The Community Company’s Certified Partner Program is Immensely Beneficial to Kathy Berardi’s Clients
For almost fifteen years, Kathy Berardi has devoted her public relations career to thought leadership and B2B storytelling for startups and entrepreneurial companies. “In the early to mid-2000s, the Internet bubble had burst, but there were still a lot of things happening in terms of disruption,” she says. “And you could start disrupting the previous communications mediums to break through and get your story out.”
Berardi had been working in PR and marketing for several years — for a bank, a market research company, and a variety of agencies — before landing at Carabiner Communications as a media relations specialist in 2005. “I like to take a collective approach to helping startups and tech entrepreneurs get their stories out,” she says. “I still connect with the media, but we now have Facebook, LinkedIn, and Medium. About half of my work is connecting with writers and editors at media sites and getting them to cover client news or to do an expert interview with my clients. But I also work with a lot of editors to create highly journalistic pieces by experts who I represent and then have them published as contributed content on those media sites.”
“It can be hard to find peers who are also leaders of companies with the same set of challenges and opportunities,” says Berardi. TCC offers “very elite, important groups to turn to because it’s a direct connection to high quality, highly invested people. It’s quite a privilege to join.”
As a participant in The Community Company’s Certified Partner Program, Berardi can promise her clients that their applications to highly curated professional communities within media brands such as Forbes and American City Business Journals will be fast-tracked. Community members connect and network with an elite group of peers in professional forums, can get introduced to other members through TCC’s concierge team, enjoy exclusive event access, and can submit thought leadership content for consideration with TCC’s media partners. TCC chooses its certified partners, a highly-select group of marketing and communications professionals, for their integrity, expertise, and industry reputation.
Berardi currently has eight clients in TCC’s communities. “My clients are forced as company leaders to always have a leadership mindset, and it can be hard to find peers who are also leaders of companies with the same set of challenges and opportunities,” says Berardi. So when her clients are looking for peers with whom to discuss business strategy, she says that TCC offers “very elite, important groups to turn to because it’s a direct connection to high quality, highly invested people. It’s quite a privilege to join.”
Some of Berardi’s clients contribute content to TCC’s media partners. “I make it clear to them that editorial is in service to the readership,” she says. “If they want to run an ad, they should run an ad. But if they’re interested in publishing, they should really only consider it if they’re adding value to their audience. And they love it. It’s an immense benefit for us to be working with our clients in this way through The Community Company.”