Ari Brosowsky Bio
For more than 10 years, Ari has been committed to helping companies tell compelling stories. He thrives on planning and executing creative media relations, thought leadership, and social media campaigns and has a proven track record of successfully building strong brand awareness and driving business objectives. Ari has worked with countless startups as well as established leading technology companies including Autodesk, First Data, Oracle and Unity Technologies.
A passion for strategic communications and innovative new technologies brought Ari to UPRAISE in 2014. Tech PR is all he has ever known in his professional career, prior to Joining UPRAISE Ari worked with PR agencies Point-Blank Communications and The Outcast Agency, driving results for a variety of technology companies.
He holds a bachelor’s degree in Communication from the University of California, Davis. Go AGS!
Here, Ari shares a few highlights and viewpoints:
Q: What is your biggest win for a client?
My biggest success to date was organizing and executing a media dinner with the CEO of Unity Technologies. In the room were reporters from The New York Times, Re/code, Reuters, USA Today and others. These reporters spent the evening in deep conversation, positioning Unity’s CEO as a true thought leader in the world of game development. While the dinner resulted in several great articles, the true value lay in the strong relationships forged with reporters, leading to many big wins in the future.
One other is our work for Attivo Networks, a cybersecurity company, where we had to prove ourselves and earn great results at the Black Hat conference barely a month after taking over the business from another agency. We were able to more than double the number of meetings the previous agency had booked the year before, including tapings with FOX News and BBC. A third big win is for Redrock Biometrics, where in a month, we had to create new messaging, build a new website and re-launched the company at the Money20/20 conference. At that show, we secured double the number of media meetings than our target goal.
Q: What is the one piece of advice you give clients most often?
When it comes to messaging for a product or company, don’t focus on the “what,” emphasize the “so what?” I have given this feedback to more companies, big and small, than I care to count. When you are close to the product it is easy to get excited over what it does. But for everyone else, the true value lies in what problem it solves and therefore why the product exists. Don’t lead with the product feature set and bunch of buzzwords like “disruptive,” “scalable,” and “cloud based.” Instead, lead with why your target market can’t operate without it.
Q: As a media strategist what advice do you have for large enterprises? How about startups?
When I catch up with reporters, I often hear the same feedback. There has been a large consolidation in the media landscape and reporters are being asked to write more stories on a wider range of subjects.
Large enterprises need to continue to adjust and adapt their strategy. What worked 10, or even five years ago, isn’t going to cut it now. Just the fact that the company is well established is not newsworthy. Reporters are interested in how you are continuing to innovate and push the envelope to stay relevant.
For startups, there is more competition than ever. Reporters have very limited time available so you need to answer that “so what” question in three sentences or less to grab their attention. Don’t be afraid to make bold statements, but be sure you can back them up with proof. Numbers are still king, the more quantitative evidence and analyst validation you can support your claims with, the more interesting the story becomes to a reporter.
Q: What do successful PR teams understand?
It is important to work with a PR team that places an emphasis on measurement and understands how to build campaigns to achieve specific business objectives. Earning a bunch of media coverage is great, but if the goal of a PR campaign is to drive lead generation, then your PR firm should measure success based on lead generation, not simply a number of articles. When done right, PR and marketing are programs designed to accelerate growth of the company and should be measured accordingly.