Rob Davis has 10 years of experience in technology marketing and PR, including the last 4 years working in an agency performing account management. He has a strong track record of consistent, results-driven work and is skilled in areas like guerrilla marketing campaigns, branding, messaging, developing technical expertise, and leveraging web 2.0 tools and social media. His approach focuses on building expertise and ethical standards to develop trusted relationships with media and receive high-quality coverage.

1. An Introduction
Rob Davis
Public Relations Counselor

2. Overview
• Ten years in technology marketing/PR
• Last four years in an agency environment
performing account management in
addition to PR strategy and execution
• Strong, consistent results
• Self-starting, positive attitude

3. Assets
• Goal-oriented creativity / innovative
• Results-driven approach to PR leveraging
expertise and ethical conduct
• Experience with social media and Web 2.0
tools, technologies, tactics

4. Creativity / Innovative
• Guerilla Marketing
- Firefox Advocacy Ad
Started grassroots campaign that raised $200,000 in 10 days to purchase a full-page ad in the New York Times.
- 50 lb. Palm VII sculpture in butter
Campaign generated massive coverage (USA Today, Parade, New York Times) including a question in Trivial Pursuit.
- Play Politics “Job for John”
Secured equal time for a jobless man, John, on CNN Headline News opposite Treasury Secretary John Snow.
• Branding and key messaging
- “Executive’s Entrepreneur”
Positioning developed for a successful serial entrepreneur who now consults for Fortune 500 companies.
- “A Mind for Networks”
Positioning developed for a network appliance that filters and prioritizes Internet protocol traffic.

5. Approach to PR
• When media rely on you for your expertise
and ethical conduct, you will receive
consistently more and higher quality media
coverage.
• Pursue technical communications expertise
and adhere to strong ethical standards

6. Developing Expertise
• Personal, geeky, passion for understanding
the products I represent.
• Examples:
- Mobile Applications tracking, CDMA, GPRS, adoption &
GPS & control channel handset
usability limitations
- Enterprise Data Storage SATA, iSCSI), MTBF (Mean Time
Disk technologies (Fibre Channel,
Between Failure) rates, virtualization & volume management

7. Web 2.0 Tools, Tactics
• Strong technical acumen, previous technical experience
building websites
• Proficient with social media websites (Facebook,
MySpace, etc) and tools (Twitter, Delicious, etc)
• Familiar with current search engine optimization and
pay-per-click advertising strategies
• Experience with blogs: independent and media-affiliated
• Use of Web 2.0 tools for realtime reporting and
improved coordination among teams

8. Growing Trends
• PR doesn’t stop when the story appears
(help ensure more people read it)
• Technology buyers get more and more of
their news from online sources
• Empowered customers have a global
audience for their praise (and critique)

9. Growing Companies in
Growing Markets
Markets I have worked in:
• Wireless/mobile software: Gearworks
• Enterprise data storage: Compellent
• Open source: Red Hat
• Next: renewable energy, mobile
applications, telecommunications, TBD