Sian Gaskell PR

“I am passionate about technology and helping businesses to unlock their potential, scale-up and share the innovative work they are doing with as many people as possible.”

Sian Gaskell is founder and managing director of award-winning PR agency CubanEight. Sian has successfully grown CubanEight from a startup to a mid-sized agency with global reach. 

This Tech Week, Sian will be hosting ‘PR Power Up for Scale-Ups’. The event will explore the ins and outs of PR and why tech companies need it. It will also cover what not to do and how to get started. 

We spoke to Sian about her business, her event and what she loves most about the Birmingham Tech Space.

Tell us a bit about your business

I am MD and founder of CubanEight. CubanEight is a PR agency specialising in B2B and technology. We exist to propel companies to achieve their ambitions and engage with the audiences that matter. We work with B2B and technology companies with market-leading aspirations who are fast-growing and looking to scale.

Based in Oxfordshire, with offices in London, we create and execute award-winning PR campaigns for market-leading and fast-growing B2B and technology brands. We believe in an intelligent, integrated and tailored approach to PR that has a positive and tangible impact on business.

How did you get into the tech world?

I’ve worked in technology PR for most of my career and seen the growth of much of the technology that shapes how we live, work and play along the way. 

I took big agency experience and I started up my boutique PR agency CubanEight in 2009. I had previously helped to set-up technology PR agency Hotwire.

My approach to successful B2B Tech PR has always been about being collaborative, proactive and having an awareness of the trends and drivers that will have an impact on the buyer journey.

Our ethos has always been about supporting our clients’ wider business goals, understanding the wider context, and building campaigns that audiences will engage with and remember and act on.

What can we expect from your event?

Join me to learn about how you can integrate effective PR & comms as part of your growth strategy for tech scale-ups. 

PR is a secret weapon for technology companies. It has been viewed as the most effective way to build brand awareness, raise your profile and attract talent, investors and customers. Bill Gates didn’t say “If I was down to my last dollar, I would spend it on public relations” for nothing.

During the PR Power Up I will explore: Why do tech companies need PR? What exactly is PR? What you need to start? Should you be doing PR right now? In the middle of a pandemic?  Some ways you can do PR right now

What are you most looking forward to about your event?

I’m looking forward to sharing some of my knowledge with tech companies. I am passionate about technology and helping businesses to unlock their potential, scale-up and share the innovative work they are doing with as many people as possible. There are genuinely amazing things happening in tech all the time. I want to help our tech leaders get the message out there. Often there can be a disconnect between the innovations that are being made in technology and getting it out the people that would really benefit from it. I want to help tech businesses do just that. 

Who would benefit from your event?

Anyone responsible (or interested in) marketing and PR in the technology space. That can range from founders and CEOs to marketing and communications managers (or anyone in their teams). It really is for people in tech who want a clearer understanding of what PR is, and how it can help them scale up their businesses.

What’s your favourite thing about the Birmingham Tech Space?

I went to Birmingham University, so the city has a special place in my heart. We are also based just down the road (the road being the M40) in North Oxfordshire, so its an area we are close to both physically, and because we do a lot of work with technology business in Birmingham and the surrounding areas.

‘PR Power Up for Scale-Ups’ is happening on Wednesday 14th October at 10:15 am. You can sign up here.

Birmingham Tech Week aims to celebrate the growth, diversity and innovation that drives Birmingham. This year, Tech Week is a virtual event, and you can see our full list of events here.


Holly Botterill

Holly Botterill

Holly is contributing to Birmingham Tech Week's content for the second time. She enjoys running, reading and spending time with family and friends.

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