Ilene Adler: Bringing tech to the PR table

Last February, when pilot Steve Fossett began his attempt to break the record for the longest nonstop solo flight, local boutique technology PR agency PR@vantage spotted an opportunity to promote one of its clients, satellite communication system Blue Sky Network — and they grabbed it.

Fossett used the company’s technology to communicate in-flight. “We thought, ‘Why don’t we do interviews with Steve in the air?’” PR@vantage founder and CEO Ilene Adler explains. “Our client gave us 100 percent confidence, so we were able to act quickly.”

The campaign reached an impressive circulation base of 66 million in print alone for Blue Sky Network, and garnered stories on CNN, Fox News, MSNBC and CBS Radio, among others. Because of these innovative efforts and results, PR@vantage recently was honored with Bulldog Reporter’s Gold Award for Media Excellence, which recognizes media prowess, or the ability to influence public opinion through the media using creativity, command of media, technology and tenacity.

Adler founded PR@vantage in 1990 after working for seven years in the tech industry, most notably as president of RAD Data Communications’ U.S. subsidiary. Having opened offices in San Francisco, New York City and Orlando and gained a global list of clients, Adler believes it’s her company’s technical expertise and solid messaging counsel that set it apart from other PR companies.

“We’re very technically oriented and represent our clients intelligently,” Adler says. “We can advise them and push back if we don’t think something is a good idea.”

Just one of the things that excites Adler about tech is translating new features into benefits for consumers and companies. She speaks about new capabilities with enthusiasm and conviction. “We try to look a little further down the road to how the technology will benefit people,” Adler explains. “Our ultimate goal is to drive sales.”

A passion for technology and dedication to client service are just two parts of the equation, though. Running the agency with her partner and husband, Rob, Alder maintains that happy employees are effective employees. The agency has recently developed a “high-five” campaign for employees to acknowledge peers that have helped them in their work endeavors.

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