In the technology public relations sector, under fire from journalists for its scattershot approach to pitching stories, the disciplined approach of a firm like Collaborative Communications is a breath of fresh air. At Collaborative, the emphasis is on strategic corporate positioning rather than product publicity. Typically, the firm’s counselors work at a senior level within client organizations, immersing themselves in the client business in order to understand competitive market position and business goals. It develops a positioning statement and supporting messages that form the foundation for future activities, identifies opinion leaders, and then crafts targeted public relations campaigns measured by meaningful objectives.
The Collaborative approach is distinctive in several ways: the firm ensures VP involvement on all accounts, plotting strategy and identifying opportunities; it brings an in-house perspective, thanks to senior executives who have held high-level corporate PR and marketing positions at Sun Microsystems, IBM, Cabot Corporation, and Raytheon; it’s proactive; and it understands technology and, more important, how to tell technology stories that are clear and compelling.
Founded in 1995, Collaborative now has a staff of 45 and is on track for growth of around 45 percent this year. New clients this year include Clearway Technologies, one of the biggest players in the content delivery space; CRM integration platform supplier YellowBrick; and e-smith, a newcomer in the Internet infrastructure marketplace. Other interesting projects have included positioning of BargainDog, which was sold to About.com; the promotion of Energyguide.com; and ongoing, award-winning work for RSW Software. On the personnel side, new additions include Chris Prew as vice president from Transysoft, where he was director of marketing and business development; Martha Tacy from Lotus Development as senior director, and Ellie McCormach from Applied Technology Investors as director.