Lawren Markle
Media Relations Specialist

Lawren has 15 years of experience in editorial pitching from the vendor's perspective. At ViewSonic, a $1 Billion high-tech firm, Lawren helped refine the awards submission process which contributed to ViewSonic's total of 1000 industry awards. His years of press tours, interviews, and editorial appointments give him an awareness of newsworthy angles and approaches that satisfy both the reporter and the Tech Image client.

What is Your Favorite Success Story?
Winning PC Magazine Editor’s Choice at ViewSonic was the result of taking a risk and then doing all the right things to back it up. When we first looked at the 19” CRT Monitor category, everybody thought it was risky because none had been built before. I stood up and said I would introduce it because new technology gets coverage, and I felt that proper positioning would make it our #1 seller. When PC Magazine started their first ever 19” review, we talked to the editors about the category and shared ideas about the target use and what type of customers would buy this monitor size. For example, the magazine test staff felt it was an alternative to a 21” monitor, and they planned to use a high-end video card to look at CAD or scientific images for judging. We convinced them of the opposite, which was that 21” users would never trade down, but 17” users would trade up. Users of 17” monitors are more business-oriented and use a value-price video card, and the magazine used that approach which was perfectly suited to our electronics. We knew that a value-monitor can look better than a high-end-monitor depending on the video card.

The dialog also allowed our engineers to offer ideas to the magazine about how we evaluated monitors. We suggested benchmark tests in areas of our strength. We provided a reviewers guide. We estimated forward costs and decreased our retail price to make sure we looked like a value to the editors. This is a very different approach from “ship it and cross your fingers,” and in this case we won the award and set company sales records that still stand today. I’ve learned that the answer to a question may depend on how you frame it.

What Are Your Hobbies and Interests?
Composing and recording music is my favorite hobby, because each time I add an instrument to a song, another layer or melody suggests itself. To me it is like building a house one brick at a time, and when you’re done it’s hard to see the bricks anymore, you just see the house and that’s fascinating. I also enjoy B-movie science fiction, hiking, and the ocean.

What is the Title of the Last Good Book You Read?
Built To Last by James Collins and Jerry Porras

Who Are Your Favorite Recording Artists?
James Brown, Cake, Sheryl Crow, Zep, Hendrix, Peter Gabriel and more.

What are your favorite TV shows?
All the Monty Python as a child has apparently warped me, and now I enjoy a lot of UK comedy like Craggy Island and Keeping Up Appearances. Alias and CSI are also pretty entertaining.

Why Are You a Good Fit at Tech Image?
I enjoy thinking of new angles to pitch a story and I am comfortable with editors. I know what a client wants from their PR team based on my experience as a vendor. I can also contribute to our clients’ ability to win magazine awards.