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iStock 585058434
iStock 585058434

Ex-Edelman Director joins PR-upstart providing Pre-seed to Series A startups with tools to share stories and build relationships with journalists directly

LONDON, Monday, 16th January 2023, 9am: Following time at Edelman as Head of Emerge UK, Edelman’s department serving startups and scaleups, Camille Oster has joined PR operating system startup MVPR as Director of Operations. She joins ex-Edelman Emerge colleague and MVPR Founder & CEO Tom Lawrence, who launched the company in 2021. In her new role, Camille will be in charge of developing and scaling the firm’s operations and partnership ecosystem, and driving employee development and hiring.

Founded in April 2021, MVPR (Minimum Viable Public Relations) aims to become the default PR solution for all early stage startups looking to build their brand and attract customers, employees and investors – while building relationships directly with journalists. “PR has grown to be an expensive marketing channel that offers few actionable insights and little justification of ROI. Some agencies take advantage of a lack of knowledge and access in the space to force heavy retainers on startups that don’t have good alternatives. Especially now, with pressures on companies to reduce burn, there’s a need for more cost-effective solutions. We want to level the PR playing field by bringing better data, automation and transparency to the space, and make the cost of early stage startups’ communications efforts more success-based.” said Tom Lawrence, Founder and CEO of MVPR.

“As a pre-series B startup, it’s pointless for you to hire a team of consultants to drive your media relations. You are likely 100% focused on building the product, and don’t have the time or money it would take to make an agency relationship worth your while – yet you still need to put your news and stories out there. What Tom’s done with MVPR is offer a way for startups to easily build a journalist-friendly shop window and get educated on PR tactics at a basic level. For me, it’s an opportunity to lower the barrier to entry for PR support and influence how the industry adapts to adopt a data-first mindset, meaning more interesting professional paths at every level. I’m really looking forward to working on both”, Camille commented.

“I’m excited to have Camille join us. After working alongside her at Edelman, I already knew the knowledge and operational maturity she would bring to the team as we focus on adding more features for clients and journalists this year. Together, we experienced first hand the lack of efficiency and the frustrating processes at play in the industry. It only makes sense that we join forces now to scale MVPR’s vision and provide a robust, self-serve alternative for PR support.” said Tom.

MVPR currently works with pre-seed to series B stage startups backed by leading European VCs including SpeedInvest, SoftBank Emerge fund, Seedcamp, LocalGlobe, Balderton and more.

You can access our own media page on the MVPR platform here where you’ll find downloadable headshots and product visuals.

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About MVPR

MVPR (Minimum Viable Public Relations) was founded in 2021 with the aim to become the default PR solution for all early stage startups. MVPR offers a subscription based, self-serve interface that gives startups without the money to use PR agencies and the time to create content – a direct way to land stories and build relationships with journalists. Combining a platform which delivers data-driven media interactions & coverage with light touch senior PR counsel, MVPR aims to create a new standard for public relations focused on data, transparency and efficiency. For more information, visit

Press contacts – M: +447969 252570 – M: +447544272494

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