What's New?

  • Sweat Equity Podcast: How to Optimize Altruistic Hustle w/ Susan Lindner

  • Get Published: Pitching Your Content to Industry Publications

  • Emerging Media Recognized as a Leading Public Relations Agency and Marketing Firm

The Disruptor’s Journey


After 15 years of working with Disruptors, we’ve recognized that this class of entrepreneur is a little different than most. The dream is not to start a business because “I hate corporate life,” or “I want to do that, too”, but the dream begins with a founder who:

  1. Sees a giant opportunity
  2. Identifies a pervasive and painful problem
  3. Feels a deep, aching desire to change the world- or a corner of it- for the better

And so the journey begins...


Most Disruptors are guided by such an immense passion that they set out immediately to do it all on their own. They start to build a product from scratch, sometimes tapping years of experience to bring a new vision to light. Others reach out and begin building the dream team – A-players only – who will are willing not just to build the product and its infrastructure, but who share the common vision, are willing to put on the armor and fight the good fight for the long haul.


Inevitably, changing the world takes capital –lots of it. While most seek to bootstrap the effort at first, raising capital is critical to grow, scale and reach new corners of the market. It’s the lifeblood of a startup no matter how lean. It means the infusion of “smart money” to find talent, connections to first partners, customers, talent, and even more money later on. It also brings with it oversight, accountability, a board that must be answered to and the pressure to produce, perform and execute.


It’s time to suit up. The Disruptor’s competitive field is ever changing. It could be a host of startups striving for the same target market, outdated government regulations whose time for oblivion has come, or the massive Goliaths who need to be dismantled. Google fought the encyclopedia; Apple fought Microsoft; Airbnb fought everyone. The charge starts and ends with vision, passion and the ability to execute, day-in and day-out.


One thing we know for sure: you can’t do it alone. You build a team; you seek out advisors, you partner with people smarter than you to manage what you can’t. These are your CONNECTORS, and they fuel and grow the electric circuit you’ve built. Finding the right partners is critical, because the wrong ones will waste your time, money and your competitive edge.


Let’s call it what it is. Failure. It’s going to happen, so buckle up. Co-founders leave. Products fail. Customers rage. Trends die. Competitors occasionally win. Remember that these are battles, not the war. And the path to victory is not straight. Lick your wounds, reflect and learn the deep and ugly lessons. Then get up, get going and dig in.


Proof of concept? Check. Customers? Loyal and growing.
Revenue? Check. Now it’s time to push – past the silence, the naysayers and the ones who laugh at your big, “change the world” idealism. The Disruptor needs more than just revenue, infrastructure and direction. He needs advocates, influencers, loud and fanatical followers, and a community of people who are touched his innovation

Finish Line:

At this point, you’re moving so fast it feels like your Disruptive machine is moving without you, and what you used to call a startup, is not. Hundreds of employees in multiple locations, and now new connectors are calling: acquirers, government officials, investment bankers talking about an IPO. You’ve done it – changed lives, changed businesses and happy customers. You’re hitting maximum velocity and global influence. Maybe this is your finish line, and you’re ready to step off the track.

Or maybe you’re just getting warmed up for your next finish line.

Keep Disrupting. Keep Connecting. Never Stop the Journey.

Emerging Media Strikes Gold Three Years in a Row


Emerging Media, a full-service public relations, marketing, branding and social media agency won the Gold Award in the 2014 Golden Bridge Awards for the Best Media Coverage Campaign of the Year and Bronze for the Best B2B Campaign of the Year. Emerging Media’s strategic thought leadership campaign and solid relationships with top-tier journalists helped its client Liazon to be seen as a leader in private benefits exchange market and support its acquisition by consulting powerhouse Towers Watson for $215 million in 2013.

“Our passion is working with disruptors like Liazon – companies that harness an innovative, forward-looking vision, and then use it to truly alter an industry for the better,” said Susan Lindner, CEO, Emerging Media. “By developing creative campaigns, riding the news cycle and working closely with the company founders and exceptional marcom team, we built a winning foundation for exceptional results. Helping our clients connect to right audiences and get results is what drives us every day.”

Over its three-year engagement, Emerging Media has maximized Liazon’s credibility with their key target audiences of brokers, employers, and health insurance companies. By positioning Liazon’s co-founders as thought leaders, both became recognized as key sources of expertise in private exchanges as well as the future of health benefits. Liazon executives appeared in top-tier business and insurance trade publications, including The New York Times, Bloomberg, CFO Magazine, Forbes, Inc., and USA Today. The campaign ultimately doubled Liazon’s share of voice in an increasingly competitive market.

The Golden Bridge Awards celebrate the world’s best in organizational performance, products and services. More than 40 international professionals from a broad spectrum of industries judged the 2013 Golden Bridge Business Awards.

About Emerging Media:

Emerging Media is an award-winning full service PR, branding, marketing and social media agency, that helps the visionaries and entrepreneurial leaders of today’s B2B and B2C companies make their mark in the ever-changing media landscape. With its trademarked Connect4® strategy, Emerging Media helps its clients to create a solid foundation that helps their business to rise above competitors to market leadership. Emerging Media is a certified Women’s Business Enterprise, the winner of the 2012 Golden Bridge Award for Consumer Launch Campaign of the Year, and is ranked among the Best in Mobile and Wireless by Top PR Firms in 2013. Visit www.emergingmediapr.com and follow us on Twitter @emergingmediapr.

About the Golden Bridge Awards:

The Golden Bridge Business and Innovation Awards are an annual industry and peers recognition program, honoring the best companies in every major industry from large to small and new start-ups in North America, Europe, Middle East, Africa, Asia-Pacific, and Latin America. The awards honor and generate industry wide recognition of the achievements and positive contributions of organizations and businesses worldwide.

How to Pitch Your Brand-Made Content

How to Pitch Your Brand-Made Content to Industry Publications

Brands are definitely playing in the content marketing game these days, and let’s face it, getting your branded content featured in an industry publication equals immediate credibility. Not only are your designated as “the expert,” but you also automatically get the stamp of approval from both the publication and their writers. That’s the kind of credibility that advertising can’t buy.

So how do you get those great industry publications to say ‘Yes’ to sharing your content? Here are a couple of tips:

  1. Know where your readers are:
    Seek out the publications that your customers are actively reading. It’s about stepping into their shoes, and visualizing the media landscape from their eyes. “Where are my customers seeking their information? What outlets have the biggest influence over them?” If you’re a social media tech startup, for example, you may want to consider the Re/Code’s or Pando Daily’s of the world. The key is to find environments where you know your target audiences are spending their time. If you know your customers well enough, you’ll know where they’re going to fuel their curiosity and begin to form new relationships with the brands they love.
  2. Don’t be shy, ASK!
    First, identify the reporters and editors who are writing about your industry. Next, determine how you could share your insights, NOT YOUR SALES PITCH, with the publication’s readers. What do you know about your sector that other’s don’t? How can you bring fresh ideas to the conversation already going on within the publication?
  3. Know the focus:
    Industry publications often have their own branded focus or mission. Think about the publications out there that really stand for something concrete, or cater to a very specific audience. Fast Company, for example, seeks to connect with the world’s most progressive and forward-thinking business leaders. Their mission is to inspire readers to think far beyond the traditional boundaries of business – to inspire the creativity and unmatched innovation that will reinvent the future of businesses. Just as you would seek connection points with customers, seeking these same connection points with publications and publishers is an equally efficient method for building relationships. With relevant, informative and truly engaging content, brands have the ability to represent themselves as credible resources for the industry publications they aspire to be published in. And brand-made content is a way for publications to diversify what they’re already offering, in order to enhance the relationships with their current audiences, and connect with entirely new groups.