
Jason Niedle
Today we’re talking with groundbreaking PR guru Dick Grove of INK PR about the place of PR in growing your tech firm. Welcome to Beyond SaaS, Dick. Before we jump in, do you have a golden nugget for us today?
Dick Grove
Thanks for having me. My golden nugget is a tool I’ve been using a lot lately—Read AI. It helps take notes during Zoom or Google Meet calls. Since my hearing isn’t great anymore (thanks to five years in the entertainment biz and some really loud speakers), this app gives me transcripts and summaries of conversations. It’s been a game changer in making sure I understand client needs clearly.
Jason Niedle
Love that. Mine is an app called Fabulous—it’s about habit-building. It helped me realize I only control this one moment, and by getting one thing done now, I affect everything. Super helpful for staying focused.
To give some context: Dick has over 50 years of experience in PR, crisis management, and communications. Nearly 30 years ago, he founded INK PR, the first firm to offer pay-for-performance PR—clients only pay when results are delivered. He also wrote It’s the Media, Stupid! PR without the BS. Dick, give us a quick overview of what you do now.
Dick Grove
We pioneered the pay-for-performance model. Clients pay based on coverage we land—not the coverage we try to get. We do charge a small retainer in some cases, but the idea is to share the risk. Our success is aligned with theirs.
From the start, I hired top-tier people with PR and media experience, and let them work from home offices—something unheard of 30 years ago. Many of them are still with me today.
Jason Niedle
Wow, that’s impressive.
Dick Grove
One myth we deal with constantly is the idea that PR success is about “who you know.” Sure, we know a lot of people—but the real skill is knowing how to pitch. We don’t blast press releases and hope for the best. We craft newsworthy stories that editors and journalists want to publish.
The media landscape has changed a lot—print is dying, everything’s digital now. We’re dealing with podcasts, influencers, online outlets. But earned media—getting a third party to say something good about you—still has huge value.
Jason Niedle
Why should a tech company prioritize PR when they already have paid media, social, and content marketing?
Dick Grove
Because PR builds credibility. You can talk about yourself through ads, but when an independent outlet says something good, it hits differently. It gives you trusted, third-party validation. And that content can then feed into your other channels—social media, paid ads, etc.
Jason Niedle
So where does storytelling come into play for tech companies?
Dick Grove
It’s everything. You can’t just list facts and features. You need a tale—who’s the protagonist? What’s the journey? Even something as simple as a new hire needs a story behind it.
Jason Niedle
How do companies find that story when they’re just focused on their product?
Dick Grove
That’s exactly why I wrote my book. We’ve developed a list of ways to find newsworthy angles—from your history, your leadership, how you operate, even the data you collect. Media loves data. Or maybe there’s a human-interest angle. Our job is to dig deep and find what makes you different.
Jason Niedle
You triggered a thought—tech companies are trying to sell a product, but the media is trying to sell interest. That’s the mismatch PR bridges, right?
Dick Grove
Exactly. The media wants something interesting. It could be a photo on a Zoom call background, a founder’s childhood experiment—anything that stands out. That’s what our team is trained to look for.
Jason Niedle
Okay, slightly off-topic, but I see a hand sculpture in your background…
Dick Grove
Ha! That’s a sculpture that taps its fingers when you wind it up—as if it’s getting impatient.
Jason Niedle
Let’s talk about companies that plateau—say, $10M in revenue and stuck. How does PR help them break through?
Dick Grove
Start by bringing in outside perspective. An external PR firm can give a fresh, objective look. We revisit your past wins, review your positioning, and find new stories to tell. Sometimes we even circle back to media contacts from years ago with an update—that can work surprisingly well.
Jason Niedle
What about ROI? Every CMO and CFO wants to know the return.
Dick Grove
Honestly? There is no precise ROI for PR. You can’t directly tie a story in The Wall Street Journal to X dollars in revenue. Yes, you can measure sentiment changes over time with polling or track brand lift through campaigns. But PR isn’t sales—it’s credibility.
Jason Niedle
So if I can’t measure it, what’s the must-have reason to do PR?
Dick Grove
Credibility. It’s intangible, but it matters. When a third party validates you, it builds trust. And trust drives consideration. The more credible you are, the more likely people are to believe in your brand.
Jason Niedle
Are there common mistakes mid-stage companies make when approaching PR?
Dick Grove
Many think they can do it in-house or delegate to their digital marketing team. But writing a press release and blasting it to TechCrunch isn’t PR. You need storytelling, strategic media targeting, and consistent outreach. And you have to be thinking about how to reach wider audiences through trusted media—not just shouting into the void.
Jason Niedle
What trends do you see coming in the next year?
Dick Grove
AI is the big one. But there’s a lot of confusion around it. Everyone’s calling themselves an “AI company” or using AI in pitches. Some media outlets have started rejecting AI-generated content. We use it sparingly—like running proposals through a chatbot for ideas—but our work is still very human-driven.
Jason Niedle
Alright, let’s shift gears. Give me a Harley story.
Dick Grove
A few years ago, I was riding through Mexico with friends when my voltage regulator blew. No Harley dealer in sight, so we strapped a Volkswagen battery to the back of my bike with bungee cords and rode 600 miles back to the U.S. No voltage control—lights were popping—just had to ride like hell. And we made it.
Jason Niedle
That’s amazing. What do you love about your new Indian bike?
Dick Grove
It’s lighter, more maneuverable, and more powerful than my Harleys. My old bikes were big touring models—heavy. The Indian Chief Bobber is nimble, has more power, and if it tips over, I can actually pick it up. We’re planning a new ride later this month—just motels, diners, cigars, and the open road.
Jason Niedle
Sounds like heaven. Where can people learn more about you and your services?
Dick Grove
Visit www.inkincpr.com or email me at dgrove@inkincpr.com. My book It’s the Media, Stupid! is also available on our site and on Amazon. And if anyone has a good Harley story, I’m always game to hear it.
Jason Niedle
Thanks for being on Beyond SaaS, Dick. To our listeners—if you’re leading a mid-stage tech company and looking to grow, let us know your thoughts. Like and subscribe, and we’ll see you next time.
