Today’s Pride Month interview is with public relations expert Teena Touch:
What are you doing to stay creatively motivated in these unusual times?
Isolation is certainly not an obvious conduit to creativity. As both a writer and professional communicator, I’m accustomed to sparks of creativity coming from words I see or hear. Since the pandemic lockdown, I’ve turned to new forms of inspiration instead of my typical diet of cable news, magazines and political talk shows.
I’ve been cooking since my grandmother started teaching me when I was 10, but the coronavirus has propelled me to get more creative with my flavors. Having to cook 3 meals a day for weeks at a time will make your normal menu seems boring and lifeless. I’ve incorporated new foods, new flavors and new recipes into my daily and weekly repertoire. New ways of eating can lead to creative ways of thinking.
Another creative outlet for me has been musical livestreams from various artists. I grew up with a former DJ and music producer father, so I’ve always been in tune with how music makes me feel. During lockdown, I’ve enjoyed several livestreams of concerts or live performances that have inspired my creative thinking.
Since June is Pride Month, I have to ask: how has being lesbian influenced or informed your career path?
Lesbian visibility has come a very long way in the PR industry. When I started my career in 1998, I didn’t know any lesbians in public relations, let alone in the tech industry. Many of my initial jobs were with big firms like Ogilvy, and I was always considered unique because I specialized in technology when most PR people focused on consumer or healthcare communications. I have been out and visible as a lesbian since I came out in my university’s newspaper in 1996, so my sexual orientation has been a strong part of my identity and that translated into the workplace. But being queer AND into nerdy technology? Well, that was just unheard of.
Another unexpected but useful part of being a lesbian in the technology industry is the comradery with the notorious ‘tech bros.’ With the many men wearing fleece vests and Allbirds in the tech field, my being considered ‘one of the guys’ has often worked very well for me in terms of inclusion. I’ve been invited to the table many times because I was considered different than all the other women in my field. Turns out being a nerdy, techie lesbian worked in my favor in this regard.
You do freelance public relations work. Tell us a bit about how you became interested in PR and your history in the field.
I landed in public relations completely by accident. I was a tech reporter for Computer Technology Review, and then a production assistant for Zoog Disney before I was recruited by prominent PR firm Bender Helper Impact in Los Angeles. I didn’t know much about PR, other than the terrible pitches I had received as a reporter usually went into the trash. It turned out that I was much better on the other side of the phone, and I had serious passion for earned media coverage. I still do 22 years later.
I’ve been honored to work both in B2B and B2C tech PR, and I got started by working on unknown startups including Netflix, Napster and Yahoo. I’ve also had the pleasure to work with big tech brands like IBM, Oracle and Microsoft. I’ve had experience working in PR agencies of all sizes, as well as in-house corporate communications. In 2009, I decided that the PR industry was broken, and started Teena Touch PR. I wanted to give smaller tech companies the opportunity to use PR to grow their businesses, but without the big agency price tag. My vision was clear and well-received, and my PR firm was acquired in 2012. Since then, I’ve been working with technology brands to define their messaging, determine a bulletproof strategy and execute measurable results that move their businesses forward. I’m very lucky to love my job as much as I do.
On your website, you describe public relations as a form of storytelling. How do you work with your clients to craft the best narrative for them?
Helping companies articulate themselves in a way that accelerates their business is one of the most rewarding parts of my job. Quite frequently, I will have 5 different C-suite executives in the same room who all have a different way of describing the same company. It’s also challenging when your executives are very successful engineers but can’t articulately describe a piece of cheese let alone a complicated software platform.
My process is simple: I ask the head of sales to conduct a demo of the product or service as if I am a potential customer or end user. This way I can learn about the company, the product and the sales process all at the same time. And I can learn how the company describes who they are and what they do to the outside world. The next step is to get the key stakeholders to describe the company and product in their own words. It is then that I sit down and compose a messaging framework that best articulates the company and their technology, all while incorporating what I’ve gleaned during these initial sessions. Storytelling in a corporate setting is just as sexy as any other literature.
What do you consider the most effective tools currently in the public relations tool belt? And what do you see coming down the line as the next big thing?
I think the two most important tools in the public relations field are intellectual curiosity and tenacity. These aren’t tools you can find online, but they can be acquired with the right training and support. Aside from these human tools, a solid media database is key. Many in my industry might disagree but having access to every type of media around the globe takes your public relations to the next level.
With media entities and conglomerates mostly operating on a revenue model, the earned-owned-paid media ecosystem has been a bit bastardized in the past 5 years. Many executives have blurred the lines between traditionally earned media coverage, and content marketed by the company. PR professionals in 2020 would be smart to understand how to navigate this media ecosystem to enable client success in all areas of communication.
In general, what inspires you?
Doing the right thing, even when no one is looking. Placing good media coverage. My dog’s smile. When the message is on point and reaches the right audience. A good bassline. Happy clients. A difficult challenge. Strong coffee.
And finally, where can people find you and your work online?
I’m pretty easy to find on the interwebs, Facebook, Twitter, LinkedIn and Instagram.
Teena Touch is a technology public relations consultant based in New York City. Teena began her career as a reporter for Computer Technology Review and then evolved through pivotal roles at worldwide PR firms, and via corporate communications roles at Internet and public software companies. With deep experience in both B2B and B2C technology, she started her own firm Teena Touch PR in 2009 and was acquired in 2012. Today, she works with technology brands to elevate their media share of voice.