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PR Pulse
Raising capital can be grueling. Once the deal is done, a PR launch of the news is a strategic essential but also a bonus recognition at the end of the tunnel. New client Stirista, which secured $13 million after a successful 10+ years bootstrapping, received the funding greenlight in May - delayed due to COVID uncertainty.
They chose Young & Associates to help promote the announcement in June, just as protests dominated the media. But strategy and tenacity proved to be winners once again as Y&A pounded the pavement securing coverage from VentureBeat, MediaPost, Venture Capital Journal, San Antonio Business Journal, Axios and more:
VentureBeat: Stirista raises $13 million to grow its advertising databases
MediaPost: Stirista Raises $13M From Wavecrest To Focus On Identity-Driven Marketing
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My Two Cents
 The Positive Side of COVID-19
by Jennifer MacLeid Qotb, Principal
It’s been an incredibly busy past few months as we onboarded three new clients and managed the launch of several major client initiatives. In the not so subtle background loomed everything and anything related to COVID-19.
Bored kids lurk just around the corner, Zoom calls dominate our workday and an always-present feeling of anxiousness exists that questions if we are doing enough and doing it right for all the demands in our lives right now.
And yet, as PR pros we push and pull trying to navigate these unchartered waters and help our clients appropriately fit into current conversations. But in it all, we have established stronger bonds with our clients -- shifting what was once just conference calls to Zoom meetings and talking more about the importance of life and personal strife. The same rings true for connections with journalists, whom we’ve always maintained a strong business relationship with but now have had the opportunity to connect with on a deeper level thanks to many of the same challenges and journeys.
The COVID-19 twists and turns are far from over but finding the hidden gems, particularly when divisiveness seems to prevail, can be a guiding light in these stressful times.
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 The last few months have looked undeniably different with ubiquitous pandemic impacts across  industries and businesses. However, Young & Associates has
 seen incredible resilience in our valued clients. Our team has been honored to work diligently alongside them, helping to identify ways to reframe media opportunities and think creatively to meet evolving marketing needs.
We’ve also brought some fantastic new clients onboard. Young & Associates is excited to be delivering strategic media relations and thought leadership programs for Stirista, a data-driven marketing solutions provider known for its identity-driven and authoritative data assets, as well as Rah Rah, a leading higher education community engagement system start-up. Additionally, we’ve welcomed Axonify as a returning client, with the agency managing their comprehensive PR and thought leadership initiatives.
Wishing you all a happy and healthy end to summer!
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Marketing Minute
What Does the Media Want Now?
With the news cycle understandably dominated by the pandemic and racial injustice, it can be difficult to discern what is of interest to journalists on any given day. This includes national, local, business, technology and various trade media. Additionally, many reporters are still operating remotely and may have limited availability. Here are some tips for staying connected, relevant and in sync with rapidly evolving reporter needs.
Study Coverage Trends
Keep a pulse on the fast-moving coverage patterns for target journalists and outlets to get a sense of where their focus is trending. This will help inform timely pitch angles that hook effectively into recent news or support upcoming ideas that address forthcoming marketplace needs.
Offer Customer Examples
To support new or innovative points of view from company executives, provide examples of customers that reflect these viewpoints and illustrate the real-world application of concepts. This is particularly helpful if the example is recent and relatable as it will help encourage reporters to include your company in addition to your customer.
Don’t Be Afraid to Forecast
With a level of uncertainty permeating most industries, many journalists are interested in future-looking trends that could signal the next direction or opportunity. It’s a great time to offer market leadership perspectives about what’s to come or how current trends could shift in the next 3-6 months.
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Expertly guiding our technology clients through integrated public relations stratgies that produce results is Young & Associates' mission. With a 30+ year track record of delivering stellar PR and media programs to technology companies globally, our creative and tenacious team enables clients to engage audiences.
For more information, visit www.yapr.com or find us on Twitter at @youngassociates.
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