Who is your client? What are its media goals?
David Splivalo: Windmill Networks provides network management solutions to improve data integration between network applications. Founded in 2007, it is readying [its] first products for market and turned to us to secure feature coverage in select tech outlets read by key IT decision-makers.
What made Network World such a good target? Describe your pitch.
Splivalo: Network World reaches that exact IT audience that Windmill is targeting. We leveraged the fact that the company was founded by former Cisco Systems employees to initially draw the interest of senior editor Denise Dubie. We then noted that Windmill had built a unique product that the IT industry had wanted for years to solve network management problems.
Tech writers want third-party validation. How did you overcome that, given that Windmill was releasing its first solutions?
Splivalo: We tackled that challenge head on by first facilitating briefings with key analysts in the space to provide validation of Windmill's integration manager before [Dubie] interviewed [Windmill] CEO Fred Gray.
Did you media-train Gray for this piece? What else did you provide?
Splivalo: [Gray] is very well-spoken, so we only had to fine-tune a few message points before he talked with [Dubie]. Immediately following the interview, we also provided screen shots that she requested.
What was the impact of the hit?
Splivalo: Following the two-page feature, Windmill received more than a dozen new business inquires from both US and international companies, including one Fortune 100 company. We also fielded requests from other tech reporters following the piece, so everyone was pleased with our work.
Name: David Splivalo, CEO, Freestyle Public Relations, West Des Moines, IA
Placement: Network World, March 2
Pitch timeline: Two weeks