SAN JOSE—Industry veteran John Tsantes, who sold his eponymous semiconductor specialist public relations firm to Porter Novelli in 2001, has launched Tsantes Consulting Group, which will provide strategic public relations and communications counsel for advanced technology companies. TCG will serve the needs of start-up, emerging-growth and public firms in semiconductor, process, silicon IP and electronic design automation industries.
Tsantes had served as president of Porter Novelli’s advanced technology division, a deep tech public relations practice created through the acquisition of Tsantes & Associates.
“Over the past 20 years, the deep-tech public relations industry has gone through dramatic change,” Tsantes says. “Two decades ago, only a handful of PR practitioners knew enough about both public relations and technology to be effective. Today, the technology-based PR industry is well established and client in-house expertise significantly has grown. What’s often lacking in both entities is the knowledge to truly understand complex technology and technical issues at a core level and seamlessly translate the resulting benefits for mass consumption. That unique expertise epitomizes TCG’s founding business model.”
According to Tsantes, TCG’s mission is to position and package technology information and to create highly differentiated messaging for a broad set of audiences. It will offer strategic services to companies wishing to leverage complex technologies for market creation and development, including product and corporate positioning; message creation and testing; market intercept and brand awareness strategies; and corporate consensus audits and media training, to name a few.
Prior to founding Tsantes & Associates in 1989, Tsantes was vice president, technical marketing at Darien & Morra, a high-tech public relations and advertising agency, and vice president of technical services for the San Jose, Calif.-based public relations firm of Franson & Associates.