“Trainer Communications has a compelling value proposition that takes emerging start-ups in the high-tech industry from 0-60 mph in record time. In the first 60 days of signing with 3ware, Trainer Communications launched a successful funding and product tour securing over 35 briefings with key industry analysts and top-tier business press resulting in over 20 press hits including Bloomberg News, Red Herring and Information Week. It is refreshing to work with such a senior-caliber of PR professionals who understand the technology landscape and can execute in a rapid-fire environment.”
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former President and CEO, 3ware, Inc.
A senior media relations specialist with well-established relationships at top business and technology trade publications as well as in the blogosphere, Larry brings nearly 10 years of award-winning work to Trainer. Most recently as Media Strategist at San Francisco-based OutCast Communications, Larry regularly planned and drove media strategy, provided ad-hoc counsel to various account teams, led launches and proactive editorial pitching, staffed media briefings, and managed a multitude of other projects while serving clients including Dell, RSA, Salesforce.com, VMware and Xerox. Larry has also worked extensively with the cleantech/green media community, securing client coverage in U.S. business, trade, regional, broadcast and online media outlets.
Besides his numerous PR accomplishments for public tech giants, Larry has also helped put several start-ups on the map. As a Senior Account Executive at Bay Area-based e21 Corp, Larry led strategic campaigns for clients including desktop management solutions vendor Everdream (now part of Dell), router vendor Quick Eagle Networks, fixed-wireless ISP NextWeb, media server vendor IP Unity, Germany-based PC maker Medion and others.
Earlier, Larry was part of the in-house PR team at Tokyo-based Pasona, Japan’s largest human resources company. While with Pasona, he worked extensively with the foreign correspondents residing and working in Tokyo, coordinating and staffing multiple interviews for Pasona’s CEO.
Larry speaks English, Spanish, Japanese, French and some German, and has parlayed his international experience into long-standing relationships with journalists in the US, Europe and Asia. He has secured multiple “Product of the Year” awards for clients, and has personally received awards for his work on PR campaigns from the League of American Communications Professionals (LACP).
Larry holds a Bachelor's degree from the University of California, Santa Barbara, and a Master's degree in Foreign Service from Georgetown University.
Q&A:
Overarching goal: Always strive to do—and be—better.
Personal motto: Add value at every opportunity.
Life changing experiences: Rotary International Exchange Student at age 15 (in Mazatlan); singing and dancing my heart out with “Up With People” for a year; living and working in Japan; my wedding day; raising my two princesses with my better half.
Proudest PR Achievements: For security client RSA, the “Security Psychic” segment on ABC in the SF Bay Area — and its replication in other key markets around the country —was magic.
Favorite quote: “Be the change you wish to see in the world” - Mahatma Gandhi
