Overview
The AI translation space is increasingly crowded, with many companies vying for attention. Language I/O needed to differentiate itself by positioning its CEO as a thought leader who could contribute meaningfully to broader conversations about AI ethics, responsible innovation and the future of work.
The challenge was to establish credibility for an emerging B2B SaaS company in a noisy AI media landscape by demonstrating expertise on the social and ethical dimensions of AI and secure placement in prestigious outlets that would elevate both Shoemaker’s personal brand and Language I/O’s market position. Additionally, as a woman CEO in a male-dominated AI industry, there was an opportunity to amplify Shoemaker’s unique perspective on diversity and breaking barriers in raising venture capital.
Challenge
The AI translation space is increasingly crowded, with many companies vying for attention. Language I/O needed to differentiate itself by positioning its CEO as a thought leader who could contribute meaningfully to broader conversations about AI ethics, responsible innovation and the future of work.
The challenge was to establish credibility for an emerging B2B SaaS company in a noisy AI media landscape by demonstrating expertise on the social and ethical dimensions of AI and secure placement in prestigious outlets that would elevate both Shoemaker’s personal brand and Language I/O’s market position. Additionally, as a woman CEO in a male-dominated AI industry, there was an opportunity to amplify Shoemaker’s unique perspective on diversity and breaking barriers in raising venture capital.
Strategy
PANBlast implemented a comprehensive thought leadership strategy focused on positioning Heather Shoemaker as an expert across multiple dimensions:
- Trade foundation: Initial strategy leveraged relationships with translation media — Slator, Multilingual — to set a foundation for Language I/O’s industry awareness and Shoemaker as a thought leader.
- AI ethics and responsible innovation: Wrote and placed bylined articles and secured expert commentary opportunities on topics including gender bias in AI, data security concerns, and the ethical implications of AI adoption. This positioned Shoemaker as a leader who thinks beyond business metrics to consider the broader societal impact of technology.
- Women in tech and venture capital: Leveraged Shoemaker’s experience as a woman CEO building a successful tech company to contribute to conversations about gender equity, overcoming bias in VC fundraising and creating inclusive workplaces. This included a Fortune article about using diverse interns to identify AI bias.
- Technical expertise in AI translation: Positioned Shoemaker as an expert on the technical aspects of translation technology, including the limitations of ChatGPT for real-time translation, the role of generative AI in multilingual customer support and the future of AI agents in enterprise settings.
- Strategic media relations: Cultivated relationships with journalists at top-tier outlets and trade publications, responding to reporter queries with timely, relevant expert commentary and proactively pitching contributed content that aligned with current news cycles and industry trends.
- Original research and proprietary data: Conducted and publicized surveys and studies that generated newsworthy data points, such as findings on AI translation misunderstandings and enterprise communication challenges, which served as media hooks for broader thought leadership.
Campaign Results
PANBlast’s strategic SaaS PR approach delivered consistent results, securing 80 pieces of coverage across a three-year period and establishing Heather Shoemaker as a recognized authority in AI and translation technology:
Coverage Highlights
- 80 total pieces of coverage spanning features, interviews, contributed content, expert quotes, press releases and mentions.
- Average domain authority of 60+ across all placements, ensuring high-quality, authoritative coverage that drives brand visibility and SEO/LLM value
- Extensive trade publication coverage in industry-specific outlets including Multilingual, Slator, Call Center Times, Contact Center Pipeline and Customer Zone 360, establishing credibility with target audiences
- Top-tier media placements including:
- “Biases in AI chatbots pose a risk to my real-time translation startup. Diversity and inclusion help us fight them” (Fortune) – A powerful piece demonstrating Shoemaker’s commitment to identifying and addressing AI bias through actionable experimentation
- “Women hold just 27% of tech jobs. Here are 5 research-backed potential solutions” (Fast Company) – Evidence-based recommendations for improving gender equity in technology
- “What I’d say to me back then – tech entrepreneur Heather Shoemaker on overcoming sexism in the VC market” (diginomica) – Personal narrative on navigating gender bias in venture capital
- “Vendors Training AI With Customer Data Is an Enterprise Risk” (Dark Reading) – Quote from Shoemaker included in story on training enterprise AI
- “Fixing AI’s Gender Bias Isn’t Just Ethical—It’s Good Business” (Forbes) – Quote from Shoemaker in larger story on AI ethics and gender
Speaking Engagement: SXSW
- Secured a coveted speaker slot at SXSW, one of the world’s most influential conferences for technology and innovation. Shoemaker participated in a panel titled: “Women in AI: Challenges and the Path Forward”
- This speaking engagement represented a significant milestone, positioning Shoemaker alongside other influential AI leaders on one of the tech industry’s most prominent stages and reinforcing her credibility as an expert in AI ethics and bias mitigation.
Impact and Outcomes
Through PANBlast’s strategic PR program, Heather Shoemaker evolved from a regional tech CEO to a nationally recognized thought leader whose insights are regularly sought on AI ethics, translation technology and women’s leadership and fundraising in tech. The consistent, high-quality coverage across three years established her as a credible voice on both the technical and human dimensions of artificial intelligence, demonstrating that successful thought leadership requires a multi-faceted approach combining expertise, authenticity and strategic media engagement.