Category Archives: collaboration

7 Tips to Thrive in PR in 2027 & Save the Date! PRSA SV Media Predicts is Dec. 4th at SJSU

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Cision reports that most journalists receive at least 50 pitches per week. Some receive hundreds daily. How can you stand out in an ocean of messages?

In this timely blog post, global PR professionals weigh-in on 2027 PR tactics and planning. Despite the massive popularity of AI tools for public relations, global PR professionals based in the Silicon Valley advise that humans need to stay in the center of it all for top results in 2027.

Here are seven tips to keep in mind when planning 2027 PR.

  1. Storytelling with human-centered angles will rule in 2027. Lou Hoffman, founder and chief executive, Hoffman Agency which grew revenue from 2025 to 2026 said in a September yesspress(dot)io blog story, “Stories trump messages.” He added that a good interview, “loses the varnish.” The best interviewees comfortably and naturally convey things that happen like they are talking to a friend. Fun fact. Lou founded his company the same year I met my husband on a bus going to Daytona Beach, Florida for Spring Break during our time at Ohio University! Hit me up for coffee and I’ll tell you more about it.
  2. Fact check all campaign research derived from AI. Jeannie Entin, founder and CEO of Injeannious Studio and PRSA Silicon Valley president advises, “Use AI early and often, but never skip the humanity check.” Popular AI tools used by PR professionals include Cision, Muck Rack, Meltwater, Prezly, Otter(dot)ai, ChatGPT, Gemini, and Anthropic Claude. Yes, use AI. I research a lot using some of these sources.
  3. Marketers in charge of the PR function at any size company need to hire a human PR pro. Several people ask for proposals. I always search for their name using AI and typically they don’t show up at first or it’s after I input further questions into the prompt. But they brag to me about how comfortable they are using AI for marketing. Well, how is that working for you? Name dropping Claude 10 times doesn’t mean you are a communications expert. You need a human PR pro in the mix.
  4. Press releases and newswires will still be relevant in 2027. Newswires will tout their AI that writes releases. In 2027, you must hire an experienced human to decide how to write the document so it contains real news. This particularly pertains to two entities collaborating. When you want to announce you are meeting with another company, it’s more of a verbal mention in a conversation. When you are partnering with that entity, that’s news, if it’s in a way that journalist care about. Note that partnerships with big entities usually mean you are part of a formal contractualized partnership that involves co-advertising. You can’t use the word “partner” in external relations documents too freely. I used to do PR for IBM developer relations and have to write, approve, edit or (gasp…) yes, reject –  hundreds of partner press releases.
  5. Surprise news is still the best for top results. If a company has targeted the gaming industry for 10 years with its AI chips and switches to a focus on supplying technology to data centers in space, that’s a surprise. It’s means new workers, new offices and many changes. It will make headlines. It will go from news brief on page 2 of business section which may be behind the Sports section in the Silicon Valley, to front page of The Mercury News. Seriously though, The Merc needs to stop running so many wire stories and publish more of its own reporting. Shout out to George Avalos who is still there!
  6. Do PR activities in person, at least four per year. And consider your budget, personalities and spokespersons. People are still burnt out on digital meetings from the Covid lockdown era. A report issued by NPU said that 82% of people prefer in person events and only 1% don’t! My super active PR executive friend Meghan Fintland, head of global PR, Rubrik, told me that she was traveling to India for her job. She goes to Europe and Las Vegas regularly. This makes sense.
  7. The classic personalized pitch-to-a-journalist will thrive in 2027. This is despite startups thinking they can use AI to target a lot of reporters with the same message through things like website and social media posts. Reporters typically want scoops, which are news reports that are first out. Often a human PR pro will DM the reporter a tip first. As an aside, WSJ reporter told me in a Stanford media relations class that that outlet does like day 2 stories just fine with more insight though. Not every message has to be a ‘scoop’ pitch.

In summary, keep the human PR professional at the center of your AI-infused marketing communications in 2027 for excellent results.

And in Other News, Save the Date!

Save the date! PRSA Silicon Valley Media Predicts is Friday, December 4, 2026, from 6-9 PM at San Jose State University. This is from a reliable source Jeannie Entin. Stay tuned for updates directly from the executive team on that. My recommendation is to check the PRSA SV website November 1 for confirmation and details.

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Michelle McIntyre is an award-winning PR consultant and IBM vet who lives and works in Saratoga, California. She’s the current PRSA SV editor-in-chief, an advisory role. McIntyre loves story telling, relationship-building and garnering big attention for startups and their VCs. She followed artificial general intelligence science and trends long before that activity was cool.

Her son is is a fourth-year PhD candidate at Duke researching stochastic dynamics and teaching Calc 2 to undergrads.

The artwork of woman with microphone surrounded by robots which represent AI tools is by Microsoft Bing AI.

How a Stunning Photograph Can Lead to Media Coverage

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I often remind my PR clients and CEO friends to create stunning photographs if they want big media attention. A clear photo with great lighting that tells a story can be the difference between starring in the lead of a story, being buried in the last graph or not being mentioned at all.

Therefore, prior to a publicity push, hire a photographer, like Paul Sakuma who is in the Silicon Valley, or take some clear and pro-like photos with a high-end smartphone. Only use your phone as a last resort. Maybe you have bootstrapped, early-stage startup. A quality photographer’s work is priceless and the investment will be well worth it.

Photo credit: Canva

For executive head shots, go to a nearby studio or set up a shoot at a nearby park. (And follow the pro tips for head shots like don’t wear a logo on your shirt and long sleeves look better than short.)

A phenomenal set of images can mean the difference between being featured in several minutes of a TV spot or 10 seconds.  What’s neat is that a set of photos can be run as a video on a TV or online show. CNBC, Cheddar, Bloomberg TV, or the local and national networks like ABC, CBS and NBC all appreciate a nice set of photos.

My neighbors run an IT company that helps Silicon Valley companies set up their new offices, onboard new equipment or workers, and transition employees to work anywhere roles.

Early on they were asked by The Mercury News for an interview about how a husband and wife can work so well together personally and professionally. This was around Valentines’ Day. They asked me for a tip before the interview. The franchise PR team had set it up. I was asked for the special sauce in helping the reporter.

I told my friends, “Own the photo. When the newspaper writer asks if you are free for a photo shoot, say, ‘Yes,’ or proactively invite them to your office for the shoot.” They did and they ended up being featured in a big part of the newspaper section that morning. Their photo was large and it got their brand positive attention. People saw it and their brand name whether they read the story or not. They starred in the lead of the story.

The co-founders of the IT company have been in business about a decade; they just acquired another franchise office so they are doing well. 

A photograph that is clear and tells a story will be welcome by journalists. photo credit: Canva

The other example happened recently. Although I’m known for technology media relations for software as a service or SaaS companies, I also volunteer helping local not for profits, e.g. the Boy Scouts of America council. (The big campaign we conducted recently was telling the world about the first female Eagle Scouts: That got awesome coverage by the way.)

Anyway, a local major broadcast network wanted to cover various summer camps opening up after a lot of people in Northern California got the COVID vaccine. The TV reporter asked for photos of a particular camp, Hi-Sierra for the show. Note that these were photos for a TV spot. Most people think you have to have b-roll. You don’t. Anyway, the BSA team had a stunning collection of high-resolution camp photos all in one place. I was able to scan the group and pick out the top ones to make the journalist’s deadline. They were featured in a slide show on TV along with an interview with the camp director. It was beautiful coverage.

Just yesterday a business reporter asked me if any of my PR agency clients had photos of their cool local work sites I could share. At about the same time a trade reporter asked for photos for a story based on a press release about an award. I was pleased when my clients gave me quality images for them. The writers were quite pleased as well.

In summary, if you want your organization to star in a story or get more time in a TV news spot, hire a photographer to take a set of quality photos for your next public relations campaign. As an aside, a phenomenal image can also make your social media posts pop.

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Michelle McIntyre consults for Aircover Communications. An IBM PR vet, she also runs her own freelance PR practice and is a ranked future of work influencer. @FromMichelle on Twitter.

85% of Jobs are Secured Via Networking: Here’s How to Do it Right

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As a public relations professional I am often asked about how to best network. Building relationships is part of my job so this is a sensible inquiry.

The U.S. Bureau of Labor and Statistics concludes that 85 percent of jobs are filled by networking. This can apply to landing a consulting gig as well. If you are looking for work or have a spot on the client roster, remember the tip that many jobs are filled before or right when they are posted. That’s because of networking.

Today I attended a talk hosted by a group of PR professionals: Smart networking tips were discussed. The speaker was Robin Beaman, a PR agency owner who worked for the likes of Oprah Winfrey.

Here are a few networking tips from the talk:

Networking is true relationship-building. It’s making and maintaining a friendship. Think about how to treat a friend. Buddies are nice and supportive to one another through good times and bad.

Giving the other person what they want is part of networking. Yes, this says help someone else. Not all networking is about what the other person can do for you. It’s a two-way street.

Call and follow up. This is definitely true when setting up a job interview or PR agency introduction meeting. However, it can also be applied to networking. Ms. Beaman said that it was not a smooth one step process securing her PR advisor opportunity with Oprah Winfrey. She followed up several times.

Perseverance works. Have a can-do attitude when pursuing opportunities. Robin Beaman said she didn’t just get in touch and immediately get hired to work her PR magic at B.E.T and Oprah Winfrey’s company. It took the right mindset, accompanying hard work and a massive amount of follow up.

In summary, my advice is that attitude plays the biggest role in landing a work opportunity. When you set your mind to doing something and hyper focus on that goal you have a higher likelihood of achieving it.

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Michelle McIntyre is a self-proclaimed Silicon Valley PR Diva, IBM PR vet, and syndicated blogger. She’s achieved 11 awards for outstanding media relations results. Follow her on Twitter @FromMichelle. @PRSASV hosted the event featuring Robin Beaman.

I’ve Been A Remote Worker for 20 Years: Here’s A Prediction

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It’s interesting to hear everyone go ga ga over doing a Zoom business meeting or cocktail party. To me online meetings are no big deal and after many meetings from my home office for the past 20 years, I’d rather just make a phone call. People are inviting me to meet via Zoom as if it’s super special or a game or something. I appreciate it but it’s not special or fun to me. It’s business as usual. I’m not going to glamorize it. And be careful what you talk about using the free services. Your security may not be so good unless you pay for a pro version.

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However, regarding birthday celebrations, yes, it is a nice gesture to see everyone’s faces on the screen. That’s different and is nice if you live in different countries or states. I would rather see the “drive by parades” instead if your buddies are close enough to do that.

I’ve been a remote worker both for IBM and for myself for the most part since 2000 when my son was born. He is finishing up his freshman year at University of California Berkeley right now. He turns 20 this year. He’s been around as long as I’ve been a remote worker!

I say I worked from home “for the most part” because when I was West region PR manager for  IBM I had a sweet office in Mountain View, which I think is now owned by Google, as well as a guest office at IBM Almaden Research Center. But I mainly worked at home. And by the way my son went to daycare while I did that. It would have been a bit dangerous for him to wander around the house as a baby or toddler during my super busy IBM days.  (Remote work parents of toddlers: be careful.)

Here’s my prediction about what’s going to happen: in the next 18 months we will all need to be able to turn on and off remote work. I don’t believe everyone will “turn remote” permanently though. I think schools will still be around. Offices and work buildings will still be around. So don’t get rid of your printer-copiers, desks or chairs.

After listening to numerous interviews with medical doctors and data scientists from places including Columbia and UC Berkeley, I have a strong opinion about what might happen.  I believe that almost all businesses will have both an in person and remote work option.

During the next year people will go back to school and to the office. But at some point, they will told to go back home. For example, they could go back to school and work in August but be called back home for a few months in December or February. These are made up months: the exact day will depend on what happens with the COVID-19 curve. But a UC Berkeley PhD said today during an online teleconference that COVID cases could very well start to increase again during flu season: that’s when people may be called home again.

Whether students and workers go out or go home will depend on if people are getting sick from something that isn’t very treatable. So if the COVID-19 numbers go up we go home. They go down, we go to the office. Therefore my prediction is that we’ll have this back and forth lifestyle for at least one and a half years. Then maybe there will be a vaccine and things might go back to normal again.

What problems will occur? This will put more stress on college students who go to schools far away from their parents’ homes. They have to decide, will they stay at their college apartment when they get called back to online school or move out and go to mom and dad’s? Will landlords give students a break if they move out back home for three months? One of more vocal parents from the UC Berkeley Cal Parents Discussion Group Facebook page suggested simply asking landlords to put a special clause into the leases. If you move out, maybe you can get a break that month.

Regarding K-12, poorer kids will need to get laptops and WiFi supplied to them. One school district representative from New York said just this week that around 20% of their K-12 school children don’t have technology or bandwidth at home for online learning. And they have figured out how to solve about 10 percent of this problem but are working on the rest of it. Business, schools and communities: let’s work on solving this digital divide problem as a team.

My advice is simple: go with the flow and stay flexible. Flexibility is the name of the game moving forward. But wait, there’s more.

Help someone and you will get a favor back at some point: I’ve already experienced that. I bought hand sanitizer for a stranger and got a much needed essential item literally gifted to me soon after.

Try to stay healthy because if you get sick you will recover faster.

Good luck and happy online meetings everyone. I wish you all long lives with much toilet paper. And sorry if I missed your fun Zoom party. It reminds me too much of work.

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Michelle McIntyre is the founder of Michelle McIntyre Communications LLC, a tech PR consulting firm in Saratoga, Calif. She’s an IBM vet and also a future of work influencer. Follow her @FromMichelle on Twitter.