Over the past year, we’ve been making a fairly specific claim: earned media is becoming the raw material AI tools use to answer buyer questions. Our AI Shortlist report focused on the demand side of that shift: 43% of enterprise buyers now start vendor research with AI tools, and 93% use AI to compare vendors […]
The sixth edition of Treble’s agency retreat brought the team together in Austin for three days under the theme “Empowered to Elevate.” The idea behind it was simple enough: When individuals invest in themselves and each other, the whole system rises. That played out across three days of workshops and team time. Despite some rainy […]
Thirteen years ago this week, I started Treble. Having worked in the Bay Area and seen the boom in venture-capital-backed startups, I saw even back then that Austin, Texas, would be the next hot spot for that type of activity, with its unique mix of legacy and emerging technologies and a rapidly growing VC foundation […]
Last year, an aerospace component startup we work with secured a collaboration with one of the world’s largest aircraft manufacturers. Typically, that story has a predictable headline: Startup Partners With Major OEM. Instead, their announcement led with a problem: Legacy supply chains are slowing innovation in commercial aviation, and modular, software-driven systems could shrink qualification […]
“Under construction.” That’s how Intruder CEO Chris Wallis described the AI conversation at RSA 2026. Based on what our team came back talking about, it’s hard to disagree. Chris said multiple talks landed on that same phrase, but it wasn’t a slogan; it was more like a quiet admission. Users are figuring out how to […]
Enterprise vendor research has shifted. A few years ago, most buying journeys started with a familiar mix: Google searches, analyst reports, peer recommendations, and industry events. Today, AI assistants have quietly become a new entry point. Treble’s Press-to-Pipeline Activation in the Age of AI report, a survey of 300 enterprise technology buyers, found that 47% […]
Standing out among the nearly 700 competitors on the RSA Conference expo floor requires more than a flashy demo or brand activation. In 2026, the most important “booth visit” happens weeks before you or your potential customers step into the Moscone Center. The buyer’s journey is increasingly starting with AI tools. Treble’s Press-to-Pipeline Activation in […]
Today, we released our Press-to-Pipeline Activation in the Age of AI report, and the findings confirm what we’ve been seeing with our clients for months. AI assistants have overtaken Google Search as the No. 1 starting point for enterprise technology buyer research. We partnered with Censuswide to survey 300 senior B2B buyers across five industries. […]
When KnowBe4 selected Treble as its U.S. PR agency of record earlier this year, it confirmed something we’ve been watching build across our portfolio: enterprise technology companies are fundamentally rethinking what they need from their PR partners. Our 20% year-over-year revenue growth in 2025—driven by the strategic expansion of our Enterprise Technology and Cybersecurity Practice […]
The National Retail Federation’s annual Retail’s Big Show is almost here. As retail tech vendors, platforms and brands converge on New York, competition for buyer attention will peak—as it does every January. What’s changing isn’t the noise level on the show floor. It’s how retail buyers decide which companies are worth talking to long before […]
PR professionals and clients share a common vice: overthinking. We obsess over the “perfect” angle, often diluting the message in the process. But in a noisy media landscape, safety is invisible. Boldness is what converts. At times, an entire campaign of coverage comes down to a single, contrarian line. The “Vibe Coding” Trap When Vibe […]
If 2025 was the year we experimented with the future. 2026 is the year we have to deliver on it. The “wait and see” period is over. Generative AI has moved from a novelty to a search engine standard, newsrooms are slimming down, and the pressure to tie coverage to the sales pipeline is louder […]
Behind every compelling story is a person interpreting the data. As PR professionals, we’re sitting on a goldmine of client metrics, proprietary research, industry surveys and customer insights. But the real challenge isn’t accessing the data. It’s knowing how to turn these metrics into newsworthy, insightful narratives that would pique a journalist’s interest and capture […]
Public relations is defined by momentum. It often starts small—a mention in a city’s business journal—and snowballs into the defining coverage that puts a company on the map. Local and regional media build the foundation that makes national coverage possible; sometimes, the most important step toward landing a story in the Associated Press, The Wall […]
In PR, breaking news represents both an opportunity and a responsibility to your client. When the right story breaks, your client has a chance to become part of the conversation, but only if their commentary is timely, relevant, and genuinely helpful. Not every headline is worth chasing; the real skill lies in knowing when to […]