Tag Archives: Michelle McIntyre

2026 Predictions and Career Advice from Top Journalists 

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PRSA SV Media Predicts Did Not Disappoint

PRSA Silicon Valley Media Predicts panel and gala event happened on December 11, 2025 at the Belmont Sports Complex just off of 101. They discussed Bay Area real estate, GenAI versus SEO, autonomous vehicles, robotics, Substack newsletters and a myriad of other topics. Parking was easy and the sunset views during set up were breathtaking since the event venue was up a flight of stairs and there were big windows.

Dr. Shaun Fletcher of San Jose State moderated a panel made up of Ms. Abrar Al-Heeti of CNET, Matt Rosoff of The Register, Scott Budman of NBC Bay Area, Asia Martin of Silicon Valley Business Journal and Harry McCracken of Fast Company. 

The food was an eye-fetching buffet set up of many different heavy appetizers and tasty sweets, and they offered both an open bar and really good coffee at the start. The theme was sports and attendees could shoot baskets or play tabletop games. (Yes, I shot baskets.) The giveaways were high top tennis shoe key chains and mini spirit foam hands, the ones you see at games. Board members Mark Lewis and Jennifer Yoder and San Jose State’s PRSSA president received President’s Awards from President and Emcee Jeannie Entin. 

This story focuses on three parts. Predictions, advice for people starting out in their careers and story pitching tips. 

What they said about 2026 predictions: 

Matt Rosoff: I look forward to a new type of device that’s not a phone that uses AI. I also see a resurgence of crypto. 

Asia Martin: I’ll be looking at how much of our lives will be infiltrated by AI. AI is doing this without proper regulation. There’s a ton of personal information in AI. AI needs to benefit humanity. 

Scott Budman: Privacy  and security as they relate to AI will be important. A lot of what is happening in AI is in the future. When will people demand payment for use of their data?

Harry McCracken: Harry brought up a Rivian event he attended earlier that day as well as seeing ebikes.

Advice on starting a new career:

Abrar Al-Heeti (pink suit): When people tell you to do something besides what you want to do, don’t listen to them. Do what you’re passionate about. 

Asia Martin: Stay abreast of what’s happening in the world. Research and read about the companies you are interviewing with.

Matt Rosoff: Figure out what you will be a specialist in. What can you become an expert on? What can you be known for? (So true. Most of my experienced friends in tech PR have a specialty like semiconductors, fintech, AI or security.)

How to pitch them:

Scott Budman: I receive around 80 pitches a day but I only cover one story per day. You don’t need to pitch me four or five times. If you pitch me a healthcare story I’m calling back. 

McCracken: I have my own set of experts. I don’t need more. Target your pitches, make them brief and personalized. Put the most important information at the top in news releases.

Abrar Al-Heeti: I cover phones for CNET. I don’t like when a small startup emails me five times and it’s not on my beat.

Asia Martin: I don’t like when I’m offered an out of area spokesperson who can comment on the Silicon Valley. I want someone local. 

Matt Rosoff: Realize that The Register is an international media outlet based in the U.K. Read it before you pitch. After the panel, Rosoff messaged me and added, “When I was talking about knowing The Register, it’s really more about our subject matter — B2B tech for IT pros, mostly, with the occasional offbeat science type story.”

Their most viewed stories:

Scott Budman said it was the Elizabeth Holmes story for a year and he had much international interest in this. Recall that one of the Holmes-Sunny Balwani tweets garnered 15 million views.

Abrar Al-Heeti: CNET’s tariff stories got the most clicks. As a reminder she covers phones.

The group also discussed SEO versus GenAI and brought up real estate a few times, especially Asia Martin who covers commercial real estate and Scott Budman who asked, “Can young people who grew up here afford to buy housing here?” Martin said that AI has impacted real estate because companies hiring for AI need office space. However a company lays off because of AI and that affects housing. 

It was interesting that Martin mentioned residential housing a lot even though her beat was commercial. A lot of news stories and thoughts often go back to how things affect citizens. 

Roles as company story tellers and relationship-builders are important. Please join a public relations group or network with colleagues to gain support for this career choice, and to share best practices. 

Thank you PRSA Silicon Valley for donating your time to run this event especially Tara Thomas as well as giving all proceeds to the diversity and multicultural college scholarships. 

Please check out my friend Gerard Corbett’s new book “Aspire to Hired: The Essential Guide to PR Career Success” here. Gerry is a public relations rock star in the PRSA National and local chapters. 

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This story was written by Michelle McIntyre a PR consultant, IBM vet, and former VP of Marketing, PRSA SV. Michelle lives in Saratoga, Calif., with her husband and big dog, Ringo. Her son is half way through his mathematics PhD program at Duke. He’s studying probability and teaching math to undergrads.

And shout out to our small but mighty, Media Predicts Table 6! Deidre Wright, Scott Budman, Albert Hu and myself.

Photo credits: I took all of the photos here except for Gerry Corbett’s book cover which was borrowed from Amazon.

To Succeed in AI, Know and Use These 10 Terms Including “Token” and “Inference”

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Today I attended day one of the AI Infra Summit at the Santa Clara Convention Center. Around 4,000 registered which is up from 1,500 last year. By the way, infra stands for infrastructure. Speakers addressed what you need for AI. 

 I noticed a trend. Speakers used a few AI-related terms over and over like “inference” and “token.” They liked to say, “AI factories” instead of or more than just “data centers.” The term math or AI math was tossed around a lot. Tensordyne booth had a digital sign that went so far as to say, “AI is math.” 

I decided to blog about the AI terms used by speakers that got my attention at AI Infra. 

I sat through the press conference (photo below) featuring five companies, including two very young startups, as well as mainstage key notes by Meta, NVIDIA, AWS, Kove (unique software-based memory) and Siemens.

Thank you Royal Huang, PhD and CTO of SuperTech FT – a 5013c that teaches young people a practicum of physical AI and robotics – for checking my list of terms and commenting. Full disclosure is that SuperTech FT sponsored my conference attendance. Huang is an AI consultant who has worked in automobile robotics, health tech, edtech and more. (Royal is pictured below under the tiger in the AI Infra exhibit hall.)

Here’s my list of Top 10 AI Infra conference terms:

  1. INFERENCE: I heard this dozens of times and on many slides from the start of the press conference at 8:15 am right through to the last mainstage keynote speaker hours later. AI inference is the process of using a trained artificial intelligence model to generate predictions, insights or outputs from new, unseen data. Dr. John Overton, Kove’s CEO and a PhD, showed a slide that said, “Unlocking AI inference.” Kove innovates by making unique software-based memory.
  2. TOKENS: NVIDIA’s website says, “Tokens are tiny units of data that come from breaking down bigger chunks of information.” It adds, “The language and currency of AI tokens are units of data processed by AI models during training and inference, enabling prediction generation and reasoning.” Speaking of tokens, NVIDIA’s VP of Hyperscale, Ian Buck, PhD, announced a new GPU today, called Rubin CPX. It will be online by the end of 2026 and it will be able to handle “one million tokens” which apparently is a big deal. It reminds me of that Austin Power movie line, “1 million dollars.”

3. AI FACTORIES: Speakers said “AI factories” much more than data centers on their slides. Not new news but still interesting are Meta’s plans to build a ginormous data center that can handle very advanced AI. Today, one gigawatt which can power all of San Francisco is considered big. Yee Jiun Song, VP of Engineering, Meta, and also a PhD, mentioned in the mainstage keynote one that a five-gigawatt data center is planned! This will be called Hyperion and be the size of Manhattan. 

Royal Huang commented on this topic, “Think of it this way. The data center is the soil and AI is the crop.” 

These next three are more commonly used by business people:

4. LLMs: A lot of speakers talked about training large language models or LLMs. 

5. AI Math: Today’s speakers said “math” several times. AI performs calculations. AI enables calculations. AI can save or cost a lot of money. There is a lot of math involved apparently. Recall that Tensordyne’s booth had a digital sign that said, “AI is math.”

I asked a person sitting next to me at lunch, Asif Batada, Sr. Product Marketing Manager of Alphawave Semi, if he thought math was important and used often in AI. He said, “Yes, math is like water,” and then switched the word to, “oil.” He elaborated, “Math is like oil; smart people are working on optimally using oil.” Interesting analogy.

6. GPUs and CPUs:  A GPU is defined as a specialized electronic circuit designed to rapidly process and render images, videos and animations as well as do scientific computing, AI and machine learning. NVIDIA Rubin CPX (a future product) is a GPU. Fun fact: NeuReality’s CEO said during the press conference that you don’t want to cram too many GPUs together because that could cause performance to suffer. I guess there’s an assumption that more GPUs are better. He says, not necessarily. And a CPU is a semiconductor chip that acts as the brain of a computer. 

These last words or terms are a bit overused but still valid:

7. OPEN SOURCE: Several mentioned that their product worked with many other brands of technology. Open computing is still a big deal. 

8. SCALE: AI Consultant Huang advised that, “Everyone says they scale. But scaling is the toughest thing to do.” I’m not a huge fan of this term for this reason. Almost everyone in tech claims they “scale.” It’s better to give the proof as opposed to just stating the claim. 

9. SAVING ENERGY and driving efficiency: Everyone mentioned this. A lot. Huang commented, “When you build a data center everyone is after being energy efficient.”

10. NVIDIA, the only proper noun on the list. And as a bonus number 10, Anthropic. Many companies said that their product is used by NVIDIA or they have been working with them. The AWS speaker name dropped working with both NVIDIA and Anthropic.

Royal Huang commented that he thought AI agents, agentic AI or multi-agents should have been included in my top 10. However, I didn’t hear many speakers mention them today. I do recall AWS mentioning it. Huang added that edge AI was also important. He had planned to see many agentic AI talks at the AI Infra conference which goes through September 11th. 

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Michelle McIntyre is a Silicon Valley-based PR consultant and IBM vet. As a social media influencer and blogger, she’s sometimes invited to press conferences. She is attending AI Infra on behalf of SuperTech FT, a robotics non-profit that trains (mostly) young people to do ‘physical AI.’

Photos: Michelle McIntyre took all of the photos here. The stuffed animal booth give away is from a company called Xage Security.

UC Berkeley Panelists & Audience Split: Was Math Created or Discovered?

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On Tuesday, I attended a UC Berkeley math and physics panel event called “Math: The Universe’s Language or Human Creation?” at the Lawrence Hall of Science Auditorium, not far from Cal Bears’ Memorial Stadium and the Botanical Garden. 

Why did I go? I’m in tech. Success in understanding tech means knowing something about math. Math is the basis for technology innovation, e.g. it takes probability mathematics at the base to ‘guide’ a robot in choosing its next move. Most people think everything tech revolves around computer science and engineering. The best physicists, programmers, and chemists are decent mathematicians. 

Mathematics underpins various technological advancements across AI, data analysis and healthcare. According to the media outlet FinTech Weekly, machine learning and data analytics greatly rely on math models and statistics. 

The panelists included award-winning physicists including a Dean, a Chancellor’s chair and Berkeley’s most famous mathematician Professor Kenneth Ribet who is teaching linear algebra in the Fall. 

Ribet is known for the Herbrand–Ribet theorem and Ribet’s theorem, which were key parts of the proof of Fermat’s Last Theorem, as well as for his service as President of the American Mathematical Society or the AMS from 2017 to 2019.

During the afternoon’s networking sessions, I chatted with a Post Doctoral student from Germany, a Japanese student visiting from Tokyo, a Cal dad who was also a Fields Medal winner, another parent, and a transfer student from SoCal who had recently been admitted to the chemistry department.

Trekking to The Hill

Just getting to ‘The Hill’ from the South Bay was an adventure. I took the BART train from Berryessa station in San Jose to the Downtown Berkeley stop and walked to Evans Hall, the 10 story math building, then took the Bear Express H bus – for only $1 cash – up to Lawrence Hall of Science. H stands for Hill apparently. I grabbed a healthy snack at the Press Cafe near Memorial Glade on the way.

This bus ride could be a tourist attraction due to the views which included the Bay and Karl the Fog. It’s just past the Berkeley Botanical Garden but I didn’t notice sidewalks so the bus or Uber or car are recommended. Parking at the science hall is $1.50/hour and is done by PaybyPhone app. 

The Hall of Science reminded me of The Exploratorium with many kids activities.Three workers who were also Cal students taught me how to tell if a skull belonged to a creature that walked on four legs.

Back to the panel. Here’s the description,  list of speakers, and comments.

Is Mathematics a human invention, or is it woven into the fabric of reality? The description was, an “engaging panel of physicists and mathematicians as they explore whether math is a universal truth waiting to be uncovered or a tool of human creativity. This fun and thought-provoking discussion, open to all curious minds, will be followed by a sunset cocktail hour where attendees can meet the speakers and continue the conversation over refreshments.”

Kenneth A. Ribet, Professor of Mathematics 

Mina Aganagic, Chern-Simons Professor in Mathematics and Physics

Raphael Bousso, Professor and The Chancellor’s Chair in Physics

Steven Kahn, Dean of Mathematical & Physical Sciences 

Moderated by Stephen Sharpe, Cal Alum ’83, from University of Washington

Here are some of the comments they made:

Dean Steven Kahn:

We use mathematics to make predictions then use that information in experiments.  Math is the science of pure thought. Compare math to chess, a human invention. There are tactics to win at chess. Math is like this. Math is incredibly successful at explaining nature. 

We’re prejudiced to believe in individuality but some cultures are not like this. 

He described the cultural aspect of math. A man tried to explain to his dad, a merchant, what a negative number is. The merchant just didn’t get it. Then finally the son said, dad, it’s like you owe something. 

Professor Mina Aganagic:

This string theorist and physics professor referenced the discovery of magnetics and Isaac Newton, as well as string and number theories.

She said that mathematicians have found inspiration in physics. She was skilled at focusing on a specific message because she repeated this a few times.

 Professor Aganagic said that physics proves connections. 

Professor Kenneth Ribet: 

Consider that a long time ago, mathematicians in different countries who didn’t talk to one another figured out the same things. Therefore math is out there waiting to be discovered.

Global collaboration and learning other types of things, not just your own area, can lead to a math discovery.

Ribet stressed that collaborating globally is key to breakthroughs as is learning about math beyond your specific expertise. This is how you truly innovate.

In math, you choose something to focus on and then extract something from it. You introduce something that wasn’t there before.

He mentioned books like, “God Made the Integers” by Stephen Hawking which is about mathematical breakthroughs that changed history. 

Mathematicians don’t understand physics, which resulted in many laughs from the audience.

Professor Raphael Bousso, Chancellor’s Chair in Physics:

He doesn’t care for the word “discover” because it is overused. Like, you might say, I lost my iPhone and then discovered it. 

Math came to be in three ways: 1) It’s inspired by the physical world. 2) You write down axioms. This is the creation part. 3) Then deduce theorems. 

Take for example, geometry. Play with axioms for a new kind of geometry to describe space and time.  Axioms help formulate. One of my colleagues came up with something amazing using facts from 100 years ago. 

Math helps us make predictions and more accurate ones. Consider that Kepler’s Law was succeeded by Einstein’s theory of space and time. (As background, Einstein’s Theory of Relativity showed Kepler’s laws of planetary motion were foundational but imperfect.) 

Using math and calculations you can make this either easier or harder.

Key Takeaways

Math has played a critical role in the advancement of physics, from Einstein’s theory of relativity to Newton’s laws of motion. It has been key in furthering our understanding of the universe and has provided insights in the nature of the physical world. 

I learned from this panel that mathematicians can achieve breakthroughs by building off of past works. These works can go back hundreds of years.

The panelists were split on whether math was created by man or already out there in the universe waiting to be discovered. More than half of the audience made up of a lot of STEM folks felt that it was a combination of both. I agree.

Photo credits: Michelle McIntyre took the photos of the panel event, Bear bus, and view from the Lawrence Hall of Science, below. The four speaker headshots came from UC Berkeley’s website.

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Michelle McIntyre is public relations consultant and a UC Berkeley math mom ‘alum.’ She stays on top of STEM trends through events like this. Her son graduated from UC Berkeley with a degree in mathematics and is a rising third year PhD math student at Duke.

68% Surveyed by USC Annenberg Say Humans will Remain Essential to PR 

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USC Annenberg’s Global Communications Report examined trends affecting the public relations (PR) profession in the second half of 2025. 

The report team surveyed more than 1,000 PR professionals and like my trusty Nissan Rogue tires or the number of members of Metallica, there are four trends. They are AI, hybrid and remote work, the changing media landscape, and political polarization.

Let’s examine two, AI and political polarization. 

Sixty percent of respondents say AI will have a positive impact on the PR profession while 68% said that humans will remain essential to public relations. I agree with this thinking because at its heart, PR is about relationship-building. I literally get hired as a consultant because I know people. 

As an aside, the biggest use of AI in communications was social media according to USC’s timely report. And Gen Z PR people were the most AI-optimistic: 75% who responded said that AI decreased their workload.

The second trend that’s blaring louder than Metallica Guitarist Kirk Hammett at Levi’s Stadium Friday night, is political polarization. 

The U.S. and in some respects, the rest of the world, is divided in two. Either you are for the President of the U.S. or you can’t stand him. The reason why is that if you respect U.S. laws, it seems more ethical to be against him. But then, how can you be against the President? Do you advise your employer to take a stand on this?

And if you do media relations, it’s also wise to not approve of the President because he says he disrespects major media outlets. Theoretically a PR pro needs to respect outlets like Associated Press.

But if you speak out one way or the other customers or ‘investors’ can get upset. At its heart this has to do with the fact that if you take a strong stand either way, you could lose big revenue. Imagine what Harvard and most major colleges are going through right now. 

My advice is to hire an experienced and skilled PR professional to help navigate messages during this polarizing time. Pepper in an attorney’s viewpoint when tens of millions of dollars are at stake. 

By the way, Metallica’s famous four members never mentioned politics once Friday night at Levi’s! I guess their PR team told them to not bring up a politically polarizing topic.

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Michelle McIntyre is an award-winning tech PR consultant in the Silicon Valley, and IBM vet. The photo of USC above is from its Wikipedia page.

The CEO & President of the Federal Reserve Bank of San Francisco Mary C. Daly Sees Cautious Optimism in the Economy, Says the Goal is an Inflation Rate of 2 Percent 

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The president and CEO of the Federal Reserve Bank of San Francisco, Mary C. Daly delivered remarks on monetary policy and the economy at the Commonwealth Club in San Francisco which is in a sweet location at 110 Embarcadero, in between Fisherman’s Wharf and AT+T Park where the San Francisco Giants play. (Photo of Deirdre Bosa of CNBC and Daly is by Jeannie Entin.)

Naturally Daly focused on inflation and jobs which is what a lot of we citizens care about the most. I was dismayed seeing my dog Ringo’s Rachel Ray brand dog food go from $17 to $34 due to inflation. The good news is that the new cost has stuck for a while. If it doesn’t go up soon I’ll be happy! (The Ringo photo by me is below. He’s a big boy and eats a lot of dog food.)

Daly, who holds an undergrad degree from University of Illinois and a PhD from Syracuse University, said, “We (The Federal Reserve) need to restore price stability and do so without a painful impact on the economy.” She added, “We are still in a fight to bring inflation down to two percent.” 

What is Inflation at Now? 

Inflation looks like it’s around three percent according to the U.S. Inflation Calculator website. This is a very cool chart. Check out the year it was at 7%. 

She said that people are confident that inflation will come down to two percent. She added that the decline in unemployment is declining more slowly than the decline in inflation. Monetary policy is working but it will take more work, added Daly.  She also said that the Bay Area has a lot of innovation that could come and help productivity. She touched on supply and demand and how that affects the economy. (Argh. Thoughts of Econ 101 and 102 undergrad classes are flowing back into my brain. I simultaneously love and hate this topic. Understanding the economy is important if you have a career in public relations. We typically spend a lot of time with company leaders and sometimes advice on business strategy.)

But, Daly added, things are pretty much in balance, in regards to demand and supply of workers. 

Look back to 2022 Daly says. At one point, unemployment was very low and job vacancies were high. As interest rates rose, the vacancies reversed. In April 2024, the vacancies slid down, as per her graphic. We need to have the labor market slow down a bit to bring inflation down, says Daly.  

My opinion is this is the stressful thing about the economy. If companies hire a lot they have less money. They lay off and stock prices might go up. Running a business is tricky business! Back to Mary…

Mary C. Daly summarized by saying, “We are in a better place than 2023. Inflation has come down and the labor market is solid. But we are not there yet. To thrive, people need price stability and jobs.”

I can hear that Queen song in my head. “I want it all. And I want it now.” Balance is hard but I think the Fed is doing a good job. Hopefully my beloved Rachel Ray dog food will stay the same price for a long time!

As an aside, Daly is a great speaker and from the MidWest like me. I could hear that Midwest roots vibe in her messages. Although I love the location of the Embarcadero near all of the cool touristy stuff, I attended Daly’s talk online.

Thanks San Francisco Press Club for streaming it and making it very easy to attend. I serve on the board of PRSA Silicon Valley with Curtis Sparrer who is the president of the SF Press Club and he extended a personal invitation to me. Curtis is a busy bee.

Look for a more detailed story on this talk from Jennifer Yoder on the PRSA Silicon Valley website soon. Deirdre Bosa, anchor of CNBC’s tech-focused franchise, “TechCheck,” based out of the network’s San Francisco Bureau, interviewed Mary C. Daly on stage after her remarks. Yoder’s story will incorporate more of what Bosa said. Here is the YouTube video URL: https://www.youtube.com/watch?v=hrY3957xQ-A

In closing, here is a reminder of what we learned in econ 101 class taken verbatim from the Federal reserve website:

How does the Federal Reserve affect inflation and employment?

As the Federal Reserve conducts monetary policy, it influences employment and inflation primarily through using its policy tools to influence the availability and cost of credit in the economy.

The primary tool the Federal Reserve uses to conduct monetary policy is the federal funds rate—the rate that banks pay for overnight borrowing in the federal funds market. Changes in the federal funds rate influence other interest rates that in turn influence borrowing costs for households and businesses as well as broader financial conditions.

For example, when interest rates go down, it becomes cheaper to borrow, so households are more willing to buy goods and services, and businesses are in a better position to purchase items to expand their businesses, such as property and equipment. Businesses can also hire more workers, influencing employment. And the stronger demand for goods and services may push wages and other costs higher, influencing inflation.

During economic downturns, the Fed may lower the federal funds rate to its lower bound near zero. In such times, if additional support is desired, the Fed can use other tools to influence financial conditions in support of its goals.

However, there are many factors that affect inflation and employment. And while the linkages from monetary policy to both inflation and employment are not direct or immediate, monetary policy is an important factor.

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Michelle McIntyre is a PR consultant, IBM vet and head of marketing for PRSA Silicon Valley. She is a Quora influencer in the area of elite college admissions, with 1.9 million views there. McIntyre, a graduate of Ohio University’s EW Scripps School of Journalism currently has a 4.0 GPA in Stanford Continuing Studies. Jeannie Entin who snapped the beautiful event photo for this story is the president-elect of PRSA Silicon Valley.

Do My Favorite News Wires Match Yours? Expert Tips on Issuing News Releases

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When you make a news announcement, do you use a news wire? Here’s how it works. You write a news release, pick a photo and upload it to a newswire distribution service that will shoot it out to the internet for you. 

Then you see a report of where it ran and, wallah, your news is out.

Any traditional PR pro who is skilled at media relations will tell you that you can also skip the wire and pitch it to a few key journalists directly. For B2B news, it might be ten to 20 contacts. For consumer mainstream news it might be more like 500 news outlets. As an aside, the best stories are features. Reporters writing these stories love scoops. Wire releases are the opposite of scoops so use them wisely. 

I like a combo of sharing the news using a news wire service and pitching journalists directly. 

The four news wire services I like are PR Newswire, BusinessWire, EIN Newswire and PRWeb. This is from recent experience. No one is sponsoring my endorsements. 

PR Newswire and Business Wire are pricey, roughly $1,500-$2,000 for a news release and image or other media like a video: These two carry the big brand names and make your organization look richer. I like both equally, e.g. service provided. 

My PR friend Laura Desmarais adds: “News wires are essential for distributing news to a wide audience and ensuring timely updates. My corporate clients need to work with a trusted source, and they like either Business Wire or PR Newswire. They typically stay with one rather than switching resources for a difference in service.”

As a heads up, when you talk to a salesperson from these services, they will attempt to upsell you to four or five releases to save money. With EIN, it’s approximately $399 for four or five releases last I checked. Business Wire will offer you five press releases for around $4,000-$5,000. Prices depend on how long your press release is; What is the number of words? You save money if you buy a bunch at once. I typically buy one at a time.

5 quick tips when considering a news wire service:

  1. Although you can post your news to your own website easily enough these days, with wires like EIN and PRWeb, any company or nonprofit can afford a newswire. Hire a PR consultant to guide you through the process the first time. 
  2. Always post an image or better yet, a newsy video. I advised a client just this month to make and post a talking head video with their newswire release and KRON 4 ran it on their website. On the other hand, another PR friend, Mark Lewis, says if you’re in a budget crunch, just use a photo or video link in the wire release.
  3. When you call the newswire service, tell them the number of words so you can get an accurate price. Long releases cost more. They can’t get you a proper quote without length.
  4. Contact the news wire service about your news a couple of days in advance so you can troubleshoot any problems.
  5. Allow a few hours to work with the news wire editor to get the details correct, such as proper photo captions and to correct errors they may catch. They typically proofread and will alert you to mistakes. I find editors very helpful. 

Try a news wire if you haven’t already. There are price options for all budgets these days. Combined with some direct pitching, your news exposure should be pretty decent. 

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Michelle McIntyre is a Silicon Valley-based PR consultant and PR agency and IBM veteran. Her website is here. 

MIT Technology Review’s Top 10 Breakthroughs of 2024 include ‘Twitter Killers’, Gene Editing Tools based on CRISPR and Mixed Reality Headsets

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Controversial robo taxis did not make the ‘first cut’

Three MIT Technology Review representatives held an event today to unveil their breakthrough list of technology for 2024. The items are timely now, more consumer-y than in years past, and according to the editors are “big meaty technologies poised to change the world.”

The surprising thing to me is that the first thing I saw when entering the LinkedIn live virtual event was a message in comment saying something like, check out our list of breakthroughs that did not make the list here. 

My message to industry folks reading this is, if your technology was not included, feel free to write to them and give your feedback. Hire or contact your PR pro to help you say it in an interesting way.

During the event, a communications engagement representative interviewed Amy Nordrum, executive editor of operations, and Mat Honan, the editor in chief who is based in San Francisco. I liked the Bear decoration on the wall behind him. I thought he might be a UC Berkeley grad but his LinkedIn says he went to University of Georgia and Emory.

How do they decide on the list? PR people, university researchers and company folks pitch them solutions throughout the year, and they are considered. Journalists need interesting pitches so that their editors okay their ideas so they don’t just toss out ideas to be nice to someone they may have met with. 

My experience is that they are open to in-person meetings. You need to be able to clearly articulate why your offering matters. A quality PR consultant can help figure out how to phrase something to get a response from MIT Tech Review. 

I’ve taken many technologists to meet their editors: Typically the true breakthrough news gets coverage in a feature. 

Relationship building is beneficial too. They might meet for a few minutes to shake your hand and make a new contact for future projects. If you are pitching a conference meeting, try to get in touch at least six weeks in advance and ditch the industry jargon when doing so.

MIT Technology Review editors mentioned weight loss drugs, AI for Everything, the Twitter Killers List, the first gene editing treatments based on CRISPR, Super-Efficient Solar Cells, Mixed Reality Headsets, and Solar Geo-Engineering technologies. Please visit the outlet’s website for the full list here. 

Examples of Twitter Killers mentioned were Mastodon, Threads and Blue Sky. Threads is up to 100 million users: I find engagement hard though due to lack of hashtag capabilities. Discord and Slack were smartly brought up. Slack is universally used by all people I do business with. Discord is popular with Gen Zs but I don’t like the way you can make your identity secret there. 

Apple’s Vision Pro Headset which will be out in February was mentioned. (See the photo that goes with this story. Photo credit goes to Wikipedia.)

The editors said to keep in mind that mixed reality headsets have not done well in the past with consumers. They added they were more impressed with the underlying technology because of how you can be present where you are and also be in or near something that’s virtual. Apparently, it’s wicked awesome, as they say in ‘Bahston.’ (I used to live in Salem, MA.)

They mentioned that Mexico has banned some solar geoengineered experiments. 

They deeply and passionately stressed what did not make the list. Honan said that he’s been testing robo taxis in San Francisco and because of Cruz running over and dragging a pedestrian, they took it off the list. They mentioned Waymo expanding its robo taxi program. As an aside, I never heard anyone say anything bad about Waymo so they must be the darling of the autonomous vehicles industry.

They added that some new Alzheimer’s drugs had major side effects and there was an experiment in Asia that showcased male to male reproduction. Wow!

They invited the audience and readers to vote on what the last item should be. The options are thermal batteries, lab grown meat and robo taxis. 

The purpose of this story is to help clients and prospective clients understand what makes journalists tick. If you understand media outlets, it’s easier to get their attention and coverage. Hire a PR consultant if you need help with media relations.

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Michelle McIntyre is a global tech PR consultant who lives in the Silicon Valley, IBM PR vet and VP of Marketing for PRSA Silicon Valley.

3 PR TRENDS SHAPING 2024 from LATIN AMERICA, MALAYSIA AND NIGERIA

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I enjoyed hearing journalists and PR professionals speak here in the San Francisco Bay Area recently, from the San Francisco Press Club interview with the NY Times SF bureau chief to the Public Relations Society of America Silicon Valley Media Predicts panel featuring Barron’s, Business Insider, CNET, and CBS News Bay Area. 

Changes brought about by artificial intelligence overshadowed both of those conversations. These were all locals albeit with global perspectives. 

I wanted to know what folks beyond Northern California thought about 2024 so I did some digging. Here is insight from Latin America, Malaysia, and Nigeria’s PR leaders:

  1. AI continues to shape industries including PR agency billing. – Andy See Teong Leng, President of PRGN and former president of PRCA of Malaysia:

“Looking ahead to 2024, Andy (See) predicts that AI will continue to shape the industry, and he emphasizes the importance of humanizing communications in the face of technological advancements. He highlights the growing significance of sustainability and ESG (environmental, social, and corporate governance) communications, urging PR and communications professionals to advise their clients on genuine and authentic approaches to social responsibility.”  Link to more input from and a podcast with Mr. See here

In his podcast segment with Abbie Fink and Adrian McIntyre, he said that GenAI may impact how agencies charge clients. Why? Because AI has sped up work. 

  1. Authenticity rules communications. – Olanrewaju Alaka, executive, Laerryblue Media, Nigeria

“In a world saturated with information, authenticity emerges as the linchpin of effective communication. I foresee a PR landscape where brands will strive to be more genuine, embracing transparency as a cornerstone of their narratives. The human touch, I believe, will be the catalyst for building lasting connections with audiences.” For more details from Mr. Alaka, visit this link. His further comments discuss the importance of visual storytelling and PR campaigns with a higher purpose. 

  1. DEI-related actions reinforce stakeholder trust. -Institute for Public Relations, Latin American Communication Monitor (LACM)

The LACM analyzed trends in Latin America’s PR field and what professionals predict for 2024. A survey of 1,134 communications professionals from 20 countries was conducted from May to June 2022. There were multiple key findings. One is that “actions on diversity, equity, and inclusion (DEI) reinforced stakeholder trust.”

The survey went on to reveal that “empathetic leadership increased engagement, improved mental health, and reduced turnover.” For more information from the LACM look here.

In addition to attending the local PR dinners, panels, and fun networking mixers be sure to take the pulse of what international leaders are saying to have a fuller understanding of our diverse and spread-out world. Because one of the major 2024 PR trends is the human touch, continue to attend events in person in 2024 to deepen relationships and forge new ones.

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Michelle McIntyre is a PR Consultant and IBM Veteran based in Saratoga, California, a suburb of Silicon Valley. 

7 Steps to Help You Get to Know Business Press in a Post Pandemic World

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I help a variety of business journalists with their stories on a regular basis: I enjoy seeing these people at events, which are now mostly online, chatting with them daily at Twitter, and reading the interesting things that they write.

I subscribe to a lot of daily newsletters, such as Morning Brew, and check the Twitter feed often. Reporters are often smart and funny, so I enjoy my job.

Think you know how to do media relations? If you’ve been a publicist for more than five years like me, it’s important to refresh the way that you do things in this post pandemic world. Tip: We are now in an epidemic.

The PR profession has changed quite a bit since the pandemic hit: It’s five times harder to develop relationships now because there are very few in person meetings and conferences. Previously you’d run into a reporter a conference or party, or you’d hold a mixer, like a wine tasting, with journalists. That rarely happens anymore in the technology business world.

Here are seven things to do to develop better relationships with business press in modern times:

  1. Make the note short. I was advised in a media relations refresher class at Stanford Continuing Studies to make emailed pitches no longer than 250 words. The instructor a former San Francisco Chronicle reporter, was very good. This tip works.
  2. Personalize the pitch. Make it friendly to their time zone, location and topics they seem to really like covering. Consider a journalist as your client, not your client as your client. Read what they tweeted in the past hour. If you pretend that a journalist is paying you, you’ll treat them with more respect and in turn get better results.
  3. Write a compelling subject line. But don’t make it click bait. People don’t like being tricked. An example is, “The shocking news about Prince William” when it is about how he likes Nutella on his bread instead of the more appropriate and healthier avocado, not true probably, but I’m trying to make a point. Your mind jumped to, “The prince is having an affair.” Treat journalists with respect. They are people. Treat them the way you want to be treated.
  4. Always read a journalist’s Tweet or recent story first. Looking up their stories helps because sometimes you find out that they haven’t written in a couple of years and took a corporate job. Then don’t waste the outreach time, unless you want to network with a peer.
  5. Be brave but not annoying. A follow up by text or LinkedIn direct message might be needed. If you have hard news that you know is major, but the reporter hasn’t opened the email note yet, figure out a polite but direct way to get their attention.
  6. Be sensitive to COVID concerns when setting up meetings. Don’t push an in-person coffee meeting on someone who is more at risk for COVID. “Read the room” as the saying goes. I set up an in-person meeting with a reporter who tweeted, “I would like to meet c-suite executives in person” recently. Note that an online tip has less of a chance of getting canceled. A reporter or executive with breakthrough COVID might still attend the meeting.
  7. Don’t overpitch your favorite journalists. I need to keep reminding myself of this. I’ve heard two editors say that they like hearing from certain PR people no more than four times per year.  This one is hard to follow if you serve a large number of clients. I typically serve between two and five PR clients at any given time.

On a final note, use these tips for trade reporters as well. Trade reporters need to be treated with respect as well. Don’t save the “weak pitch” for the trades. Give them strong spokespersons and relevant news as well. Trade press cover business topics as well.  ###

Michelle McIntyre is a Silicon Valley-based PR consultant who helps startups and their VCs get valuable attention. Prior to that she was the West Coast PR manager for IBM. @fromMichelle on Twitter

The US Demographic is Fast Changing; 3 Tips on Reaching Ethnic Communities

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The demographics of my town of Saratoga, a quaint village nestled in the foothills of the Santa Cruz Mountains – and by the way close to Apple, Cisco, Intel and Netflix headquarters — switched from mostly white to Asian probably around 2018. According to 2019 Census data, Saratoga is 49 percent Asian and 43 percent white.

This data is important and educational. Marketers need to realize how big the ethnic communities are in the U.S. and utilize smart tactics for reaching them.

If someone wants to reach the diverse audience here in my Silicon Valley village, made up of affluent technology executives, engineers, software developers, doctors and lawyers, teachers, plumbers, retirees, stay-at-home dads and moms, singles with no kids, and families, it’s wise to also talk to ethnic media when they are pitching stories.

Here are three tips on smart media relations or “PR” outreach to these groups:

  1. Tailor messages to community values. Vietnamese values are not necessarily the same as Indian ones. By the same token, some are.
  2. Use a trusted spokesperson. A colleague was the one that reached out to Sing Tao Daily for a PR campaign recently. I handled the main Silicon Valley newspaper as well as the broadcast networks like ABC, Fox and CBS. When it comes to Sing Tao Daily, my associate speaks their language and two of the people she highlighted in the story pitch were Chinese. Her help was greatly valued.
  3. Offer a stipend to trusted journalists at multi-cultural outlets. Julian Do who drives ethnic media services for clients like Blue Cross gave a unique tip during a gathering of PR professionals in Clubhouse recently. He said these media outlets are hurting for money and giving financial help by way of stipends helps immensely. He said it works adding that it does not influence the story. He compared it to buying advertising.

A good rule of thumb no matter what community you are trying to reach is to give something to the group that its constituents want or need.

Journalists like stories about the people they serve: Their readers or viewers, e.g. if it’s broadcast, like to hear “like” examples. Instead of pitching your standard U.S. company press release on a new product to an ethnic media outlet like Telemundo TV, form a story pitch around an interesting Latinx person at your organization who has impacted the community in a positive way.

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Michelle McIntyre is an award-winning public relations consultant and IBM vet in the Silicon Valley. She’s @michelle408 in Clubhouse and @FromMichelle in Twitter. Some of these tips came from a PRSA-SV Clubhouse panel event.