PR on the Record

Most brands overlook the true power of storytelling in PR, and it’s costing them priceless opportunities to connect deeply with their audiences. In this eye-opening episode, creative strategist Jonathan Kahn reveals how storytelling has evolved from mere press pitches to an emotional powerhouse that shapes brand perception today. Having worked with over 150 global companies, from Wix to Mobileye,...

In this episode, Mira Marcus reveals how to turn small moments into headlines that shape perceptions and change categories. If you're a founder, marketer, or PR professional tired of gatekeeping stories or feeling stuck in tactical tactics, this episode is your game-changer. Mira shares behind-the-scenes tales, from bat poop crises in Tel Aviv to rebranding AI startups, that illustrate how str...

Hi folks! It’s been a while, and we have an update. We’re saying a bittersweet farewell to Ariel Shapiro as we celebrate the journey so far and look ahead to new beginnings. 🌟 Stay tuned, more conversations and episodes are coming soon!

What does it take to build a global brand in one of the world’s most complex industries? In this episode, we sit down with Eytan Buchman, Chief Marketing Officer at Freightos and self-proclaimed “freight nerd” (a title coined by The New York Times ). Originally from Chicago, Eytan brings over a decade of experience at the intersection of storytelling and digital strategy — from the military to hig...

In this episode, we’re joined by Ori Yudilevich, the Chief Product Officer (CPO) of MaterialsZone, a Lean R&D platform for materials innovation. Ori brings a wealth of knowledge with a background in software development, AI, and machine learning, and has represented MaterialsZone in numerous media outlets. With a Ph. D. in mathematics and a deep understanding of the integration of AI into the...

In this episode, we’re joined by Estie Rosen, Senior Director of Global Communications & Digital at Startup Nation Central. With a diverse background in marketing, communications, and public relations, Estie has worked across a wide range of industries, including aerospace, defense, and telecommunications. Her career has spanned significant roles such as Head of Media Relations at Israel Aeros...

In this episode, we’re joined by Danielle Blumenstyk Peterman, Director of Communications at Sola Security. With over 12 years of experience in PR, marketing, and strategic communications, Danielle has played a pivotal role in shaping the success of high-profile tech companies. She brings a wealth of knowledge from her time at AppsFlyer, where she led global communications and later became Chief o...

Ariel and Shahni sit down with Sarah Bard — a powerhouse in Communications and Marketing with a career spanning politics, tech, and healthcare. A former White House appointee at the U.S. Small Business Administration and Jewish Outreach Director for Hillary Clinton’s presidential campaign, Sarah has led communications for VCs, fintech companies, and major institutions. She’s served as an advisor o...

In this episode of PR on the Record, Ariel Shapiro and Shahni Ben-Haim are joined by Ido Cohen, VP of Global Brand and Communications at Lightricks, to explore what it really takes for a tech company to own its narrative in the age of Generative AI. With a background in brand strategy, comms, and influencer marketing, Ido has played a pivotal role in shaping Lightricks’ voice as the company naviga...

In this episode of PR on the Record, Ariel Shapiro and Shahni Ben-Haim sit down with tech journalist Rachel Curry to unpack the dynamic between reporters and PR professionals. With bylines in CNBC, Observer, and CIO.com, and her newsletter Acronym cutting through corporate speak to get to the heart of business, Rachel brings a sharp, empathetic lens to the conversation. Together, they explore the...

In this episode of PR on the Record, Ariel Shapiro and Shahni Ben-Haim delve into the intricacies of public relations within the tech ecosystem. They discuss the essential tools and strategies PR professionals utilize, including the importance of crafting key messages, developing a flexible PR strategy, and the role of press releases. The conversation also highlights the significance of media moni...

In this episode of PR on the Record, Ariel Shapiro and Shahni Ben-Haim engage with marketing expert Jacob Shwirtz to explore the intricate relationship between performance marketing and brand marketing. Jacob emphasizes the importance of brand awareness as a foundation for successful marketing strategies, highlighting the critical role of public relations in nurturing relationships and storytellin...

In this episode of PR on the Record, hosts Shahni Ben-Haim and Ariel Shapiro delve into the world of public relations within the tech ecosystem. They share their personal journeys into PR and discuss common myths and misconceptions about the industry. The conversation highlights the collaborative nature of PR and journalism, the significance of preparation, and the value of PR in enhancing brand v...