Whether it’s a biotech company with the potential to save lives or Twitter battling Elon Musk, tech companies are mainstream news.
They rely on a steady stream of public relations to introduce their products, explain new and emerging concepts, and act fast when crises strike.
With the best PR talent in big demand, Insider identified a crop of up-and-coming PR-tech stars helping solve tech companies’ biggest challenges through dozens of nominations and original reporting. They’re mastering complex concepts and winning over reporters with killer pitches, putting them on track for bigger leadership roles.
They work on behalf of consumer-tech clients at agencies or in-house at consumer-tech companies of all sizes.
Read on to see who else made our inaugural list of rising stars of tech PR, listed alphabetically by last name.
Alvarez joined this tech-focused firm in 2017, rising to the position of account director in just four years. She now manages a team of 24 employees, serving as a lead for Bospar’s consumer, fintech, and retail practice. According to Curtis Sparrer, an agency principal and cofounder, clients like Smarty, a mobile-phone company, have seen coverage soar under Alvarez’s leadership. Oxygen, a fintech client, saw users for its loyalty program double after a campaign she spearheaded. A self-described “proud queer Latina,” Alvarez also led Spanish-language outreach for the Bospar Messes with Texas initiative, which offered staff relocations in the wake of the Lone Star State’s abortion bill.
Nine months into his tenure at DKC, Arquisola has made a specialty of amplifying esports to both fans and casual viewers. Campaigns to launch the Houston Outlaws’ 2022 Overwatch League season generated more than 500 million impressions, including local NBC, Fox, and ABC coverage. Earning major mainstream-media exposure for an esports client, he helped get XSET’s co-owner on “GMA” to discuss diversity and inclusion — a halo for the client, too. A self-described hardcore gamer, Arquisola’s plugged into esports and gaming media, with regular client hits in outlets like Upcomer, Bleeding Cool, and Cynopsis Esports.
Promoted twice in his three years at Sage Communications, Atkinson oversees campaigns for big-name clients like Dell Technologies, Okta, the authentication platform, and Empower AI. Mainstream-media hits are his specialty, with client coverage in outlets like The New York Times, Politico, Axios, The Hill, and The Washington Post. Atkinson’s also become an industry voice with op-eds in trade publications like PR Daily, Bulldog Reporter, and PR News. Atkinson “routinely exceeds expectations as a leader, mentor and role model,” Julie Murphy, the president of Sage Communications, said. Fun fact: Atkinson is also an accomplished musician who plays tuba, tenor and baritone saxophone, guitar, and drums.
Ayer has become a kind of stealth weapon for this agency, ghostwriting effective op-eds, guest stories, and pitches around “complicated technical concepts,” Mary Elkordy, the founder of Elkordy Global Strategies, told Insider. His pieces have landed in outlets like Bloomberg Tax, HR.com, Venturebeat, Entrepreneur, and others. Ayer’s “short, compelling” pitches have generated coverage in MarketWatch, Yahoo!Finance, USA Today, CNN, and others. For OVTLYR, an AI-empowered “behavioral-finance analysis” company — and a highly complex story to promote — Ayer produced so much coverage that the client increased Elkordy’s hours. Elkordy said Ayer’s plain-language press releases for Zillion, a digital-health company, have helped the brand break through to mainstream media.
The Google navigation app named a new chief executive in 2021 — a tricky announcement for a comms person, after Waze’s former longtime CEO had publicly criticized Google on his way out. Announcement coverage was largely positive, which Waze credits to Bemment’s comms leadership. That, her other work mentoring staff, and on initiatives like Waze for Good — a program to help communities and small businesses in the pandemic — helped win Bemment two promotions since joining the company in 2017. In a previous role at WE Communications, she became the global lead for the six-figure Microsoft Skype account at just 26 years old.
Chaudhary leads campaigns for one of the firm’s highest-profile clients — the Bank of Montreal’s fintech and digital-banking business. She spearheads media around BMO’s quarterly technology-survey index; its launch generated more than 150 media placements and spawned more than 100 million impressions, according to the agency. Before leading the BMO account, Chaudhary also worked with clients including American Express Global Business Travel, Acima, a fintech outfit, and Ubimo, an adtech company. “Few PR professionals have demonstrated the technical acumen across such a wide range of technology clients so early in their careers,” Matt Weaver, the senior vice president at Actual Agency, said.
Few agencies specialize in the critical overlap of technology and climate. As BerlinRosen builds a practice around it, Cheam is playing a key role. Among her campaigns are: Launching Octopus Electric Vehicles, part of the Octopus Energy Group backed by Al Gore, in the US; The Clean Fight, a clean-energy “startup accelerator” in New York; and Urban-X, a sustainability lab by Mini. Pakelody also led LinkNYC’s campaign around New York City’s last payphone, dialing up more than 1,000 media placements and oceans of social posts. Bonus: Cheam appeared in a Wall Street Journal story about a LinkedIn feature that let users record proper pronunciations of their names.
Earle’s work for the language-learning platform sprawls across the comms spectrum. She trains Duolingo’s linguistics experts and engineers in media; manages the company’s US PR agency; scores interviews with outlets like NPR, The New York Times, Rolling Stone, Insider, and AdAge; promotes new language courses, like Haitian Creole; and handles awards submissions. Earle also publicizes partnerships with brands like Slack and HBO Max, whose “House of the Dragon”-inspired language course in High Valyrian generated global coverage. In one of the year’s marketing coups, Pittsburgh-based Duolingo also opened a local taquería with discounts for practicing Spanish. Media around the world covered the launch, with Earle at the controls for the announcement.
Forgione crafts campaigns for big-brand clients like Samsung, Pioneer, and UL. As the account director, she also oversees awards, speaking opportunities, and influencer programs. For BlueAir, an air-purifier maker, Forgione led Amazon Prime Day initiatives, driving major bumps in coverage and sales. She’s launched “dozens” of Samsung products, including the much-anticipated Odyssey Ark gaming monitor. And her plugging has helped Pioneer win accolades like PopSci’s Best of What’s New. “Passionate, inspiring and purposeful, Cat exemplifies what Allison+Partners looks for in tomorrow’s leaders,” Jordan Fischler, the president of global strategy and technology at Allison+Partners, said.
In less than a year at Six Eastern, Goldsen has led campaigns for more than 15 early-stage tech companies, announcing over $70 million in funding between them. Her role at this startup-focused firm keeps her in close contact with heavyweight VCs including Accel, Greylock, Andreessen Horowitz, and Google’s Gradient Ventures, spearheading comms for clients like Cloudflare, Coinbase, MIT, and Shopify. Goldsen also “plays a critical operational role within the agency world,” Emilie Gerber, the founder of Six Eastern, said, launching the agency’s associateship training program and mentoring young people striving to break into tech PR.
Goulding became Cart.com’s first PR hire when he joined in March, working directly with the e-commerce startup’s CEO, CFO, and COO. In a space that goliaths like Amazon and Shopify dominate, he’s raising Cart.com’s profile with mainstream stories in outlets like CBS Evening News, Insider, and Texas Monthly, along with niche coverage in publications like Crunchbase and Destination CRM, and high-visibility speaking gigs at venues like the Venture Houston conclave for Cart.com’s CEO. Goulding’s also shepherded Cart.com through a comprehensive rebrand. Before switching to comms in 2019, Goulding was a producer for online-news shows like Facebook Watch’s NowThis Daily.
Miami’s a hotbed of tech PR and marketing, as Insider has reported. Ted Miller’s 3-year-old firm is at the center; Larrazábal helps oversees client and agency strategy while managing accounts including RapidSOS, an emergency-response data platform; Axon, a connected-device maker; Niantic, an AR lab; and Soundskrit, a high-performance microphone maker. At SXSW this year, she and her boss teamed up on a potent PR campaign for Spatial, an immersive-audio company, and the duo aced it on regional RapidSOS and Uber partnership launches in Chicago. Perhaps most critically, Miller called Larrazábal “instrumental in raising awareness for mobile COVID-19 testing in Florida” with statewide coverage for client StatLab Mobile.
Just a year into her tenure at this on-demand-pay fintech, Lourie has multiplied media placements, earning DailyPay coverage in outlets including Bloomberg, CNBC, The Wall Street Journal, and Fortune. Lourie also helps manage and message DailyPay’s banking relationships, including February’s high-profile rollout of its first white-label banking partnership with PNC Bank. Lourie engages with the company’s C-suite, as well as its legal, policy, and compliance teams, to elevate DailyPay’s profile. “In a short amount of time, Gabriella has driven serious results for DailyPay and is seen as a leader within the organization,” David Schwarz, DailyPay’s head of corporate communications, said.
Moore has sparked some of the year’s most visible moments for Moxie’s high-profile clients. She engineered an “SNL” skit featuring the Mirror fitness device, a pop-culture breakthrough for any brand. For Dame, a sexual-wellness brand, Moore helped amplify a settlement with New York’s MTA over racy ads, spawning a flood of coverage and a “Late Night” bit by Seth Meyers. Moore also leads comms for clients including BeReal and Peanut, two social platforms. “Vanessa has been a leader,” Taryn Langer, the founder of Moxie Communications Group, said. “Her true knack is finding untold stories and placing traditionally silenced voices at the forefront of top-tier media.”
This global firm says it specializes in “challenger brands,” which means many of its scrappy clients fly under the radar. Shapow specializes in helping them break through with significant media profiles. Her work for DBT Labs led to CEO interviews with Insider, Bloomberg, VentureBeat, and The Information. With relaunched messaging she crafted for Zum, a student-transportation company, Shapow scored stories in Axios and Fortune, along with spots on CNBC’s Disruptor 50 and Fast Company’s World-Changing Ideas roster. And DriveWealth, an e-broker, raved that CNBC coverage Shapow secured was “a game changer” for their business, according to Method. Beyond her client work, she’s also an active mentor and has been involved in Method Communications committees on remote work and learning and development.
San Francisco’s Bulleit Group describes its work as “bringing sci-fi to life” through “deep-technology storytelling.” Sills has risen to the challenge, earning five promotions in seven years for work on clients including LinkedIn; Shiru, a foodtech company; AMPLY Power, a BP offshoot; and OpenSpace. LinkedIn’s CEO praised Sills for “really crushing it in technology news” after she led a campaign promoting the company’s internal engineers, and landing coverage in outlets like The Wall Street Journal, TechCrunch, VentureBeat, and SD Times. “Hannah’s making a strong impact behind the scenes in the tech world,” Kyle Arteaga, the CEO of The Bulleit Group, said. “She has benefitted tech companies introducing new products as well as explaining new and emerging concepts.”
It’s rare for a journalist to praise PR pitches, but Stefan’s skills earned a shout-out from The New York Times’ tech reporter Steve Lohr. Along with Gingko Bioworks, the client Lohr covered in his piece, Stefan leads campaigns for Recursion, a bio-pharma firm; Shape Therapeutics, a biotech firm; and Ramp, a fintech startup, among others. As the senior director of media strategy, he also counsels most Mission North clients. “I genuinely believe our agency approaches media relations in a more thoughtful and respectful way because of Kwabena,” Grace Emery, a senior vice president at Mission North, said. Stefan’s bachelor’s in journalism from Northeastern University may help him understand how his press counterparts think.
Tamkin had no esports or gaming experience before joining this LA firm five years ago. She now oversees a portfolio of clients in the fast-growing category, including Electronic Arts, GameSquare Esports, Vindex, and Action Network. She spearheaded comms around Electronic Art’s high-profile Madden NFL Championship Series, generating mainstream and niche coverage. Her campaigns around July’s Apex Legends Global Series Championship in Raleigh, North Carolina, helped make it the biggest EA esports event of all time, the agency said. “Casey is a vital advisor to some of the industry’s largest and most influential brands and organizations on communicating difficult-to-understand gaming concepts,” Jennifer Acree, the founder and CEO of JSA+Partners, said.
The burgeoning smart-home category has become Turk’s specialization at Max Borges Agency, a leading Miami tech firm. For Eve, which makes networked home accessories, Turk turbocharged brand mentions fourfold in 2022 over the previous year. Turk’s also counseled clients including GE Lighting; Olive Union hearing aids; OV Loop, a fintech brand; and Vitec Imaging Solutions, a photo-and-video-equipment maker. At his previous gig, Burson in San Francisco, Turk worked with high-profile brands like Oracle, Alcatel, and Accenture. Fun fact: A “die-hard Steve Jobs fan,” Turk visits an Apple store in every state where he travels, according to his company bio.
As Clarity’s first media strategist, Vogel works across practice areas, including media, adtech, fintech, and retail. For OpenWeb, Vogel spearheaded media relations around two acquisitions, earning coverage in outlets including The Wall Street Journal and Insider. Vogel also counseled CarbonPay on messaging and strategy to elevate the company above the “greenwashing” label its industry has faced. “We depend on Will to help broaden the breadth and depth of the journalists we know and to also help to drive continuous coverage for our clients, which he does day in and day out,” Kara Silverman, the managing director of Clarity NY, said. Clarity itself has been Vogel’s “client;” he promotes the agency itself in trade and business media.
The Elon Musk-Twitter tango has been one of the year’s biggest business stories. Zamora is on the team that has managed messaging around the potential acquisition; it’s part of his role overseeing external comms around Twitter’s corporate development, finance, people, real estate, and workplace-strategy areas. Just two years into his tenure, Zamora’s spearheaded announcements for more than 16 of Twitter’s own acquisitions. He also rolled out the company’s “Back to the Nest” strategy around office reopenings later in the pandemic. “Adrian is a seasoned communications expert, with experience working across consumer tech, policy, and corporate issues,” Catherine Hill, the Twitter corporate communications head, said.
Whether it’s a biotech company with the potential to save lives or Twitter battling Elon Musk, tech companies are mainstream news.