What does it take to build a global brand in one of the world’s most complex industries? In this episode, we sit down with Eytan Buchman, Chief Marketing Officer at Freightos and self-proclaimed “freight nerd” (a title coined by The New York Times). Originally from Chicago, Eytan brings over a decade of experience at the intersection of storytelling and digital strategy — from the military to high tech.

We explore his data-driven approach to PR, unpack what truly counts as a high-value media placement, and break down how public relations strategies must evolve from early-stage fundraising to maintaining credibility long after the buzz dies down. Whether you're scaling a startup or rethinking your media game, this conversation is full of sharp insights, dry wit, and freight-sized lessons in strategic communication.

In this episode, we’re joined by Ori Yudilevich, the Chief Product Officer (CPO) of MaterialsZone, a Lean R&D platform for materials innovation. Ori brings a wealth of knowledge with a background in software development, AI, and machine learning, and has represented MaterialsZone in numerous media outlets. With a Ph.D. in mathematics and a deep understanding of the integration of AI into the R&D process, Ori shares his insights on the importance of media training for executives and startup founders.

We dive into the key aspects of media training, including how to craft clear messaging, stay on point during interviews, and confidently handle tough questions. Ori reflects on his journey as a spokesperson, discusses the impact of PR on his company, and offers practical tips for anyone preparing for media interactions. Whether you're an executive, founder, or just starting out, this episode is packed with valuable advice on how to shine in the media spotlight and leave a lasting impression.

Join us for a conversation filled with real-world examples, media interview strategies, and valuable tips for executives aiming to boost their media presence and messaging.

In this episode, we’re joined by Estie Rosen, Senior Director of Global Communications & Digital at Startup Nation Central. With a diverse background in marketing, communications, and public relations, Estie has worked across a wide range of industries, including aerospace, defense, and telecommunications. Her career has spanned significant roles such as Head of Media Relations at Israel Aerospace Industries (IAI), Senior Communication Manager at the Israeli Ministry of Defense, and Public Relations Communications Manager at Strauss Group.

Estie shares her journey into the world of PR and the differences between corporate and startup communications. We dive into how Israel's reputation as a startup hub has shaped the way local startups approach PR, especially when breaking into international markets. Estie also shares her thoughts on how PR has evolved over the years and the importance of communications in startup growth.

From the challenges of cutting through the noise in an oversaturated media landscape to supporting both early-stage startups and fast-growing scale-ups, Estie offers invaluable insights on how PR plays a critical role in shaping a company’s success. If you’re a startup founder or PR professional, Estie’s advice on navigating the PR landscape is not to be missed.

In this episode, we’re joined by Danielle Blumenstyk Peterman, Director of Communications at Sola Security. With over 12 years of experience in PR, marketing, and strategic communications, Danielle has played a pivotal role in shaping the success of high-profile tech companies. She brings a wealth of knowledge from her time at AppsFlyer, where she led global communications and later became Chief of Staff, as well as her experience working in the nonprofit and education sectors.

Danielle shares her expertise in crafting strategic PR plans, particularly for her latest company, Sola Security, as it emerged from stealth mode. She discusses the crucial elements of a successful launch, including how to engage with journalists ahead of time, the importance of timing, and how to create a narrative that resonates with both the media and your audience. Throughout the conversation, Danielle highlights the power of PR in driving visibility, brand credibility, and long-term growth.

Whether you're a startup founder or a communications professional, Danielle’s insights into market entry strategy, messaging, and navigating the evolving PR landscape are invaluable for anyone looking to amplify their brand's impact.

Ariel and Shahni sit down with Sarah Bard — a powerhouse in Communications and Marketing with a career spanning politics, tech, and healthcare.

A former White House appointee at the U.S. Small Business Administration and Jewish Outreach Director for Hillary Clinton’s presidential campaign, Sarah has led communications for VCs, fintech companies, and major institutions. She’s served as an advisor on five U.S. presidential campaigns, been named one of the Jerusalem Post's '50 Most Influential Jews,' and currently works as a Growth Advisor to startups, a Senior Advisor at Berlin Rosen, an adjunct professor at Tel Aviv University, and a board member at the Nevo Network.

In this episode, the conversation explores Sarah’s transition from political campaigns to the tech industry and how communications strategies shift across sectors. She explains how PR delivers long-term value, why companies must align it with business objectives, and how to measure success through smart and realistic KPIs. The discussion also touches on the responsibility PR holds as the company's outward-facing voice, how media coverage compares to other forms of impact, and the expanding role of AI in the field.

This episode is a deep dive into the strategic power of PR for tech companies and offers practical insights for anyone working to build brand trust, visibility, and meaningful growth through communications.

In this episode of PR on the Record, Ariel Shapiro and Shahni Ben-Haim are joined by Ido Cohen, VP of Global Brand and Communications at Lightricks, to explore what it really takes for a tech company to own its narrative in the age of Generative AI. With a background in brand strategy, comms, and influencer marketing, Ido has played a pivotal role in shaping Lightricks’ voice as the company navigates rapid innovation and industry disruption.

Together, they unpack the challenges of staying front and center when your technology is enabling others to tell their stories. Ido shares how his team of 20 marketers keeps the brand distinct, authentic, and bold, even as Lightricks’ AI tools become ubiquitous in the hands of creators and brands alike.

The conversation dives into practical strategies for brand storytelling, how to balance amplification with ownership, and why having a clear, consistent narrative is essential in a world where virality can blur attribution. If you're looking to future-proof your brand voice in a fast-moving tech landscape, this episode is a must-listen.

In this episode of PR on the Record, Ariel Shapiro and Shahni Ben-Haim sit down with tech journalist Rachel Curry to unpack the dynamic between reporters and PR professionals. With bylines in CNBC, Observer, and CIO.com, and her newsletter Acronym cutting through corporate speak to get to the heart of business, Rachel brings a sharp, empathetic lens to the conversation.

Together, they explore the do’s and don’ts of media pitching, the elements that make a story irresistible, and how PR professionals can build meaningful, long-term relationships with journalists. Rachel shares how she navigates the flood of pitches in her inbox, what catches her eye, and why authenticity and clarity matter more than ever.

The episode also touches on Rachel’s broader mission: using journalism to connect people with the information they need to feel empowered and make the world a better place. Whether you're in PR, marketing, or just curious about the inner workings of media, this is a conversation you won’t want to miss.

In this episode of PR on the Record, Ariel Shapiro and Shahni Ben-Haim delve into the intricacies of public relations within the tech ecosystem. They discuss the essential tools and strategies PR professionals utilize, including the importance of crafting key messages, developing a flexible PR strategy, and the role of press releases. The conversation also highlights the significance of media monitoring, media training for spokespeople, and the value of thought leadership pieces in establishing authority. Throughout the discussion, they emphasize the distinction between PR and traditional marketing, advocating for transparency and trust in the PR process.

In this episode of PR on the Record, Ariel Shapiro and Shahni Ben-Haim engage with marketing expert Jacob Shwirtz to explore the intricate relationship between performance marketing and brand marketing. Jacob emphasizes the importance of brand awareness as a foundation for successful marketing strategies, highlighting the critical role of public relations in nurturing relationships and storytelling. The conversation delves into metrics for measuring brand awareness, the significance of authenticity in storytelling, and the effective use of AI in marketing strategies. Jacob advocates for a holistic approach to marketing, urging companies to balance performance and brand marketing efforts to achieve sustainable success.

In this episode of PR on the Record, hosts Shahni Ben-Haim and Ariel Shapiro delve into the world of public relations within the tech ecosystem. They share their personal journeys into PR and discuss common myths and misconceptions about the industry. The conversation highlights the collaborative nature of PR and journalism, the significance of preparation, and the value of PR in enhancing brand visibility and credibility. The hosts also address the challenges of measuring PR's ROI and the necessity of maintaining momentum in PR efforts. Overall, the episode aims to demystify PR for founders, marketers, and anyone interested in understanding the impact of effective public relations.