CAMPBELL, Calif., July 21, 2026 – Walt & Company, an award-winning Silicon Valley tech public relations and social media agency, announced it has been named PR agency of record by Sabre, an artificial intelligence (AI)-native technology leader, backed by one of the world’s largest travel data clouds. The appointment further expands Walt & Company’s portfolio of enterprise technology, software, infrastructure, cybersecurity, cloud, AI, and digital transformation clients.

“Effective communication is critical as Sabre guides the industry into the next age of travel,” said Cassidy Smith-Broyles, head of Global Public Relations at Sabre. “Partnering with Walt & Company strengthens our collective communications team as we help our customers, investors and the broader market understand the value of the technology and innovation Sabre delivers to the travel ecosystem.”

Walt & Company has 35 years of experience positioning and promoting technology-focused companies and solutions and will serve as an extension of Sabre’s marketing team. It will support corporate communications and media relations efforts to elevate the Sabre executive leadership and market positioning as it drives innovation across travel technology, AI, retailing, hospitality, and airline operations.

“Sabre is helping shape the future of travel through technology, data and innovation,” said Cyndi Babasa, co-president of Walt & Company. “As a company truly revolutionizing the travel ecosystem, we are excited to partner with Sabre to tell the stories behind the technologies and solutions that are transforming how airlines, hoteliers, agencies, and travelers connect and engage.”

About Sabre

Powering the agentic revolution in travel. Sabre is an AI-native technology leader, backed by one of the world’s largest travel data clouds. With AI at its core and operating at unparalleled scale, Sabre transforms insights into innovation, empowering airlines, hoteliers, agencies and other partners to retail, distribute and fulfill travel worldwide. Sabre is built on an open, modular, cloud-native architecture and serves as the backbone for both established leaders and bold, new disruptors, guiding them to the next age of travel retailing through intelligent, connected, and personalized experiences. http://www.sabre.com 

About Walt & Company

Walt & Company specializes in developing tech PR and social media programs and campaigns that advance its clients’ marketing and corporate agendas by generating actionable awareness in all influential formats and forums. For over 30 years, when it comes to building marketplace credibility, brand recognition and product and service awareness, Walt & Company has its clients covered. For more information, visit www.waltcopr.com.

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It’s not about reaching everyone. It’s about connecting and resonating everywhere.

Jordyn Amazeen

It’s easy to assume a strong campaign will travel well. But global PR isn’t really just about scale, it’s about context. The same message can land very differently depending on who’s receiving it, how they interpret it and what cultural cues they’re attuned to. When context gets overlooked, the problem usually isn’t that the campaign isn’t seen. The issue is that it doesn’t feel relevant.

This tends to show up when campaigns rely on assumptions – Assumptions about who the audience is, how they make decisions or what they value. Because those assumptions are usually shaped by a brand’s home market, they don’t always translate well elsewhere.

Take a nutrition drink brand expanding from the U.S. into parts of the EU. In the U.S., it might be positioned as a convenient, consumer-friendly wellness product. But in certain European markets, similar products sit much closer to the medical space, oftentimes even requiring a prescription. The audience shifts from everyday consumers to healthcare professionals. The messaging moves from lifestyle to clinical credibility. What worked before is no longer relevant.

The key point is: It rarely comes down to translation. A campaign can be translated perfectly but still miss the mark. Because what matters isn’t whether the words carry over, it’s whether the meaning does.

Cultural awareness is a way of working. It’s about understanding how people interpret messages, what they see as credible and what feels familiar versus foreign. Sometimes that means rethinking the audience entirely, while other times it’s adjusting tone, visuals or even how a product fits into someone’s life.

Hofstede’s Cultural Dimensions or the Seven Dimensions of Culture are useful models to help structure this thinking, but the real value comes from what sits behind them: observation, listening and local insight. It’s really about asking better questions before launch, not fixing misalignment after the fact.

For brands expanding across markets, the difference is noticeable. Campaigns grounded in cultural understanding don’t just avoid friction, they connect faster and they feel intentional, not imported. And in a landscape where audiences are quick to filter out what doesn’t feel relevant, that’s oftentimes what determines whether global communication actually works.

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By Jessica Davis

Those of us working in the industry are familiar with the phrase: “It’s PR, not the ER” and it’s funny because, while PR isn’t an emergency-room-level career, the world and media shift by the minute, and staying current is everything for client success.

People, like myself, fall in love with the hustle and excitement that public relations brings. Being in the know before your peers, delivering the latest news to hit the market, and developing materials in real time to handle a crisis, it’s all an adrenaline rush. When everything feels like a mad dash to the finish line, we have to ask ourselves: “What do I do once I’m across?”

This year, for Mental Health Awareness Month, I’m running with that racing analogy to share my own journey with the “always on” mentality in public relations.

The Mental Load

It is in our nature to stay on top of demands, exceed tight deadlines, and comb through our inboxes for the next thing. There’s a heavy mental load PR professionals carry when managing multiple projects every day, context-switching between calls and verticals, much like running a triathlon. And through all of it, our goal is to appear cool, calm, and collected, never letting on that we just downed that third cup of coffee.

We’re also caught somewhere between two competing cultures: the “analog, soft & slow aesthetic” crowd and the “the grind never stops” mentality. With whispers of the four-day work week on one end and the fast-paced 9-9-6 routine on the other, where do we actually find our pace?

PR should feel thrilling. When pitches result in coverage, award wins, and product announcements land, it really does feel like a sprint to the finish line. The problem is we constantly chase that feeling without finding time to rest before the next race. You have to take care of yourself before you can do your best work for others, and there’s no room for creative ideas or strategic thinking when you’re running on empty.

Finding Your Finish Line Ritual

So that brings us back to the real question: “How do we unwind once we cross the finish line?”

Rest is not laziness, it’s refueling. For me, taking micro-breaks throughout the day helps me switch gears and come back sharper. If I’m staring at a half-done press release or my eyes have glazed over the screen, I step away and get outside for a few minutes. That small moment to disconnect is both refreshing and deserved. There’s a reason the phrase “go outside and touch grass” exists.

Setting boundaries is just as important. You can only run for so long. If I find myself compelled to check emails well after work hours and feeling like I have to respond immediately, I try turning off notifications and keeping my laptop out of the spaces where I relax. Answering that email at 9 p.m. isn’t just tiring, it also pulls us away from being present with the people around us. They deserve our attention, too.

Setting a New Pace

We’ll always come back to “It’s PR, not the ER” but as we know, sometimes handling work and client stress has a way of becoming your own. This month, I want to encourage all of us to set a new pace. I’ll be taking the time to check in with myself, figure out which areas deserve a little more care, and remind myself that I don’t have to set a new record every single day.

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Merritt Woodward

As we approach the second quarter of the year, it’s a natural moment to pause and reflect on the importance of personal and professional development. Taking the time to continuously learn and refine our skills not only strengthens ourselves as individuals, but elevates entire teams. As communicators, we know the most compelling stories come from those who never stop learning, evolving, pushing boundaries, and wondering what’s next. That means making space to learn from everyday experiences while also seeking opportunities for growth beyond the day-to-day.

Senior Associate Jordyn Amazeen recently participated in the IPREX Leadership Development Conference (ILDC), joining 30 emerging leaders from independent agencies across the Americas to explore how cultural differences shape team dynamics, message interpretation and strategic choices. Led by IPREX Executive Director Alexandra Mayhew, the 5-day virtual program included expert panels with IPREX agency principals and external leaders.

The conference explored self-awareness as a foundation of leadership, cultural awareness as a driver of effective communication, leadership in complex environments and cultural insight as a foundation of strategy. With real-world insights and perspectives to help strengthen how teams work with clients across regions and navigate multicultural environments and communications needs.   

Walt & Company has been a part of IPREX, a global network of independent communication agencies with over 1,000 professionals in over 100 markets, for over 10 years. One of the most rewarding elements of being a member agency is the peer-to-peer collaboration, shared experiences, hands on learning, and incredible relationships formed with fellow PR professionals. The Leadership Development Conference is a perfect example of these merged into one rewarding experience.  

Congratulations to Jordyn on completing the leadership program. We look forward to applying the lessons learned for continued reflection and growth at Walt & Company. Thank you to IPREX for another great experience!

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Cyndi Babasa

Any good PR person keeps their pulse on the news to determine if and how it will affect clients.  Sometimes you find a great article that leads to a newsjacking opportunity, and sometimes you find an opportunity for a company field trip.

The local NBC station ran a news report yesterday entitled, Salmon spawn run arrives ahead of schedule in Campbell creek.  Chinook salmon have been making a late fall run, leaving the ocean, traveling under the Golden Gate Bridge, and heading to the South Bay where they enter local creeks and look for areas to spawn.

Luckily for us, this was happening right down the street from our office! 

We opted to test our luck and see if we could catch a few salmon making their way upstream. We ran into other passersby hoping to do the same.

Unfortunately, we were unsuccessful this time.  No salmon spottings today. But we enjoyed the afternoon walk and cameraderie on a Tuesday!

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Jessica Davis

Adapting to changes on the fly was a skill that I didn’t realize I had until I started my career in public relations. My team had been planning an offsite PR event. Though, a couple days leading up to the event, some of my colleagues unexpectedly got sick. Plans shifted and suddenly, I found myself packing a suitcase for a last-minute flight to Las Vegas. While my first offsite PR event came as a surprise, it provided me with great lessons in both personal and professional growth under pressure.

Mind Over Matter

As much as I thought I was prepared for every possible scenario, there were often factors that were completely out of my control. However, instead of caving into the fear of the unknown, I found that embracing the chaos became my secret superpower, one I had to keep sharpening every day. It allowed me to expand my level of flexibility and adapt to make my first event a success. What started as ‘false confidence’ gradually grew into genuine ownership of my actions and embracing every result.

Power of Being Present

After graduating from college, I started my career in PR fully remote. That experience polished my ability to communicate personably on camera and form meaningful connections with clients and peers. Standing at this event, I realized it was just like joining a video call, where I showcased a more amplified version of myself, depending on the needs of our client. There were times when I needed to be extra-chatty and cheerful, and other times when I had to buckle down to figure out a strategic solution on a whim. What I was able to put into action was the ability to read the room and decide the persona our client needed for those few hours.

Enjoy the Magic

The weeks leading up to the event were intense, from making sure the proper equipment arrived on time to having an outlined itinerary for the day, with backup plans in case one activity ran too long. While this felt a bit overwhelming, it was also very exhilarating to see the magic our team crafted come to fruition. Seeing what once was just a bullet point list of ideas being openly enjoyed by so many was really rewarding, and it made me forget all about how early I had woken up that morning (or how late I would be getting home that night). The room buzzed with laughter and bright smiles, a contagious energy that turned my nerves into pure excitement — a memory I know will stick with me. There are many more events to come in my career, but I truly feel lucky to have had such a heartwarming experience as my first PR offsite event.

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Dana Gomez

Whether you’re a seasoned spokesperson or stepping in front of a camera for the first time, media interviews are a powerful way to get your message out and shape a positive public perception of you, your company, and your product or solution.

I’ll start off by saying, a good media interview isn’t about saying everything; it’s about saying the right things – clearly and with confidence. One of the many hats we PR professionals wear is helping clients prepare and practice for interviews, ensuring they’re set up for success and shine in the spotlight.

Here are a few key dos and don’ts worth keeping in mind when prepping for your next moment of fame.

THE IMPORTANT DO’S

• Do Focus on Company Strengths and Key Messages
  Before the interview, write down two to three key messaging points you want to cover during the interview. Practice talking through these. And when the time comes, stay focused on these points and when appropriate reiterate them to ensure they resonate with your audience.
• Do Understand Your Audience and Remain Calm and Confident
  It’s important to tailor your language and tone to the audience you are speaking to. Not everyone will understand company or industry jargon, so avoid it at all costs. And don’t forget to speak clearly and maintain eye contact, especially if you are on camera. If you need to collect your thoughts, it’s okay to pause, take a moment, and ensure you say the right thing; this eludes confidence and confidence builds trust.
• Do Listen Carefully and Politely Correct when Necessary
  You will naturally provide more thoughtful answers when you truly listen; fully digest the questions and provide insightful feedback. If something is unclear, it’s okay to ask for clarification. And if information is incorrect, it is absolutely okay to politely correct the interviewee. Doing so helps ensure accuracy and is far better than allowing misinformation to be shared with the audience.
• Do Take Advantage of the  “Bridging” Technique
  If you are asked a question that takes you off your guard, a good trick to get out of this pickle is called “bridging”. Briefly acknowledge the question being asked and steer the conversation back to those key messages you originally laid out.

And Just as Important…The Don’ts

• Don’t Speculate or Answer Outside your Expertise
  If you don’t know the answer, just say so. Guessing or hypothesizing can lead to you providing misinformation. It’s also important to address if a question would be better suited for another team member, rather than providing the wrong answer, offer to connect them with that individual or circle back later with insite from that individual. 
• Don’t Go Off the Record or Share Future P Plans
  “Off the record” is never a guarantee. A good rule of thumb is, if you don’t want something to be included in a live interview or written in a story, don’t say it. It’s especially important to never share any future product or company plans that are not already public information.
• Don’t Get Defensive or Lose Your Composure
  You may get a challenging question or two, but even when challenged, it’s important to keep your composure and never get defensive. No matter how much one may push you, remember to stick to the facts and remain professional. It’s never good to get argumentative or talk negatively about someone or a company – even the competition.
• Don’t Ramble or Forget Body Language
  Long-winded answers can dilute your key message and oftentimes these are edited out, so try to deliver precise responses and stick to the point. Body language and facial expressions can say a lot – without saying anything at all. Be aware of how you present yourself both professionally and physically. When you fidget, cross your arms or provide limited eye contact, this can make you look unprofessional and not engaged, leaving a bad impression on the interviewee and audience.

While all of the above may seem like a lot to take in, what’s most important is the way you carry yourself and the energy you bring with you, as this will set the tone for the entire interview. So go in there with a positive attitude, a clear idea of the makings of a positive interview, and have fun.  With these, you’ll nail it!

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Jane Fainer

Hiring the right PR agency can be a daunting task, and rightfully so, as who you’re partnering with to shape your brand’s reputation, increase market visibility, and manage unforeseen crises is an important decision. Adding to the equation… not all PR agencies are created equal.

Having engaged with many companies looking for the right PR partner, and coming at it from the agency’s perspective, there are fundamental questions that should be included in your vetting process.  

Have you worked with clients in my industry before?

A good PR agency can develop and foster media relationships despite the industry. That said, working with a PR agency that has a track record of prior experience in your industry brings tribal knowledge surrounding the nuances of the market, key players and media landscape. Whether you’re in tech, healthcare, fashion, or finance, an agency that has worked with analogous organizations and markets can provide more effective execution strategies and media connections.

What media outlets have you secured coverage in recently that would be analogous to our target customers or audiences?

An effective PR agency should have strong relationships with journalists, editors, and influencers. These connections can help secure media coverage, ensuring your brand’s message reaches the right audience. It’s important to establish that your PR team is engaging and working with the communities and people driving news across your target channels.

What is your approach to creative programs and storytelling?

PR is a long-term partnership – and not an on/off button – so it’s essential to work with an agency whose values and communication style align with your brand. Moreover, creativity is also a key factor; your PR team should bring fresh ideas and innovative approaches to your program and initiatives. As you look for the ideal PR partner, ask about past work and the way the team has overcome obstacles and helped other clients rise above the noise through a unique approach. 

How do you define success?

Results matter. However, success is different for every program. Beyond a track record of securing meaningful press coverage and expanding brand awareness, it’s important to engage with a PR team that works with you to define what success looks like. It goes well beyond impressions and placements and a good PR agency will help outline KPIs that support the objectives you’ve outlined for your communications program. 

 What specific PR services do you offer?

PR is not just about press releases; it involves media relations, crisis management, social media strategy, analyst relations, event management, influencer relations, brand ambassadors, and more. Ensure the agency’s services and scope of expertise align with your business goals.

Hiring the right PR agency is a strategic decision that can significantly impact your brand’s success. By evaluating industry expertise, media relationships, track record, communication style, services, and cultural fit, you can ensure you choose a partner that aligns with your goals. Take your time to research, ask the right questions, and feel good about selecting an agency that can effectively tell your brand’s story and be a long-term partner for your brand’s growth and success.   We also firmly believe that finding the right PR partner goes beyond “passing the test” and is the right cultural fit for both sides. We have a set of questions that we make sure we ask companies as well, and you can read about those in a future blog post. 

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CAMPBELL, Calif., May 6, 2025 – Walt & Company, an award-winning Silicon Valley tech public relations and social media agency, announced it has been named the PR agency of record for North America by Panduit, the leading global manufacturer of high-quality electrical and network infrastructure and connectivity solutions. Walt & Company will also support the Panduit social media program to elevate the global brand. Leveraging 70 years of commitment to creating exceptional solutions for their customers, Panduit focuses on solving problems and achieving success through comprehensive portfolios, helping organizations navigate digital transformation, electrification and workforce transformations for sustainable growth.

“Panduit has a long-standing foothold in industries that rely on infrastructure and connectivity to make business happen and we are evolving our brand message to better reflect our values,” said Dawn Leach, global brand manager, Panduit. “We sought a strong and creative communications partner to help deliver that message to our customers and partners, and Walt & Company fit the bill.”

Walt & Company has 30 years of experience positioning and promoting technology-based products and companies designed to enhance the user experience. It will operate as an extension of Panduit’s marketing team, elevating brand visibility and market positioning through a comprehensive, multichannel communications strategy that spans North American and international markets. This will be achieved by developing and executing a targeted PR program, a robust social media approach and an integrated global brand campaign. 

“Panduit pushes the boundaries of innovation with cutting-edge technologies and end-to-end solutions that drive infrastructure and connectivity,” said Cyndi Babasa, co-president of Walt & Company. “We’re looking forward to elevating the Panduit brand and increasing market share through both PR and social media programs.”

About Panduit

Panduit is a leading global manufacturer of high-quality electrical and network infrastructure and connectivity solutions. Operating from our headquarters in Tinley Park, Ill., USA, and across 112 worldwide locations, we drive innovation through strategic R&D investments and breakthrough product development while providing seamless global support and service. Since 1955, our commitment to our customers and partners has remained constant. And together, with them, we create exceptional solutions that support their businesses in a way that’s good for them and good for the world. Panduit is making the connections that matter. For more information, visit www.panduit.com.

About Walt & Company

Walt & Company specializes in developing tech PR and social media programs and campaigns that advance its clients’ marketing and corporate agendas by generating actionable awareness in all influential formats and forums. For over 30 years, when it comes to building marketplace credibility, brand recognition and product and service awareness, Walt & Company has its clients covered. For more information, visit www.walt.com. 

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Jordyn Amazeen

At Walt & Company, we have found it’s quite common for businesses – especially startups, small businesses or those without in-house comms teams – to have questions about the distinction between PR and Marketing.

Without a strong PR foundation, Marketing efforts may lack trust, authenticity, and third-party validation, while PR without marketing can struggle to convert awareness into tangible business results. The most successful brands employ PR and Marketing, not as separate silos but complementary forces that amplify each other to build a cohesive brand narrative.

PR and Marketing oftentimes share common goals, but they differ in their methods and focus. Collaboration between PR and Marketing is more than just beneficial – it’s a strategic advantage – and leads to more coherent messaging, wider audience reach and stronger customer trust, ultimately driving growth.

Public Relations

PR is centered around managing a brand’s reputation and building strong relationships with various stakeholders, including media, influencers, customers, or employees, depending on the goal of the program or campaign. Successful PR programs help to shape public perception through storytelling, media coverage, accolades, events, and social initiatives, among other strategies. While Marketing is often focused on driving sales, the goal of PR is to create and maintain a positive image for the brand over the long term, helping to contribute to sales.

PR builds the trust and third-party credibility needed to make marketing more effective. Earned media through PR is often shared through social media, word-of-mouth and other platforms, increasing the impact and audience reach of other paid marketing strategies. Also, PR ensures communications channels are reinforcing consistent messaging and a narrative that sets the brand apart from competitors.

Marketing

Marketing, on the other hand, focuses mainly on promoting products and services to generate leads and sales. Marketing tools, such as digital ads and content marketing, traditionally have costs associated and are used to attract potential customers.

Public Relations + Marketing

PR and marketing are most effective when they work together as part of an integrated strategy. Pairing the two creates a more comprehensive and cohesive brand strategy. Marketing efforts that aren’t supported by PR can lack the cohesion needed to be truly effective across audiences. 

While Marketing works to generate leads, PR ensures those leads trust and believe in the brand’s story. Similarly, while PR secures media coverage or builds brand credibility, Marketing capitalizes on this momentum to convert the audience into loyal customers.

By pairing PR and Marketing, brands:

• Reach a Larger Audience – PR can amplify marketing efforts by earning media coverage, which exposes the brand to a wider, more engaged audience
• Build Trust – While Marketing promotes product, PR works on building the brand’s credibility and trustworthiness, which adds value and reinforces customer loyalty
• Craft Consistent Messaging and Narratives – When both PR and Marketing are aligned, the brand’s message remains consistent across all channels, ensuring clarity and coherence for audiences
• Drive Long-Term Success – While Marketing may drive short-term conversions, PR fosters long-term reputation-building, ensuring sustained growth for the brand
  

PR and Marketing are distinct, but when combined, brands are best positioned to grow, thrive and stay ahead of competition.

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