Lunch & Learn: Building Your Brand and Creating Demand with Kristin King

On June 11th  we were pleased to welcome Kristin King, Managing Director of Percussion Communications Group, who lead a discussion on how to establish your brand, create awareness and demand for your services, and how to create a strong, consistent public relations plan to help reach and grow your audience and various constituents. 

Her presentation, "PR 10,” looked at public relations as a business-building tool and addresses methods of scaling PR tactics according to where a company is in its growth cycle. Kristin has worked with very large corporations (e.g., Alcatel, IBM, Sprint, Lockheed Martin, etc.), as well as start-ups (e.g., PYT Funds,, axleVideo,,etc.) Her firm, Percussion Communications Group, has experience with a broad range of communications initiatives, from thought leadership campaigns to product launches.

Key takeways from the event included:

  • Every company, no matter how small, can begin implementing a PR strategy. If you don't have the budget to pay for an agency's retainer fee, consider identifying key media contacts and building a relationship with them. Begin by engaging with them on Twitter or other social networks and show that you have a vested interest in their writing and their point of view.
  • Consider how you can be of value to journalists. Identify those who are writing about your sector and provide them with new angles, connect them for interviews or provide relevant information. Tailoring your message is key to buiding a mutually beneficial relationship and making the journalist receptive to your message.
  • If you can't afford an agency, consider a boutique firm or a freelance approach. There are many PR professionals with significant experience who can help increase the visibility of your company or products. 

Meet our Speaker:

Kristin King- Managing Director of Percussion Communications Group. Kristin King’s experience includes expertise in corporate positioning, marketing and media strategy, thought leadership campaigns, product launches, media relations (national, business, broadcast, financial, and trade), media training, brand building, community relations, and staff development. She has serviced clients from a variety of sectors including technology (B2B and consumer), telecommunications, ecommerce, management consulting services, financial services, and professional services.

Kristin has managed public relations campaigns for a broad array of clients including:  Corporate Decisions, Inc. (a Silver Anvil Award-winning program), EDS Management Consulting Services, Interim Services, IBM (several divisions), Sprint, Iomega, Samsung, Dow Jones Information Services, Compuserve, Lockheed Martin, E & Y, Perkin Elmer, Alcatel, and, among others. In addition to her own practice, King Communications, she has worked for leading New York-based PR agencies including: Makovsky & Company, Technology Solutions, Porter Novelli, Edelman PR, and Kahn Communications.

Many thanks to our event sponsor: