In a crowded market, strategic PR yielded great media coverage for AI company’s funding, tech
How can a company break out of the crowd to tell an engaging story spotlighting its innovative automation solution and get media coverage for its new funding round in the noisy AI arena?
That’s exactly the question that many companies are asking themselves today.
The answer? It isn’t easy. But with a strategic PR partner such as Bospar, it is possible.
You probably already know the story of what created both the opportunity and the challenge.
The rapid rise of ChatGPT, which famously amassed 100 million users in two months, making it the fastest-growing consumer application in history at that time, made AI more accessible to more people. It captured the world’s imagination about what individuals and businesses can do with the power of AI.
This pivotal development prompted enterprise adoption and spending on AI technology to explode and set off what New York Times’ tech and Silicon Valley reporter Erin Griffith described as “a frenzy of start-up creation and funding.” Between April and June 2024, U.S. AI startups garnered $27.1 billion from the investment community. Meanwhile, a horde of existing companies rushed to introduce new AI products and attach themselves to the AI movement.
Excitement and investment in AI and GenAI gave the tech industry a new lease on life. At the same time, it became extremely challenging for any one AI solution provider to break out.
But Orby AI knew that it wasn’t just another AI company.
It is a uniquely powerful generative process automation platform and large action model (LAM) empowering organizations to automate on their own terms. Founded by AI experts and engineers formerly at Google and UiPath, the company had just attracted new investment via a Series A round and had a great innovation story to tell.
Challenge
Orby needed to bolster its brand awareness in the market as it planned to announce the Series A funding and wanted to showcase the uniqueness of its offerings in the sea of AI products.
Seeking a dynamic PR agency to help it break through the noise, the company called on Bospar.
Strategy
Bospar’s public relations professionals got to work, creating a strategic PR plan to position the new funding round as validation of the client’s technology as well as a market indicator to pitch larger trend and feature stories across business and tech media. The plan also included leveraging the AI company’s executives to build out a thought leadership program. And we set out to elevate the client’s market position as an AI innovator that helps enterprises to automate repetitive and complex tasks that cannot be easily automated with existing technology.
The PR team knew we wanted to:
- Leverage company developments, executive insights and premium brand partnerships to reinforce the client’s command of the AI automation category
- Empower the client to emerge as an authoritative, authentic voice with a consistent cadence of contributed consultative content and media placements
- Highlight differentiators and use metrics to showcase the company’s momentum
Bospar PR pros collaborated with the client on exclusive, embargoed outreach to select reporters in advance of the funding news going live to secure media interviews and coverage.
Our strategic PR plan also aimed to drive brand visibility beyond the funding announcement by leveraging Orby’s CEO and co-founder Bella Liu to get the client’s story out to the world.
Campaign Results
Bospar secured an exclusive with Kyle Wiggers, senior reporter of enterprise at TechCrunch, as well as coverage in VentureBeat, SiliconANGLE, The Information and other media outlets.
Here is a small sampling of the PR results that Bospar’s Politely Pushy PR team delivered:
- VentureBeat published this story by journalist Michael Nunez: “Orby AI raises $30M to use generative AI to automate your most tedious work tasks”
- SiliconANGLE came out with this article by Mike Wheatley: “Orby AI raises $30M to take business process automation to the next level with generative AI”
- TechStrong writer Jon Swartz explained “Orby AI aims to make workers more efficient”
- TechCrunch ran “Orby is building AI agents for the enterprise” by reporter Wiggers
- Network Computing collaborated with ZK Research principal analyst Zeus Kerravala to deliver: “Orby AI raises $30M in Series A for GenAI platform for process automation”
- Fierce Network AI and cloud staff writer Julia King wrote about this Bospar client, explaining: “This $35M startup is using a new model for business automation”
Our PR efforts also caught the attention of – and stories and mentions from:
- Robert Hof of SiliconANGLE
- Stephanie Palazzolo of The Information
- Rishika Patel of AIThority
- Allie Garfinkle of Fortune Term Sheet
- Dan Primarck of Axios Pro Rata
- Tim Keary of Techopedia
- Cindy Taylor of Digital Wealth News
- Amit Chowdhry of Pulse 2.0
- Andrew Jolly of Enterprise AI
- Time King of Solutions Review
- Tracey E. Schelmetic of Future of Work News
- Marc Vartabedian of WSJ Venture Capital
- James Dargan of AI Insider
- Daniel Gutierrez of Radical Data Science
- Christine Rothacker of dot LA and Newsbreak
- Adrian Johnson of FunderLyst
- Monika Chauhan of TFiR
- As well as Beamstart, BelInsure, Biztoc, Cyber World Technologies, Datanami, Deal Town, FinSMEs, Georgia Digital News, Greenground, HiTech Glitz, The Mobi World, Newsbreak, TheSpuzz, RockNews, San Francisco Business Times, TechMeme, Tech News Tube, TezzBuzz, a long list of Yahoo news platforms, WN.com and World of Software
This PR strategy – and the experienced, enthusiastic, plugged-in team of PR professionals who executed it – was clearly the right approach, as the results noted above clearly demonstrate.
“When a client introduces a genuinely unique product into a hot market, it’s a big opportunity for that company and its communications team. Bospar was 100% committed to making sure this story gained traction – and we demonstrated that by delivering on that commitment.”
— Bospar Principal Curtis Sparrer