Q: Tell us a little about Sterling Communications - history, size, focus, clients.
I founded Sterling in Silicon Valley in 1989. Since then, we’ve grown to represent roughly two dozen client companies ranging from privately held start-ups to multi-billion dollar industry giants.  All of our clients are passionate about what they do, and they’re all — or have the potential to be — leaders in their segment of the market. That’s what makes our work so exciting and interesting. 

Q. What does it mean to be the “Inside Agency?”
It means that you operate as an integral part of your client’s marketing team, investing time and effort in getting to know many people across the client’s organization and being as passionate about their solutions as they are. It also means spending every client’s budget as if it were your money.

Q: PR is about unique client challenges. What challenges do you face working with your high tech clientele?
Perhaps the biggest challenge we face is that history repeats itself. As venture money has once again started flowing freely into the technology sector, we’re likely to find ourselves faced with the same supply and demand issues for people that we faced in the late 1990s.  It’s like drinking too much champagne:  you feel giddy in the moment, but the hangover is decidedly unpleasant…as is the knowledge that you did it to yourself.

Q. What are some hot tech trends you see in the market right now?
Social media, fixed-mobile convergence and IPTV would be right up there in my book.
 
Q: What about some of the best practices in high tech PR?
One thing that's become increasingly important is tracking activity and, most importantly, outcomes in a way that allows us to provide clients with an objective measure of ROI. Clients of all sizes want to see exactly how their PR budgets are supporting their broader business objectives. 

Q.   Seattle Business Magazine named Sterling Communications as a best place to work in Seattle.  Why?
For smart, motivated PR professionals who are looking to contribute to the success of a company that cares for its employees in the bad times as well as the good, Sterling is probably a great fit.

We definitely have high expectations, and the work can be intense at times, but at 32 people, “we” are the company, so we’re all in this together. One of my proudest achievements is that Sterling weathered the “nuclear winter” of the early 2000s in the tech sector without reducing anyone’s salary or laying off a single employee.

Q: What skills, characteristics and background assure the most success for a new PR hire at Sterling Communications?
I think success has as much to do with a person’s intelligence, attitude and enthusiasm as it does his/her work history. We operate in a highly collaborative environment that requires quick thinking and the ability to multi-task effectively while working to tight deadlines. 

Q: What changes do you predict for the PR industry over the next few years?  What aspect of the PR industry do you think will be fastest growing in 2007/2008?
The PR industry is faced with an interesting challenge as the way that people acquire and consume information has fundamentally changed. The user-generated content phenomenon is still in its infancy and has already had a profound impact on the conduct of PR. Consumers and businesses are turning away from the traditional "trusted" sources of information — primarily print and broadcast media — and are turning to each other for news, for opinions and for recommendations on the products and services they buy. The PR industry has to figure out how to help companies reach their target audiences through those new and less predictable channels.

In 2007/2008, I expect we'll see a lot of activity focused on helping companies get their message out to customers through new channels like blogs, social networking sites and through mobile devices. I think you'll also see a greater emphasis placed on the use of rich media.