What do you do if you don’t have tens of millions of dollars to spend on advertising a new product launch?   One option is to stage the most dramatic event that you can.

In late 2003, Foggia Public Relations was recruited to handle the marketing on NBOR Corporation’s first product release – a revolutionary new software called Blackspace.  Foggia discovered that it had a great back story around which to build a campaign.  First, it was the brainchild of a pioneer of the Synclavier II, which had revolutionized the music industry.  Second, it had been in secret development for a decade, funded without the help of Silicon Valley angel investors (highly unusual).

Working closely with the Bay Area-based inventor, Foggia crafted the written publicity materials that would properly position the software’s cutting-edge functionality as a whole new way of using a computer. Then, with the debut scheduled for only weeks after the annual Mac World convention in San Francisco, she proceeded to leverage the fact that the nation’s top personal technology media would be in town to attend it.

After booking a suite at the W Hotel in downtown San Francisco, Foggia then concentrated on getting key editors and reporters to it for private presentations.  Not an easy task when no one has heard of the person or company behind a new product!  The effort succeeded – with Walter Mossberg of the Wall Street Journal, Time magazine, Newsweek, USA Today, Wired magazine, and the Associated Press, among those joining them.  At the end of one session, the reporter from AP put out a wire story that same afternoon.  Within 24 hours, it had gone around the world – becoming one of the leading technology headlines of the day.