BUPR: Hi Shruti, welcome to Meet the Team! First question, where are you based?
Shruti Makharia: Hi there! I’m based in London 🙂
What are your favourite things about living in London?
Shruti Makharia: A lot, actually! I absolutely love how diverse this city is. At any given point, you’ll find people from all nationalities coming together and calling it home. The food, the culture and the experiences are incredibly varied. One weekend it’s Canadian Thanksgiving, the next it’s Diwali, and before you know it you’re in a Halloween outfit. I love the pace of London, there’s always something to do!
How long have you been at Black Unicorn PR?
Shruti Makharia: It’s been a good seven months since I joined the team.
What are the startup verticals that most interest you?
Shruti Makharia: Working for brands with purpose is always a plus and one of the reasons I love green tech and sustainability startups. Gaming, travel and edtech are other verticals that I really connect with.
What are things you have seen startups struggle with, when it comes to PR?
Shruti Makharia: While startups today are a lot more PR savvy than when I started out in PR, one struggle that continues to exist is deciding the right time to invest in PR. Too soon is a waste of money and too late is a wasted opportunity.
Another ick is the hesitation around media training, which is actually a great tool to get clarity on your key messages and enable smoother conversations. More often than not, startups fail to see the value it brings.
From startups that you see excel with PR, what are some of the things that they are doing right?
Shruti Makharia: Those that succeed usually have a strong product/ service along with a clear long term vision of where they want to be. On a daily basis, they actively take feedback and are more open to new media opportunities that put them out there. They aren’t afraid to share their opinions, even if it’s a bit spicy at times!
What would you recommend to a startup that wants to get started with PR that they focus on first?
Shruti Makharia: It’s always good to begin with knowing the goal you want to achieve with PR. Whether it’s awareness building, driving sustenance or establishing yourself as a thought leader in your space. Clarity helps drive action in the right direction.
What is your top tip for startups that are new to PR?
Shruti Makharia: Get the basics right – your website, LinkedIn, press kit and key messages. While these may seem very basic, it’s the first thing that journalists or clients notice when researching you. Building a strong base is essential. Also, trust the process, building trust and credibility takes time and PR is all about that. It’s not about instant wins, but the results you build are long-lasting.
Are you a summer or winter person? Why?
Shruti Makharia: Summer for sure! There’s no better feeling than a bright sunny day (especially if you are in the UK). Summers generally make me feel more productive and the longer days make up for it even when I’m not.
Favourite cuisine? Why?
Shruti Makharia: Thai is my favourite! The flavours, the colors and the perfect balance of sweet and spicy make it so comforting.
What are your favourite hobbies? /that you are doing atm?
Shruti Makharia: Hobbies… I enjoy DIYs, especially those with art and craft, such a destresser! I also enjoy cycling, a skill I picked up rather late in life. Currently, I’ve joined a dance class and that’s how I unwind on a Friday.
You have a free weekend. Movies and popcorn or outdoor adventures?
Shruti Makharia: A mix of both actually, depends on the mood and weather 😉
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