PR expertise
PR strategy grounded in the business
My PR work starts with what a company needs its audience to understand. I connect positioning, credible evidence, and executive perspective so communications has a clear role in the marketing plan.
The decisions before the outreach
What is the market story?
The change in the market the company can credibly speak to, tied to its positioning.
Who needs to hear it?
The customers, investors, partners or hires the story should reach, and the outlets they trust.
What supports the claim?
Data, customers, product proof or expertise that makes the story credible to an editor.
Who should speak?
Which executive carries the perspective, and what they can say with authority.
How will we know it helped?
The signals we will review afterwards, agreed before the work starts.
I contribute to these strategic choices. Pitching, media relations and day-to-day program delivery are run by the PR team.
Where PR can support the plan
Launches and funding moments
Customers, investors and future hires need to understand what the news changes. The decision is which angle earns attention and which proof backs it.
Executive visibility
Buyers and partners want to hear from the people leading the company. The decision is who speaks, on which topics, and where.
Credibility for complex products
Technical buyers need evidence before they believe a claim. The decision is which customers, data or expertise carry the story.
Work through Cast Influence
Apollo.io
Communications support for a funding and product story, with executive communications and relevant media.
Cast Influence work
Read the Apollo.io case study(opens in a new tab)Arcade1Up
PR for Arcade1Up, alongside my separate embedded brand role on the Infinity Game Table.
Cast Influence work
Read the Arcade1Up case study(opens in a new tab)Results in each case study belong to the Cast Influence team and the reporting period stated there.
Measure what the work can support
I look at whether the work reached the right audience, carried the intended message and earned credible coverage, and whether it was followed by useful referral visits and qualified inquiries. These signals help decide what to repeat or change in the marketing plan.
They do not prove that coverage alone caused a sale, and the reporting should say so.
Bring the communications challenge into the marketing conversation
Some needs call for my advice on strategy, some for a full program from Cast Influence, and some for direction to a team you already have. A first conversation helps sort out which.