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.