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Meet the Intern: Paige Shaw

Paige Shaw - TC Summer Intern 2014

At Trainer Communications we have been growing by leaps and bounds. Meet our Intern, Paige Shaw who is spending her summer with us in San Francisco. Interested in becoming an intern? We’re hiring!

Name: Paige Shaw

Hometown: San Rafael, CA

School + Major: Princeton University: Majoring in Public Policy and International Relations with a Minor in Technology in Society and Dance

Why did you pick Trainer? Susan Thomas and the entire Trainer team are very friendly and engaging which creates a great atmosphere to work in. I also liked that Trainer was a small enough company so I would be able to be involved with projects from the get-go and really learn what it means to work with a tech PR/Marketing company.

 At which store would you like to max-out your credit card? Urban Outfitters

 What was the last really great book you read? East of Eden by John Steinbeck

 TV show you never miss? Modern Family

 When outside of the office, you can usually find me…In the ballet studio!

What has been the highlight of Trainer? I enjoyed seeing the end-result of the projects and research that I worked on. It’s nice to know that that the work us interns are doing actually contributes to the team in an important way.

What will you miss the most about Trainer? My co-workers of course! They are a very entertaining group.

Key advice for future interns at Trainer Communications?  Ask lots of questions, keep your desktop organized, make a to-do list, and become a pro at Excel and Cision. It will make life a lot easier!

This entry was written by Paige Shaw, posted on August 11, 2014 at 11:40 pm, filed under Giving Back, Internship, Marketing, PR, PR and marketing agency best practices, Trainer Communications. Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

Lucy and the Rise of Big Data


For the first time in more than a decade, I chose the movie, and my man and son came along willingly. I have read the reviews of Lucy, and it is clear which ones are written by men, whose egos get bruised whenever there is an understated allusion that they are in fact not the center and boss of the universe, and by extension the master of us women, children and all innocent victims and animals, regardless of gender or age. (example from Todd something).

I derail. Point is Lucy is the first movie with me in mind as audience. I don’t care if its theories are imperfect and they had to fill trailers with novel violence so our men would be on board (as long as us smart and successful women bought the tickets and popcorn, of course). I am just delighted that someone is exploring the possibility that we may in fact not know anything fully and are actually living our lives in our limited paradigm supported by our agreed upon science and mathematical theories.

I am into Big Data. I’ve been into it long before I knew the latest industry descriptor of what I used to think of as the “Da Vinci brain” and became the director of the new Big Data practice at Trainer Communications. Big Data IS the big brain. It empowers us with god-like intelligence we couldn’t even imagine a hundred years ago, when we relied on printing presses, human speech and horses.

The question my ten-year-old son asked me after the movie was, “Mama, do you want to use 100% of your brain?” Quite profound. According to the movie, I’d be incapable of loving my mortal, time-trapped son as much as I do, so I gave him a percentage I thought would allow me to have access to my human, flawed and frightened self with a boost of incredible intelligence and clarity.

Big Data is the means of compiling all the minutia, the tiny granular bits of every stroke we type, every mouse click, every decision, purchase and connection we make, or don’t make, to provide us humans with unprecedented insight and clarity–the value of which is immeasurable, the impact unknown. But, we do know that a company without a Big Data strategy is already as good as erased.

Sure, it is complicated. And, the cacophony of voices from vendors claiming to be the way, the truth and the light is deafening. But, you can’t deny it. Big Data is not going away. It is not a fad or a trend. Big Data will impact everything you know to be true today. Someday it will be commonplace for your bed to tell you it is time to change the sheets and your kitchen trash can to send you a text when it is at capacity and even order more trash bags for you. And your favorite e-commerce websites will know you better than you know yourself and will almost magically offer you exactly what you need even before you ask.

Please follow me at @AsaFenton and I’ll continue this thread and provide guidance to help you navigate the unknown waters of Big Data. Please also follow @BlueData @MemSQL @Interana @Reflektion @Xangati, and especially

This entry was written by Asa Fenton, posted on August 6, 2014 at 10:20 pm, filed under BigData, Business Strategy, Marketing, PR, PR and marketing agency best practices, Sales. Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

The Brilliant Machine That Could Finally Fix Airport Security

WIRED.COM – By Alex Davies

Fans at a World Cup game at Arena de Baixada stadium in Curitiba, Brazil use the Qylatron to go through security.

Australian fans pumped to see their team take on Spain during the first round of the World Cup were intrigued by the honeycomb-like machine that had replaced the standard manual search process at Arena de Baixada stadium in Curitiba, Brazil. They were less thrilled when the machine spotted the toy kangaroos they were trying to sneak into the match.

That machine is the Qylatron Entry Experience Solution, and it could soon replace a crappy experience of going through security checks at airports and other venues with one that’s faster and less invasive. Instead of having a human poke around in your bag, the machine scans it for a variety of threats in just a few seconds. Searching those Aussies and other soccer fans may prove to be a watershed moment for the system, a successful test of how well it can spot trouble and move people through security, efficiently and with their dignity intact.

The system is the work of Silicon Valley-based Qylur Security Systems, and it consists of five pods that sit around a central sensor. The process is a much closer to being pleasant than having your stuff searched by hand at a stadium or going through the mundane horrors of TSA security. You don’t have to open your bag or let any else touch it. And with five people moving through at once, you’re through security before you have time to really get annoyed. <MORE>


This entry was written by, posted on July 15, 2014 at 12:17 am, filed under Marketing, PR, Security, Trainer Communications. Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

Trainer Communications Earns “Best Video” Award from PR Daily


Qylur Security Systems Video is a PR Daily Winner, Featured on Huffington Post and a YouTube Hit

June 4: Trainer Communications announced today that Ragan’s PR Daily has honored Trainer Communications with the “Best Video” award in the “Company Overview” category for its work with Qylur Security Systems. The PR Daily Video Awards recognize videos that maximize production values, stretch small budget dollars, craft compelling, dramatic stories, and take full advantage of the powerfully humanizing and personalizing video format.

To view the Qylatron™ Entry Experience Solution award-winning video, click here.

YouTube Preview Image

After seeing the aftermath of the Madrid bombings on CNN in 2004, Dolev was moved to change the security screening experience forever, resulting in her founding of Qylur Security Systems. As the company prepared to emerge from stealth mode in 2013, Qylur challenged Trainer to tell a passionate and emotional story that explained Qylur’s security technology in a simple way. Within two weeks of launching, the video had earned more than 1,000 views on YouTube and The Huffington Post had included it in a feature on Qylur.

Ragan Communications award competitions are the most prestigious in the PR and corporate communications industry. PR Daily judges noted that within the first 30 seconds of the video, viewers were engaged and eager to hear how Qylur could help deter future acts of terrorism. According to PR Daily, “the team at Trainer Communications made the difficult look easy when it created a company overview video for Qylur Security Systems, a homeland security technology company.”

5 Tips for Your New Corporate Video

With the wild popularity of YouTube and the ubiquity of smartphones that shoot high-def video, it seems that almost everyone is a videographer and producer these days. The technology is so user friendly – shoot, edit, share – anyone can produce a video, right? Not Really!

Download the new ProMotion Studios Solution Brief to find out how you can make maximum impact with your new Corporate Video or Animation: 5 Tips for Your New Corporate Video – Solution Brief – F60414

This entry was written by, posted on June 4, 2014 at 9:20 pm, filed under PR, Security, Trainer Communications, Uncategorized, Video, Video Production and tagged , , . Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

MetricsMatter(tm) Client Highlights: April & May 2014

Trainer Metrics Matter Speed - @1

News and Coverage Roundup

Sumologic: In The News

May 20: VentureBeat – With another $30M, Sumo Logic will keep tabs on your dataThe data analytics startup has pulled in another $30 million in funding, bringing its total to $80.5 million. It previously raised $30 million in a late 2012 funding round. Sumo Logic provides analysis of log data across a business’s apps, servers, network, and other IT infrastructure: Network World, Silicon Valley Business Journal, Dow Jones – Venture Wire, Tech Republic.

Exablox: Client Coverage

May 1: Review: Exablox OneBlox is a storage admin’s dream – Smoothly scalable, automatically redundant, set-it-and-forget-it NAS from Exablox, rewrites the network storage playbook. By Tim Ferrill – InfoWorld

AppDynamics: As Seen on TV

April 30: Bloomberg TV – A Rags to Riches Story for AppDynamics’ CEOAppDynamics CEO Jyoti Bansal explains how the company helps clients find and fix problems with their web and mobile applications. He speaks with Pimm Fox on Bloomberg Television’s “Taking Stock.” (Source: Bloomberg)

TelyLabs: Contributed Articles

May 27: Forbes – Does Tely Labs Threaten George Soros’s 9.4 Million Polycom Share Bet? by Peter Cohan – Contributor

May 24: Entrepreneur – When Launching Your Startup, Consider These 5 Risks by Shreekanth Ravi, Founder – Tely Labs

May 20: InformationWeek/Healthcare – Videoconferencing Connects Hospice Patients, Families by Alison Diana, Senior Editor – InformationWeek

Xangati: Channel Program Intro

April 24: CRN – Xangati, Developer Of Cloud Intelligence Tools, Expanding VAR Programs by Joseph Tsidulko – Senior Editor, CRN.

Venafi: Security Never Sleeps

WSJ: “Google, Microsoft Race to Assess Heartbleed Vulnerability
LA Times: “Heartbleed Bug’ puts Web security at risk.”
Security Week: “Content Distribution Networks Fuel Rising Threat of Digitally Signed Malware”
NWW: “Poorly managed SSH keys pose serious risks for most companies”
CSO: “CryptoLocker’s success will fuel future copycats”
The Economist: “The end of trust”

This entry was written by, posted on May 27, 2014 at 11:37 pm, filed under Marketing, PR, Press Relations, Sales, Social Media, Trainer Communications. Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

The company we keep: Mobile solutions tackle early diagnosis, economic growth in developing world

VAF logo

The company we keep: Mobile solutions tackle early diagnosis, economic growth in developing world

By Caitlin Haskins

The gathering looked like many that you would see in San Francisco or the Silicon Valley – a modern, sleek office space with a mixed group of men and women, ages twenty-something to forties. Some wore business casual, others came in jeans and were busy snapping photos with their mobile phones. What set apart this particular group from dozens of others like it happening that week?

Everett, the inventor and engineer from MIT that I’d just met, showed off a device clipped to his iPhone. This small smartphone accessory (that looked a bit like a belt clip) could, he told me, enable a mobile phone to take photos of a patient’s retina. Eventually, it might allow a doctor in the developing world to gauge a patient’s chances of developing diabetes or neurological disorders, even if they lived far from the nearest medical clinic.

Held by the Vodafone Americas Foundation, this reception celebrated finalists for the 2014 Wireless Innovation Project, a competition that promotes innovation and increase implementation of wireless technologies for a better world. The inventors, coders, and entrepreneurs in the room were a day away from presenting their technologies to a panel of judges with the goal of earning part of a $600,000 pot of prize money and the mentorship of Vodafone xone, Vodafone’s global center for innovation in the Silicon Valley.

Trainer’s clients represent an incredible class of companies across enterprise software, security, network infrastructure, storage, and consumer tech industries. Innovation and deep tech are our mainstays. Standing in a room with the brains behind so many incredible mobile tech creations – including a fog-mapping system that will deliver a potable water source to rural populations, a drone that can deliver cell signal in the immediate aftermath of a natural disaster, and an imaging device that will help doctors better detect and treat cervical cancer – gives a feeling of excitement and hope that is beyond any other in the PR business.

At the Social Innovation Summit in New York, May 28-29, Vodafone will announce the winners of the Wireless Innovation Project and send three teams on their way to making the world a better place through mobile tech. It is such a privilege to work with clients that know the importance of honoring innovation in the community and supporting the incredible tech minds of the future.

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June Sugiyama, Director of Vodafone Americas Foundation

This entry was written by Kayla Bongay, posted on April 11, 2014 at 4:03 pm, filed under Giving Back, PR, Social Media, Trainer Communications and tagged , , , . Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

Courage and Careers Can Go Hand in Hand


On January 10, 2014, The WELL for Women Entrepreneurs held its Symposia::2014 Conference for Women Entrepreneurs. The WELL, which was founded by Julie Gordon White, was established to serve women entrepreneurs aiming to expand their business into a million-dollar business. This year the event’s focus was “7 Stories of 7 Figured Women & Beyond.” The conference highlighted seven women who have successfully established companies. Each woman spoke on one of seven topics: determination, commitment, confidence, social skills, courage, and clarity – and even on rising stars among women in business. Because all seven women are highly accomplished and have inspiring stories of how they attained success, it’s no surprise that The WELL turned to Trainer’s CEO, Susan Thomas when looking for someone to speak about courage.

Susan knows exactly what it is like to establish a successful business. At twenty-nine, she started Trainer Communications. As her company and family continued to grow, she also experienced many personal obstacles – from the loss of loved ones to battling breast cancer. Although these were all high hurdles to jump over, she never let hardships deter her from attaining her lofty goals.

You might ask how a woman of just 29, facing extreme adversity, could face innumerable setbacks to create a million-dollar business in just 3 years.  Susan’s answer is courage. During her speech on courage at the 2014 Conference for Women Entrepreneurs, she laid out her ten steps to building courage:

  1. Identify your core values and what matters most to you.
  2. Have a mentor.
  3. Get to know yourself and develop confidence in your abilities.
  4. Keep a positive attitude.
  5. Practice gratitude.
  6. Identify stretch goals and test yourself.
  7. Take the first step boldly.
  8. Never give up. Even when goals feel out of reach.
  9. Don’t succumb to peer pressure.
  10. Celebrate your success, and then try harder.

Being a few years out of college and at the start of my career, I can see the importance of all of Susan’s ten steps. Each will help you to build courage to better envision your goals and chart an unwavering course to your future.  And, with each courageous move you make, you will see your goals getting closer and closer.


This entry was written by, posted on March 15, 2014 at 1:36 am, filed under Business Strategy, Marketing, PR, Press Relations, Trainer Communications and tagged , . Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

Huge Biz Media Months for Trainer Clients in USA TODAY, The Wall Street Journal, Bloomberg, CNBC and All Points in Between

Colleagues I work with at my day job at Trainer Communications are constantly proving their business media story-telling expertise and strategic knowledge of journalists’ target audiences, the past couple months few are notable. Starting in September, Trainer clients have gained visibility in digital, print and broadcast media outlets that include The Wall Street Journal, San Jose Mercury News, CNBC, USA TODAY, Bloomberg, Forbes, Fox News, NBC and more.

Clients receiving write-ups and broadcast coverage have included a mix of high tech B2B and B2C vendors serving all industries and markets. Here is a brief lineup of clients earning top spots in the globe’s leading outlets, the related Trainer teams, summaries of and links to the news Trainer helped them to develop, articulate and land:

From the IT security team:

Norse: Featured in USA TODAY and syndicated repeatedly as a result, this security start up was covered for its ability to provide live threat intelligence needed to protect the Internet of Things —

Venafi: Featured in USA TODAY and the San Jose Mercury News, this provider of security solutions that protect trust for enterprise digital communications was featured in stories discussing the impact on security the federal government shutdown had and how NSA-surveillance is impacting the business of security —;

SpectorSoft: Known for helping companies to detect insider threats that frequently lead to data breaches and fraud, this client was featured in Fox News Small Business Center for research it brought to market along with a new product –

From the Storage Team:

Virident: Acquired for more than $600 million, this leading provider of Flash storage was featured over 150 times across all news mediums, with a stunning news report in Forbes as well as coverage in Reuters – ;

From the Consumer Team:

OMG Life: This UK-based supplier of precision-based motion-tracking systems and cameras took the consumer-tech world by storm when they popped up on a feature story in CNBC —

From the Wireless, Telecom and Networking Team:

Qylur: Focused on preventing physical security breaches that lead to terrorist attacks and life-threatening incidents, the startup burst onto the US homeland security radar with multiple business features including video reports in The Wall Street Journal and on Fox Business, as well as a feature story in Bloomberg —;;!DED7EF31-6D42-4D52-AB54-BE4613609DB5

Ikanos: This public player (NSADAQ: IKAN) providing advanced broadband semiconductor and software products landed front and center in a conversation with NBC Bay Area news anchor Scott McGrew about the intersection of TV and Internet:

This lineup is just a few of Trainer’s accomplishments over the past couple of months but worth mentioning, as rarely will any strategic communications agency offering integrated AR/PR and marketing have this much high-level business press success across all practice groups in such a short period. I asked Trainer’s founder and CEO Susan Thomas to sum up the success in her own words:

“Most high tech vendors’ attempts to capture executive audience attention through the business press are stalled by communication firms that lack key relationships with top journalists and that don’t know how to develop news into a story that appeals to business audiences,” said Thomas .  “We work very hard at every level of the organization to establish relationships with key reporters, stay abreast of trends and stories they care about, and design events that help us to get to know them on a personal level.”

Did I mention, in addition to this brief success history that has taken place over the past few months, since the beginning of the year the Trainer practice groups have landed clients in top-tier business press 95 times … 95 TIMES!

Great work Trainer practice group teams!

Tweet This: Awesome Biz Press #PR Sept. Oct. @TrainerComms @Norse @Venafi @Virident @Ikanos @Solutionary

This entry was written by, posted on November 5, 2013 at 7:18 pm, filed under PR, Press Relations, Security, Storage, Trainer Communications and tagged , , , , , , , , , , , , , , . Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

Gen. Alexander Can’t Access Daughters’ Emails, Says NSA Only Interested in Terrorists

Black Hat (@BlackHatEvents) 2013, Las Vegas – On Wednesday, National Security Agency (NSA) Director General Keith Alexander informed a rather tame crowd (with the exception of one or two hecklers) that his agency isn’t interested in phone or other digital communications unless they impact foreign intelligence gathering or involve known or suspected terrorists. He emphasized that congressional oversight, court rulings and regulations stop even him – a four-star general – from reading average Americans’ emails or listening in on phone calls. “I have four daughters, can I go and intercept their emails … no,” quipped the general to a chuckling crowd which applauded his organization’s activities at the end of his presentation.

As part of his opening-day keynote, he emphasized that over the past couple of years legal mandates giving his organization the authority to intercept and review communications have stopped upwards of 57 planned terrorist activities against the US and its allies. In all cases, operatives involved handled intelligence gathering under strict oversight, which includes a lengthy audit trail and multiple “permission” layers, said the NSA’s head.

Tweet This: New Blog: Gen. Alexander Can’t Access Daughters’ Emails, Says #NSA Only Interested in Terrorists: #BlackHat

He further justified the NSA’s digital intelligence gathering through a slide deck showing that since 2012, the NSA has only focused on 500 telephone numbers and calls that it believes were/are linked to threats against the US.

“We don’t go after everything,” said Alexander. “We just want to find the terrorists among us.”

Not more than two in the standing-room-only audience of more than 3,000 attendees heckled and jeered the general with challenges to NSA programs they described as “Bullshit.”

“Read the Constitution,” exclaimed one of the hecklers.

“I have, you should too,” responded the general.

A day after Alexander told the Black Hat audience that the NSA isn’t interested in the day-to-day digital activities of Americans, The Atlantic Wire broke a story about a husband and wife whose home was raided by a gun-wielding anti-terrorism task force after each had searched “backpacks” and “pressure cookers” on Google. Although the article did make it clear that there are specific boundaries the NSA says it must operate within, it was not clear how or why the task force received information about the couple. You can read the article here:

Joe Franscella’s (@joefranscella) articles typically include Twitter account links, however, neither General Alexander nor the NSA have official Twitter accounts.

This entry was written by admin, posted on August 2, 2013 at 3:35 pm, filed under Marketing, PR, Security. Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

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