In the Media

Rethinking how and where trust is built in a fragmented media landscape 

The channels decision-makers trust have changed, and B2B brands can’t afford to play by the old rules.

At the end of April, my colleague, Katherine Oliveri, and I attended the RSA Conference in San Francisco for the first time. We joined nearly 30 members of our #HWCyberSquad on-site and spent the week supporting client activations, attending media events, and networking with leaders across the cybersecurity industry. We left feeling energized and grateful for the chance to attend such a critical industry conference. 

As we bid farewell to Asian American and Pacific Islander (AAPI) Heritage Month, I'm proud to share that Highwire is kicking off a powerful new partnership with the Oakland Asian Cultural Center (OACC) — a beacon of culture, community, and connection in the heart of the Bay Area.

Highwire has always evolved alongside our clients — helping them navigate change, define categories, and lead markets. Today, we unveil a new brand identity that reflects who we’ve become and where we're going.

 

“If you don’t give people a reason to invest in something, they’re not going to,” Tech Brew reporter Tricia Crimmins said during an exclusive fireside chat with Highwire’s Amina Walker. Her observation underscores one of the many challenges communications professionals in the climate and green tech industry grapple with: How to stay relevant amidst constantly evolving headwinds.  

To celebrate AAPI Heritage Month, Highwire hosted a special edition of its DIBs Media Perspectives series last week. The discussion brought together leaders from some of the world’s most influential tech companies to share insights on building successful communications strategies amid rapid AI and media transformation.

Last week, the security world convened at the Moscone Center in San Francisco to unpack what’s trending in cybersecurity. Nearly 50,000 professionals joined together to delve deep into the pressure points impacting the industry today. From regulatory shifts to evolving nation-state threats and the reality of agentic AI, one thing is clear: cybersecurity professionals are facing unprecedented challenges, and the stakes have never been higher.

In a conversation, Tom Wentworth, the AI-driven CMO of incident.io, discusses his implementation of AI, how teams can use AI to stand out, and forward-looking predictions for the future of marketing and communications teams during the AI boom. 

I’m grateful to have reconnected with Alex Konrad, former Forbes senior editor and creator of the Midas List Europe and Cloud 100 lists – and honored to be the first comms pro to connect with him in his new venture.

Highwire's deep media intelligence and reporter insights shape the conversations our clients have onsite at RSAC every year. The 2025 event, kicking off April 28, is no exception. The theme of “Many Voices: One Community” is especially striking when you consider that collaboration across the cybersecurity industry has never been more critical. Whether we’re facing nation-state threats, the weaponization of AI agents or fallout from staffing cuts at the federal level, RSAC offers a watering hole for leaders across the industry to come together and align on how we can work together to tackle common adversaries.

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Adobe, Chief Marketing Officer & EVP, Global Marketing","text":"

As the current Chief Marketing Officer and Executive Vice President, Global Marketing at Adobe, Lara Balazs oversees industry-leading events, campaigns, communications, social media, and best-in-class media operations and marketing insights. She plays a pivotal role in expanding Adobe’s brand impact and engaging its growing user base. Before joining Adobe, she drove the evolution of Intuit’s brand, expanding its marketing strategy as the company grew its product portfolio, ultimately creating a unifying name for the parent of QuickBooks, TurboTax, MailChimp, and more. She has been named to Forbes’ World’s Most Influential CMOs, Forbes’ Entrepreneurial CMO 50, and received AdWeek’s CMO Vanguard Award.

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The Coca-Cola Company, CEO, EVP and Global Chief Communications, Sustainability & Strategic Partnerships Officer","text":"

The U.S. Energy Secretary and Aramco CEO slammed climate policies. SoftBank invested $130 million in solar, betting on an industry that faces serious headwinds. Avangrid and NextEra discussed separate $20 billion investments, and the largest tech companies in the world stated their support for tripling nuclear capacity by 2050. 

For years, the conversation about AI has centered on its future worth. It was positioned as something to look forward to or prepare for. Something to be excited about or fear.

4 Key Takeaways From the Young, Gifted, and Black (History): The Gen Z Takeover Panel 

Highwire PR and the National Millennial and Gen Z (NMGZ) community were excited to join forces in the mission to amplify the voices of Black Gen Z’ers — passionate advocates for integrity-driven, human-centered workplaces and visionary leaders who are creating their own platforms and community spaces to bring inclusion to life. 

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Samsung Electronics, Chief Marketing Officer, Service Business and Samsung Ads","text":"

After nearly ten years in various positions across Samsung Ads, Cathy’s pioneering work has helped propel the organization from a newcomer into a leader in the Advanced TV sector. Beyond being synonymous with Samsung Ads’ success, Cathy’s track record of developing global brands sets her apart.

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Disney, Director, Advanced Analytics and Data Solutions","text":"

The RSAC conference (which recently underwent a rebranding to cement the “C” in its name) is the top security trade show of the year, covering a wide breadth of cybersecurity topics for professionals from around the world. This year’s overarching theme is Many Voices. One Community, highlighting the vibrant community of innovators and thinkers that are brought together to counter threats and embrace new challenges in cybersecurity.

Last year, I wrote about the shifting dynamics of the media landscape. One of the headwinds I saw coming was more and more reporters leaving traditional media outlets to start Substacks to pursue the topics that interest them most and be their own bosses.

Insights from Highwire's Energy and Sustainability Roundtable

The energy and sustainability landscape is evolving faster than ever, and 2025 promises to be a year of profound shifts and challenges. That was the consensus among top energy and climate reporters who gathered for a recent roundtable discussion hosted by Highwire’s Energy and Sustainability Practice. Featuring Laila Kearney from Reuters, Maeve Allsup from Latitude Media, and Katie Brigham from Heatmap, and moderated by Melinda Briana Epler, the conversation explored the state of energy technology, the future of the grid, and the political and market forces shaping the energy transition.

Key takeaways from industry leaders

For businesses committed to sustainable practices, creating actionable impact strategies is a top priority. Executing those strategies is another matter entirely. In a complex landscape of regulatory shifts, stakeholder expectations, and the stark effects of climate change, how can business leaders rise to the challenge and honor their commitments to sustainability?

What Comms Pros Should Watch Out for in 2025

2025 is shaping up to be a complex and rapidly evolving landscape for the financial services industry. We recently spoke with Venture Capital Journal reporter, David Bogoslaw to get his insight on what trends will take the spotlight this year. With uncertainty in deal activity, ongoing emphasis on financial infrastructure investment, and shifts in AI approach and policy, staying abreast of these trends will be crucial for building effective communication strategies. 

The commerce landscape is rapidly evolving, introducing new challenges and opportunities for brands seeking to connect with consumers. To gain a deeper understanding of these shifts, we spoke with Sarah Marzano, Principal Analyst at EMARKETER, who shared her perspective on the key trends shaping the industry. Here’s what industry leaders need to know to navigate this dynamic space effectively:

Last week, the 2025 World Economic Forum (WEF) Annual Meeting in Davos, Switzerland took place – bringing together influential leaders from government, business, academia, and civil society to discuss critical global challenges. Please find a breakdown of the major news, trends, themes, and takeaways from this year’s event below.

Finding the human angle and defining success with a tech-forward, product-led philosophy

AI is undoubtedly the hottest tech topic of our current era. Right now, the companies that make generative AI models and the organizations that rely on them are all jockeying for mindshare, attempting to capture the limelight as they position themselves as thought leaders. It all but feels inevitable that AI will transition from tech innovation into table stakes within a matter of years — so how can you command the narrative when developing or implementing AI solutions is no longer a competitive differentiator?

By: Hannah Klaassen and Katherine Oliveri

 

Here’s what we’re looking at as we navigate toward an AI-powered future

By Jason Mayde, Head of Information Technology at Highwire

2024 was a turning point for social media. Audiences are more disparate and divided than ever—across ideologies, platforms, and even geography. Where users go, inevitably brands must follow. But when should you make an allowance for these new platforms in your channel strategy? I’d argue, it’s now inescapable. 

Looking at past trends to analyze what comes next

In observance of Filipino American History Month (FAHM), we collaborated with members of our Highwire community to bring more colorful context into the identity of being a Filipino American. 

What happens in Vegas stays in Vegas—except for the pivotal announcements, distinguished speakers, and innovative themes everyone is talking about from HLTH this year. Last week, over 12,000 healthcare leaders convened to explore transformative approaches to AI in healthtech, spread awareness of critical health issues, and empower attendees to envision a future of healthcare and the actionable ways to achieve it.

This month kicks off the 21st annual Cybersecurity Awareness Month (CAM). Over the years, the initiative has developed into a collaborative effort between government and industry to enhance cybersecurity awareness, reduce online risk, and create discussion of cyber threats on a national and global scale.

How to lead a more caring and effective workplace, especially in turbulent times

“A” and “I.” Two letters that will dominate the conversations and presentations at HLTH 2024 next week. Artificial intelligence (AI) is transforming the healthcare industry, from how patients receive care to how professionals are trained and how insurers manage risk. You may have a great AI story to tell at HLTH 2024, but the challenge will be how to attract the attention of the media, analysts, and attendees amidst all the AI-related chatter/noise. 

AI may dominate business conversations worldwide, but it didn’t dominate panels or news coverage at Climate Week, the largest gathering of companies and people tackling the climate crisis, or RE+, the solar industry’s largest trade show. AI was barely mentioned at either event.

As the federal market continues to modernize its technology, it’s turning to public sector partners to do so. This has opened up new opportunities for technology vendors both big and small. 

Last week, members from Highwire’s cybersecurity practice touched down in D.C. On their agenda: attending both the Aspen Cyber Summit and POLITICO’s AI and Tech Summit to hear firsthand what government and private officials are focused on regarding the future of our national security and the cybersecurity risks around AI. 

The HTLH conference emerged on the healthcare conference scene in 2018, featuring notable speakers and quirky caricatures. It has since become a leading industry conference, attracting over 12,000 attendees and receiving nearly 3,000 speaking applications.

With almost 11,500+ attendees from 3,000+ companies and a long list of influential press, Money20/20 is the ideal place for your fintech or financial services organization to make a splash.

Empowering employees in the fight against misinformation

Corporate and organizational leaders are tasked with leading their businesses through tumultuous times, and there are fewer times more turbulent than the run-up to a highly divisive presidential election. Emotions often run high during election season, making it challenging to navigate the environment with your composure and strategy intact.

This year particularly has been a historic year for women in America. 2024 had triumphant moments leading up to the November elections as we saw Kamala Harris become the first Black Woman to lead a major party ticket in the United States and instances of unbelievable pride as we saw Simone Biles become the most decorated gymnast of all time after the Paris Olympics. Women have been able to see themselves and the possibilities of their futures in these joyous achievements. However, it’s important to remember these extraordinary moments are also plagued with hardship and struggle, so it’s more important than ever before to show gratitude to the women who’ve helped guide our lives and our futures. 

Over the past month and a half, Highwire’s cybersecurity practice has been focused on planning for one of the industry’s most pivotal annual events: Black Hat USA. This year, #HWCyberSquad members from across the country landed in Las Vegas to connect with the top security professionals in the biz, as well as learn more about what is top of mind for those on the front lines of our nation’s cyber defenses. 

As the IPO market seems to be thawing for tech companies, it’s time for communications leaders to dust off their strategies for pre- and post-public offering. We recently spoke with tech communications leaders who have been through the IPO process for a panel conversation on best practices and lessons learned from their experiences, hosted by Axios senior business reporter Hope King. 

Our health practice works with clients at the intersection of AI, innovation, and healthcare. Therefore, we’re constantly monitoring the media for trends in this space and reading the latest coverage on how this technology is impacting the healthcare industry. 

From social media strategy to social media content management

Creating your social media strategy

When it comes to social media strategy people take many different approaches. To help our clients we focus on asking the right questions to ensure we can develop a strategy that delivers results. 

With so many options, here are 5 social media content management tools to consider

Social content management should be at the forefront of any social marketer’s mind - the tool or platform you choose impacts the effectiveness of your brand’s social media presence. Social media management tools are software solutions that allow you to manage multiple social media accounts from one place. They do a lot, but are most commonly used to help with content scheduling and publishing, monitoring, engagement and performance tracking.In this blog we will discuss some of the different tools available and how to create and map your social media strategy to the platform that will best support your organization.

Today’s media landscape is shifting rapidly. As PR professionals engaging with the media every day, it’s crucial to continue to tap in with reporters to get a sense of how they are perceiving the latest news, trends driving their headlines and the latest discussions taking place in editorial rooms. To make sure that we, as PR professionals, are pitching stories that hit the mark for readers, I chatted with Eoin Higgins, IT Reporter at IT Brew to learn more about what he's most interested in, and what IT Brew readers are looking for. Eoin’s work focuses on cybersecurity, IT jobs, and government tech. Eoin has been a professional writer for over eight years—a career he stumbled into after answering an ad at a local paper in the Berkshires of western Massachusetts. Eoin’s work has appeared in many outlets globally, including the New York Times, the Washington Post, the Intercept, the New Statesman, the Appeal, and many others.

Hacking fish tanks, toilets, and ATMs is par for the course at Black Hat. One of the biggest cybersecurity events of the year, Black Hat is known as a research-driven event, where the top white hat hackers of the world bring their latest findings and share their learnings with cybersecurity professionals across the globe. 

This past June, along with my colleague Haley White, I had the opportunity to attend Splunk’s .conf24 user conference in Las Vegas. This year’s conference agenda spotlighted product announcements, media panels, and so much more for the thousands of developers, security professionals and engineers who attended. It also offered us an opportunity to meet with clients and reporters from all over the world. 

AWS is synonymous with cloud computing and has solidified its position as a pioneer in security. This was evident at AWS re:Inforce 2024, where a series of groundbreaking announcements and discussions underscored the company's relentless pursuit of a secure cloud environment. 

The Cannes Lions International Festival of Creativity is the crème de la crème of advertising industry events, bringing together top brands to showcase and discuss new trends, products, and innovation. This year’s festival was no exception, catalyzing key industry conversations for the rest of 2024.

I read an Inc.com article headlined: “Influencer Marketing Is Out. Creator Marketing Is In.” This idea — built off of a need for deep trust between brands and creators — was one of the overarching themes surfaced during a discussion I moderated back in December 2023: “Unlocking the Potential: Influencer Marketing Today and Tomorrow.” Our expert panelists Richard Brewer-Hay, Leslie Douglas , Pierre-Loïc Assayag , Ayanna Anderson, MPS, MS and influencer Cy Nyugen all offered authentic and personal perspectives on what’s needed for successful brand-creator partnerships.

Highwire recently hosted a panel to discuss the nuances of IPO communications and marketing strategies. I was honored to participate alongside this esteemed group:

With the first half of 2024 nearly behind us, we’re reflecting on the agenda-driving topics at events like JP Morgan, ViVE, and SXSW that we expect will continue to inform dialog during the busy fall event season. Across the board, the intersection of health and technological innovation continues to ignite excitement and uncover new opportunities for leadership - with AI accounting for the lion’s share of conversation. 

This month, thousands of security practitioners, CISOs, government officials, reporters, PR people (including a dozen of our own #HWCyberSquad members), and more flocked to Moscone Center in San Francisco to come together to dig into the biggest trends driving the cybersecurity industry. 

This last year was monumental for AI in healthcare. From hands-free charting to detailed and documented patient visits to using AI to identify signs of diseases within retinal scans, how AI is being used in healthcare is extraordinary. 

Every company has stories to tell. Whether about why it was founded, what led it to some breakthrough innovation, or how it was able to overcome some immense challenge, stories help companies connect with their customers and prospects in profound ways. 

If you’re doing it right, your content should attract a variety of audiences at various stages of the marketing funnel — from people who've never heard of your company before to those who are already engaged with your sales team, with all manner of readers in between. 

It’s that time of year again! Security professionals across the U.S. are flocking to the Moscone Center in San Francisco for the annual RSA Conference, a place to celebrate the ever-changing cybersecurity world. With this year’s theme as The Art of Possible there is no doubt conversations on and off the show floor will focus on how we can leverage today’s most innovative technologies and creative minds to shape a more secure world.

Highwire collaborated with a client to create a real-world test of AI-created, human-edited content. Can the machine drive value as well as volume?

Dan Tyre is indefatigable. The HubSpot executive has so much joie de vivre and speaks with such enthusiasm that he feels obliged to remind you that he is 61, lest you mistake him for a much younger man. He sprinkles his conversations with exclamations of “Boom” and “Yessss!”, and every so often he’ll throw his hands above his head as if he can’t believe how much fun he’s having.

We begin this blog post by assuring you that the words you are reading were written by a real, honest-to-goodness human. 

A strange disclaimer, perhaps, but an important one given the growing number of online articles written by artificially intelligent bots these days. Not just from third-rate publications, either. Sources as mainstream as the Associated Press, Washington Post, BBC, Bloomberg and many others are publishing articles written by, or at least with the help of, A.I. 

And while most of those articles are for fairly straightforward, templatized stories such as sports reports, financial news, and real estate trends, the mere fact that so many articles come from an A.I. bot instead of a journalist is cause to examine whether that’s actually a good thing. Are we really ready to trust the bots to take over the media? 

The benefits to a publisher — and, as in Highwire's case, a PR and marketing agency — for relying on computers to write articles are both clear and multitudinous: They are cost effective, they are fast, they don’t plagiarize, and they don’t take sick days. 

But the inherent dangers are fairly obvious as well. Can we trust that the bots are pulling from the best sources? Do computers really know what we’ll find meaningful? Will this usher the decline of storytelling as art? 

Despite our concerns, we decided to give the A.I. writing assistants Jasper and ChatGPT a try. Jasper and ChatGPT are two of a growing number of A.I.-powered writing assistants, along with Peppertype.ai, Writesonic, Anyword and more, that claim to help marketers write blog posts, sales emails, SEO content, and other marketing collateral up to 10X faster. 

The way they generally work is that you plug in a bit of information about your company, its audience, the topic that you want the A.I. bot to write about, and maybe the tone of voice that you want it to use. It will then spit back to you an outline or in some cases a fully fleshed out blog post for you to either edit as you see fit or publish as is. 

Our first impression was that the resulting blog posts were … surprisingly good. Not nearly as good as the first drafts submitted by our writers, but not so bad that they were incoherent or unreadable. Perhaps our expectations were low, but the fact that the blog posts actually made sense and weren’t completely unstructured gave us hope. 

And yet, after several tries, we began to realize that the blog posts were lacking in several crucial areas. Their sentences made sense and were grammatically correct, but none rose anywhere close to the level of prose. They reported the facts just fine but were unable to connect the dots in any meaningful way. And while the tone of voice was perhaps less robotic than we had expected, it was far from fresh or exciting. 

Where we found Jasper and ChatGPT useful was in outlining and organizing topics to be addressed in an article, and in generating ideas for angles and storylines to cover. It’s not that these tools provided better outlines or ideas than we could have come up with ourselves, because they didn’t, but they did provide those outlines and ideas very quickly – like, in seconds – that would have taken us 30 minutes or an hour to research, brainstorm and organize. 

But where Jasper and ChatGPT fall short is in the most crucial aspects of content generation. It’s the part that makes reading content worthwhile in the first place, the part that makes us think and feel, the part that makes us happy to be alive. It’s reading something that inspires us to do our work better or to live our lives more deeply. It’s connecting the dots in a way that makes us see the world a little more clearly. It’s delivering insights that leave us somehow different from the people we were before. 

Those might be lofty goals for a blog post or bylined article. Not every blog post is meant to change your life, after all. But every blog post can and should at least make you feel as if you’ve connected with another human being, if even just to smile or nod in recognition of another person’s thoughts. 

And that’s where Jasper and ChatGPT fell short. Their articles felt… dry. Canned. As if they had regurgitated what they’d read but hadn’t actually learned the base material. 

Perhaps the day will come when artificially intelligent bots can learn to write like humans. That’s a larger question for people much smarter than us. We lean towards the camp that feels there is something distinct about the human experience that can never be imitated. 

We feel that our job — as writers and marketers — is to help our clients forge real, meaningful relationships with their prospects and customers. And for now, A.I. writing assistants can't do that.

Every year thousands of brands, retailers, startups and reporters in the ecommerce, marketing, and innovations industries convene in Las Vegas, NV for Shoptalk to discuss the evolving retail ecosystem and innovative solutions for addressing key challenges. 

I started my career in Public Relations during the dot.com boom of the 1990’s, when a single headline in Business Week or Forbes Magazine was enough to catapult a company from seemingly out of nowhere to a valuation worth a billion dollars or more. This was years before Blogger and LiveJournal arrived on the scene and gave companies a way to speak directly to their prospects and customers, so the only way for a business to get its message across was through the press. 

Businesses are cranking out a tremendous amount of content these days. But the more content you publish, the greater the risk that inconsistencies in voice, usage and style could confuse readers — and even tarnish your brand.

That’s why many companies develop a content style guide: a document that lays out all of the organization’s standards and policies for any published content. But content style guides do more than just keep contributors all on the same page; they are also invaluable planning tools to ensure that all content serves its intended purpose and accurately expresses the brand. 

Let’s look at a few of the essential questions your company’s content style guide should answer: 

It’s been a difficult start to the year in newsrooms across all industries, with layoffs impacting hundreds of talented reporters and editors.

Good writing skills are crucial for just about any job these days. Whether you're crafting a research report, a blog post or an email to your boss explaining why you deserve a promotion, the ability to communicate effectively through writing opens doors to new opportunities and enhances your career prospects. In this blog post, we will explore eight valuable tips to help you become a better writer and master the art of effective communication.

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iSpot, Regional Director, Brand Partnerships","text":"

Afia has 15 plus years of experience in various leadership roles in the advertising space, primarily in customer success and partner management. She has developed new channels, advanced partnerships, and successfully collaborated with cross-functional teams to deliver strategic outcomes.

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Samsung Ads, Head of Data Strategy, Global Product Marketing","text":"

Writing is a creative act, and as such it is inherently messy and imperfect. It can be frustrating and difficult or it can come naturally and easily. While some people seem to have a preternatural gift for writing, us mere mortals must develop our skills over time through years of practice. 

As a content marketer, you understand the importance of creating valuable, engaging content for your audience. However, despite your best efforts, you may find that your content isn't driving the results you want. Here are the top five reasons why your content strategy may be falling short, and what you can do to improve it.

Definitive Healthcare, a healthcare commercial intelligence company, faced an opportunity to become a strategic media resource and showcase its value within the healthcare industry. 

Social media is always changing. With new platforms, rules and features cropping up constantly, marketing and PR professionals need to keep up to stay ahead and deliver messages effectively.

From software programs to advertising platforms and marketing methods, there’s always something new to learn or measure in content marketing. That last one — marketing methods — is a top concern for marketers everywhere. Most important? Learning the innovative strategies that appeal to and engage today’s audiences.

In almost a month, leading retailers, brands, analysts, reporters, investors and more will gather in Las Vegas, Nevada for Shoptalk. As one of the premier events in the retail sector, having a well thought out communications plan is key to making an impact and standing out amongst the noise. 

The pressure is palpable. You feel it in your chest, squeezing your lungs until you can barely breathe, causing that voice in your head to doubt yourself, to question everything you have learned to this point, to question, even, whether you’re cut out for the role that you’re in. 

And that’s just writing the intro to a normal blog post. Imagine the pressure of writing the intro for a blog post about writing intros to blog posts! 

Debilitating. 

And yet, you have to begin somewhere. And like most beginnings, it must serve a point: to grab the attention and interest of your readers. It’s often been said that the point of every line of copy is to get readers to move onto the next line. And if that is true, then the opening paragraph must capture their imagination so that they want to keep reading. 

The team here at Highwire has written thousands of introductions between us, and here we’ve compiled some of our tried and trusted practices (with examples) in order to help you write introductions you can be proud of. Let’s dive in! ƒv

2024 is poised to be a transformative year for the Financial Services industry. It will demand innovative communication strategies and require public relations professionals to stay informed and nimble. In this blog, we’re outlining three trends savvy financial services communicators need to know to drive effective media strategies. 

Generative A.I. is transforming marketing and PR worldwide. The use of A.I. supports marketing and PR professionals in generating content quickly and easily, leading to improved efficiency, customization and creativity. eBay's CMO says they use it to support personalized subject lines for emails and for banner ad copy, with plans to expand.

Executive visibility impacts nearly every aspect of business, including employee retention and talent attraction, customer trust and loyalty, investor assurance and more. LinkedIn reports that roughly 56% of business professionals say their purchase choices are swayed by the social media presence of CEO. Furthermore, of those who follow a company's top executi​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​ve online, 66% are more likely to give a brand endorsement. 

Account-based marketing (ABM) is gaining momentum as an effective approach to nurturing and converting high-value accounts. However, while tactics like personalization and targeting get a lot of attention, the power of compelling content and well-designed creative is often underestimated or overlooked within ABM strategies. 

The JP Morgan Healthcare Conference in San Francisco is a beacon for the latest trends and shifts in the industry and, as always, a hotbed for deals. J&J’s acquisition of Ambrx Biopharma and GSK’s purchase of Ailios Bio were two of many making headlines at the show.   

Neil Patel, a renowned digital marketer and entrepreneur, emphasizes that roughly 75% of web surfers rarely browse beyond the first page, highlighting the importance of high search rankings. With many websites vying for these top-tier spots, a key question arises: How can you optimize your content for first-page rankings? This is where recent advancements in artificial intelligence (A.I.) technology come in.

This morning Highwire announced the acquisition of Candor Content, bringing two highly-complimentary teams together to turbo-charge our digital marketing capabilities and offer our clients expanded capabilities across SEO, lead generation, brand journalism and more. 

Good storytelling is at the heart of every great novel, play or movie. Why not marketing campaigns as well?

Recently, we published a blog post explaining why we won't be using generative AI writing assistants any time soon. The bottom line is that we just don't feel that the quality of the writing they produce is anywhere close to what our clients expect and what we know will help them achieve their goals. 

Meet the influencers modernizing the diffusion of healthcare information

Health is a key component to overall happiness and fulfillment, but healthcare costs and gaps in medical knowledge present significant barriers. It doesn’t help that the US has the most expensive healthcare system in the world, with spending reaching $4.3 trillion in 2021. Alongside that, a 2019 survey conducted by the Pew Research Center found that only 48% of respondents knew what their medical doctors do. 

Meet the trailblazers shaping the A.I. landscape

The future of digital technology holds immense power that could reshape the world in unforeseen ways. In 2021 alone a massive $1.5 trillion was spent on digital transformation globally and is expected to reach $6.8 trillion by the end of 2023. With the rapid advancements in emerging areas like artificial intelligence (A.I.), machine learning (ML), virtual reality and more – it's clear that we’re entering a new era of the digital age.

The financial services industry is evolving faster than ever before – emerging technologies like generative A.I., DeFi (decentralized finance) and crypto pose new challenges to everything from security and privacy to heightened consumer expectations. As business and go-to-market strategies shift, it’s up to marketers and communicators to navigate educating audiences, driving awareness and ultimately fueling engagement and conversion.  

To overcome these challenges and reach audiences effectively, financial services brands can leverage influencers to help tell their story. Influencers bring trust, credibility and reach to the table in ways that brands often aren’t able to achieve on their own. More than half of Gen Z and Millennial populations alone “intentionally seek out financial advice online or through social media.” Influencers can educate and raise awareness about emerging technologies, provide social proof and engage directly on a human level with their audience. 

While there are many prominent finance influencers, the standouts offer valuable insights, unique perspectives and practical advice. Below we'll introduce you to a selection of finance influencers and highlight a few ways you can incorporate influencers into your communications strategy. Whether your brand targets young consumers or CFOs, leveraging influencers can help you reach highly targeted and niche audiences to drive business impact.

Want to learn more about how Highwire PR can elevate your digital strategy through our integrated services, including influencer marketing? Contact us today — we'd love to chat about your brand and influencer marketing opportunities! 

We predicted 2023 would be a wild ride for social media, and as December comes to a close, it seems we were right.  

No one thinks it will happen to them, but data breaches and hacks are all too common. And now that the new disclosure rule from the SEC, making publicly traded companies required to disclose “material” cybersecurity incidents to the agency went into effect on December 18th, it’s time to make sure your business is prepared not only for a breach, but everything that comes with reporting it. Companies that this rule governs now are required to disclose their cyber incident within four days “after the company determines the incident to be material,” according to Erik Gerding, director of the division of corporation finance at the SEC.

ESG has had a rough year — from unprecedented political attacks to increasing investor skepticism — leading many companies to rebrand their approach to sustainability or even halt using the vernacular entirely.

Economic uncertainty, geopolitical cyber tensions and the rise of generative AI have only added to the rising complexity that businesses are tackling every day. From large corporations to small startups, no business is immune from cyberattack, and the game is changing. New cyberattacks are hitting headlines daily following a 38% increase in global attacks over the past year— and business leaders are forced to look critically at where their own infrastructure needs the most protection. 

As businesses grapple with uncertainty when it comes to IT budgets, security remains a top priority, with Gartner predicting global spending on security to rise by more than 11% this year. Business leaders are looking for solutions that are going to maximize their budgets and get to the heart of what really needs protecting to keep themselves out of the headlines and keep their customers secure. 

Since the launch of ChatGPT a year ago, A.I. has transformed the banking industry and will continue to do so in 2024. The technology radically altered the way employees do their jobs and allowed them to rethink age-old industry challenges.

An effective Request for Proposal (RFP) can be an essential step for organizations aiming to hire a Public Relations (PR) agency that aligns with their communication needs and goals. By outlining clear expectations and criteria, an RFP ensures both parties understand the project's scope and deliverables. Having participated in hundreds of RFPs, we’ve identified the ingredients we believe are essential components of any RFP.

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To show just how quickly things change, the Aspen Cyber Summit was held last week, and unlike the year prior, where it wasn't mentioned once, the agenda this year was brimming with conversations about generative AI. The #HWCyberSquad spent the day at the 92nd Street Y in New York City, supporting clients, attending talks, and meeting reporters. Here's what we learned:

This year, the Money 20/20 agenda stemmed from the current regulatory and economic reckoning taking place in the industry. From impending CFPB decisions and regional bank uncertainty to increased scrutiny on consumer data privacy, and of course AI, the organizers sought to highlight an industry rebuilding trust through resilience. 

Friend of Highwire and comms pro Christine Kim said conversations on the ground centered around regulation and compliance, as well as real-time payments and pay by bank. The topics covered offered a past, present and future of the financial industry. Here are the key trends we’re monitoring:

Unprecedented extreme weather, political pushback and the biggest funding bills in its history have pushed sustainability center stage for businesses. Highwire recently hosted a LinkedIn Live panel titled, "Sustainability Changes and Challenges During an Era of Extremes," to examine the current state and future impact of climate change, and announce the launch of its Energy & Sustainability practice, which includes clients Beewise, Hitachi Energy, PG&E, Schneider Electric's AutoGrid and others. 

Want to craft messages that resonate with your audience? Consider journalistic writing.

At Highwire, we understand the value of writing that compels attention, engages emotion, and inspires action. 

That's why we recommend that marketing writers occasionally put their marketing caps to one side and try on a journalist's hat. You don't need to have an old-fashioned fedora with a card that says PRESS in it to create writing that commands attention and evokes strong reactions.

If you're crafting copy aimed at elevating the profile and credibility of a brand or executive, try thinking more like a journalist. This strategy could help you become a better marketing storyteller. 

Here is how (and why) to shift out of marketing mode and take advantage of a more journalistic approach to writing. 

As the dust settles on Generative AI’s record-breaking debut, the lawsuits and investigations have begun, the academic studies are trickling in and many PR professionals are still asking themselves: Should I be using AI to get my work done? 

 

Black Hat was back this year, and bigger than ever! The #HWCybersquad spent a week in Vegas supporting clients, attending sessions, meeting reporters, and taking in “Hacker Summer Camp.” Here’s what we learned: 

Tarah Johnson, Account Executive at Highwire PR and contributing member of Highwire PR's DIBs Council and co-lead of the affinity group, Have Several Seats, reflects on the key takeaways from a recent Juneteenth DIBs Media Roundtable conversation with Jeneé Osterheldt, culture columnist with the Boston Globe. 

As part of Highwire’s DIBS Media Roundtable series, we had the pleasure of welcoming in Boston Globe's Jeneé Osterheldt for an invigorating and inspiring conversation. Held during the entwinement of Juneteenth and LGBTQ+ Pride month, Jeneé’s perspective of intersectionality, empowerment, liberation, allyship, and disruption couldn’t have been more timely. 

Jeneé’s words proved to be very prescient, as news of the Supreme Court rulings on the reversal of affirmative action and the limiting of LGBTQ+ protections erupted just days after our conversation. As we process and face the repercussions of the rulings impacting millions, the question that Jeneé posed during our conversation was - “Are you listening more than talking?” This is especially poignant during this pivotal time of conflicting ideas, conversations and perspectives –when it’s easy to feel helpless. To be a true ally means to listen and hear the unique lived experiences of our historically marginalized counterparts in order to pave a  path forward. 

As an early career PR pro and Black woman, Jeneé’s conversation truly resonated with me. From her background and to the current work she’s doing, including her platform for amplifying Black voices, Black joy and Black lives through A Beautiful Resistance, she shared amazing perspectives on the core issues and pillars surrounding us today - including how to celebrate inclusivity and how to authentically represent a brand. We so appreciated her vulnerability and transparency. 

Here are my 3 top takeaways: 

“You can’t be one foot in, one foot out of the revolution. Our liberation is bound up in each other.” In her conversation, Jeneé emphasized the urgency in understanding that allyship needs to be done collectively in order to achieve true equity and inclusion. She stressed that while she’s fighting for the liberation of Black folks, she’s equally fired up about the liberation and protection of the LGBTQ+ community. We are, as she noted, united in our quest for freedom. 

In this pivotal time of brands questioning how to authentically present themselves in terms of showing allyship and solidarity rather than “ambulance chasing” certain social justice trends, Jeneé encourages staff to hold employers and beloved brands accountable. Given how many companies made promises in the wake of the “racial reckoning of 2020” - pledging to donate funds, support BIPOC businesses, transform their corporate boards and workforces, etc. - it's vital that we hold them accountable. As an activist and journalist, Jeneé assured us that she hasn’t forgotten about these promises and pledges. She encouraged our audience to be vigilant about ensuring that the brands we care about are making meaningful progress toward their DEIB goals. 

“Journalism has always existed to hold truth to power.”  
Jeneé shared her perspective on the trend of rebranding journalists as activists and advocates as opposed to impartial and neutral members of the media. She stressed that to say anyone is without bias is wildly inaccurate and too high of an expectation, even if their writing does not reflect it. Her assessment is that “journalism has always existed to hold truth to power as an accountability tool - it’s been manipulated to hurt people, and also liberate people. Regardless, it’s always been a political tool.” As our agency and industry peers continue to communicate and collaborate with journalists to tell important narratives and stories, it’s important that we keep this context front and center. 

White-water rafting in the morning, rubbing shoulders with NBA champ Andre Iguodala in the evening, networking with top tech CEOs in between — who wouldn't want to be on the "Silicon Slopes" of Park City, Utah for a summer tech conference? FORTUNE combines these attractions with a top-tier agenda to draw an elite crowd of executives, entrepreneurs, reporters and influencers to its annual Brainstorm Tech conference. 

When the United States government founded the Cybersecurity and Infrastructure Security Agency (CISA) in 2018, it marked a significant step toward combating digital threats. CISA's key initiatives, Secure By Design-Default and the Joint Defense Cyber Collaborative (JCDC), aim to improve national cybersecurity by fostering collaborations between the public and private sectors.

There are 39,000 cybersecurity companies worldwide, each competing to become a trusted source in the industries they serve. How do you stand out and demonstrate your expertise, especially when an incident hits? The answer is, a robust and strategic rapid response program.

Beyond its news and editorial coverage, the Wall Street Journal (WSJ) hosts quarterly virtual and in-person forums. These events capitalize on the WSJ's news team's expertise to create a space for discussing key business trends.

Earnings. Whether the company misses, meets or beats expectations, communications shape how analysts and media report on your numbers. You can generate excitement, proactively answer questions and instill investor confidence with a compelling earnings release narrative and smart media strategy. It’s especially important to hit the mark during times of economic uncertainty. Here’s how to make your earnings release resonate.

Halfway through 2023 and we’re seeing three cybersecurity trends dominate the conversation. How might they influence how you tell your story?

Trendjacking is a PR and marketing tactic that capitalizes on breaking news, current events or cultural moments; i.e., topics that are popular and already trending. Think generative AI, ransomware, sustainability, etc. This type of timely content leverages existing audience interest to amplify a brand's unique point of view, align with the trend and create go-to experts. 

The ESG journey has taken many turns over the last year, from a nice-to-have to a corporate strategy influencer to a political hot-button issue.  Despite a growing number of bills restricting ESG business practices – there are currently at least 99 bills being discussed within Congress – up from 39 in 2022, many leaders still view ESG goals and reporting as a priority for their organization. Therefore, it’s imperative that organizations - especially those in tech -  understand how to tell an authentic ESG story. Let’s dive in.

After years of disruption and uncertainty, trade shows are back in action as key sites for the tech industry's evolution. These events are incubators for emerging trends and hot topics, and serve as more than showcases of new technology — they act as catalysts for the future course of the industry.

Following the RSA Conference, the cybersecurity community is now looking forward to Black Hat USA 2023, scheduled from August 5-10 in Las Vegas. In its 26th year, the event has become the go-to for unveiling the latest in cutting-edge cyber research, developments and trends, and promises a deep dive into emerging threats, critical vulnerabilities and advanced defense tactics. 

It’s easy to say that in-house creative teams know your brand best. After all, they set the brand's creative direction overall. However, an in-house-only approach is not necessarily faster, cheaper or more productive. This is where creative agencies step in. When these two teams are in lockstep, the chemistry can create beautiful work. But to combine in-house and agency resources to supercharge your brand you need the right relationships. 

It’s what you say and  how you say it.

CEO communications, like activity on social media, can make consumers and customers feel more connected to a brand, but some messages can have the opposite effect. These are the posts of communications’ experts nightmares. 

AWS plays a central role in the cloud strategy of organizations around the world, which makes the AWS re:Inforce conference one of the most consequential cloud security events of the year. AWS re:Inforce 2023 tackled the evolving challenges of cloud security and showcased innovative solutions and strategies within the AWS community. 

The AIDA model: What is it, and how can you use it for social media?

Want to write the best social copy ever? Ah, that got your attention.

Why influencers are the ultimate connector of integrated communications

Five years ago, Amazon Web Services (AWS) introduced AWS re:Inforce, a premier tech event focused on the important issues in cybersecurity today — compliance, identity, privacy and more. This year's event will be held June 13-14 in Anaheim, California. Highwire is the home agency to multiple AWS partners, and we're excited that nine of our clients are sponsoring AWS re:Inforce this year. 

In April, Highwire attended the highly anticipated, invite-only FORTUNE Brainstorm Health conference in Los Angeles.

The healthcare industry has undergone a remarkable transformation in recent years. Once criticized for its sluggish pace and outdated practices, this sector has been catapulted into a whirlwind of change, primarily fueled by the COVID-19 pandemic and the increasing use of electronic health records and telemedicine. As marketers and communications professionals, staying on top of these trends and adapting your strategies accordingly is critical.

With HIMSS23 in the rearview mirror, we look forward to following these top healthcare reporters  

Congressman Maxwell Frost is 26 years old. During a speech to fellow Democrats, he called a popular political event held in South Carolina “the Coachella of the South.” As he recalled to MSNBC host Jen Psaki recently, half of the crowd had no idea what he was talking about.

We are thrilled to announce that Highwire has been awarded the coveted title of Digital Agency of the Year in the 2023 SABRE Awards from PRovoke Media.

In the spirit of our agency value: Inclusion, Always, and in honor of April's Arab American Heritage Month, we are proud to announce that we have updated our self-reporting tracker for race/ethnicity to include Middle Eastern and/or North African (MENA) descent.

It’s a wrap on RSA 2023! We had a whirlwind of a week gaining new security insights, meeting with clients and reporters and networking with the largest community of cyber professionals. Given the valuable insight and connections Highwire team members gathered onsite (and virtually) we wanted to share a recap of key takeaways that can guide future communication initiatives. 

When choosing and working with a marketing and PR agency, bigger is not always better.

Many companies struggle when trying to choose the marketing and PR agency best suited to their needs. There are any number of choices, all with their own pros and cons. For some brands a global presence and reach might be deemed most important. For others, it may be industry experience and expertise. There is no one size fits all approach. With that in mind, using independent PR and marketing agencies can offer several benefits to a business. This blog will explore those benefits, their importance and the value they bring to brands. 

Keep up to date on breaking news, panel and keynote discussions, and all things RSA

There are endless ways brands can connect with customers, and for every one of those communications channels, there is a host of vendors and agencies to help you reach them. Juggling multiple agency partners while trying to keep up with business demands leaves marketers feeling fatigued and overwhelmed. We see this struggle all the time.

Highwire PR explores the right and wrong ways to communicate a reduction in force to employees.

Many tech companies have made significant layoffs recently, including Twitter and Meta. In a shaky economic landscape, with a possible recession lurking in the shadows, the sad truth is that more tech companies will likely need to let go of employees in the coming months.

Crisis planning is critical to the success of any organization. While most organizations hope they’ll never have to use their crisis plan, emerging threats and our ever-changing security landscape have made it crucial to prepare for any type of emergency. With 51 percent of organizations admitting to not having any type of crisis plan in place, many companies need to take a step back to consider the types of situations that could threaten their business and plan their response.

2022 was one of the most tumultuous years for the tech industry. The fintech sector specifically faced significant changes. From the FTX fallout to sweeping layoffs, unprecedented change impacted the entire fintech landscape and chartered a new path for success. Highwire identified and reviewed the top trends dominating the media discourse. We spoke with key reporters in the fintech and commerce spaces about these trends to shed light on what to look out for in 2023. 

SAN FRANCISCO, September 15, 2022 -- Highwire PR, a premier communications partner for leading technology and healthcare companies, announced today that it has secured strategic investment from Shamrock Capital, a Los Angeles-based investment firm specializing in media, entertainment, communications and related sectors. The partnership will fuel Highwire’s growth and expansion of its integrated communications and digital marketing services.

In PR, we talk a lot about the “death of things” (DoT, I should probably trademark that). Email is dead! Press releases are dead! Fill in the blank legacy technology – DEAD. I’m getting a bit morbid here, but despite all of these changes in the way we do PR, there’s one thing that will never die: the trade show.

I’d be willing to guess every PR professional has been asked by a client, “Does this announcement call for a press release or a blog post?” It seems like a simple question, but there’s actually several factors to consider in determining which content will best support the goals of the announcement. Taking a step back to compare the two can reveal some under-appreciated benefits of both.   

The coronavirus pandemic has caused a number of disruptions in the world of tech industry events – and next week’s now virtual Black Hat is no exception. In response, businesses are getting creative and rethinking their approaches to the usual networking, presentations and panels we see at in-person conferences. This week, Highwire’s Security Practice is hosting a series of virtual panels titled “On The Record: Cyber Edition” featuring a lineup of executives from top clients to highlight some of the key topics we’ll see at this year’s virtual Black Hat.

As we close out the first half of 2021, Highwire is taking a moment to pause, reflect, and celebrate our successes over the past year. Over the course of 2020, we grew digital revenue by 100% and overall revenue by 24%. We added new clients like Bespoken Spirits, Hitachi ABB, Qualtrics, and Omada Health in verticals across digital healthcare, fintech, and security. And now we’re especially proud to announce new additions to the Highwire leadership team that will anchor the direction of the agency as we grow. 

Over a year into the Covid-19 pandemic, and on the heels of national catastrophes like SolarWinds, Microsoft Exchange, and most recently, the Colonial Pipeline cyberattack, the first (and hopefully last) fully virtual RSA Conference 2021 kicked off with no shortage of novel cybersecurity concerns to address. 

Image Credit: GeekWire

Still holding on? 2020 was jarring and fast/ slow in all the wrong ways. To help you navigate turns still ahead, we asked the Highwire team for macro-landscape 2021 predictions.

The PR industry has not made enough progress on Diversity, Inclusion and Belonging (DIBs) initiatives in the past few years. A PRWeek study sheds light on the disparity: A mere 13% of PR agency board/C-suite members are non-white, while 24% of the workforce is non-white. The Black Lives Matter movement following George Floyd’s death encouraged agencies to think critically about how they can support and uplift Black, Indigenous and People of Color (BIPOC) voices in their communities and diversify their workforce. 

The Depart of Justice filed an antitrust lawsuit against Google for maintaining an illegal monopoly over search and search advertising on Tuesday morning. 

Hello and welcome to the Highwire Cyber and Tech Policy news roundup!

Conspiracy Theories, Domestic Threats and Clear Communication: The Cybersecurity Industry’s Role in the November 3rd Election  

Earlier this month, I was lucky to attend the STAT Health Tech Summit to hear from experts on what’s trending in the digital health space — especially following and preceding some high profile digital health announcements like Livongo and TeleDoc’s merger and Amwell’s IPO. 

I recently connected with tech reporter extraordinaire (and one of my personal favorite people to work with), Jessica Hardcastle, the managing editor of SDxCentral covering next-generation data centers, security, and software-defined storage. We chatted about what she’s been working on during COVID-19 and how the pandemic has shaped her coverage.

Women’s Equality Day was designated in 1973 as a day to commemorate the passing of the 19th amendment but also to call attention to women’s continuing efforts toward full equality. Women’s Equality Day was the culmination of a massive peaceful civil rights movement by women, beginning at Seneca Falls in 1848, and though we as women have made incredible progress to be where we are today — we still have a long way to go. This commemorative day is even more poignant in 2020, as the nation reflects on significant groups of people who have been left out of this type of celebratory history.

The coronavirus has wreaked havoc on communities, health systems and economies across the globe, causing immeasurable damage wherever it has hit. It has, however, also created some opportunities for technologists to invest their creativity and innovation towards developing positive solutions to the myriad challenges left in its wake. 

How do you make the most powerful impression as you prepare for a financing round or IPO? By illuminating your company’s successes, its strong financial future, and the C-suite of visionaries behind the brand. Even in times of crisis or economic recession, focusing on the power of a strategic, IR/PR communications approach should always be a top priority.

When I first learned about Highwire, I was drawn to the amazing office culture and one of Highwire’s core values – collaboration. Fast forward to my start date –which was one week after shelter-in-place orders had just been announced due to COVID-19 — and I had to rewire and adjust to working from home, all while onboarding and learning the ropes of my new remote internship. I was nervous to “e-introduce” myself to people I had never met and had a lot of questions without being certain who I should ask. 

The coronavirus pandemic has caused a number of disruptions in the world of tech industry events – and next week’s now virtual Black Hat is no exception. In response, businesses are getting creative and rethinking their approaches to the usual networking, presentations and panels we see at in-person conferences. This week, Highwire’s Security Practice is hosting a series of virtual panels titled “On The Record: Cyber Edition” featuring a lineup of executives from top clients to highlight some of the key topics we’ll see at this year’s virtual Black Hat.

Black Hat is going fully virtual this year, which means attendees will miss out on the late night networking at parties and hallway conversations on the latest major research and industry rumors (but maybe not the swarm of grasshoppers that took over Vegas last year). With companies no longer able to tap into the in-person networking opportunities with potential customers and media, the need to get creative to engage with your core audience has never been more important.

During the past three months while adhering to state/local/federal directives on how best to mitigate the spread of COVID-19, citizens around the globe have been faced with many challenges and new normals. In the field of marketing and communications we’ve been used to face-to-face, personalized engagements whether it be in the office, meeting onsite with clients and partners or at industry events. We’ve also been used to changing news cycles and have adjusted our plans accordingly, but this pandemic has forced us to rethink our strategies and approaches. 

Picture this: It’s the winter of 1996. Gene Kelly has just died, Happy Gilmore is newly in theaters, Tupac just released the groundbreaking All Eyez on Me album, and yours truly is about to be six months old. But February of 1996 was also an impactful month for policy that would go on to affect the course of the internet forever. 

With the current media climate, it’s more important than ever to understand reporters’ news beats to make sure the precarious reporter to PR professional relationship remains mutually beneficial. I had the privilege of speaking to a long-time media friendly of Highwire, Kelly Jackson Higgins, Executive Editor at Dark Reading. Kelly has been a member of the Dark Reading team for almost 15 years covering security, and was recently selected as one of the Top 10 Cybersecurity journalists in the U.S. 

This morning we announced that Highwire has acquired digital consultancy, Wonderscript. James Beechinor-Collins (JBC) and James Holland, founder and co-founder of Wonderscript, have joined Highwire to lead our digital offering, bringing the wider Wonderscript team together with Highwire’s existing digital strategists and specialists.

The phrase “momentum release” is one used by PR and marketing professionals to describe a specific news announcement focused on depicting a company’s growth. The purpose of this type of announcement is to recap a successful year (or quarter) with the goal of leveraging the content as an asset for sales lead generation, social media content and often as a strategic tool to support a potential merger and acquisition, venture capital or exit discussions. For example, a typical momentum release includes business metrics such as the number of new customers and partners, growth in revenue (or market share), growth in specific industries, strategic hires, global expansions or new offices, prestigious award and analyst recognition, as well as new positioning and messaging. 

Whether you’re Gen Z, a Millennial or even Gen X, chances are you’ve heard of TikTok. It’s the latest social media app that’s taking over and everyone wants to be a part of it. 

Last month, Peter McCormack shared his thoughts on how to Scale Your PR Team from Startup to IPO  in a recent Highwire blog. But when you are a growth-stage company, everything must scale, including communications. A few weeks ago, I had the opportunity to host a webinar with Insight Partners and share my knowledge of how growth-stage companies can do just that.

While we love our west coast headquarters, we have a special place in our heart for the East Coast and especially for our two offices here in NYC and Boston. Both cities have a lot to offer tech companies — whether they are startups or big, established companies.

By Julie Crabill

While communications strategies have changed dramatically over the years, industry analysts remain an important part of a technology company’s marketing mix. Analysts provide a third-party view of a company’s innovation and approach to their respective market. Since they are close to technology buyers, they understand how vendor marketing messages will resonate with buyers. Highwire PR offers advice on the very latest technology analyst relations best practices, based on our work for clients and a conversation with Beth Hespe, Corporate Communications Manager at Ixia, a seasoned pro with her hands in both AR and PR.

Each year, The Mass Technology Leadership Council (MassTLC) assesses the technology market’s impact on the New England economy. Based on the findings and the group’s ongoing work in support of the region’s tech industry, MassTLC is uniquely qualified to speak to the vibrancy of the innovation economy.

Highwire Labs Reviews Popular Gmail Extensions

Disclaimer: This blog post was edited on February 9, 2021 to reflect an updated review on new product features from Muck Rack. Scroll to the end to see our updated opinion.

Now is a good time for tech companies to build out their comms programs in advance of an offering

Rob Kuznia recently made headlines for taking a job in public relations.  Normally this wouldn’t be newsworthy – there are tons of us PR folk – but there’s a catch: Kuznia made the move from journalism, and what’s more, he’s a Pulitzer Prize-winner.