PR Management & Placements

When I co-founded PixelShift to be the agency of record for Sony’s Alpha Camera, Xperia Smartphone, and Airpeak drone divisions, the goal was to bring a new approach to the traditional PR process.

With a team of writers and editors like myself, we enhanced Sony’s ability to create long-term relationships with media and creators. We guided the press on the intricacies of the products, arranged for product loans, managed the press briefings, and acted as the face of Sony for these creators.

Relationship management challenges were significant as COVID changed the technology press landscape. Gone were press events and in-person product launches. We were able to pivot to a program of providing lengthy pre-release product reviews, enabling channels to create content that matched the needs of their audiences.

During this time, I helped onboard over 100 new creators and journalists, adding dozens of outlets to our support and relationship roster.

Product coverage and earned media reach are the most critical measures of success for PR and Communications programs.

This PDF contains six months of earned media placements for Sony’s Alpha camera business unit. Placements generated by traditional press release material delivered to outlets, which we also managed, are not included.