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Technology PR Experience You Can Count On
In today’s competitive business climate, you only get one chance to reach the top. You need experienced professionals to help you get there. Carabiner Communications is a public relations agency that was founded with a desire to help high technology and life sciences companies grow and thrive. Our team is comprised of PR and marketing veterans who have had hands-on experience with a range of technology businesses at all stages of growth. We’ve been in the trenches across the industries our clients represent, participating in associations and on councils that keep us focused on trends and core issues. Quite simply, there are no beginners on our team – we’ve been there, done that, and got the t-shirt. Our high-tech and PC industry experience includes software applications, development tools, operating systems, hardware and peripherals, security, content management, wireless devices, telecom, networking, business process integration, professional services as well as consultants and systems integrators. Additionally, we’ve worked with health information companies and health care technology solutions providers, and our life sciences division extends our services to this fast-growing industry sector, as well. Click here to see some of the companies our team members have provided PR and marketing services to in the past. Peter Baron
Peter co-founded SocketPR which was acquired by Hill and Knowlton. Prior to founding SocketPR Baron was a partner and VP at Alexander Communications (now Ogilvy Public Relations Worldwide), where he oversaw accounts covering cross-platform communications, networking, databases and application development tools. His work spans the formative years of the PC industry, all the way to today’s Internet-driven, wireless and mobile device markets. Over the course of his career, Peter has directed campaigns for such well-known clients as Apple Computer, Ericsson GE and IBM. He also served as director of corporate communications for Computone Corporation, a worldwide supplier of intelligent multi-port boards. His earlier experience includes public relations work for clients at Cohn & Wolfe in New York City. Peter received a bachelor’s degree in journalism and PR from the University of Utah. He is a member of the Technology Association of Georgia (TAG) and chaired the 2000 PR committee for Georgia Technology Forum, the largest event of its kind in the southeast. He was also a founding executive committee member of the Atlanta High Tech CEO Council. A frequent speaker, Peter has delivered addresses at High-Tech Boot Camps and at Emory University, Georgia Tech, American Marketing Association, Institute for Enterprise and Innovation and Public Relations Society of America conferences. Dana Cogan
Dana brings over 15 years of high-tech PR senior management experience to the Carabiner teams. As part of her professional achievements, she has garnered press for clients in such leading publications as BusinessWeek and The New York Times, and also received a High-Tech Campaign Award from the American Marketing Association. Dana is formerly a vice president of client services at Blanc & Otus Public Relations, where she set direction for clients and managed multiple account teams. Prior to joining Blanc & Otus, she was communications manager at Magee Enterprises, a developer of DOS and networking utilities, including the highly popular Automenu. Dana joined Magee in its infancy, handling all facets of the company’s PR, marketing, trade show and advertising activities, and helping it to become one of the top shareware developers during the late 1980s and early 1990s. During the same time period, Dana was also instrumental in promoting professional associations that helped to shape Atlanta’s burgeoning high-tech landscape. She provided public relations guidance to the Southeastern Software Association (SSA), now a key organization within the Technology Association of Georgia (TAG). A graduate of Georgia State University, Dana holds a B.A. degree in Journalism. Suzanne Moccia
With more than 12 years of PR agency experience, Suzanne previously served as senior account director with Alexander Ogilvy (now OgilvyPR Worldwide), where her clients included Micrografx, American Greetings, AudioNet (pre-Broadcast.com), Safeguard Scientifics and Dr Solomon’s Software. Under her leadership, Suzanne’s team was awarded the 1999 Professional Achievement Award for Exceptional Performance in a Technology Program, by Ogilvy PR. She also worked as a PR consultant to clients Rapid5 Networks, WebTone, Cirronet, and SecureWorks through Atlanta-based marketing agencies Freebairn & Co. and Dod/Pritchard Communications. Suzanne's media placements include major business press, national broadcast news, consumer publications and trade verticals including those in wireless, security, telephony, financial services, retail, energy, healthcare and industrial networking. Early in her career, Suzanne served in corporate marketing roles where she managed marketing communications and channel development programs for Peachtree Software, Meridian Technology and SofNet. During this time, Suzanne helped launch Peachtree Software’s accounting products into retail distribution, and managed a global network of VARs and OEMs for Meridian Technology’s Carbon Copy communications software. While with SofNet, Suzanne developed and implemented the marketing programs for the industry’s earliest PC fax communications programs and garnered numerous technology awards from PC World, PC Magazine and Windows Magazine. Suzanne earned her bachelor’s degree in business administration from Georgia State University in 1986. Kathy Cabrera
Donna Shelton
Donna’s life sciences clients include PathCon, an environmental microbiology laboratory and consulting firm, where she develops and oversees a variety of integrated public relations and social media programs, from redeveloping website content and executing a comprehensive news release strategy to launching a bylined article campaign and most recently, guiding PR opportunities pursuant to the U.S. Pharmacopeia (USP) 797. Her work with PathCon has helped build the firm’s profile as one of the country’s leading microbiological consulting labs. Furthermore, Donna directs PR programs for medical device startup MedStarts and the Southeast Medical Device Association (SEMDA), as well as for Venture Atlanta, an investor showcase for emerging technology companies in Georgia. Outside of life sciences, she also provides PR direction, writing and social media program support to high-tech clients, including Blancco Ltd., a global specialist in data destruction and computer reuse management. Prior to joining Carabiner, Donna worked in both corporate and agency PR, managing accounts for clients including Ericsson GE, CompuServe and Borland and gaining coverage in publications including USA Today and BusinessWeek. Donna graduated summa cum laude from the University of Georgia with an honors degree in Journalism. Marcy Theobald
Prior to joining Carabiner Communications, Marcy worked for Vigilar, an information security consulting company, where she was responsible the company’s corporate communications program, including all media, analyst and community outreach programs. While at Vigilar, Marcy was also responsible for launching the company’s custom magazine and its corresponding online magazine and blog. Marcy gained marketing communications expertise while working at iMedeon, a mobile workforce management start-up, where she developed marketing messages and collateral, including advertisements, sales sheets, corporate presentations, website content, and CD demos for product releases. In addition, she held public and investor relations positions at publicly-held S1 Corporation, a provider of banking software solutions. While at S1 she produced the company’s annual report and was responsible for all media relations during S1’s simultaneous acquisitions of four companies. She also served in public relations positions at Hayes Corporation and Boca Research, both publicly-held computer hardware manufacturers. During her career Marcy’s media relations strategies have generated coverage from BusinessWeek, CIO Magazine, Information Security Magazine, SC Magazine, Financial Times, The Wall Street Journal, The Atlanta Journal Constitution, NPR, CNN and ABC News, amongst others. Marcy graduated with a Bachelor of Arts degree in Professional, Technical and Creative Writing from the University of South Florida in Tampa, Florida. Leslie Tentler
During her nearly twenty-year career, Leslie has written materials for start-ups as well as large companies such as Apple Computer, Dun & Bradstreet Software (now GEAC), Ericsson, IBM, Lotus Development Corp., MCI Systemhouse, NetIQ, OFS and The Weather Channel. Her articles have appeared in such publications as Electronic Commerce World, Competitive Edge, Entrepreneur, Line56, DMNews, CRM Marketplace, Earth Observation, Advancing Philanthropy and Nonprofit World. Her writing was part of a campaign receiving an award from the American Marketing Association (1997). Leslie worked in senior writer capacities for both Blanc and Otus and Alexander Communications (now Alexander Ogilvy Worldwide). While at the latter agency, she supported campaigns for some of the first Windows-based products. Leslie also worked as a marketing specialist with Waterloo Microsystems, a LAN/WAN software developer acquired by Hayes Microcomputer. Her experience also includes account management for William Shell Public Relations in Nashville, and marketing coordinator for the Gwinnett County Department of Community Services in metro Atlanta. Additionally, Leslie has worked in healthcare and non-profit marketing, including writing projects for Cape Cod Healthcare, The Mayo Clinic, Phoebe Putney Regional Hospital, Mercy Health System of Northwest Arkansas, Children’s Hospital of Orange County and Palomar Pomerado Health of San Diego. Leslie graduated summa cum laude from East Tennessee State University, with a degree in mass communications. Mike Crisp
Mike is a technology public relations specialist who has worked for 10 years in senior-level positions at leading national Public Relations and Marketing Communication agencies. He previously served as the associate director of public relations at Henderson Advertising in Greenville, S.C. Mike has pitched and placed hundreds of news releases, feature articles, technical papers and other materials in trade and consumer publications in the Americas, Europe and Asia. He has helped clients positively impact business through coverage in media such as The New York Times, Time Magazine, Parade, PC Magazine, Advanced Materials & Composites News, Paint & Coatings Industry, Asia Pacific Development, Chemical Market Reporter and others. During his career, Mike has provided strategic planning, counsel, media training and tactical support to many international technology-focused corporations including The Dow Chemical Company, DaimlerChrysler Commercial Vehicles, Michelin Earthmover and Industrial Tires, Tellabs, Bridgewater Systems, FilmTec Corporation, UCAR Emulsion Systems, Alemite Fluid Management and others. Likewise, he supported numerous start up and pre-IPO companies as they made the leap from unknowns to successful businesses. These included Zipit, LLC., Multimedia Design Corporation, Emily Ray Jewelry and many others. He has a depth of knowledge and has written extensively about many highly technical topics, including advanced coatings & composites, ebusiness, wireless communications, technical research initiatives and others. Mike also provided communication counsel and support during several large-scale business initiatives, including the Dow Chemical Company/Union Carbide Corporation merger in 2001 – the largest in the industry’s history. Other projects where he had a leadership role included expansions into China/Africa/South America, the acquisition of a major manufacturer in South Korea, new industry outreach efforts, response to changing regulatory standards, crisis response and the introduction/support for the chemical industry’s first successful ebusiness sales venture. Mike holds a B.A. degree in Communication from Western Carolina University and an honorable discharge from the U.S. Navy after six years of service as a Hospital Corpsman. Jennifer Smith Kardian
Jennifer has experience working for clients across a broad range of industries including healthcare, hospitality, associations, retail, and advertising. Most recently, she was involved with the successful launch of eco-friendly Sustainable Cards, the first hotel key cards in the U.S. made of wood. She is currently working with the Natural Stone Council and actively promoting their sustainability efforts within the industry as well as launching a book about stalled business growth written by one of her clients, a marketing veteran. Jennifer has secured coverage for her clients in several national publications including Inc., The New York Times, The Wall Street Journal, AARP: The Magazine, Fast Company, CNN Money.com, American Airlines’ American Way, Better Homes and Gardens, Nursing Homes Long-Term Care Management, Maximum PC, ADWEEK, and Readers’ Digest. She has also coordinated client interviews on live national radio programs as well as local news programs and secured speaking engagements for clients at industry conferences and trade shows. Additionally, working in the Atlanta metropolitan area, Jennifer has cultivated relationships with local press including The Atlanta Journal-Constitution, The Atlanta Business Chronicle, Atlanta Magazine, and Business-to-Business as well as producers at local television stations. Prior to freelancing, Jennifer served in public relations functions for a travel management firm and a global consulting firm as well as two universities, including Georgia State University in downtown Atlanta. In these roles, she served as the on-camera spokesperson during interviews with local network affiliates; developed press releases; created internal publications including newsletters and other collateral; planned and executed special events, some involving over 500 guests; designed and implemented a crisis management plan; prepared and managed a $2M program budget; and presented at local and national conferences on “How to Handle the Media”. To blend her professional experience with her personal interests, Jennifer has also served on the planning committees of several American Cancer Society events in Atlanta which involved working with volunteers, raising money in corporate sponsorships, event marketing and promotion, and overseeing event operations and logistics. Jennifer began her career in public relations at the Capital Centre (now USAir Arena) in Landover, MD, where she conducted media relations. Early in her career, she also worked in community relations and outreach for Second Genesis, a residential drug rehabilitation program in Washington, DC, and in media relations for Earle Palmer Brown in Atlanta, GA. Jennifer holds a Bachelor of Arts degree in Journalism with a Public Relations specialization from the University of Maryland as well as a Master of Education degree in counseling and personnel services from the University of Maryland. Angela McMahon
Angela has developed and implemented strategic media relations, speakers’ bureau and technology analyst programs and created core written materials for companies including: ALG Software, a global provider of corporate performance management solutions. Informiam, a pioneer in real-time performance management solutions for enterprise contact centers. Cirronet, a leading developer of industrial wireless data networking and communications products. Infor, a global provider of enterprise software solutions. Sage Software, a leading provider of business management software and services. Bytek Systems, a leading provider of storage and file sharing technologies. UPS, the world's largest transportation company. Melita International, a leading call center technology provider. SITA, the international cooperative managing voice and data traffic for the world's airlines. Hayes Corporation, maker of the first modem. Lucent Technologies, the telecommunications systems and software manufacturer Prior to joining Carabiner Communications Angela developed and supervised public relations strategy for UPS' e-commerce marketing group which enhanced the company's reputation for technology innovation and leadership. She managed media relations of UPS' e-commerce group, created a successful technology industry analyst program, managed media and speaking opportunities for senior management and supervised production of UPS Digital Avenue video segments which aired on cable access as part of the company's Tech TV sponsorship. The public relations campaign resulted in triple the positive media coverage, contributed to an excess of a million web hits a day, and established UPS as the transportation technology leader in the minds of the business press, technology analysts and its customers. In addition to her corporate public relations experience, Angela was an account supervisor for Cohn & Wolfe Public Relations. Her experience there included developing and implementing media relations, analyst relations and speakers' bureau programs for business-to-business and consumer telecommunications and technology clients. Angela earned a Bachelor of Arts degree from the University of Georgia. She lives in Duluth, Georgia, with her husband, Mike, and children, Maggie, Kerry and John. Paul Rubin
Prior to joining Carabiner, Paul was a senior account manager and writer with the PR agency Calysto Communications. He managed a number of clients and handled day-to-day responsibilities for Bridgewater Systems, RadiSys, and PCTEL. Paul was also a communications associate with McKesson - a Fortune 15 healthcare services and information technology company - where he was responsible for the development and creation of sales and marketing programs and tools for the company’s Provider Technologies division. A variety of other roles have allowed Paul to showcase his skills and deliver results. At Mirant, a competitive energy provider, he created and communicated key messages and information to the company’s employee base to increase their satisfaction, knowledge and morale, particularly as the company worked through a financial restructuring. As a consultant, Paul supported Equant, Northrop Grumman IT, SilentRunner, SPI Dynamics and WorldCell in their public relations and marketing communications needs. This included the formation of media plans, authoring of press releases and proactive story pitching. With Nortel Networks, Paul handled marketing communications efforts for the company’s optical division and led public relations activities for its wireless unit. In the optical segment, Paul created and drove internal and external messaging to build awareness and increase sales. In the wireless segment, he pursued and secured media opportunities with the national media as well as trade publications, helping to raise visibility and enhance the image of the wireless solutions business. As a journalist, Paul has written for numerous publications. He served as wireless editor for tele.com magazine, where he developed and wrote monthly features on trends and issues within the paging, cellular, PCS and satellite industries. As a research analyst and editor for Capitol Publications, he authored numerous reports and articles on the wireless and satellite industries. Paul graduated from The George Washington University with a bachelor’s degree in Journalism. Justin Rubner
He also knows bad marketing. As the former technology and energy reporter at Atlanta Business Chronicle, he has seen his fair share of confusing websites, ineffective press releases and poorly-written white papers. Justin has the proven ability to translate complicated tech speak and corporate jargon into meaningful language that resonates with any audience. At Carabiner, Justin helps clients with all forms of marketing, including core message development, Web copy, white papers, advertising, speeches, Op-Eds, case studies and press releases. He has worked with a wide range of technology companies: Clearleap, ControlScan, Equifax, Integrien, Nokia, PlayON! Sports, Psydex, StarPound Technologies, Teledini and many others. Justin is further connected to the technology community through his role as president of TechPedia Atlanta, a wiki site that let’s anyone create or edit encyclopedic-like entries. The non profit venture’s goal is to not only create a more cohesive community but also showcase Atlanta’s rich technology landscape to the rest of the country. Prior to his journalism and marketing career, Justin served in the Air Force. While in the military, he developed and managed live air sortie databases—the blue print for aerial warfare—in support of the United Nation's no-fly zone over Iraq. He also provided counter-drug radar surveillance in Panama and managed live-fire airspace at the world’s largest air combat training facility, the Nellis Range Complex in Nevada. Justin holds a BA in Journalism from The University of Georgia. Monica Shaw
Prior to joining Pulp & Paper in 1996 as associate editor, Monica was an analyst in the aerospace industry, as well as a technical writer in charge of documenting database software and industrial controller products. Monica became editor of Pulp & Paper in 2001. She has also served as editor of Paper Equipment News and the Paper Summit Show Daily, contributed to Tissue World magazine, collected and organized online technology content, coordinated a weekly technology e-newsletter, and provided marketing copy for all such efforts on a regular basis. Along with writing about specifics of the paper industry, she has also covered topics such as automation, information technology, sustainability, corporate strategy, and marketing. Monica holds a B.S. degree in Computer Science and an M.A. in English from the University of Alabama in Huntsville. Jan Sisko
Her consulting background includes serving in senior management capacities with national PR firm Ketchum in Dallas and three independent PR agencies in Atlanta: Rountree Group Communications Management, Duffey Communications, and Kaiser Marketing Group. She specialized in technology, financial services, telecommunications, health care and retail at these firms. Jan’s exemplary business, marketing and public relations work has been recognized with seven Phoenix awards from the Public Relations Society of America, Georgia Chapter, one AMY award from the American Marketing Association and a MAX award for marketing excellence from Georgia State University. She holds a bachelor’s degree in journalism from the University of North Texas, majoring in public relations and minoring in business. Debbie Herrington
Over the course of her career, Debbie has led branding, public relations, and corporate and product launch campaigns for public and private companies, including multitudes of startups. With a diverse background in U.S. and international marketing, communications, public relations and advertising, she brings a depth of experience to each marketing challenge. Prior to joining Carabiner Communications, Debbie was Senior Vice President for Blanc & Otus-Austin, a division of Hill & Knowlton, the third-largest global public relations. At B&O, she provided senior strategic counsel to the agency’s clients, oversaw account teams and was responsible for new business development. In addition to launching numerous high-tech companies and products, Debbie also launched the firm’s bioscience practice in 2002, where her clients included Centerpulse (formerly Sulzer Orthopedics), SS White, Medical Carbon Research Institute, The Alliance for Better Bone Health (Proctor & Gamble and Aventis) and Aeterna. Debbie joined Blanc & Otus after working as a writer and independent marketing consultant for companies that included Tivoli, Crossroads Systems, ABM Data Systems and Template Graphics Software. She served as vice president of marketing for Portable Graphics, a start-up provider of 3D graphics APIs and development tools for UNIX and Windows software developers. She was also marketing communications manager at Tadpole Technology during the successful launch of the SPARCbook notebook computer in 1991. She began her high-technology marketing career in 1984 with CYB Systems, a startup UNIX systems maker as marketing communications manager. She later held a similar position at Nth Graphics, a computer-aided design acceleration hardware and software company. She also spent nine years in the consumer advertising industry. She was a founding member of the Technical Business Network’s Bioscience Initiative, serving on the steering committee and leading the Marketing & Public Relations Sub-Committee. Debbie was also a founding member of the Association of Women in Technology-Austin and served as Publicity Chair for the Austin Technology Council. Debbie holds a B.S. degree in advertising from the University of Texas at Austin with continued education in marketing and management. |
» What’s a Carabiner?
Peter Baron is principal of Carabiner Communications, where he acts as a senior-level consultant, offering advice to clients on product positioning and how to leverage the latest market trends. Through more than two decades of high-tech PR experience, Peter has the skills to recognize new opportunities in the marketplace and help clients prepare strategies accordingly. He has also forged relations with some of the industry’s top influencers. Peter is an effective communicator who often serves as a media coach to executives of client companies, helping them to articulate key messages and prepare for journalist questions. 
Dana Cogan undertakes a leadership role within Carabiner Communications, where she directs client strategy and oversees the activities of other team members. Her high-level guidance impacts media and analyst relations, writing, customer awareness campaigns and all other aspects of client services. 
Suzanne Moccia has 22 years of technology marketing experience with start-up, established and public technology companies. She has extensive knowledge of strategies and tactics required to launch and market technology products and services. Suzanne directs account teams and guides clients on strategic direction, branding & positioning, message development and media strategies. 
Kathy Cabrera leads the agency’s social media and video initiative to help clients build and integrate social media tools and content into their communications campaigns. Kathy also serves as an account director and specializes in strategic media relations and writing for clients in a variety of technology and consumer industries. Kathy's PR career includes experience with top firms and corporations in Georgia, Pennsylvania and New York where she has honed her skills in media strategy development, creative story pitching, writing, high-profile sponsorships, product placement programs, and product award initiatives. Her writing portfolio includes Web sites, press releases, bylined feature articles, brochures, direct mail campaigns, and surveys. 
With over 17 years of PR and marketing experience, Donna Shelton heads the agency’s life sciences initiative, overseeing business development activities and managing multiple client accounts. Her skills further extend to client strategy initiatives, media relations, writing and editorial direction of projects.
Marcy Theobald is a corporate communications strategist with more than 14 years of experience developing corporate key messaging and marketing, media, investor, employee, partner and analyst communications programs. During her career, Marcy has developed communications programs for public, private and start-up technology companies for merger and acquisitions, executive transitions, product and services launches, and investor-related announcements. Marcy has the proven ability to create news releases, case studies, bylined articles and web site copy that maximize search engine optimization and click-through rates.
As editorial director and communications strategist, Leslie Tentler helps to guide content and quality across a broad range of written materials for agency clients. She also functions in a senior writer capacity, developing such diverse materials as news releases, bylined articles, case studies and internal-use documents that serve as the foundation for company positioning. 
Jennifer Kardian has fifteen years of professional experience in key aspects of public relations including media relations, event planning and marketing, community outreach, editorial services, and communications, in a variety of settings including corporations, universities, and agencies. 
Angela McMahon has 15 years of experience as a public relations professional serving Atlanta companies and public relations agencies. Her expertise has driven technology business and consumer marketing programs, as well as launched new products and services for major corporations. 
With more than 15 years of industry experience, Paul Rubin provides PR and writing support to a variety of Carabiner’s technology clients. 
Justin knows good marketing. As a messaging strategist and copywriter, he has helped clients from startups to Fortune 500 firms differentiate themselves, find their voices and tell their stories.
Monica has more than 15 years of professional writing experience, including 11 years in B2B publishing as an editor for Pulp & Paper magazine, a market-leading monthly magazine serving pulp, paper, and paperboard manufacturers. She currently handles a range of writing projects for Carabiner’s clients.
Jan knows how to get a message out to the masses, bringing more than 17 years of integrated marketing and public relations experience to her clients. Her expertise includes successful work with both business-to-business and business-to-consumer clients, developing and implementing results-oriented programs which ultimately contribute to the bottom line. The strength in Jan’s expertise comes in her ability to effectively create and manage different programs within a comprehensive marketing campaign – from media relations, to advertising, to special events, to employee communications.
Debbie Herrington works with account teams to help clients with corporate and product positioning, key message development, and writing, drawing on over 25 years of technology marketing and public relations experience.