Augur Unbound at Web Summit

They say it’s bad form to turn up to an occasion empty handed.

So for Web Summit, as well as supporting Lisbon superstars Unbabel, we wanted to bring a little extra with us.

For the first time, we’ll be bringing our Augur Unbound programme to Web Summit.

Free PR

The idea of Augur Unbound is that “unsexy tech” companies pre Series A shouldn’t be wasting their time thinking too much about PR.

And at the same time, our real service for ongoing clients is much more than just emailing news to journalists.

Therefore, if we meet a company that has an interesting story pre Series A, we’ll share it with a handful of the right influencers for free.

And if it’s not a story, we have the perfect incentive to tell you honestly.

Why do we do it?

  • There’s no better source for journalists than a story shared without financial incentive. It sets the precedent for everything we share and helps calibrate our awareness of which stories help.
  • Helping the right companies thrive earlier on benefits the entire ecosystem.
  • Our mission is to re-engineer PR and Comms for fast-growing tech companies. By “giving away” what people think of as part of the main proposition, it helps us concentrate on the areas that really provide value over the longer term.

Why listen to us?

Augur’s founder (or, me, as I like to call myself), has experience in this space and the honesty to dispense it concisely:

  • Worked briefly at Wired and has written about tech and culture for Quartz, TechCrunch, the Guardian, Telegraph, tech.eu and more.
  • Led comms from Series A – C for Tradeshift, a now $750M+ valutation B2B tech giant
  • Ran a community of 3500+ tech journalists and PRs, with members from Apple to the Economist

Who and How?

As you may have noticed, our specialism is “unsexy tech” — think Fintech like GoCardless, Tradeshift or Pleo, omnichannel tech like BookingBug and Birdback, devtech like Pusher and SaaS like Apperio or Glofox.

This is the sweet spot and really the lens for our experience and advice.

If you’re just another consumer app, crowdfunding permutation or (god forbid) a Transferwise ripoff (what’s with those), you might be better off seeking help elsewhere.

If you think you have a story, get in touch and we’ll let you know.

Augur: Desert Island Podcasts

I feel like podcasts can be one of the most convenient ways to stay up to date on what smart people are talking about today.

As a result, a lot of our thinking is informed by this channel, playing to our interest in areas like writing, strategy and modern workflow.

It seemed about time we assembled some of these recommendations for anyone else looking to expand their selection.

Exponent

Ben Thomson and James Allworth host this weekly session discussing the latest news from the tech industry, from what I’d call the “MBA” perspective.

That means considering areas like bundling and unbundling to create value, digging into the real incentives behind decisions made and just generally taking the analysis one step deeper than most other sources I find.

The Talk Show

John Gruber continues his deep look at Apple from Daring Fireball — I think he describes this podcast as a kind of Director’s Commentary to the posts there.

What’s great about Gruber is I can’t think of many other writers who so fully get under the skin and mentality of a business. That can extend a little too far, to the point where he really can’t quite conceive why a company like Google takes a different direction — but that’s fine, because he doesn’t claim to be a journalist, he’s just a guy sharing how he sees the world.

Also a good pick because the podcast has timestamps throughout, letting you jump to the sections you are most interested in.

Startup

Each series has explored slightly different aspects of starting a business. Series 1 was the story of the company that publishes the podcast, it’s attempts to get funding and its eventual success. Series 2 mapped another business in a similar way. Since then, they seem to have moved into shorter series focusing on a wider variety of entrepreneurs.

Recommended for its easy listening tone and its acceptance that the startup world is not at all glamorous.

How I Built This

Like startup but each episode interviews a different founder, and across a broader range of industry.

The Ezra Klein Show

Interviews with thinkers, generally toward media and politics. Ezra seems as interested in process and productivity as we are — and interviews with the writer of Deep Work have provided recent inspiration for improving our workflow.

Longform

If you truly care about how editorial is created and where great writing comes from, this is a masterpiece. It speaks with some of the most influential and prolific writers of modern times, about the challenges of what they do, how they consider and piece together narrative.

Account Executives cranking out press releases, it is not.

Start the Week

A Radio 4 classic, but if you’re not familiar, a kind of magazine show that focuses on a particular topic each week with experts from the area. This is the kind of source that gets us thinking about tribes of “I vs We” in PR.

Page 94: Private Eye

Politics is only ever a small hop from the PR world, and Private Eye continues to balance fearless scrutiny with casual humour as it considers the area. I find it a good reminder that the truth is not as far beneath the surface in society as it can sometimes feel.

Chopper’s Brexit Podcast

I’m desperately trying to get outside my bubble and hear views that conflict with my own. I tried some Breitbart podcasts, but couldn’t bear it after a certain point — by contrast, I feel the Telegraph is just pro-Brexit enough to give me a taste of the other perspective without driving me mad.

It’s a useful reminder of the importance of seeing both sides.

BONUS App recommendation: Overcast.fm

This is my preferred podcast app, created by Marco Arment of Tumblr/ Instapaper fame.

Its SmartSpeed function accelerates a podcast by removing the silence between words, meaning you don’t end up with everyone sounding like chipmunks.

Apparently it has saved me 148 hours, so just excuse me while I decide what to do with all that spare time.

Image credit Gizmodo

There’s no need to define PR — we must do different things.

From Max’s recent piece for Influence, the official publication of the CIPR:

Augur exists to focus on strategic plans and implementation – above all else.

Everything we do is designed, and redesigned toward that priority. For us, it’s a more important core competency than any specific hands on skill or specialism, and that means there are many types of work and projects we choose not to do.

That means, despite the fact I’ve written for all sorts of publications and our team includes members trained by the BBC, we choose not to sell our time writing. Instead, we use that experience to be a great editor, and consider how an editor would generate great material.

That’s the thinking behind Augur Edits – instead of developing ideas that imitate journalists, we brief them and invite ideas they would normally pitch to top tier editors.

Similarly, we don’t believe the future of this industry is in high-pressure ‘sell-ins’ where you claim your value is being able to smash your way into the news agenda and justify every call and ‘did you get my press release?’ Instead, Augur Unbound is a programme by which we will pitch good stories to influencers, for free, from anyone who really needs it.”

Work at Augur

One of the reasons I founded Augur is because I believe too many agencies take really talented people and completely waste their time.

They squeeze them dry on hopeless, demanding clients, shackled to ancient inefficient processes and force them to crawl across coals just to be rewarded fairly.

We can do better.

Augur is growing and we are looking for the people who will become new cornerstones of what we build.

We believe the people who make agencies thrive are the hard workers that short-circuit bureaucracy and prioritise ruthlessly to make things that matter happen.

We don’t believe everyone has to be a jack-of-all-trades. We believe there is one core unit of success in this business: getting shit done. If you get that right, you can involve your specialism alongside it, whether that’s data, creating material, delighting clients, or anything else.

Benefits of working at Augur include:

  • Unlimited R&R days
  • Quarterly bonus scheme
  • Company iPhone and MacBook
  • Gym contribution
  • Mobile working kit

Here’s what we’re looking for — but, if these ideas resonate with you, we should talk anyway, regardless of anything you read below. Email augur+jobs@augur.london.

Strategists

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This is the primary unit of Augur. Our Strategists make things happen.

If you have 4+ years of experience and are looking for an environment where everything is designed around delivering strategy, measuring it effectively and iterating on it for clients, this is for you.

It includes:

  • Campaign management and execution
  • Campaign iteration: suggesting strategic, creative campaigns that grow the business
  • Development of skills inc. attention to detail and refining systems
  • Market awareness, including new channels and industry trends

This is a sketch. If you think it sounds interesting, fill in the blanks for us by emailing augur+jobs@augur.london and let’s have a coffee to improve it together.

Incubation and Acceleration

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The future of Augur will be built on finding fresh, raw talent that we can nurture and train before other agencies get their grubby mitts on them.

The focus of our Incubation programme is similar to the startup world: We invite intern-level individuals to pitch us an idea for a project to work on across 3 – 6 months. We will then commission the best ideas, and support them to achieve it, while they learn about how we work.

The project should relate roughly to areas where our interests overlap — for example:

  • Delving into Google Analytics, measurement and evaluation in excruciating detail
  • Writing every single day, including regular features ideas that will help them learn about our industry
  • A video project that gets under the skin of our clients’ challenges and produces an episode a week

They will have to justify this endeavour against their wages, building in a mindset that is aware of the value of the work we do, against the effort we put into it.

If they thrive in this unique opportunity, we will move their project into Acceleration, providing more resources or learning from it to integrate it into Augur’s processes.

This project is an experiment, and will be driven by the success of the first participants.

To take part, contact augur+jobs@augur.london and tell us how you would use the time.