Trendsights: Geeking Out

As I mentioned the other day, towards the end of this month SourceCode is launching a report on the future of work and culture. Keep an eye out for it; in the meantime, I’ve been thinking a lot about an issue our study brings up: The absolute importance of geeking out in today’s workplace.

How does this call to be a nerd go beyond generic “follow your passion” career advice? If I hire a social media manager, I’m looking for someone who had TikTok before it was cool. I want someone who will share good memes on the company Slack, not someone who thinks an “engaging” tweet is self-promotion and a string of tired hashtags. When I’m contracting a designer, I hope they have a favorite font and I’m unlikely to hire a copywriter who doesn’t read. 

When you visit SourceCode’s website, you’ll see that we talk a lot about telling stories. Public relations is a creative industry: Each and every client has its own unique story, and what works for one client may not serve another. So we hash out ideas, debate proposals, and come up with several potential narratives for each client. We geek out, we try unlikely ideas, and we take risks. It’s messy, it’s chaotic, and it’s the only way to do things.

If your idea of efficiency is an assembly line, the SourceCode offices (or, these days, the SourceCode slack and the SourceCode Zoom meetings) might scandalize you. When my team is playing with ideas, when we’re imagining new campaigns or developing new messages, we’re having fun, but we’re getting our jobs done too. Creative work needs intellectual freedom.

We’ll never entirely eliminate grind and crunch and tedium, but I firmly believe that good work in a knowledge economy is also fun work. If you’re leaving your passion at the door, you’ve come to the wrong office. 

Trendsights: Improvisation and Competence

Later this month, Source Code will be publishing a report on work and life in the twenty-first century. I can’t wait to share the final report with you, and so I wanted to share some of the thoughts it’s set stirring in my head.

In 2020, everyone is on call every day.  

For communications professionals, speed is of the essence, and a nine-to-five schedule is ancient history. Because businesses operate across borders and time zones, my client’s morning may be my five o’clock; when I check my email over my morning coffee, I hope that no crises have sprung up overnight.

With life and work coming at us all so fast, the natural inclination is to respond equally speedily. “Move fast and break things” was an internal motto at Facebook, and if we consider nothing but Facebook’s monetary value, it seems like a wise strategy. If we look at Facebook’s effect on the world at large though, we notice that many of the things broken while Facebook execs were moving fast have not yet been fixed. And we are all facing unanticipated consequences as a result. 

My colleagues at SourceCode are experts at speed, at working on the fly, and at improvisation. They have to be. But speed for speed’s sake helps no one, and so I find myself counseling younger colleagues to give things a little extra time, because not everything is an emergency. Doing things right — polishing a statement, punching up a press release, researching a journalist you’re pitching — takes more time but delivers better results. Some circumstances require instant action; others do not. Distinguishing between these types of situations is an essential skill in today’s workplace.

How do you balance our rapid-response environment with attention to detail? How do you assess project urgency when you’re always online and on call? 

How COVID spotlighted a move to a shared services model

In our new work-from-home world, your workplace is wherever you happen to be. Offices are an increasingly distant memory, and many of us expect to be logging into work well into 2021. We’ve all made our individual arrangements and developed our personal rituals, so you might be surprised to hear me make the case for standardizing business ops with a shared services model. 

Without a proper shared services model, daily operations can be chaotic. Now I won’t deny that sometimes a little chaos is productive, and even fun, but that’s not what I’m talking about here. No, I’m talking about proliferating inefficiencies and inconsistencies. Why does one team use one tool, a second use another, and the satellite office use a third?

What you want — and what I think my SourceCode colleagues have accomplished — is to create systems that let us devote more time to our actual jobs. We can work the same hours and accomplish more. Because we have internal consensus on little issues like workflow, I have more time to think about the big challenges and bigger opportunities fast approaching this industry.

At SourceCode, we’ve been fortunate in the shift to remote. With our shared services system, I talk with colleagues just as much as I ever did, but the content of our conversations is better. We talk about ideas and inspirations, not who is in charge of Process X or what tool we use for Task Y. It’s better for our team and for our clients.

Five months in, how have organization’s systems accommodated to the new world? How has collaboration changed, and what lessons will you take back to the office when you can go back?

How Movements Build Community

Solidarity isn’t a strategy. Let me explain.

Across the United States and around the world, businesses have been proclaiming that Black Lives Matter, that they stand with the Black community and against racism. Like many others, I find these messages of solidarity heartening. For one thing, they normalize antiracism, even at the risk of alienating bigoted customers. For another, some institutions have pledged money or services to Black Lives Matter and other antiracist causes.

But saying the right things can’t be the end of the change we’re seeing: We need businesses to do the right things for the right reasons and to keep doing them even when the spotlight has shifted to the next big thing. Consumers are increasingly informed, able to spot the insincerity and make their opinions felt via how and where they spend their dollars. We’ve been talking about purpose with clients for years, but it feels like there has been a shift in consumer perception — what and who we stand for is becoming part of our corporate brand and we will be judged by it.

We’ve seen big-name brands and major multinationals make good statements and take positive actions, but we must remember that community begins on the ground and extends beyond the Fortune 500.

In recent months I’ve been most impressed with small businesses. Just today, I learned about a new bookstore in a small city that, with its customers, had raised $2000 for antiracism research and education. The money raised might be small in absolute terms, but proportionately it represents a real sacrifice and effort on the part of the proprietors. When they say they stand with the Black community, I believe them.

When a major corporation takes out an ad or pushes out a press release, it can feel a little bit distant. We may wear Nike shoes or watch Disney movies, but most of us don’t know or interact with representatives of those companies. When your independent neighborhood coffee shop or the mom-and-pop pizza shop you frequent says something, it often carries more weight.

If you own or run a business, you should absolutely make a statement affirming your principles and committing to action. If you’re not in charge, consider ways that you can work for change from within your organization. Just remember that words are the beginning of the process, not the end. Community and solidarity aren’t window dressing.

To view the original post and conversation on LinkedIn, please click here.

SourceCode Communications Named Agency of Record for Patientco and Clio

NEW YORK—August 10, 2020—SourceCode Communications, a New York-based technology communications agency, has been named Agency of Record by Clio, a provider of cloud-based legal technology, and Patientco, a healthcare payment company. Building on a history of taking clients from budding industry to mainstream, these new clients accelerate SourceCode’s growth into two spaces – legal and healthcare – that are both high impact for customers and ripe for tech innovation.

“As we continue building our B2B roster, we seek out companies that are pioneers in their respective fields,” explains Becky Honeyman, managing partner. “Both Clio and Patientco are taking tech-first approaches to revolutionize highly regulated industries that have immense impacts on the lives of their customers. We couldn’t be more excited to help them bring new technologies to these spaces.”

Clio and Patientco join SourceCode’s enterprise practice, a growing group of clients that all bring innovative thinking to solving critical business issues. These include Accedian, a leading network performance solution provider; Lightstep, the leading observability software for organizations adopting microservices and serverless; and Pindrop, a leader in voice security and authentication. 

Vancouver-based Clio builds cloud-based legal software to help law firms increase access to justice for their clients. SourceCode’s and Clio’s partnership kicked off by announcing the tech firm’s $1MM donation to the legal community in the face of COVID-19 setbacks, and has since continued with regular media relations and thought leadership activities.

“We sought a communications partner who was equally thoughtful and agile, and SourceCode Communications delivers on those expectations,” says Reagan Attle, Vice President of Marketing at Clio. “They feel like an extension of our team and we’re excited to partner with them to help spread the word about Clio’s mission and purpose.” 

Headquartered in Atlanta, Patientco is on a mission to eliminate complicated medical billing for patients and health systems.The company’s partnership with SourceCode elevates a tech-first healthcare narrative through strategic media engagement and content creation. 

“We’ve been continuously impressed by SourceCode’s understanding of and proactivity in the healthcare space,” says Heather George, Chief Revenue Officer at Patientco. “Healthcare is notoriously slow to adopt innovation, but with SourceCode, we’re confident we chose the right partner to tell our story..”

Almost three years in practice, SourceCode Communications has become part of a formidable group New York-based technology agencies, most recently being named PRWeek’s 2020 US Outstanding Boutique Agency and included on PR NEWS’ 2020 list of Top Places to Work in PR. In addition to its enterprise practice, SourceCode also houses consumer and insights/engagement teams, working with clients such as MakeSpace, a tech-enabled, full-service storage company; Kangaroo, a manufacturer of affordable, easy-to-use home security products; and mobile data sensing and smartphone telematics company Cambridge Mobile Telematics (CMT). 

SourceCode helps Pindrop drive awareness to Voice Identity Platform at CES

Pindrop, a pioneer in voice security and authentication, uses AI-based IVR Authentication and Anti-Fraud Solutions to increase efficiency in call centers and stop fraudulent transactions. Looking to drive awareness at CES with a new Voice Identity Platform, Pindrop turned to SourceCode Communications to support the brand at the industry-leading consumer event. The new IoT platform extended its proven enterprise-grade technology beyond the call center and into the Internet of Things (IoT), voice assistants, smart homes and offices, and connected cars. It was a move that would bring Pindrop’s proven proprietary Deep Voice biometric technology to several new key market sectors.


With two months to the show, SourceCode worked quickly to delve into Pindrop’s core messaging and value proposition for the new market sectors. The team identified the connection between the Voice Identity Platform and the unidentified risks that exist in the emergence of voice assistants and other smart devices. Highlighting the disparity between voice emerging as the interface for millions of consumer and enterprise devices and consumers lacking access to a strong level of security, the team reached out to top reporters covering the IoT space. At CES, the SourceCode team secured a number of briefings for Vijay Balasubramaniyan, Co-Founder, CEO and CTO of Pindrop.

To continue building momentum around Pindrop and Vijay, SourceCode highlighted how Pindrop can secure every voice interaction by bringing enterprise-grade security to the forefront of connected devices. This messaging positioned Vijay as a key thought leader in the space and industry expert, resulting in key industry accolades.


291+ pieces of national and broadcast coverage in four months

30+ executive interviews

12% increase in the share of voice against competitors

Through an integrated media strategy and thought leadership approach, SourceCode secured 291+ pieces of national and broadcast coverage including NBC News, NPR and Forbes, and 30+ executive interviews resulting in a 12% increase in share of voice against competitors in just four months.

SourceCode Expands Enterprise Technology Portfolio with New Client LightStep

NEW YORK—November 26, 2019—SourceCode Communications today announced it has been named the communications agency of record for LightStep, the leading application performance management company for modern tech stacks. SourceCode won the account, which officially kicked off in September, and will focus on defining messaging, thought leadership, developer relations, content development support and media relations.

“I’ve worked with SourceCode in the past and I know they’re the right partner for LightStep as the company continues its growth,” said Josh Soto, vice president of marketing at LightStep. “The agency’s ability to quickly grasp complex subject matter, develop messaging for technology and general audiences and continually execute is second-to-none. They’ve already shown their value and I know there’s more to come.”

Since being founded in 2017 by a group of Google alumnae, Lightstep has quickly established itself as the preeminent player in the observability market. In the past year, Lightstep has been winning award after award. The brand was recently named a Best Places to Work in the Bay Area. Late last year, LightStep was named one of the 20 Rising Stars as part of the Forbes Cloud 100 list; a Cool Vendor in Performance Analysis; Analytics and Containers by Gartner[1]; and an MIT Sloan CIO Symposium Innovation Showcase finalist for developing a cutting edge solution that provides both strong value and innovation to the enterprise IT space.

“I am delighted to welcome LightStep into our growing enterprise practice,” said Hugh Collins, who leads SourceCode Communications’ enterprise technology practice. “Their technology is uniquely suited to the needs of modern tech stacks, and Josh is a respected marketing leader in Silicon Valley. We look forward to working with the team in 2020 and beyond.”

SourceCode Communications continues to maintain its trajectory of nearly 100% YoY growth in 2019. The NYC-based shop has more than doubled its team since January, growing to 21 full-time employees in just 26 months. For the second year in a row, the agency was also named by PRNews as a Best Place to Work in PR.

SourceCode Named AOR for Accedian’s Enterprise Business

NEW YORK— November 15, 2019— Accedian, the leader in performance analytics and end user experience solutions, has selected SourceCode Communications as its public relations agency of record. Accedian is dedicated to providing customers such as T-Mobile, Thomson Reuters, and Cox Communications, with the ability to assure their digital infrastructure, while helping them to unlock the full productivity of their users.

The relationship officially kicked off in July, with the agency focusing on defining the brands new messaging while building Accedian’s thought leadership within the enterprise. Focus quickly expanded to maintaining a strong presence in the telecommunications space. The scope will consist of thought leadership and executive positioning, as well as media and analyst relations.

“After a competitive RFP including four leading technology PR agencies, we overwhelmingly decided on SourceCode,” said VP of marketing Kaela Loffler. “The agency had the right experience, impressive case studies, creative ideas and a partnership-minded attitude we require as we scale our business. We without a doubt made the right decision for us.”

Accedian joins SourceCode’s growing enterprise practice, a group of global category disruptors including voice security leader Pindrop, global cloud solutions provider Cloudreach, and mobile data sensing and smartphone telematics company Cambridge Mobile Telematics. The practice currently consists of 7 retainer clients and six staffers.

“Accedian came to us during a pivotal transition in their business, which requires a thoughtful approach to messaging and communications. Just the kind of challenge in which we thrive,” explained managing partner, Becky Honeyman. “We’re excited to be a part of the Accedian journey and look forward to continuing to provide exceptional service.”

SourceCode Communications is experiencing a banner year. The NYC-based shop has doubled its team since January, housing 17 full-time employees. In addition to expanding its enterprise division, the agency’s consumer and AdTech/MarTech practices have grown through marquee client wins including iconic fight sports brand Everlast, car sharing marketplace Turo, and streaming media intelligence company Conviva.

PRWeek Features Honeyman's Comments

Cloudreach is the leading global cloud solutions provider, which partners with Amazon Web Services, Microsoft Azure and Google Cloud Platform to deliver cloud-enabled business transformation. After an exhaustive three month agency search process, SourceCode won the bid. The agency is tasked with increasing brand value and establishing Cloudreach as a marquee partner for enterprise businesses in the U.S. The scope will consist of thought leadership and executive positioning, as well as media and analyst relations.

In a time where retail and consumer targeting is changing at a feverish pace, PRWeek decided to dig into what some big brands are doing to garner attention. Based on our experience marketing both the brands themselves as well as the technology platforms that enable them, Managing Partner Becky Honeyman was uniquely positioned to provide insight.

Please make sure to check out the entire article, originally published on PRWeek here.

SourceCode Signs AOR Relationship with CloudReach

Cloudreach is the leading global cloud solutions provider, which partners with Amazon Web Services, Microsoft Azure and Google Cloud Platform to deliver cloud-enabled business transformation. After an exhaustive three month agency search process, SourceCode won the bid. The agency is tasked with increasing brand value and establishing Cloudreach as a marquee partner for enterprise businesses in the U.S. The scope will consist of thought leadership and executive positioning, as well as media and analyst relations.

“As we continue to expand our leadership position in the U.S., we needed to bring on the right partner to broaden our awareness and build a brand presence in line with our market impact,” said Andre Azevedo, CMO at Cloudread. “SourceCode’s strong experience and understanding of how cloud enables enterprise transformation made them the ideal partner to help scale our business.”

PRWeek posted an article on the story here.