Insights & Innovations

A Message from The Partners

Dear Wireside Friends,

Welcome to the second edition of On the Wireside, where we share the latest updates from Wireside Communications?, including news about our partners and clients, along with a few tips, and insights about trends in the technology communications landscape.

It's hard to believe we are more than halfway through the year. The first two quarters have been full of events, launches and news announcements around the globe. And even though we are basking in the summer sun, we are squarely focused on the upcoming “high season” of tech conferences. Starting with IFA in September, followed by Mobile World Congress in Las Vegas in October, and rounded out by CES in January, the back half of the year is a great opportunity for companies to showcase new products and innovations. These conferences tend to sneak up on folks, so now is the best time to start preparing and planning the right strategy, messaging and programs for these events.?

In this issue, we'll cover off on a few tips and tricks for making the most of your time at these conferences – whether you've spent a million dollars on a sponsorship or you're simply attending as an observer. We'll also explore the power of corporate storytelling and share some thoughts on preparing for a communications crisis.?

As always, for more details on any of the stories below, we invite you to reach out to us at Wireside. We're always happy to grab a coffee and chat about the latest in tech, media and communications.

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Best,

RJ & Joya

Here Comes Event Season: Are you Ready for IFA, MWC and CES?

Even though it is the middle of summer, many technology companies are turning their focus on the upcoming trifecta of tech conferences – IFA, MWC Las Vegas and CES. While the first of the three shows (IFA) is still a month and a half away, comms strategists should already be planning for it. Whether you're feeling a bit behind or well underway with your plans, here are five tips to help you succeed this season.?

1. ?Create a compelling story for the conference, and beyond – Take the time to develop a story that every person representing your company knows and can articulate during the conference. If you're going to multiple conferences, consider having a consistent message that plays out across all of them in different phases. For example, you unveil a new technology at one show, a suite of products at the second and a set of partnerships at the third – all connected to the same key theme.?
2. Look at the past to improve the future – Spend time researching how these shows have been covered in the past; look at what made headlines over the last few years and consider how the narrative has changed (or not!) as you craft your story for this year.?
3. Connect with organizers on last minute openings for panel discussions – Speaking on a panel is a great way to position your executive as a thought leader with a worthwhile point of view. If your company has not yet secured a speaking spot, stay in touch with the conference organizers about your desire to participate in a panel discussion. There could be a last-minute opening. And even if no speaking slot is available this year, you will stay top-of-mind with conference organizers, which could lead to other opportunities.
4. Check out the informal parties – Attend networking parties, as many key reporters, important influencers and industry analysts will head to these gatherings after the show floor closes. These parties are a great place to build relationships with some influential folks.
5. Use your surroundings thoughtfully – Consider a media event that takes advantage of the show's location. If you're launching a product at IFA, take reporters and influencers out on a walk in Berlin's Tiergarten and use your new product in a way that shows off its features. If you're debuting a new location-based solution at CES, drive analysts out to the Grand Canyon to see it in action. Getting folks out of the convention hall, creates an opportunity for conversations and demonstrations away from the tradeshow “noise."

Curious about creating an effective PR program at a conference? Reach out to us for ideas – we're always happy to chat!

The Power of Corporate Storytelling

Recently, Account Director Kathryn Ghita wrote about why companies must embrace storytelling to build authentic connections and drive narratives forward. Compelling stories pull in your audience, drive action, build relationships and bring complex subjects to life in a relatable manner. In the process, they also educate customers, employees and investors on the company's mission and brand while entertaining and eliciting an emotional response. ?

You may think stories are only good for written content like a contributed article or case study. We agree it does work there, but effective storytelling narratives go beyond the written word. They must be part of all communications – internal and external, and in all formats. Remember, these narratives should be told in a consistent manner.

?As you prepare for the upcoming event season or even begin the brainstorming process around 2025 news trends, it's best to incorporate storytelling into your corporate narrative. Check out the storytelling blog post for inspiration.

You Can Never be too Prepared for a Crisis

Listen to the news on any given day and you'll hear about a brand facing a crisis, whether it is due to a significant security breach or something as innocuous as a misunderstood comment from an executive. Organizations must be ready to respond smartly and quickly when managing a crisis as their brand, reputation, employee trust and customer loyalty, are at stake.

Account Executive Paige Comish provides five tips for handling a crisis in a recent blog post. Using examples such as the classic Tylenol tampering incident in the 1980s, she outlines how to clearly and accurately articulate actions. A crisis plan is a critical part of every communications program and should be revisited on a regular basis to ensure it is current.

Be sure to read the Insights on Crisis blog post on preparation and planning for a crisis situation.?

Wireside put their storytelling expertise to good use at recent industry events, assisting in strengthening media relationships, and bringing narratives to life with executives at the RSA Conference in San Francisco and NTT Research's Upgrade 2024 in the Bay Area.

At the RSA Conference , our team coordinated media opportunities for clients, showcasing the latest innovations in cybersecurity. We organized interviews with influencers and media, facilitated product demonstrations and managed press briefings to highlight our clients' cutting-edge solutions. Additionally, we developed and distributed targeted press releases and media kits ahead of the conference, bringing together stories that promoted product news and client thought leadership. As a result, our clients Qwiet AI and NTT Group experienced high visibility and engagement at the show and for weeks after.

Check out the Wireside blog to read about the prominent themes from the RSA Conference and get a glimpse into the evolving landscape of cybersecurity

During NTT Research's Upgrade 2024 event, we facilitated key interactions between NTT Research and industry stakeholders, as well as celebrated the company's latest breakthroughs and advancements. This event highlighted NTT Research's role in advancing technological innovation and provided a platform for meaningful dialogue and partnership. The Wireside team secured more than 30 press, influencers and industry analysts to attend Upgrade in-person.

To learn more about the key takeaways that made this event a success, click here .

For Volvo Penta , Wireside arranged for journalists from top publications to hear the company story through a customized and exclusive visit to Volvo's HQ in Gothenburg, Sweden. During the three-day event, media from Fast Company, Ubergizmo, TechRadar, ZDNet and more toured Volvo Penta's factories, visited the new Volvo Penta World and attended an on-the-water boating excursion where they could "test pilot" the company's IPS Professional Platform. The event was a success and resulting coverage was impactful.

Earlier this summer, RJ Bardsley , Partner and Co-CEO of Wireside Communications?, participated in a panel on the future of artificial intelligence, 'AI: Promises + Perils', at NC TECH's 2024 State of Tech EXPONENTIAL event. Attorney Will Quick moderated the panel which included RJ, along with Sara Copic, Ph.D., adjunct instructor at Davidson College; Caryn Woodruff, chief digital officer at IBM; and Lawrence Freeman, director of Next Generation Technology at Kubrick Group. The panelists discussed strategies for effectively leveraging AI to enhance user interaction and strategic marketing while ensuring content quality and authenticity remained paramount. Attendees gained valuable insights into balancing technological capabilities with the human touch essential for authentic communication.

Stay tuned for more updates and insights as we continue to engage with industry leaders on AI and participate in events that drive innovation and growth.

Wireside Communications? and our client Enfabrica received the prestigious 2024 Communicator Award for Distinction in the Public Relations Campaign category. The Award honors PR and communications efforts surrounding the “Foundational Fabrics for the Age of AI” campaign highlighting Enfabrica's corporate launch .

The six-month campaign pulled on our storytelling expertise as we launched Enfabrica, highlighting their unique value proposition, and solidifying leadership in distributed and accelerated computing. We engaged in strategic conversations with tech and business press, secured feature coverage and positioned Enfabrica's executives as thought leaders. Enfabrica is now established as a pioneering force in the industry.

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The Wireside team continues to grow. We have a new intern and promoted four folks at the agency.

• Catherine Moore has been promoted to Account Executive. She has solid experience working with clients in networking, semiconductors and automotive technology. Catherine conducts media outreach, manages media briefings and coordinates social media efforts. Outside of work, Catherine enjoys playing golf and spending time with her dog, Stella.
• Recently promoted to Account Executive, Hannah Costello excels in managing media relationships and supporting various accounts. A summa cum laude graduate from Suffolk University with a B.A. in Public Relations, Hannah is passionate about creative writing and event planning. In her free time, she enjoys long walks by the water, thrifting and reading in the park.
• Karli McGuire supports technology clients with strategic communication and client engagement. Promoted to Assistant Account Executive, Karli graduated from Virginia Commonwealth University with a degree in Mass Communications. She enjoys culinary adventures, spending time with her dog and spontaneous trips.
• Promoted to Assistant Account Executive, Mallory Knabel serves clients in the telecommunications, semiconductor, cybersecurity and healthcare IT industries. A magna cum laude graduate from James Madison University with a B.A. in Communication Studies, Mallory is passionate about meaningful communication and enjoys crafting on her Cricut.
• Cole Knudson just joined Wireside as a summer intern. He is a rising senior at James Madison University, pursuing a degree in technical writing. Cole's passion for storytelling and technology makes him a perfect fit for our team.

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