Michelle Pereira, a seasoned entrepreneur and the driving force behind ElleQuinn Communications LLP, a revolutionary full-service Public Relations and Reputation Management Company.
With nearly three decades of experience, Michelle is a trailblazer in the PR industry, specializing in technology and B2B marketing. She has orchestrated award-winning campaigns across diverse sectors, including Technology, Consumer, Travel and Tourism, Hospitality, FMCG, Retail, Lifestyle, and Auto. Michelle’s expertise lies in providing strategic communications counsel to senior clients, media engagement strategies, reputation management, crisis preparedness, and spearheading thought leadership initiatives. Her focus on creating and disseminating relevant messaging to precisely defined audiences has set ElleQuinn apart from other run-of-the-mill PR agencies.
We believe Michelle’s journey and her innovative approach would inspire the ones who want to pursue this career….
WS: Can you tell us about your journey into the PR industry and what inspired you to specialize in technology and B2B marketing?
MP: The world of PR was fascinating to me – the idea of crafting narratives and shaping perceptions. Maybe it wasn’t a single “aha!” moment, but a gradual pull towards that strategic storytelling aspect. I had the privilege of learning and growing at some of the leading global and Indian communications agencies like Adfactors, Edelman, Hill + Knowlton Strategies, and Burson Marsteller. This extensive experience across various sectors provided me with a broad perspective and deep understanding of different industries.
Technology, with its constant innovation and disruption, felt like a natural fit for my curiosity. I saw a tremendous opportunity to bridge the gap – translating complex technological concepts into clear, impactful communication. In B2B marketing, especially within the tech sphere, a nuanced approach is critical for conveying value propositions and building trust with target audiences. B2B tech PR became the perfect canvas to bridge the gap between intricate ideas and tangible business results.
WS: What motivated you to establish ElleQuinn, and what vision, goals did you have for the agency when you started?
MP: Throughout my career, I witnessed the challenges women faced in reaching leadership roles at PR agencies. I wanted to build an environment that recognized and valued women for their work, free from biases. ElleQuinn wasn’t just about starting my own company; it was about creating a space where ideas mattered most, a space where women in leadership roles could thrive without facing the glass ceiling that often hinders progress in traditional agency settings – a meritocratic environment where women could become architects of impactful communication strategies.
In my experience, I have seen big PR firms prioritizing new business over clients. Junior staff juggle with existing accounts, leading to frustration for clients. With ElleQuinn, I wanted to break this cycle. I wanted to focus on senior-level client relationships and solve their business problems through effective PR and communication. Ultimately, I aimed to create a remote work culture that prioritized client relationships and results over physical office constraints and corporate politics.
WS: You’ve orchestrated award-winning campaigns across various sectors. Can you share a memorable campaign that you’re particularly proud of and why it stands out to you?
MP: One campaign that stands out for its effectiveness is our work with the world’s leading internet exchange operator. At the onset of the Covid-19 pandemic, India’s internet data consumption peaked at a whopping 756 Gbps! And we saw this as a prime opportunity to raise awareness about internet user behavior and the crucial role internet exchanges play. With a tight deadline (less than 24 hours!), ElleQuinn swung into action. We secured interviews with all Category A business publications.
But we didn’t stop there. We followed up with targeted outreach to trade media, placing thought leadership articles and securing placements for a data-rich press release in top tech publications. As a result, the exchange operator’s presence in India skyrocketed, and their press release became a reference point for stories on internet usage in the midst of a global pandemic across various sectors, impacting industries like CDN tools, gaming, and OTT platforms. It truly exemplified ElleQuinn’s commitment to exceeding client expectations and achieving impactful results.
WS: When developing PR campaigns for IT companies, what particular difficulties do you encounter that set them apart from other industries such as FMCG or hospitality?
MP: Tech PR goes beyond traditional press releases, with unique challenges primarily due to the technical complexity and the fast-paced nature of the industry. Unlike FMCG or hospitality, where the focus is often on consumer experiences and lifestyle, Tech PR requires a deep understanding of the complexities of the field to effectively communicate those nuances, and the ability to translate these into compelling stories that resonate with a broader audience. A single technical glitch can snowball into a major reputation crisis.
At ElleQuinn, we act as translators, bridging the communication gap between the technical brilliance of IT professionals and the public sphere. We continuously adapt to rapid technological advancements and shifts in market dynamics to stay ahead of the curve in terms of industry knowledge and being able to pivot strategies quickly. Additionally, we work on building trust and credibility by demonstrating tangible benefits of complex solutions offered by our clients, which require a highly strategic and informed approach.
WS: A big part of what you do is thought leadership. How do you find and create opportunities for your clients to engage in thought leadership?
MP: Thought leadership is about identifying key trends in your client’s industry and translating them into actionable insights. In today’s dynamic business landscape, we must see thought leadership as a powerful tool.
At Elle Quinn, we create opportunities for thought leadership for our clients with a multi-faceted approach. Firstly, we research, identify key areas, and closely collaborate with clients to tap into their expertise, uncover compelling stories and craft compelling thought leadership content. Through conferences, media placements, and publications, we position them as industry experts. Additionally, we facilitate opportunities for clients to participate in industry panels, podcasts, and roundtable discussions, ensuring they have a consistent presence in key conversations within their industry. Through these, we ensure that our clients become the go-to source for insights in their field.
WS: In your opinion, how has the role of PR in B2B marketing evolved with the advent of digital and social media?
MP: Traditional PR focused heavily on media relations and print coverage. The advent of digital media has significantly transformed the role of PR in B2B marketing. PR now involves a more integrated approach, combining content marketing, social media strategies, and data analytics to create and measure impactful campaigns. The ability to engage directly with audiences, gather real-time feedback, and adjust strategies accordingly has enhanced the effectiveness of PR efforts.
ElleQuinn utilizes a multi-pronged approach, crafting targeted media campaigns to build brand awareness while nurturing relationships with key tech journalists and influencers. This makes us more dynamic and responsive, with a greater emphasis on storytelling, content creation, and audience engagement.
WS: How do you measure the success of your PR campaigns, especially in terms of audience engagement and impact?
MP: I believe that success isn’t confined to vanity metrics. While media mentions and website traffic are important, ElleQuinn places a premium on demonstrating a tangible ROI for our clients. We focus on high-quality placements that resonate with the target audience and demonstrably contribute to the client’s top line. This involves meticulously tracking website traffic generated from media placements, measuring lead generation post-campaign, or gauging brand sentiment through media listening tools. Every tactic is meticulously measured to ensure every campaign contributes demonstrably to achieving the client’s business objectives.
WS: What trends, especially in the B2B and technology industries, do you think will shape PR in the future?
MP: In the B2B and tech space, I see a shift towards PR that demonstrably impacts the bottom line. Clients are moving beyond vanity metrics and demanding a focus on ROI. Success will be measured by lead generation, brand sentiment, and how well PR aligns with specific business goals. The lines between PR, marketing, and advertising will continue to blur, requiring a more holistic approach to communication strategies.
Furthermore, quality will trump quantity. High-impact placements that resonate with the target audience will be prioritized over a flood of generic press releases. Building long-term, trusting relationships with clients who value expertise over cheap tactics will be key. To navigate the complexities of B2B tech PR and ensure media relations professionalism, the industry must address the talent gap through investment in mentorship and training.
WS: What guidance would you provide prospective PR professionals to assist them flourish in this industry, particularly those who are interested in technology and B2B marketing?
MP: Curiosity is always the key. I would advise young PR professionals to become tech-savvy learners, and not just communicators. Keep up with the latest advancements, understand different tech areas. Research like a pro, so you can answer any question a client or journalist throws your way. Learn to use data to measure your work and refine your strategies. But most importantly, remember the power of storytelling. In a world overflowing with information, the ability to tell a clear and captivating story that grabs attention is what makes the difference.
WS: What are your plans for ElleQuinn going forward, and are there any other markets or sectors you’d like to explore?
MP: ElleQuinn’s future is ambitious. Our overarching goal is to continue building strong, long-term relationships with our clients, based on trust, integrity, and a deep understanding of their business challenges. We are working to grow our portfolio of offerings and become a one-stop shop for all communications needs, and we’re looking to expand beyond traditional PR. This includes offering strategic content marketing, data analysis, and even creative brainstorming sessions for emerging industries such as fintech, health tech, and renewable energy.
Team WS