Wireless start-up tries to take media focus off founder

LOS GATOS, CA: The fact that Wheels of Zeus (wOz), a wireless tech company, is a venture by Apple cofounder Steve Wozniak is a mixed blessing.

LOS GATOS, CA: The fact that Wheels of Zeus (wOz), a wireless tech company, is a venture by Apple cofounder Steve Wozniak is a mixed blessing.

It means the start-up is getting quite a bit of attention - much more than most start-ups receive. But wOz also wants the media to understand that there is an innovative company behind its innovative founder.

"PR plays an important role in our marketing strategy and helping explain our story," said VP of business development Gina Clark. "We want to focus on why this is different. We need reporters to write about the company, and not turn it into a personality profile."

The company has brought PR firm LaunchSquad on board as its AOR.

"This is all about balance" between Wozniak and wOz, said LaunchSquad partner Jesse Odell. "You can only have the media focus on Steve for so long. The company has to build a foundation of credibility. While Steve helps with that, for the credibility to be long-term and substantive, we want to make sure everyone sees the company for what it is doing."

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