Figma's Nairi Hourdajian and Greylock's Elisa Schreiber | Startup Storytelling

Startup communications require a clear, bespoke definition that encompasses external storytelling, internal engagement, and community building. Founders should avoid hiring full-time communications staff until they achieve product-market fit, as the founder remains the primary storyteller in early stages. When navigating crises, the "OR" framework—overcorrecting, taking tangible action, and knowing when to retreat—prevents existential damage. Transparency serves as the bedrock for internal communications, especially during sensitive transactions, as employees possess high sensitivity to inauthenticity. Media relations should function like corporate development, focusing on long-term relationship building rather than transactional, cold-pitching tactics. Nairi Hourdajian, VP of communications at Figma, emphasizes that communications leaders must act as "storytellers-in-chief" who are willing to challenge founders, ensuring that messaging remains accessible and aligned with the company’s long-term vision rather than getting distracted by competitive noise.