Collaboration software
Mural
Narrative strategy and earned media for a collaboration platform, built around the shift in how teams work rather than the feature set.
Cast Influence engagement
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Senior-led retainer
Mural
The business challenge
Give reporters a way to cover the change in how teams work, rather than a features race in which every competitor claimed the same shift, with evidence that came from customers instead of marketing.
My role
Delivered through Cast Influence, the agency I co-founded. Cast’s scope covered narrative strategy, business and trade media, an executive platform and customer proof.
Decisions and work
- Wrote the argument first and the product second, so pitches led with what teams were doing differently
- Ran launch moments, executive commentary and customer proof against one calendar
- Responded to return-to-office news cycles with reactive commentary
- Placed executive bylines and podcast appearances, and cleared customer stories for press use
What the work achieved
Coverage reached national business and technology outlets across the launch window, with named commentary and bylines placed for company leadership. Figures exclude syndicated pickup and are not a claim that PR alone produced revenue.