Marketing & Publicity Testimonials
Reena Jadhav, CMO JobFlash
Ann Notarangelo, CBS5 reporter & weekend anchor
Suzan Bateson, CEO Alameda Community Food Bank
Tech ventures invariably wait until they've sailed clear of startup waters to begin honing their message. I found Brian to be invaluable in the early stages because of his expertise in creating a voice that employees and investors can rally around. He's a superstar at translating obtuse concepts into actionable prose.
Suzan Bateson, CEO Alameda Community Food Bank
Ann Notarangelo, CBS5 reporter & weekend anchor
Suzan Bateson, CEO Alameda Community Food Bank
We took a risk with Brian because he had an independent streak which we weren't sure would jibe with our organizational culture. But he quickly exceeded all of our expectations by thrusting us onto a national media stage and vastly improving our messaging. He gained the respect and affection of the entire organization, from board members to hourly employees.
Ann Notarangelo, CBS5 reporter & weekend anchor
Ann Notarangelo, CBS5 reporter & weekend anchor
Ann Notarangelo, CBS5 reporter & weekend anchor
I always take the call when I see Brian's name on Caller ID. He does his homework and not only understands the kinds of stories that make good TV, but always makes life easier for us time-harried reporters by scouting compelling interview subjects, great locations for shooting, and even B-roll opportunities. Brian is a pro's pro -- and just a lot of fun to work with.
Marketing/Publicity Skills
Press Release Writer
The press release has evolved into a different beast over the past two decades. But the very best are still constructed in storyteller mode -- putting a human face or two to the fact and figures -- making it nearly impossible for the media and any other stakeholders to ignore. The linked release, written when I was the media advisor to the California Association of Food Banks -- the umbrella organization overseeing 58 county food banks in California -- was one of the most widely effective of my career.
Copywriter
When you spend 15 years as a journalist, you learn the demarcation of newsroom roles: reporters write the stories; and copy editors write the headlines and cutlines (for photos). But copy editors are chronically overwhelmed, especially near deadline, and seasoned journalists learn to attach headline and cutline suggestions to their submissions. Most harried copy editors are amenable. From that background, writing (relatively) short-and-snappy copy became second nature, and served me well in communications, marketing and publicity (PR/media relations) roles.
Speechwriter
The very best speeches -- the ones that people remember -- reveal something new about the speaker. With an enthusiastic endorsement from then-Oakland mayor Jean Quan, I was commissioned by a long-time executive of The North Face outdoor apparel company to write a speech for his lavish retirement party. I was given one directive: to let his colleagues see another side of him than the ex-military man with a no-nonsense management style. Laughter and tears abounded during the speech, which my client called "the highlight of my professional career."
Public/Media Relations & Speechwriter Testimonials
Miranda Everitt, communications specialist, Alameda County Community Food Bank (2010-2013)
"Brian is media-savvy, deadline-driven, quick-witted (in print and in person), and a stand-up guy. He's always up for new ideas and willing to put in the work to see it through. He's an excellent writer, and like anyone with a journalistic mind, he applies his passion for writing to whatever he's working on, from food-stamps legislation to a 54-pound meatloaf.
Brian also knows his stuff when it comes to media. As a veteran of Bay Area newsrooms and nonprofits, his Rolodex (or whatever we use these days) is impressive, and he knows a lot about presenting yourself and your organization well on camera. Though I came into the position with a media background, there was a lot I learned under his wing.
My year with Brian as my supervisor was a crash-course in media relations, snappy copy writing, and great places to hike in California."
Jean Quan, Oakland mayor (2011-2015)
"Speechwriting eventually becomes a beast of burden for all politicians. Brian Higgins could very easily be writing speeches at the highest level, if he so chose. But he loves nothing better than crafting the perfect speech to inspire grassroots movements, and there's nobody better at it."
Sharon Fletcher, communications director, Chabot Space & Science Center (2002-2010)
"First and foremost, Brian is a writer, and an excellent one at that. He can weave a concise and compelling story on subject and deadline. He is clever, witty and passionate.
Brian loves to brainstorm and put ideas into action. He spearheaded our goal to connect and position the Center with the local media as the go-to place for expert information on all things space and science. That was a very successful endeavor.
Brian also set up and delivered a facility tour for film scouts in the Bay Area in order to help Chabot earn additional facility rental revenue. When he understands the big picture, he focuses and runs full steam ahead to achieve those goals. He is fiercely loyal, diligent and always delivers."
2004
JobFlash was a Silicon Valley-based startup with a unique product: A phone-based app that allowed hourly wage employees to submit employment applications by phone. The app compensated for literacy and language barriers that might have precluded poorly educated and immigrant workers from filling out a traditional paper or digital application. This was especially valuable for large corporations with low-skill, minimum-wage workforces prone to high turnover -- companies that were that always hiring. Before I was hired as the communications manager after the company's Series A funding round, JobFlash had success selling its services to Las Vegas casinos, some of which had thousands of minimum-wage employees.
With a Series A over-evaluation, Series B funding was stalling because the company was largely limited to a single location and industry: Las Vegas casinos. I identified an ancillary industry -- security companies employed by our casino clients -- and spent a week in Las Vegas interviewing everyone from security guards to the CEOs of Securitas, a Swedish firm that had recently become the largest security-services agency in the U.S.
I have worked as a freelance designer for the past 3 years, creating websites and digital marketing materials for small businesses and startups. I am passionate about creating beautiful, functional designs that connect with users.