The Mindshare 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 17 years of industry 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 on both the corporate and agency sides of the business for a wide range of emerging and established technology companies, creating custom programs to deliver stellar results for each.

Prior to founding Mindshare PR, Heather managed the public relations program for Lipstream Networks where she helped raise the visibility of the emerging VoIP service provider among key media, analysts and industry influencers. Before Lipstream, Heather worked for several top-rated public relations agencies including Edelman Public Relations Worldwide, Kamer~Singer & Associates (acquired by GCI Group), Bender, Goldman & Helper (now Bender/Helper Impact) and Macy+Associates. Heather holds a bachelor of arts degree in English from Loyola Marymount University.

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

Tami CaseyAccount Director


Tami brings more than 15 years of agency and corporate PR experience to her position at Mindshare PR, with several of those years as an in-house PR practitioner for Intel Corporation. An avid consumer of information and big picture thinker, Tami blends mainstream PR expertise with social media to help clients build communities, develop creative thought leadership platforms and promote their brands. Through the years, Tami has worked with some of the most charismatic, talented executives in the cloud, mobile, networking, SaaS, security, silicon and wireless arenas, while her deep-rooted relationships with press have garnered clients coverage with some of today’s most influential trade, online and business publications. Tami holds a Bachelor of Science degree in Business Administration from California State University, Chico.

You may reach Tami at tami@mindshareprcompany.com.

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Q&A:

What to look for when selecting a PR agency?
The task of finding a PR firm that delivers positive stories to increase brand awareness and attract new customers can be daunting, but it doesn’t need be. The two key qualities when selecting a PR team are personality and fit. Are you comfortable working with them? Do they speak the same language and have at least a rudimentary knowledge of your industry? The best PR results come from client agency collaboration. If the agency becomes an extension of your internal team, they’ll understand your vision and be more likely to deliver the strategy and creative stories that bring the results that move your company forward. But most of all, you need to make sure your team is unrelenting and persistent – because flawless execution beats an excellent idea every time.
How has social media changed PR?
Social media has become an extension of PR, and social media skills are essential for today’s PR professional. Social media tools such as Twitter and LinkedIn help PR professionals build relationships with reporters and bloggers, allow for direct communication with clients’ customers, amplify PR results and help pull in prospects to a company’s website.
What’s the favorite part of your job?
From day one, it has always been the feeling of accomplishment I get when a story I’ve pitched garners on message coverage in a target publication. Nothing beats it.
How do you handle difficult client situations?
Clear, honest communication is the best approach for all client interactions even difficult ones. The client should always feel comfortable bringing issues to the agency’s attention. For best results make sure these types of conversations take place in person or by phone not via email.
Interests
Community involvement, social media, cooking, family
Favorite City
New York
Hometown
San Jose
Dream Job
PR Director for the Boys & Girls Clubs of America

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.

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Q&A:

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

Darlene GannonAccount Manager


Darlene brings 10 years of public relations and marketing experience to the team and specializes in media relations, executive speaker programs, and social campaigns that drive customer acquisition. She has deep expertise working with various technology products and services, spanning the mobile, Internet, consumer electronics and digital media markets.

Prior to joining Mindshare, Darlene was an account supervisor at Concept Communications, a boutique PR agency that specializes in consumer and B2B technology. Previous to Concept, Darlene was a marketing manager for Zannel, a mobile entertainment company, where she handled partner marketing campaigns with the major movie studios and managed the PR programs. Prior to Zannel, she was a marketing and PR coordinator for InfoSpace, a leading Metasearch engine and mobile entertainment provider. Darlene started her career as a Business Manager for a start-up law firm where she was charged with developing the brand and driving client referrals through advertising, promotions and PR. Darlene holds a master of business administration from Santa Clara University and a bachelor of arts in Business Management Economics from UC Santa Cruz.

You may reach Darlene at darlene@mindshareprcompany.com.

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Q&A:

What constitutes the perfect client?
The perfect client views its PR agency as an integral part of their team and keeps them in the loop on all of the business’ developments. In addition, a perfect client respects their agency’s counsel and expertise on what makes the media tick.
What is a common PR mistake people make?
I think a lot of PR practitioners make the mistake of not properly setting expectations for their clients. An announcement that may mean the moon and stars to your client may not present a timely angle or be of interest to the media. Candid, strategic counsel is necessary for successful PR initiatives.
What’s the favorite part of your job?
I love working with so many different types of technology companies that are developing cutting-edge products and services in their spaces. Also, media relations is such a great part of my job because the relationship between reporters and PR folks is so dynamic. It’s incredibly rewarding to have your clients’ messages get third-party validation from the media, and in turn see those articles drive business for your clients. At the end of the day, earned media is much more valuable than paid media.
What PR advice would you give to a technology startup?
Successful PR programs are a marathon not a sprint. In order to break through the noise and convey your messages effectively, the PR program needs to include consistent and strategic activities that are going to deliver your messages to the appropriate audiences.
What traits do good PR people have?
Good PR people are creative, resourceful, tenacious, and invest the time to really learn their clients’ products to clearly communicate the key benefits to target users. Additionally, successful PR people greatly respect their relationships with the media.
What is the most common misperception about PR?
I think one of the most common misperceptions about PR is that our job is easy, when in fact, it is getting increasingly harder each year as the number of news sources and channels continues to grow. When reporters receive 100 to 200 emails a day, to craft a pitch that catches their eye and results in a positive article for your client is not an easy feat.
Interests
Spending time with my son & husband, yoga, French-Basque culture, cooking, dancing & hiking
Favorite City
Toulouse, France
Most Exotic Place Visited
Dubrovnik, Croatia
Hometown
Redwood City
Dream Job
Clothing boutique owner in the south of France

Danielle TarpAccount Manager


Danielle joined Mindshare PR after working for an international executive recruiting firm in London, which she joined after graduating from the University of California at Santa Barbara. While working in recruiting, Danielle was introduced to a variety of industries and developed a special interest in technology. At Mindshare, Danielle has worked with a number of technology startups in the virtualization, network security and requirements management industries. During her time at UCSB, Danielle was an active member in a number of community organizations for which she helped organize speaker events, draft event collateral, secure donations from local vendors and contact local newspapers for event coverage, all of which helped hone her writing and communication skills. Graduating with honors, Danielle received her bachelor of arts degrees in communications and film and media studies.

You may reach Danielle at danielle@mindshareprgroup.com.

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Q&A:

What is your favorite part of your job?
I love interacting with clients and the media. I think it's extremely important to develop a personal relationship with both to be most successful at this job.
What constitutes the perfect client?
I believe the perfect client is a company that has open communication with their agency and views PR as a crucial part of their company. Being viewed as a member of their team is extremely important and often leads to the best partnerships.
What's the best career advice you've ever received?
Do what you love to do and never look back at opportunities you missed because most likely there was nothing that was missed.
What PR advice would you give a technology startup?
Don't expect everything to happen overnight. PR is an investment and you will get as much out of it as you put into it, so remember that quality output cannot be achieved without quality input.
What do you tell people to look for when selecting a PR agency?
Look for an agency that has a proven track record and not only understands your expectations but can tell you what they need for PR to help achieve those goals. It is extremely important to be on the same wavelength as your PR agency because that is when the partnership is more likely to be successful.
Interests
Traveling, reading, any outside activities, shopping
Favorite City
London
Hometown
Morgan Hill
Dream Job
Hollywood makeup artist

Andrea BenitezAccount Executive


Andrea joined MindShare PR after working at the prominent venture capital firm Draper Fisher Jurvetson for three years. In addition, she regularly volunteers at Packard Children's Hospital and has worked with the American Cancer Society to successfully recruit and organize teams for its largest fundraising event, Relay For Life, which drew 166 teams - totaling more than 2,500 people. Andrea graduated early with a Bachelor of Science degree in Human Development from University of California at Davis.

You may reach Andrea at abenitez@mindshareprgroup.com.

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Q&A:

Why did you choose to go into PR?
Working at a venture firm, I had the opportunity to meet a lot of interesting and accomplished entrepreneurs and learn about the technologies they were developing. Now, in PR, I am able to help entrepreneurs reach their full potential by raising their company's profile. I enjoy interacting and partnering with our client companies and promoting their technologies, and getting to do so from a different perspective.
Who would your ideal client be?
My ideal client is a young company with which I can grow and keep a close line of communication. Also, it would be a company with a real drive and passion for their technology.
What's the best career advice you've ever received?
Do what you love and do not give in to peer pressure.
What is your favorite part of your job?
Being able to interact with so many different people and companies. I love that by being based in Silicon Valley, we are in the center of some of the most cutting-edge technology. Plus, every day poses a new challenge as trends in the technology industries we represent and the media we focus on continue to change, making our job very exciting.
Interests
Traveling, TV, reading, my dogs
Favorite City
Rome, Italy
Most exotic place visited
Tanzania, Africa
Hometown
Palo Alto
Dream Job
Running a healthcare-related non-profit for kids or waitressing in a café in Rome

Eleni ManetasAccount Executive


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.

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Q&A:

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

Melina WadhwaniAssistant Account Executive


Melina joined Mindshare PR after working at The OutCast Agency, a leading PR firm focused on high-growth technology customers. There, she worked with clients including Facebook and Wealthfront, researching speaking and award opportunities, providing in-depth analysis of international announcements and launches, and maintaining client media materials. At Mindshare, Melina is excited to continue building a deep understanding of the industry and working with each client to achieve their individual needs. Melina graduated from the University of San Diego with a bachelor of arts degree in Communication Studies and a minor in Business Administration.

You may reach Melina at melina@mindshareprgroup.com.

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Q&A:

Why did you choose to go into PR?
There is never a dull day! Being able to communicate effectively and tell a story about a product, person or company is always exciting and ever-changing. This is an industry where you need to understand your audience and tell them what is important for them to know about your client in relation to that audience's needs and interests.
What constitutes the perfect client?
The perfect client maintains an innovative and forward-thinking perspective at every stage of the business. This, along with proper media and consistent messaging, will keep an audience wanting to know more.
What's the best career advice you've ever received?
Take risks and don't be afraid to fail.
What PR advice would you give to a technology startup?
A trusting relationship between a start-up and PR firm is essential to receiving the highest quality outcome possible. Having an external communications team that understands business goals and can engage the correct audience of media, bloggers and analysts is key to a company's success.
Interests
Traveling, cooking, singing, and being at the beach
Favorite Cities
Paris, Carmel
Hometown
Los Altos
Dream Job
Interior Designer to the stars

Kathryn TomillosoAssistant Account Executive


Kathryn joined Mindshare PR after graduating from Loyola Marymount University in Los Angeles. Prior to Mindshare, Kathryn worked as an in-house public relations intern at Intrax Cultural Exchange where she developed a strong passion for the PR industry while handling media relations for various educational and cultural immersion programs. Pursuing an interest in learning about new technologies, she later interned at LEWIS PR where she worked with a number of consumer technology clients including IOGEAR and Viewsonic. Kathryn graduated cum laude with a bachelor of arts degree in political science.

You may reach Kathryn at kathryn@mindshareprgroup.com.

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Q&A:

Why did you choose to go into PR?
I enjoy PR because the options and opportunities are infinite. Whether you're interested in technology, sports, non-profits or entertainment, every type of industry can be intertwined with and benefit from PR in some way.
Who would your ideal client be?
My ideal client would be a young company with an exciting technology, and one that I can communicate with openly to produce tangible results that elevate their image and further their goals.
What's the best career advice you've ever received?
Be passionate about what you do and always stick to your morals.
What is your favorite part of your job?
As the technology industry is always changing, I am constantly learning something new. Also, I love working with a variety of clients– that way, each work day is never the same!
Interests
Traveling, reading, playing/watching basketball, spending time with family and friends
Favorite City
Florence, Italy
Hometown
Walnut Creek
Dream Job
Travel writer or running a non-profit

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.

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Q&A:

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