In our space, working with a tech startup would be good, ideally some healthcare. We might also want them to have experience of brand storytelling at a large organization. Clearly, they need to be smart – professor-smart? Sure – why not. Someone who has good media connections, perhaps has been a spokesperson or handled crises. It helps when you are giving advice if you have direct experience of what it’s like to be in that situation.
But they have to get the big picture – a lot of top-tier press coverage for tech comes from understanding how it relates to trends, culture and policy. Perhaps then someone who worked in government or has political experience?
OK so – both a copywriter and a multimedia expert, worked at companies from major organizations to startups and perhaps the government, knows tech and healthcare, clearly bright and articulate, has media connections, and in-house experience. And is a cultural fit.
I know – it’s a tall order. But Josh Green is a rare talent and we are delighted to have him join the team. A former reporter for the San Francisco Chronicle, he’s worked as an editorial director at Blue Shield, marketing director at an AI startup called Peaxy, and as the spokesperson for the US Census. He’ll no doubt kick me under the virtual table for mentioning he has a PhD and has been an adjunct professor in political science at UC Berkeley and San Francisco State University among others. He’s developing several documentaries (including one about female lumberjacks called ‘Lumberjills’), been a freelance reporter, worked in web TV and climbed Mount Kilimanjaro.
So while he might make me wonder what on Earth I have been doing with my time, it’s great to be working with him and I’m sure he’ll bring some good perspectives (and anecdotes) to our client work. Welcome aboard Josh!
Morgan McLintic is the founder of Firebrand. With over 25 years’ experience in the tech sector, he advises clients about their marketing and PR strategy. Prior to Firebrand, he was the founder of digital communications agency, LEWIS in the US, growing it to 250 staff and $35m revenue.