Over the last few decades I have had the opportunity to be a part of scores of product launches, company announcements, promotional campaigns, PR initiatives and the like. With each effort I try to evaluate what went right and what could have gone better. Fortunately I've been involved in many more programs that have gone right than not. Some campaigns have been funded very well while others were simply done on a shoe string. Some focused on extremely timely products and some on products in over-crowded segments. 

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If you’ve heard it once, you’ve heard it a hundred times: Becoming a storyteller with a compelling narrative to communicate your message is the key to resonating in today’s world.

Indeed, this is the contemporary way of marketing - and it isn’t going away any time soon. Before every marketeer was required to be a storyteller, we were focused on the 4 P’s (product, price, place, and promotion). While the 4 P’s were tangible, measurable and made for solid marketing plans that could be benchmarked to competitors, we are now (and have been for a while) operating in the murky waters of telling stories – and using messaging frameworks and narratives.  

While storytelling might not seem very practical for serious tech companies, there is nothing frivolous about a good story. Good stories put the reader or listener first, engage and help businesses from start-ups to publicly traded corporations, build a following, engender trust and move the sales needle. 

A story is your brand in action.

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Fall is here and the weather is changing – that means the year will soon come to a close. There is no better time than now to reflect on the notable achievements of the year – and look to the new market opportunities that are to come in 2022.

It’s such an exciting time to be in technology! This past year, we witnessed historic space launches by not one, but two ambitious billionaires. We also saw AI take hold across a wide array of applications and blockchain continue to drive the Fintech revolution. Many of us worked from home in our virtual offices, launched products at digital events, and Zoom meetings continued to be a part of our daily lives.

No doubt you had your own big news and milestones in 2021. Now is the time to connect the dots and tell your reflection story. 

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Virtual trade shows have become a cornerstone of life during COVID-19.

Even with hopeful signs beginning to emerge, the public health crisis continues to shape enterprise strategy. Most organizers have come to the conclusion that the 2021 convention season will remain virtual. As virtual events g...

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We all love getting positive media coverage. It gives us a credible ‘thumbs-up’ and gets the word out about what we have to offer and how we make life better for our target audience.

But today, the breadth of publications has lessened as the publishing world continues to be transformed by...

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No doubt these are unusual times. My natural life rhythm has been hijacked by a pandemic.

While I cannot ignore the enormity of this crisis and can’t help but be saddened by the toll it is taking, I have come to appreciate some of the good things that come from everyone being in the same boat.

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It’s a simple truth: presentations are always about sales. Whether selling the potential of your company to get funding, selling a product, or selling a new approach and educating to enlist supporters – the list goes on. If you’re giving a presentation, you’re selling something. In fact, I’m confident that you’d be hard pressed to think of a situation where you’d give a presentation and not be selling something.

When it comes to sales, you have to put things in context. Just providing the facts and allowing your audience to interpret them as they will is equivalent to giving someone a dictionary citation and expecting them to immediately see how it would translate into a top-selling novel. The narrative is the context – this is where you connect the dots and show them the path to success. Naturally, all dots lead to your company, your product, your value proposition, your vision – you get my point. Context counts.

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Though the communications landscape has certainly shifted and evolved in recent years, we’re here to tell you that the press release is still alive and well – and a critical component of your marketing mix. From giving your company or product a boost in credibility to spreading the word about new offerings or positioning you as an industry expert – press releases have the power to persuade. But how much thought are you really putting into them? It takes careful planning to leverage their immense potential, while balancing the message and getting it packaged to meet your goals – and achieve maximum impact.

Let's get going - click below for tips to ensure your next press release truly delivers.

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Nothing can be more impactful in creating a brand and generating sales than a product review program. Published reviews by magazines, news sites, technology publications and blogs alike bring credibility to the product. Reviews are serious business and a negative review can be devastating – don't jump the gun just to land a review only to have to do damage control later. So what do you need? Every successful review program (no matter how good the spin is) starts with a rock solid product that performs as billed. The role of the review program is to provide a forum to let the product speak for itself.

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Think about your favorite media outlets. You know, the ones that show up at the top of your Facebook, LinkedIn and Twitter feeds every day. Now, picture them wanting to talk to you about your latest product launch/upgrade/channel partnership, etc. This is no pipe dream scenario – the right PR and marketing communications tactics will make this a reality. Are you ready? What will you say? Does the thought of connecting one-on-one with influential reporters and editors strike a bit of fear in you? Fear not.

We’re about to give you 5 tips to make your media interviews a breeze – and ensure that your message resonates. 

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