Interview with Michael Yardeny, PR expert and mediator

Michael Yardeny, a PR expert and mediator for startups from the Gold Ventures Incubator, on effective networking, and the importance of social media presence.

What is the most interesting part of your work within the Gold Ventures Incubator?

I connect startups and investors. I go to events, lectures, and collect information about companies. The next step is to make sure there is a good match between an investor and a startup. And if the result is positive, we sign a finder’s fee agreement. I also invite our VC partners to different events, and take photos – it is part of the PR job.

How did you start providing independent consulting services?

As I already mentioned, I go to high-tech lectures in Tel Aviv and I meet many people.

I see that most of them have difficulty starting a conversation. And I ask myself why it is like that – why they can’t approach another person. I think it’s an emotional block, something holding them back. So I decided to be a mediator in this process and help people connect.

Could you please share some tips for effective networking?

In fact, they are quite simple. If the event starts at 8, you should come by 7 to meet the attendees, including the host. The second step is to come up to people and introduce yourself, ask what they do, very basic things. That’s my secret – I am Michael. That’s how I start to mingle. And even if they seem to be occupied with their phone or laptop, I still come up and ask them questions about the event: Have you attended another lecture like this? How did you start working in your sphere? What are you looking for right now? Can you recommend another event that is worth visiting? What is your passion?

How can you help startups achieve their goals?

When I start working with them, we usually have a couple of goals. First of all, they often look for a co-founder or partner, CTO, CFO, Biz Dev or even a programmer. And I have all the necessary contacts because I go to specialized events, and these are the people I mingle with.

Another service is investor relationships, which I have already mentioned.

I find investors for companies and help establish a connection.

I can also arrange interview podcasts and articles on Israeli and international websites, organize events and invite the right people. Also, I teach how to network one-on-one, share advice on how to do it properly, how to approach, how to talk.

What are the most important things for the success of a startup from the PR perspective?

From my point of view, it’s crucial to establish constant social media presence – regular news from the company, posting on the facebook page at least 2-3 articles per month. Also, create podcasts, interviews, so that people get to know the CEO, CTO, the team behind a product.