NEW YORK—Trylon Communications, a media relations firm that works extensively with media clients, has changed its name to TrylonSMR, which stands for Strategic Media Relations. According to founder and principal Lloyd Trufelman, “Our new name confirms the permanent realities of contemporary public relations as we have practiced it since we began in 1990.”
Trufelman says the term “public relations” is misunderstood. “Over the years it has acquired a variety of vague interpretations, ranging from marketing stunts to lobbying to amorphous strategizing to party planning. However, the core function of the discipline—developing and promoting messages that accelerate client business development objectives through legitimate third party media coverage—has been buried by some practitioners in an impenetrable cascade of PowerPoint slides.”
The firm’s rebranding will emphasize its expertise in media relations, specifically for clients in the technology, media and telecom sectors.