Coffee With: Simona from Shin Communication
Insights into the Italian tech PR World and the Future of Media Relations
Q: To begin, could you tell us a bit about your company? If you had to sum it up in an elevator pitch, what would you say?
A: We primarily focus on tech PR for the electronics, robotics, cybersecurity, industrial, and automation sectors, which are important for Italy. However, my background spans many different industries, such as IT, enterprise, tourism, and even fashion. In fact, one of my most exciting experiences was working with the Moroccan Tourism Board. We brought 49 editors to Marrakech to explore the city—an experience that was a far cry from the microchips and electronics I usually deal with!
Q: You mentioned that your company name has a connection to Japan, which I find interesting. Could you tell us more about that?
A: Absolutely! The name “Shin” is inspired by a Japanese character that means “art,” “spirit,” and “mind.” It felt like the perfect fit for my company. I even had a Japanese graphic designer create the logo for us. I wanted to bring a little piece of my love for Japan into my work, which is why I chose that name and design. It represents the spirit and creativity I want to infuse into my business.
Q: As the leader of Shin Communication, what does your role look like? Do you still work directly with journalists, or is that something your team handles?
A: I’m actively involved in client communications, working with journalists, and reviewing content. While I manage the company, I’m not so good with numbers, so I try to focus on the more operational side of things. One of the things we take very seriously is localisation—translating content isn’t enough for us. We aim to adapt the message appropriately for the Italian market, especially since terminology can vary drastically between sectors like electronics and retail. It’s a challenging but crucial part of our work.
Q: You’ve had a varied career before starting your tech PR agency. Can you tell us how your journey led to founding Shin Communication?
A: My career has touched all sectors, which I think has helped me bring a unique perspective to PR. I’ve worked in marketing and editorial as an editorial secretary. My mother worked in publishing, so I grew up surrounded by the media. I learned a lot about editorial timing and processes, which I’ve found to be incredibly valuable in tech PR.
Before starting Shin Communication, I worked for two large companies in Italy, where I gained a wealth of experience. I learned a lot about media relations and, eventually, I decided to open my own agency. At first, it was just me and a handful of clients, but as we grew, I began to build a team. It’s been a challenging, but rewarding journey, and I wouldn’t change anything.
Q: Do you work primarily with startups, large tech companies, or a mix of both?
A: Our tech PR client base is quite diverse. We work with both global tech companies and small-to-medium-sized enterprises (SMEs) in Italy. We also help organise Italian exhibitions, which brings us into contact with companies from many different sectors.
We’ve worked with startups in the past, but as you know, it can be tricky for startups to find the budgets for full-scale tech PR campaigns, and sometimes, they struggle with defining what they want to communicate. That being said, we’re open to working with anyone—startups included—but it does depend on what they need. If they don’t have the right content or budget, it’s a challenge, but we’re always willing to explore opportunities.
Q: It sounds like you provide a range of services. What exactly does Shin Communication offer to its clients?
A: We specialise in tech media relations and tech PR, but the landscape has changed a lot in recent years. We now also offer services like media buying, social media management, and event support. Some of these activities are done in-house, but we partner with trusted collaborators for areas like social media campaigns, where we don’t have the expertise internally.
For example, while I’m an active user of LinkedIn, running a social media campaign is a very different skill set, so we rely on partners who are experts in that area. For our Italian clients, we often handle content production, from writing to photography, and we manage that entirely within the company.
Q: You’ve been in the industry for over 25 years now. What has been your best year in business so far?
A: Each year has its highs and lows, but if I had to pick, I’d say the most memorable experience was working with the Moroccan Tourism Board in Marrakech. It was a glamorous event, staying in five-star hotels with a group of editors. Of course, 2020 was tough for everyone, with COVID-19 bringing a halt to in-person events and exhibitions. But, on the flip side, that year taught us a lot about adapting to remote work and strengthening our networks with other agencies and peers.
Q: Lastly, what advice would you give to companies wanting to work in tech PR in Italy?
A: It depends on the sector, but in general, my advice would be to have strong, interesting content, including Italian case studies.
It’s important to have translated and localised content—Italian editors still prefer to work with Italian-language content, even though everyone speaks English.
Also, take into consideration that for highly competitive sectors like cybersecurity, it’s harder to secure media results. There are a lot of companies in Italy that want to talk about cybersecurity!
Also, remember that in Italy, many editorial teams are small, sometimes consisting of just one person running the whole show. Editors are under a lot of pressure. Editors, especially in B2B sectors, are receiving hundreds of pitches a day. The key is to be patient and understanding of the editorial timelines.
One of the biggest challenges we face is timing. Clients often don’t realise how much time is needed to get things done properly, especially when we are translating content too. Don’t expect immediate results. It’s all about long-term collaboration with the media.
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