Year Two…

May 26, 2020

Amazing how time screams by. We all get caught up in our daily lives and by the time we turn around — poof… 12 months have blown past like Usain Bolt running the 100 meters at the Olympics.

When I set out to create Aircover Communications a year ago — it was with a goal of doing things very differently. I wanted to flip the agency business model on its head and frankly get back to the basics of what PR is all about. After 20 years of sitting in the chair running PR at big and small companies — I was often disappointed by my agency support and felt in my gut there had to be a better way.

It seems like I wasn’t the only PR guy that was frustrated. As I spoke to dozens and dozens of my peers in the market what I had been feeling was echoed in the conversations. As a result, what started out as me being a “consultant” has morphed into a full-on communications/PR consulting firm — with a team of seven professionals all of whom have been around the block a time or two.

So what is Aircover Communications all about?  Let me give you a few examples:

  • We pride ourselves on being  proactive and filled with ideas and points of view.  We don’t wait for orders but show up with suggestions and advice.
  • We love to tell stories — the key ingredient in any campaign.  If the design of a narrative that is simple and compelling is art, then we are Picasso.  Getting CEOs, CMO or internal heads of communications to be able to answer the most important question —  “why”  — requires persistence and patience.
  • We place a huge premium on earned media.  Today, we are blessed to help companies tell their story across a variety of channels like LinkedIn or Medium— but nothing replaces the power of a great story in the WSJ, NYT, Fortune, BusinessWeek, etc….  Nothing.
  • The senior people do the work.  Yup.   Unlike most agencies that shove the work down to the most junior staffer in order to improve margins, Aircover’s senior team of professionals actually rolls up their sleeves and gets to work.  Whether that’s building a media list or writing a press release or advising a CEO on the best strategy to reach an IPO — the team is engaged from the start.


As you might have noticed, we just unveiled a major revamp to the website that showcases the some of the hard work we have done over the past year on behalf of our clients — who are really the stars of the show. Check it out at:

As we sprint into year two, I am incredibly optimistic about the business. Clients need help not only creating smart, compelling strategies and stories, but executing those ideas across all channels — most importantly media relations. As the results on our site prove — we have the chops to deliver. Over the coming year, we will begin adding investor relations capabilities, media training programs and graphic design skills sets.

I am also launching a blog where I hope to share some of the insights I have collected over my career — first as a business journalist for nearly a decade and then as a PR professional for the past 20 years. I welcome comments, feedback and thoughts. I don’t pretend to have it all figured out — but hope my experiences can help make your journey easier and smoother.