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	Nearly every technology company starts small. It might be a couple of technology geniuses with a big vision working out of a dorm room like Bill Gates and Paul Allen of Microsoft. It might be six young consulting firm alumni in an apartment like George Kurtz, Stuart McClure and the four other co-founders of Foundstone (acquired by McAfee in 2004). Or it could be a seasoned CEO who decides its time to play by his own rules like Ted Smith, founder of FileNet. These founders of great technology companies all started small. And they all understood that optimal growth requires good and consistent public relations. Brand awareness and sales leads are the two primary success factors for any young technology company, and in that order. For how can a prospect even consider a product or service if he/she doesn’t know it exists? Public relations is the best way to get the word out both broadly and credibly. Fred Selby of Tech Coast Angels, a network of individual investors who fund early-stage, technology companies in Southern California, currently spends all of his time with early stage companies. According to Selby, “Marketing and specifically public relations are constant topics of discussion. While all entrepreneurs feel that some form of PR is necessary, most entrepreneurs feel they can not afford to make the $25K+ plunge they believe is required to engage a professional firm.” What these entrepreneurial companies are learning is that they don’t need a big agency with huge monthly retainers to get the right exposure for growth. Instead, they need an experienced, strategic firm that understands where and how to focus a young company’s limited marketing resources for the biggest benefit. Young companies needn’t be in every publication to accelerate growth . With the right balance of key media and analyst coverage, speaking engagements, high profile awards, and product reviews, these companies can be off and running much faster than their competitors who may be spending much more. How does a young company identify the right resources to help accelerate their awareness and growth? Referrals are a safe bet. Has the person or company you’re considering helped other companies like yours to grow and achieve their goals? Beware the flashy pitches from agency principals who turn you over to a junior account team once you’re reeled in. Live interviews with your account team are important. Public relations is such a relationship- driven discipline, it’s critical that the person or team you select reflect your company in a professional, knowledgeable and courteous manner. Don’t miss the opportunity to drive early awareness for your company because of the mistaken belief you can’t afford it. Affordable, targeted, strategic public relations for small companies is available and could make the difference between your remaining a small company or achieving your full market potential.