Trylon SMR (the SMR stands for strategic media relations) found itself well positioned in 2007 to serve as the unofficial voice of a resurgent Silicon Alley. As a firm focused on media relations—founder Lloyd Trufelman is unabashedly old school, having learned his craft at Rubenstein Associates and honed it with media companies such as MTV and CBS, and is one media maven who understands the true value of relationships with reporters and isn’t ashamed to call himself a publicist—and the technology sector, Trylon spotted the resurgence of New York’s high-tech community early, and developed, co-produced, and promoted the Silicon Alley 2.0 forum in conjunction with The Partnership for New York City, generating substantial coverage on NY 1 News, AMNY, The New York Sun and eWeek, among others.
As the year went on, the firm co-produced, promoted and sponsored a NY Media & Information Exchange Group panel featuring New York-based Israeli tech companies Outbrain, Eyeblaster, Pando, TaxiTech and AlmondNet, moderated by Trufelman; then promoted the Silicon Alley Large/Small Company Summit for NY:MIEG, in association with Polytechnic University; and helped demonstrate the strength of New York City’s technology sector by publicizing the Industrial Technology Assistance Corporation report Buried Treasure: New York City’s Hidden Technology Sector. Also in 2007, Trylon SMR launched NYConvergence, a daily blog and a digest of media and technology news from the
All of that contributed to a solid year, despite the weakening economy. The firm continued to provide its services to clients such as BusinessWeek.com, Mediaedge:cia, The Week magazine, Men’s Health magazine, Kiplinger.com, Springer, Star Marketing Group, Syndicated Network Television Association, Countdown Entertainment, and others while adding assignments from Active Response Group, Points.com, Yangaroo, and AzoogleAds. In addition to its Silicon Alley work, highlights included generating media attention for The Week magazine’s Opinion Awards; supporting AmericanLife TV Network on Martin Luther King III’s Poverty In America documentary, as well as George Clooney's Journey To Darfur documentary; and helping to launch Better Homes and Gardens’ 100 Days of Holidays celebration of Halloween, Thanksgiving, Christmas, and New Year’s.
Trylon SMR continues to rely a proprietary “reverse reporting” model that starts by asking what journalists—and increasingly, new media types such as bloggers—are interested in and then develops stories that meet their needs. The firm focuses on delivering consistent, targeted media placements to clients in the media, technology and related industries, on measuring both the quantity and quality of media coverage generated, and on providing personalized service and rapid response. It has been increasing its emphasis on social and other online media in recent years, developing an expertise in podcasts and particularly online video. It is also different from many of its competitors in that it works exclusively on a monthly retainer basis (not on the hourly system that has come to dominate the industry). Explains Trufelman: “We sell result, not time.”