Results Oriented Public Relations

Even though the PR landscape has changed, the bottom line is the same. Clients want results. I get it. I understand technology and I’m passionate about public relations. I know what it takes to get positive press and analyst coverage. I also know how to implement social media programs that get attention.

Let’s work together to achieve your goals and get the results you want.


Client Profile

While having deep technology experience, my primary expertise is in enterprise software. I assist CEOs and VPs of marketing in technology startups who need guidance in figuring out the new landscape of public relations.

Gone are the days of simply making an announcement and expecting every technology publication to cover it. You’re competing with thousands of similar companies — all vying for the same attention. It’s my job to ensure you stand out from the crowd.

Here are a few case studies:

Central Desktop

Launched Central Desktop (iMeet Central ) an online collaboration company with a small un-defined target market with only 6,000 users. Central Desktop was launched in a specific target market with a comprehensive analyst and media relations campaign, capitalizing on an industry buzzword the client previously avoided. Within one year, the company went from only 6,000 users to more than 50,000 users, dozens of positive articles and profiles, and was included in several industry analyst reports. The company was successfully positioned for its first round of funding.


Launched FusionLayer , a Finnish-based cloud application company in the U.S. market. Created buzz around completely automating the public and private cloud for enterprises with Fusion Layer’s technology. Received positive coverage in the tech media and the analyst community.


Secured top-tier business coverage for 3PAR, a storage/virtualization startup. Assisted in defining a new category  thin provisioning  and helped take the company public. 3PAR was one of the last tech companies with a successful IPO before the recession and was later purchased by HP.


Because I only work with technology startups, I know and understand your challenges — the need to increase sales and market share. 

I’ll begin by creating a unique strategic public relations plan for your company. No cookie-cutter approach here. Whether launching a company or executing a press tour, each strategy session is unique and customized to your needs.


Analyst Relations — getting on the radar of key industry analysts in your space is essential to validate your product and positioning.

Competitive Research —  what are the key messages of your competition and how are they positioned in the market? I’ll do comprehensive research to determine how you stand up against the competition.

Customer Relations — the media want third party references to validate your claims. Using customers to highlight the benefits of your product or service is invaluable.

Media Relations — researching and targeting the most influential reporters, editors and bloggers is important in helping to tell your story to prospects and customers.

Positioning and Messaging — are you properly positioned in the market? What are your key messages? Let me help you define both.

Social Media Relations — which social media services should you engage? I will help you determine which ones are best for your company and industry.




To take advantage of any of the services listed above, contact Barbara Llarena at +1.510.430.1400 or by email.

DIY PR Services

While most of my clients are not interested in implementing any elements of a PR plan on their own, I do have a few clients who are knowledgeable and capable of handling the tactical side of PR, with a little guidance. I don’t recommend it to most clients, but for those who have worked in marketing or PR before, it’s not rocket science.

After many requests, I’ve finally decided to create services for the DIYer. These services are not for the faint of heart. If you’re willing to step back and truly be objective, follow some basic PR rules and are committed for the long haul, it might be worth a try.

I will still offer consultant services for those clients who don’t have the time or expertise to effectively implement a PR plan. But if you’re on a tight budget and feel you can handle PR on your own, here are three key elements to help you get started:

  • Comprehensive PR Plan — development of a PR plan for you to tactically implement (with a step-by-step guide on how to implement it)
  • Competitive Research — comprehensive research on your top three competitors
  • Media List Creation — a customized list of targeted media

The three services come in a bundle and include up to five hours of consulting time. With these three elements in place, you can begin working on your own PR program.

Are you ready to give it a try? Contact Barbara Llarena at +1.510.430.1400 or by email.


Barbara Llarena

Based in the San Francisco Bay Area, I’m a senior-level public relations consultant and principal of AAHSOME Communications.

After spending 10 years in the high-tech industry, I founded AAHSOME Communications in 2000 to help technology startups increase brand awareness and market share.

Not only have I worked with many local and national technology companies,  I also have experience launching international companies in the U.S. market, including companies from Finland, Hong Kong, Israel, Sweden and the United Kingdom. I understand what it takes to get international companies recognized in the U.S. and I enjoy working with people of different cultures.

My work experience spans the gamut from start-ups to Fortune 500 companies such as Cisco and consulting giant, McKinsey and Company. Working on both the agency and corporate PR side has helped me to better understand client goals and how companies can achieve market leadership. My knowledge of technology includes both the business-to-business and business-to-consumer sectors. My expertise is in enterprise technology, with deep experience in online collaboration, software virtualization and cloud computing.

Prior to becoming a consultant, I was an account executive at Horn Group (acquired by Finn Partners), a high-tech PR firm in San Francisco. At Horn, I managed PR programs for the international consulting firm McKinsey & Company and startup eALITY, Inc. (later acquired by SuccessFactors).

Previously, I was an account executive at Business Wire in San Francisco, the international news wire distribution service. At Business Wire, I managed relationships with hundreds of high tech and publicly traded companies and served as a liaison between the company and the media.





For an assessment of your situation, contact Barbara at +1.510.430.1400 or by email.