Brand Building Through Storytelling

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Robert A. Lynch

Publicizing small and mid-size technology and B2B companies for 22 years. I still use the same techniques I learned my first day on the job: tell the right story to the right audience at the right time. Lather, rinse, repeat.

In terms of approach, I work backwards. Who is your customer? What is their pain point? How do you solve it better than anyone else? Where does your customer go to make informed purchase decisions? From there, I develop a messaging platform and a PR strategy. I go to each outlet and look for the specific opportunities - media, byline, trend story, award, podcast, speaking engagement, etc. Then I craft the appropriate story to target the opportunity.

FREELANCE: 11 years publicizing small to mid-size companies, their products, and their people.

AGENCY: 10 years experience working for large global agencies and small creative boutiques, including Ketchum, Burson-Marsteller, Porter Novelli, Dome Communications and EBS PR, publicizing small to mid-size B2B, technology and consumer clients.

Brainstormed, planned and executed publicity/media relations campaigns for Fortune 500 companies like Sears, Roebuck & Co., ConAgra, Fortune Brands, AT&T Wireless, and MCI WorldCom and for small to mid-size technology companies like CDW, TransUnion and LapLink. Wrote case studies for SPSS for two years and drafted web/brand copy for True Partners Consulting and CenterPost Communications. Executed analyst relations program for Callisto Software and Experian Marketing Services.

CORPORATE: Handled publicity and executed thought leadership campaigns for TransUnion’s B2B divisions, including healthcare, risk management, fraud, and collections.

PRESENTATION & COMMUNICATION SKILLS: Trained new sales members, up and coming leaders and senior executives across America and in India how to effortlessly and comfortably deliver their messages using applied improv and acting techniques.

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