Tara Silver is a public relations veteran of the D.C. startup scene. In the nearly eight years since she founded SilverStrategy, she's worked with a host of young startups in the area. Some were born here, like Surprise Ride and On Second Thought, others, like Getaround and Hired began operating elsewhere but relied on Silver to help them integrate into D.C.
"My goal is to offer a PR and marketing strategy that works with the goals of my clients," Silver said in an interview with DC Inno. "I try to be an invested partner to my clients, but at the same time I bring the benefit of being an outsider [to the startup] who can see the big picture and challenge [founders] to get creative."
Creativity plays a big part in what Silver offers her clients. She tries to find ways to reach out to the press and public that aren't just the obvious angles. That might mean working to tell the interesting story of the founder or humor that could go viral. It also means putting together events that offer more than the standard cocktails and hors d'oeuvres, like the recent Surprise Ride party (pictured at top), which featured a photo booth, games to play that are featured in Surprise Ride boxes, and was even hosted at a bar whose color scheme matched the company's.
Her client work took over Silver's life for a lot of the last year, until she realized that her branding could use some revamping too. SilverStrategy officially relaunched this week, with a redesigned website that she said not only looks more attractive, but makes it clear the kind of services she offers, and why startups need them.
"Even when a startup gets a lot of buzz and traction for some big announcement, they can lose it when they focus on other things," Silver said. "They need to keep the momentum going [long-term], keep up the pressure with short-term strategies too. That's where I can make a difference."
"The city is really a community that supports and cultivates founders and startups."
The D.C. region's current status makes it certain Silver doesn't lack for opportunities to show clients what she can do. The rising number of startups looking for marketing help keep her on her toes. And the nature of her job means that doing well leads directly to more potential clients.
"I love D.C. The city is really a community that supports and cultivates founders and startups," Silver explained. "It's full of smart people who want to make a difference. Problem solvers are drawn here and there's so much excitement. The buzz leads to more growth and more companies looking to relocate here."
