Management Team

Mindshare PR approaches all projects with two goals in mind: to get results and provide unrivaled client service. This all starts with having the right team, and Mindshare PR realizes that there are a few key attributes that any well-rounded PR person must possess. Really good PR people listen well, read situations correctly, turn information into strategic PR ideas and are able to quickly and successfully implement ideas.

Mindshare PR is unique among agencies. Their knowledge of our industry and ability to deliver strategic PR programs and then flawlessly execute them made them a valuable partner and complemented all of our marketing efforts.

SAMEER DHOLAKIA
Former CEO, VMLogix

Heather FitzsimmonsPrincipal

Heather has more than 19 years of public relations experience. Known for providing effective strategy, as well as rolling up her sleeves and executing programs, Heather founded Mindshare PR in December 2000. She has worked both in-house and at agencies for a wide range of emerging and established technology companies, and has represented a number of private companies who have experienced successful exits including Cloud.com (Citrix), FastScale (EMC/VMware), Gluster (Red Hat), Ingrian Networks (Safenet), VMLogix (Citrix) and XenSource (Citrix). Heather's unique perspective on how and when companies should engage PR and her knack for creating effective programs that tie PR to business goals, has enabled Mindshare PR to work with some of the most well-known startups and entrepreneurs in the business. Heather holds a bachelor of arts degree in English from Loyola Marymount University, and has been recognized as a Top Tech Communicator by PR SourceCode in a survey of more than 800 media and analysts.

You may reach Heather at heather@mindshareprcompany.com.

Interests: Traveling with the family, reading, swimming and gardening
Favorite TV Shows: I would say, but then it would most likely be cancelled.
Hometown: Palo Alto
Dream Job: Dog walker

Pam RobinsonAccount Director

Pam brings more than 12 years of public relations experience to the team. She has extensive knowledge of the network management, security and wireless industries, among others. Pam specializes in media and analyst relations and has developed many successful relationships with top industry analysts and media at business and IT trade publications. Prior to Mindshare PR, Pam was a senior account manager for Bass River Communications, a Cape Cod-based public relations agency specializing in helping launch new technology companies and products. Previous to Bass River Communications, Pam worked for OSullivan Communications as a public relations specialist.

You may reach Pam at pam@mindshareprgroup.com.

What PR advice would you give a technology startup?: Companies can gain a tremendous amount of visibility through PR, but a strategic and consistent approach to PR activities is key. Having a great PR team and a successful campaign can result in technology partnerships and customer wins. As one editor once told a former client, "I've seen hundreds of startups with great products fail due to lack of PR." It seems obvious that if people/potential customers do not know of you, they do not know they might want to buy your product.
What is a common misperception about PR?: I think a common misperception about public relations is that it is like advertising and that coverage is the result of merely contacting a magazine at the right time based on an accurate and easily accessible calendar of article topics (an editorial calendar). Securing coverage can be quite difficult as you are typically vying against dozens of other companies all trying to obtain the reporter's time and interest. This is why it is key for clients to understand and clearly convey how and why they stand out in their space.

Interests: Exercise, travel, food, family outings and beach days
Favorite City: Boston
Hometown: Concord, Mass.
Dream Job: Travel Writer or Phantom Gourmet

Samantha SokAccount Director

Samantha brings over seven years of high-tech public relations experience to the Mindshare PR team. She has managed and implemented comprehensive PR campaigns for emerging and established technology innovators that have yielded high impact media exposure in an array of top outlets including Forbes, Dow Jones, The Wall Street Journal and Investor's Business Daily.

Samantha's industry expertise includes cloud computing, application development, security, storage, open source, BI/data management, cleantech and consumer technologies. She specializes in media and analyst relations, and has successfully led strategic campaigns and customer programs for a variety of B2B technology clients.

Prior to joining Mindshare PR, Samantha worked as an account director for San Francisco-based Schwartz MSL, a global public relations firm for technology, healthcare and energy innovation. Samantha holds a bachelor of arts degree in Communication from Purdue University.

You may reach Samantha at samantha@mindshareprgroup.com.

Why are you interested in tech PR?: Technology is far more exciting than any other industry – it evolves so quickly over such a short time and has a huge impact on our lives. I love the challenge of keeping up with cutting-edge technologies and working PR tactics into campaigns for new social media outlets.
What is a common PR mistake people make?: With product launches, some tech companies focus solely on the technical details—features and functionality—instead of the overall user and business benefits that may bring a higher level of interest to their news.
What traits do good PR people have?: Curiosity, intelligence, common sense, an outgoing personality, creativity, strategic thinking skills.
What is a common misperception about PR?: The most common misperception is the assumption that PR success occurs overnight. For an unknown company, immediate coverage is often difficult (but not impossible) to secure. For industry acceptance and consistent media coverage, it requires regular interaction with the right journalists, clear messaging, unique differentiators and strong product/service validation combined with good timing to rise above the competition.

Interests: Eating, cooking, traveling, entertaining, watching NCAA basketball, relaxing at the beach
Favorite Cities: Chicago, San Francisco
Hometown: Michigan City, Indiana
Dream Job: Food blogger

Julie GallaSenior Consultant

Julie Galla has 18 years of public relations experience, including media relations, account management, customer success stories/reference programs and writing. Julie leverages her expertise in strategic planning, presentation, management, and implementation of PR and customer reference strategies to develop effective communications programs. Over the course of her career, Julie has been influential in the planning and implementation of full-service public relations and customer success story programs for a host of technology companies including Adobe Systems Inc., Fujitsu Computer Systems, NetApp, Sun Microsystems Inc., and WetFeet.com.

Julie began consulting with Mindshare PR in 2001. She has also worked as public relations manager at Pivotal Corporation, a leading developer of customer relationship management solutions. During her tenure at Pivotal, she developed and managed the company's PR program from inception through to the company's initial public offering and was instrumental in garnering international exposure for the company and its products within IT, business, and analyst communities. Julie has also worked at Corel Corporation, overseeing public relations programs surrounding the company's graphics and desktop publishing products. Julie holds a Bachelor of Public Relations from Mount Saint Vincent University in Halifax, NS Canada.

You may reach Julie at julie@mindshareprgroup.com.

Why did you choose to go into PR?: I'm a news hound and considered going into journalism but I also love working in a business environment– PR seemed like the perfect combination.
What is your favorite part of your job?: I'm always learning something new.
What constitutes the perfect client?: I love working with clients that view PR as a partnership—clients who take the time to help me really understand their business and their technology; share and are willing to brainstorm ideas; and client who are wiling to listen to new and different ideas.
What is a common PR mistake people make?: Many technologies companies put all of their PR focus on launches and major announcements and then ignore PR in between.
What traits do good PR people have?: Smart, inquisitive, creative, honest, and a little bit fearless.

Interests: Skiing, hiking, biking, cooking/baking, traveling, reading
Favorite City: There's still so many I still want to explore but for now my favorite city is my home town, Vancouver
Nickname: Jules
Hometown: Vancouver
Dream Job: Travel writer

Eleni ManetasAccount Manager

Eleni joined Mindshare PR after working for a number of technology and consumer public relations firms in Northern and Southern California including KLR Communications, Bock Communications and Arora PR. Most recently, Eleni worked at Global Fluency, where she worked with several high-tech companies including Pano Logic, Clickatell and Angel.com, securing placements in publications such as Network World, PC World and Bnet. Starting out in technology PR, she quickly discovered her passion for the industry, and she is always excited and eager to learn the technical details of each new client's solution. Eleni graduated from Chapman University with a bachelor of arts degree in both public relations and advertising.

You may reach Eleni at eleni@mindshareprgroup.com.

Why did you choose to go into PR?: I found PR to be a natural path for me because I have always been a strong communicator and a “people person.” I also love the psychological aspect of being able to understand the public and determine what it is they need and would like to hear from our clients.
What constitutes the perfect client?: To me, a perfect client would be a company that has a wonderful customer base with individuals willing to speak with the media. Having customers willing to tell their stories about why they chose your company is invaluable.
What's the best career advice you've ever received?: Think about how you are perceived and how what you say or write will be interpreted.
What PR advice would you give to a technology startup?: It is important to begin your journey realizing that PR is a process, not an event. Being authentic is the best way to communicate with the media.
What do you tell people to look for when selecting a PR agency?: Look for an agency that you would like to partner with, rather than just simply hire. Choose an agency that you communicate well with and that has a proven track record of success within your industry.

Interests: Cooking, exercise, family and friends
Favorite City: Newport Beach
Hometown: Berkeley
Dream Job: Food critic

Management Team

Heather FitzsimmonsPrincipal

Pam RobinsonAccount Director

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Samantha SokAccount Director

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Julie GallaSenior Consultant

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Eleni ManetasAccount Manager

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