Philosophy and Approach
With 15 years of high-tech public relations experience, Joshua specializes in helping companies talk to consumers and other non-technical end-users about technology in language they understand and in publications they read.

His extensive technical knowledge lets him translate the most technical products and ideas into benefits that are understood by and matter to consumers and end-users.

Joshua has seen that the dilemma for so many organizations is how to differentiate and sell technology products to consumers without talking only about bits, bytes and specs. He believes that companies need to introduce new technology products to mainstream audiences by quickly explaining the benefits while still educating tech-savvy early adopters and other influencers.

While Joshua's strongest press relationships are with the top-tier consumer/personal technology press, his technical understanding of digital imaging, wireless, telecommunications, microprocessors, and other digital technologies give him the ability to work with a wide variety of companies. His tracking of current issues such as digital rights management, privacy, and security is helpful when they invariably come up as new technologies are introduced.

Experience
During his career, Joshua has successfully handled a wide range of products, clients and technologies ranging from toys for Intel to cell phones for Sony.

Joshua's professional experience includes two years at Homestead Technologies where he successfully launched the company's photo sharing product, PhotoSite, into a market already dominated by Ofoto, ShutterFly, and SnapFish.

During his tenure at Intel, Joshua introduced and promoted Intel's efforts to persuade toy makers to build PC-connected toys. He went on to lead the announcement of the company's partnership with Mattel and then launched the joint venture's first product, a toy microscope that introduced PCs to new set of users. The launch generated worldwide coverage and accomplished Intel's business objective, getting toy companies to design PC-connected toys.

While at Technology Solutions Inc. (now part of Weber Shandwick) Joshua launched Sony's entry into the PC market and first products in the VAIO PC line. He also managed the agency team promoting all of Sony's cell phones and computer-related products including digital cameras, displays, and storage devices.

While at Switzer Communications (now Ruder Finn Switzer) Joshua ran the Handspring team during the introduction of the Visor Edge, Handspring's first sleek and stylish PDA.

Joshua has also managed campaigns for a number of digital imaging, wireless, and consumer products such as LivePix photo editing software, Scanview drum scanners, Agfa imagesetters, AirMedia's wireless Internet receiver, WinStar's phone network, Homestead's website building tools, Digital Cable Radio's music over cable TV service, and Zatso's personalized video newscast.

Press Relationships
Among Joshua's strongest relationships are virtually all of the key personal technology writers including Peter Lewis of Fortune, Steve Wildstrom of Business Week, Jude Biersdorfer of the New York Times, Michael Miller and Bill Howard of PC Magazine, Steve Morgenstern of Rolling Stone and Sam Diaz of the San Jose Mercury News.

Joshua also has particularly strong relationships with a number of the broadcast journalists covering technology. These include Larry Magid of CBS Radio, Dan Dubno of CBS News, Mike Goldfein of Belo Broadcasting and Scott Budman of KNTV.