Crenshaw Communications Reports Record Growth for 2021

Crenshaw Communications Reports Record Growth for 2021

Cliff Maroney named Vice President and Sasha Dookhoo named Director of B2B Tech to support expanding client roster and company growth

New York, NY, January 24, 2022 — Crenshaw Communications, a leading New York-based public relations agency specializing in PR for B2B, ad tech, and SaaS technology brands, today announced record increases for 2021 and personnel moves to support continued growth. This past year, Crenshaw saw a 23% revenue increase and has added nine organizations to its client list.

Cliff Maroney has been promoted to Vice President. He was previously a Director and has been with Crenshaw since 2012 where he has worked on B2B brands in cybersecurity, ecommerce, AI, and enterprise technology.

Additionally, Sasha Dookhoo joined the B2B team as Director. She brings a wealth of technology PR experience to Crenshaw, offering deep expertise in SaaS, AI/ML, enterprise tech and cleantech, as well as fintech and blockchain.

“As we continue to grow our company, we needed to make personnel hires and promotions to support our growing client roster,” noted Chris Harihar, Partner, Crenshaw Communications. “Cliff is the person everyone looks to for advice and guidance. His expertise and creative approach to new accounts have helped secure many top B2B tech brands. We are also excited to have Sasha on our senior leadership team to support and guide junior staff and direct business development initiatives.”  

Cliff Maroney added, “I’m honored to work with such a great team. The B2B tech space is constantly changing and evolving to adapt to new trends and I am looking forward to the future of Crenshaw as a top B2B PR agency in the U.S.”

In the past year Crenshaw Communications has added new clients, including Chili Piper, People Data Labs, and Sleek Technologies. Longstanding clients include Fractal Analytics, National Cybersecurity Alliance and Smart Communications.

About Crenshaw Communications

Crenshaw Communications is a New York PR and content agency specializing in B2B public relations for high-growth technology companies. Whether the goal is to launch a new product, drive web traffic, or create a leadership brand position, Crenshaw extends PR tools and tactics beyond the limits of the traditional to create both earned coverage and word-of-mouth to build brands.




Crenshaw Announces Two Promotions

As summer comes to a close, we are proud to announce two promotions at Crenshaw Communications. After nearly 2.5 years at Crenshaw, Katharine Riggs has been promoted from Account Executive to Senior Account Executive. Katharine established herself as a first-rate media guru on accounts like MediaRadar and Fractal Analytics. She works hard to support our clients and her team on everything from media relations to content, and we’re excited to see her grow into this new role. 

Ilana Weinberger has been promoted from Assistant Account Executive to Account Executive. Since Ilana joined in March 2019, she has offered excellent media and account support across clients like Bnai Zion Foundation, DoubleVerify, LiveIntent, Arkadium, and SmartGlass. No matter what we throw at Ilana, she takes it on and delivers excellent work. We’re delighted to see her develop now as an AE. 

Pictured above: Ilana Weinberger (L) & Katharine Riggs (R)

How To Broker A Successful PR Partnership

Smart promotional partnerships brokered by a PR firm are one of the most strategic ways to build brand awareness and enhance reputation. Sometimes CMOs may shy away from such partnerships fearing expense or constraints on what the brand can actually “activate.”  Yet, if well done, these collaborations can pay off, linking a brand with complementary organizations that can advance the goals of both. For example, we have successfully “married” bedding to wedding registries and children’s cereal to state parks. Read on and start planning a partnership now.

Start at the end. With goals in mind.  Avoid being seduced by a partnership opportunity just because the proposing brand is a “cool” company. Ask what you want to ultimately get out of such a relationship; is it introductions to new prospects? Increased media exposure? Or, perhaps there is financial gain to be realized through expense-sharing for mutual brand promotion.

Before you partner, get to know your partner. It goes without saying that due diligence on any collaborator should go beyond brand reputation. It’s also important to examine previous partnerships, if any, that the company has undertaken. For example, in the case of a relationship with a non-profit or quasi-governmental organization, be forewarned that collaboration will entail layers of bureaucracy and lengthy approval processes which will affect timing.

Make sure the partnership is weighted fairly.  No one wants to be the one putting in the lion’s share of money or resources for less return than the partner. Feel free to negotiate on each point to make sure your brand maximizes the opportunity.

Maintain flexibility. Often the parameters of a partnership may change through the negotiation process or even after the relationship is established. Keep your “eye on the prize” but be willing to compromise to keep all parties engaged.

Publicize all aspects of the partnership. Promotional relationships afford many opportunities to create buzz for both companies or organizations. Announce your partnership in appropriate trades and seek coverage for each milestone you jointly accomplish. Be sure to include each company’s PR representation to maximize all media opportunities.

Everything but the kitchen sink. Look for all the ways you can “blow out” a partnership. Be fearless in asking to do more and coming up with creative extensions to make the joint effort as big and successful as you can. Make the ideas irresistible and reap the rewards!