Building brands through storytelling
Robert A. Lynch
Publicizing small and mid-size technology and B2B companies for 20 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.
FREELANCE: Nine years publicizing small to mid-size companies, their products and their people.
AGENCY: 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.
- Penned a few thought pieces for PR Tactics on how PR and securing stories is like dating and improv’s impact on business communication.
- Published a haiku in Frogpond, The Journal of the Haiku Society of America.
- Appeared in commercials, television pilots, indy films and web series’. I also wrote, produced and performed in my own web series, “.4 Seconds: Ricky Hustile’s Last Shot at the NBA.”
- Sales-minded: I start with your business objectives and then work backward to determine the steps required to achieve them.
- Efficient: I focus on 10 outlets vs. 100. I treat your money like my own. I don’t like spending money for the sake of spending it. And I try to secure speaking engagements that put you in front of your target audience and media stories in outlets your target audience reads to make informed purchase decisions. If it’s not the right place or outlet, the result wasn’t really worth it.
- Personal: I research each speaking organizer and reporter/outlet like a private detective. I determine their interests and tailor each abstract/story to each reporter at each outlet based on the needs of their audience. I don’t spam.
- Persistent: I believe some stories take time. If a reporter doesn’t bite on a story, I’ll identify a new angle, a new reporter or go after another outlet and double back when I have a better story.
“After sitting down with Rob, I walked away with concise messages and talking points that describe exactly what my business does and how it will benefit my customers. I learned how those messages can be applied to any form of media or conversation. I also learned that how I deliver those messages might have to be tweaked based on the audience that I have. Most importantly, I walked away feeling more confident about promoting my business.”
Matt Stasiek | President | Sphere Fitness, LLC