Request a story call

Strategic PR · U.S. · Israel · International

Get your company into the press your customers, investors and community actually read.

Strategic PR for founders, companies and nonprofits, in U.S., Israeli and international media. I find the story that serves a real goal, then take it to the journalists who should tell it.

Request a story call
Track Record
10+
Years in Israeli and U.S. media, starting as a journalist
3
Languages: English, Hebrew and Farsi
0
Account managers. You work with me.
Scroll
Latest stories

Recently published

All coverage →

Clients I've worked with

MAMAY
About

Born in Tehran.
Raised in Israel.
Now in Los Angeles.

Shmuel Sasoni
Shmuel Sasoni
Founder · TechForGood PR
Los Angeles
Englishעבריתفارسی

I started as a journalist covering Iran. Then I spent years inside one of Israel's leading PR firms, where the same problem came up with client after client: strong companies doing real work, with no way to explain it to anyone outside their industry.

Now I do that work from Los Angeles, for founders, companies and nonprofits in the U.S., Israel and beyond. Being part of LA's Persian- and Israeli-American communities, and working in English, Hebrew and Farsi, also means I know the community press many firms never pitch.

No account managers. The person who finds your angle is the person who calls the journalist.

Focus Technology · Food & sustainability · Real estate · Community nonprofits
What PR can do

PR should lead somewhere. Always.

Every piece of coverage should serve a purpose. I start from what you need next, whether that's capital, customers, donors, top candidates or a new market, and work backwards to the headline.

Business growth & new markets

Win trust before the first meeting.

Buyers, partners and investors search your name before they call back, and what they find decides how that first meeting starts. Your own website can say you're great. It just counts for much less than someone else saying it. Coverage in the outlets they already read is that someone else, and it works the same way when you walk into a new market where nobody knows you yet.

See the growth stories →
Complex tech, made clear

If people can't understand it, they won't care about it.

Great technology often gets lost in its own jargon. The story is rarely the spec sheet. It's the problem it solves and the people it helps. I find that angle and tell it so a reader outside the lab gets it in one read. That's how a startup building nutrition products inspired by breast milk ended up in the Daily Mail, and how AI food-trend research reached trade editors across the U.S.

See the tech stories →
Community & nonprofits

Give donors a reason to show up, and they will.

Your cause deserves more than your own followers. Only a fraction of them ever see what you post, and they already know you. Press takes the cause you're fighting for to tens of thousands of new people. And people give to what they see: coverage shows them what you do, and why it needs support now.

See the community stories →
The founder as the story

People trust people.

Readers remember a face and a story long after they forget a product name. The press loves a founder with a real personal story: the problem they took on, what it took and who it helps. That story opens doors for the company, and it's often what makes strong people want to join you.

See the founder stories →
Not sure which one fits? That's what the first call is for.

Telling people how good you are is worth far less than someone else telling them.

How it works

How a story gets made

Scroll to follow one, from a client's email to the printed page.

Illustrative example. The client, reporter and publication below are fictional.

Step 1 of 5

It starts with what you already have.

An update email, a board deck, a voice note. Most clients send me their story without knowing it.

Step 2 of 5

I find the line you almost cut.

A new clinic and new software are updates. Nurses who speak their patients' language to 10,000 seniors is news.

Step 3 of 5

Start with the right journalist.

Not a blast to a list. First the reporter who fits best, the one who already covers this, with a reason to write it now. Then the next, depending on the response.

Step 4 of 5

It runs as a story, not an ad.

Your name, your face and your company, in a publication your audience already trusts.

Step 5 of 5

Then you use it for years.

Send it to investors, add it to every sales email, frame it in the office. The article keeps selling long after the news cycle ends.

Illustration. Fictional client, reporter and publication.

Case Study · Chunk Foods

First, earn belief.
Then widen the story.

The challenge: plant-based steak is a category people doubt. Asking consumer media to believe it first would have been backwards.

The first move: put the product in front of food critics, whose job is to taste it and say what they think.

Then, a different story for each audience: a taste test for food readers, business news for Israel, and a trade interview for the U.S. food industry.

Same company, three audiences, three different stories.

Photo: Rita Goldstein / mako
Taste test
מאקו · ערוץ 12

הסטייק הטבעוני שמבלבל את הרשת: האם צ'אנק מצא סוף סוף את הנוסחה?

Hebrew · Food magazine→
Image: Chunk Foods (PR)
Business news
ynet

הנתח הצמחוני מישראל שרוצה לכבוש את בירת הסטייקים של אמריקה

Hebrew · Economy section→
Image: Chunk Foods
Trade interview
Just Food

“There’s an opportunity to recreate the narrative” – Chunk Foods talks US push and plant-based meat’s image problem

English · Food industry→
More Chunk Foods coverage →
For Journalists

If you just got
my email.

I was a reporter first, so here is what you probably need, quickly.

Reach me directly

shmuel@techforgoodpr.com

Sources

Founders and executives from companies I work with, mostly in food and alternative protein, tech and AI, and community nonprofits. I'll tell you upfront who is a client, and confirm availability before offering an interview.

Background and images

Company facts, founder bios and photos with credit and usage details, when the client has supplied them. If something isn't available, I'll say so.

English, Hebrew, Farsi

I can help with Hebrew- and Farsi-language background, and with sources who are more comfortable in those languages.

On deadline

Put your deadline in the subject line, and I'll tell you quickly whether I can get you what you need in time.

I pitch only when I think there's a story. No is a fine answer.

"A client announcement isn't automatically a story.

My job is to find the part that is, before it reaches your inbox."

Shmuel Sasoni

Checking who I am?

Contact

Let's find
the story.

Tell me what's happening in the next six months. I'll reply within one business day and tell you honestly whether press can help, and how.

Emailshmuel@techforgoodpr.com
LinkedInlinkedin.com/in/shmuel-sasoni
BasedLos Angeles, CA
LanguagesEnglish · Hebrew · Farsi