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LESSONS FOR A FOUNDER - 10 Things a Start-up Company Should Consider When Writing a Communications Plan

last modified May 30, 2019 12:47 PM
Lorna Cuddon set up Zyme Communications 10 years ago to focus on early stage life science companies as she saw a gap in the market for a Cambridge based company. At our recent B3 event Lorna shared what an early stage start-up needs to consider in their communications. She first touched on why you need it. Communications is essential to support corporate objectives; whether its raising investment or creating commercial leads and sales revenue, establishing partnerships or raising the company profile to support a recruitment drive – the comms plan can help! We took the top 10 tips from Lorna’s talk – read on to find out what you can do to up your communications game.

1. Start with being very clear in what you are trying to achieve-all your communications should be aligned to support that. It might be nice to send out a press release, but it needs to be on message – always ask yourself, is what I am doing from a comms perspective supporting my corporate objective.

2. Who do you need to communicate with – it might be investors or you may be thinking about attracting customers – whichever, you need two very different types of communication for those two different groups. 

3. Where are they based – if they are local then stay local, you don’t need to appear in a national paper to attract a local audience

4. Where do they source their information- there’s no point in being in the Sunday Times if your potential client base doesn’t read it. 

5. Develop a clear message – be very clear in what you are offering and why your target audience should be interested. Be aware of what your competitors are saying and what makes you unique.

6. Keep Communications simple and avoid hype– think about how you pitch your offering and how to make it clear to those with different levels of technical understanding. A non-specialist journalist will have a very different level of technical understanding than the you.

7. Engaging with journalists– you will need to use a certain style of communication if you are sending a press release, which will be different to the style required for a promotional piece. Make sure you adjust to fit.

8. Create a communications plan– think about how you can link in milestones, news flow, conferences and events. 

9. Develop your materials– branding, website, social media, press releases, articles and interviews. Consistency is key. Make sure what you are saying in your talk is consistent with what’s on your website – your audience will be looking.

10. Measure regularly– if you are not getting the results you are looking for then you need to adjust your communications strategy and messaging to suit. 


Lorna Cuddon, Managing Director of Zyme Communicatons presented this information at an ideaSpace event – Basics of Building a Business. To find out more about Lorna and her company visit


To find out more about ideaSpace, a community of founders, innovators and entrepreneurs who are working alongside each other at one of our three locations, visit email– we’d love to hear from you!





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